Going to Market: Managing the Channel and the Sales Force

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Module Manual: Going To Market: Managing the Channel & the Sales Force PGDM 2011- 2013
Course Credits: 04
Course Marks: 40


* Going to Market introduces the students to the sales and distribution discipline as the final delivery vehicle of marketing and covers elaborately its two constituents --Managing the Channel (External to the organization) and the Sales Force (Internal to the organization). *

* A product or service has been produced basis the needs of customers. To take the product to the customer is all about going to the market. A process of system has to be established and people have to be engaged in running the system to deliver. The system is distribution and people are sales force. The system and people are to be managed by Sales Manager. *
* Over the years there has been a growing importance of Marketing channels as a strategic component of the marketing mix along with other strategic components of product, price and promotion. The selection or choice of the appropriate channel will result into efficiencies and competitiveness. *

* The effectiveness of the sales force depends, to a large extent, on the Sales Manager who directs leads and motivates its members. In depth understanding and skills are required to lead such a force to a higher productivity or else it can result in lost opportunities in the marketplace and a demoralized and disoriented sales team. *

The thrust of this highly interactive program is in capturing the following key elements: * Understanding the concepts
* Situation Analysis
* Case Studies
* Presentations
* Live projects & Assignments

By the end of this module students will have learnt how to do at least three things;

1. Develop competence and the competitiveness in dealing with complexities in marketing channels 2. Understand the distribution strategy, management of the marketing channels, organizational efficiency et al not only for an urban market but for the rural too. 3. Have a clear understanding of the key underlying principles in managing a sales team in today’s competitive and complex market place

Course Structure:

The emphasis in the course is on understanding a small number of general principles and being able to apply these principles effectively in business. Problem-solving through business case discussions will be an integral part of the learning experience. Although case discussions permeate all of the course session slots, some sessions will focus more on building analytical tools. In particular, there will be two types of session slots * Regular class room interactive sessions, where concepts are discussed and applied mainly to stylized business examples. * Case discussion sessions, where more extensive discussions of real-world managerial problems give students an opportunity to apply tools already seen in previous sessions or to develop new ones with the purpose of providing managerial solutions to the case problems. * Field projects and assignments.

These learning objectives will be attained in 3 Topics each of which is further broken into 27 Sessions covering a total of 33.75 contact hours: 1. Managing marketing channels
2. Distribution strategy for rural markets,
3. Selling and Sales management

A class-by-class outline of the course is provided on the following page.


2.1 Area Chair:
Name: Prof Pranay Verma
Phone: 09899101844
E-mail: pranay.verma@iilmgs.ac.in
Cabin location: IILM-GSM Greater Noida

2.2 Module Leader:
Sachin Sinha

3. Module Pre-Requisites: Students must understand the concepts of marketing well delivered in Term I module- ‘Basics of Marketing’.

Session| Topics|
Session 1| Managing Marketing Channels- Marketing Channel Concepts (LECTURE)| Session 2| The Channel Participants (LECTURE)|
Session 3 |...
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