Going to Market: Managing the Channel and the Sales Force
Module Manual: Going To Market: Managing the Channel & the Sales Force
PGDM 2011- 2013 Course Credits: 04 Course Marks: 40
1-INTRODUCTION TO THE COURSE
* 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
PGDM 2011- 2013 Course Credits: 04 Course Marks: 40
1-INTRODUCTION TO THE COURSE
* 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