Course Objectives
To help participants appreciate the challenges confronting the Sales and distribution function in Indian marketplace, with it's inherent difficulties and challenges. Through the course provide them with adequate inputs to help them excel in Sales and distribution jobs (typically their first jobs). The inputs would be a mix of theory , practical experience through the means of projects and interaction with industry though leaders through a series of guest lectuers.
Text Books
Rosenbloom, Bert (2004) Marketing Channel: A Management View, Cenage Publications, Delhi [RB]
Churchill, Ford and Walker’s Sales Force management (2009) 9th ed, Tata McGraw Hill, Delhi [CFW]
Sessions of 90 mins Duration
DISTRIBUTION MANAGEMENT MODULE |
Session 1 | |
Topic | Introduction to Distribution Channel Management & Strategic Importance of channels |
| Lecture |
Readings | 1) Chapter 1, RB [Textbook] 2) Creating a Distribution Advantage in India, BCG Group. 3). Reinventing Distribution – M S Banga |
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Session 2 | |
Topic | Channel Design |
Case | Aqua Tred |
Readings | 1) Chapters 6 & 8 RB [Textbook] 2) Stern, L.W., and Sturdivant, F.D. (1987) Customer driven distribution systems, Harvard Business Review, Vol 65 (4), pp 34-41. |
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Session 3 | |
Topic | Selective Distribution and Franchised channels |
Case | Marigold Hospital Network : Selection of New Franchisees |
Readings | 1) Chapter 7: Selecting Channel Members , RB[Textbook] 2). Hlavacek and McCuiston (1983), “Industrial Distributors – When, Who and how?” Harvard Business Review, March-April. |
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Session 4 | Guest Lecture |
Topic | Name of Speaker to be indicated |
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Session 5 | |
Topic | Positioning, Power and Conflict in Channels |
Case | Colgate Palmolive (A) |
Readings | 1). Chapter RB [Textbook] 2) Channel conflict- when is it dangerous. Bucklin et al, McKinsey Quarterly |
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Session6 | |
Topic | Evaluating, Motivating and Controlling Channel Members |
Case | XYZ Consumer Durables Limited |
Readings | 1) Chapters 9& 14 RB [Textbook]. 2) Gilliland, D.I., (2004) Designing channel incentives to overcome rejection, Industrial Marketing Management, Vol.33, 87-95 |
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Session 7 | |
Topic | Physical Distribution and Trade Promotions |
Case | Lubol India ( A) |
Readings | 1) Chapter 13 RB [Textbook] 2) Chapter 11- RB [Textbook] |
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Session 8 | |
Topic | Internet as an Alternate Channel of Distribution |
| Lecture |
Readings | 1) Chapter 15 RB [Textbook] 2) Chapter 10 & 11 of Rangan & Bell(2006) “Transforming your go-to-market strategy |
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Session 9 | |
Topic | Rural Distribution |
Case | HLL Project Shakti |
Readings | 1) “Distribution Channel Structure In Rural Areas: A Framework and Hypotheses,” Decision 32 (1), Jan-June 2005. 2) A Note on Rural Distribution Realties |
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Session 10 | |
Topic | Guest Lecture |
| Name of Speaker to be indicated |
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SALES MANAGEMENT MODULE |
Session 11 | |
Topic | Introduction to Selling and Sales Management |
| Lecture & Video Tom Peters on Sales |
Readings | 1).Chapter 1:CFW 2) Selling as a systematic process |
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Session 12 | |
Topic | Sales Management Concepts and Personal Selling Basics |
Case | Akili Systems Group |
Readings | 1). Chapter 2&3: CFW 2). Trailer Barry and Jim Dickie (2006), “Understanding What your Sales Manger is up Against,” Harvard Business Review, July- August. 3). Customer Centered Selling Process. |
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Session 13 | |
Topic | Reengineering the Sales Process |
Case | Hewlett Packard: Computer Systems Organization |
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Session 14 | |
Topic | Guest Lecture |
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Session 15 | |
Topic | Sales Force Organization and Territory Design |
Case | Syntex Laboratories ( A) |
Readings | 1) Chapter 4: CFW 2). Zoltners (2006), “Match your sales force structure to your Business Life Cycle,” Harvard Business Review, July- August. |
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Session 16 | |
Topic | Sales Force Compensation and Motivation |
Case | Eureka Forbes Ltd: Managing the Selling Effort (A) |
Readings | 1) Chapter 7 & 11: CFW |
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Session 17 | |
Topic | Selection and Training of sales persons |
Case | Coral India Ltd. Or Ajax (A) |
Readings | 1) Chapters 9&10 : CFW 1) Randall, J. E. and Randall, C.H. (2001) A current review of hiring techniques for sales personnel, Journal of Marketing Theory and Practice, Spring, 70-82. |
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Session 18 | |
Topic | Evaluating Sales Personnel |
Case | Kramer Pharmaceuticals |
Readings | 1) Chapter 13: CFW 2) Gentry, J.W., Mowen, J.C. and Tasaki, L. (1991) Salesperson evaluation: A systematic structure for reducing judgmental biases, Journal of Personal Selling and Sales Management, Vol. 11 No.2, 27-38. |
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Session 19 | |
Topic | Guest Lecture |
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Session 20 | |
Topic | Project Presentations and Course Review |