FORE School of Management, New Delhi

Course Outline
Programme: PGDM (FMG-28/IMG-13/FM-02)

Name of the Course: Sales, Distribution and Retail Management

Credit: 3.0
Term: 4 Academic Year: 2020-2021
Faculty: Dr. Nirmalya Bandyopadhyay Office Contact No. (M) 9518121887
Email: Nirmalya@fsm.ac.in

Introduction:
Sales and Distribution is a key operational function of any organization. It links the company to
the customers and facilitates the transaction which is core to any business. This course has been
designed to provide participants with an understanding on the concepts and the criticality of
Sales and Distribution management function to organization’s success. The students would be
exposed to contemporary thoughts and practices in the field of sales and distribution
management and the typical challenges which Indian market presents. Modules on retail
management have been included to give the students an integrated knowledge on the last stage of
distribution, which is retailing. In addition, the concepts of Multichannel distribution and
Omnichannel marketing have been introduced.

Objective:
 To provide participants with an understanding on the scope, concepts and techniques of
Sales and Distribution management function and its importance to organization’s success.
 To provide an exposure to key sales management functions like sales team development,
territory planning, sales quota setting and performance monitoring.
 To understand the distribution in various categories of products & services and examine
the major decision areas in channel building and management.
 To recognize the challenges of distribution in Rural India and the growing importance of
rural marketing for consumer goods companies.
 To be aware of the basic concepts of retail management and appreciate the opportunities
and challenges of organized retailing in India.
 To appreciate the movement from Multichannel distribution to Omni-channel marketing

Text Book:

Havaldar, K.K., and Cavale, V.M., Sales and Distribution Management, 3rd edition, McGraw
Hill Education (India) Private Ltd., Chennai, 2018 (Latest Edition, if any available, would be
preferred)

Reference Book:
 Cron, W.L. and Decarlo, T.E., Sales Management, Concepts and Cases, 10th edition,
Wiley India, New Delhi, 2010
 Coughlan, A.T., Anderson, E., Stern, L.W, El-Ansary, A.I. and Natarajan, R.C.,
Marketing Channels, 7th edition, Pearson, New Delhi, 2011
  Levy, M., Weitz, B. and Pandit, A., Retailing Management, 8th edition, McGraw Hill
Education (India) Pvt. Ltd., New Delhi, 2012

Pedagogy:

Lectures, Case discussions / analysis, Article discussions, Term project, Role play

Evaluation Component and weightage: (an indicative evaluation component guideline is

attached)
Case Study Analysis (In class/Assignment): 15% :
Term Project : 15%
Class Participation : 10%
Mid Term : 20%
End Term : 40%
________
Total 100 Marks
--------------

Session Plan:

Session Session Theme Additional Learning outcome

No. Reading/Cases
1 Sales management, Distribution Text Book (TB), Ch.1 What is the role of
management, Interdependence, Reading: sales manager in
Importance of distribution function, Deloitte – UK an organization?
Sustainable competitive advantage, – Reinvent Sales
Overview of
Distribution Management
2 Introduction to Selling and Sales TB, Ch.1, 3 Understanding
Strategy, linkage within the various personal
organization, Article: SPIN Selling selling theories
Theories of selling, Diverse selling
situations
3 Steps in personal selling, Pre- call TB, Ch. 2 Appreciate the
planning to post sales activities,. Article: The Seven personal selling
Deadly Sins in process
Selling
4-5 Need of a sales organization, TB, Ch. 5, 6, 7 Learn about sales
Various organization structures, Case discussion organization
Developing field sales organization, in session 4 : Self activities
sales training developed TBA
Questions to explore (pertaining to the Case):
 How to decide on the sales organization structure
 How to develop the sales organization and with what type of training inputs
 6-7 Sales Territory design, TB, Ch. 4 Understand territory
Developing sales territories, route Case management and
planning, various specializations, discussion / various kinds of
Sales forecasting, Sales quotas. Presentation: sales quotas
Maha
Research Lab:
Sales Force
Expansion
Questions to explore (pertaining to the Case):
 Sales Force Sizing decisions
 What forms the basis for territory design
 Sales Force Structure decision
 How to align territory design to sales forecasting and sales quotas
8-9 Sales force motivation, Sales Study Materials to be Understand how to
force leadership, Sales Force shared manage a sales force
compensation, Performance
Appraisal of sales force Concept application
discussion
10-11 Channel objectives and costs, TB, Ch. 9, 10 Learn the role and
Conventional channel structures, In-class concept functions of various
Role of marketing intermediaries application exercises channel players
in the value chain perspective
12 Channel strategy, Types of TB, Ch. 13 Be able to design
distribution systems, Factors Case: multi-channel
affecting selection of Castrol India networks Appreciate
Distributors, Multi channel Limited: An the evolving concept
distribution, Omni channel Innovative of Omni-channel
marketing Distribution marketing
Channel
(IVEY)
Questions to explore (pertaining to the Case):
 The criteria of selecting channel members
 The alignment of distributor selection with overall channel strategy
13 Rural Distribution in India, Issues Article : HUL Realize the
involved in Logistics Project Shakti difference
between urban
and rural
distribution
practices in India
14 Selecting, Motivating and TB, Ch. 14 Learn the process of
controlling channel members, Case discussion: channel management
resolving channel conflicts An Irate and
Distributor conflict handling
(IVEY PUBLISHING)
By
 Renuka Kamath, K.K.
Kishore, Sagar Sharma
Publication Date:
8/12/2013
Questions to explore (pertaining to the Case):
 The basis of choosing Jalgaon district for expansion plan in the territory
 Perspectives from the company and from the Distributor point of views regarding go-to-
market approach
15 Retail revolution and the TB, Ch. 11 Appreciate the
changing marketing strategies of Article: Evolution challenges and
retail of Retail industry opportunities in
in India modern retailing in
India
16 Basic concepts of Retail TB, Ch. 11 Understand basic
Management: Types of concepts of retail
Retail Formats management
17 Mall-Management Article: Understand malls
Mall- as a SBU and their
management management
18-20 Group Presentations and
wrap-up

NOTE:
 The articles / cases listed above are tentative and may be changed at any time by the instructor. Any
other reading material may be distributed during the sessions and required instructions about the task
shall be given with adequate preparation time.

For official use: -

As Benchmarked with course content in previous year, the contents of this course: (Please mark
the right option below)
(a) Is totally new
(b) Has not changed at all
(c) Has undergone less than/equal to 20% change
(d) Has undergone more than 20% change

Course Faculty: Dr. Nirmalya Bandyopadhyay Area Chair:

PGP Executive Manager (Academics)

Dean (Academics)