Course title : Sales and Distribution Management (SADMA)

Batch : 2018-2020

Term : IV

Credits : 3 credits

Faculty : Jayakrishnan.S

Email ID: jayakrishnan@sdmimd.ac.in Mobile: 919886287474

About the Course:

Sales and Distribution management is offered to create understanding about sales and
distribution function, its planning, control and management in an organization. It focuses
on the relevance and requirement of these functions and to orient students about sales and
distribution. This course helps students to develop a perceptive about functions like sales
planning, sales force and channel management.

Course Objectives:
The course intends to: -

1. To provide students basic knowledge about the key concepts in selling.

2. To acquaint students with sales force management and channel management.
3. To develop an understanding about contemporary developments in Sales and distribution
management

Business Leadership: Sales is one of the key functions in an organisation that determines
existence of the organisation. Sales leadership is strategic in nature. Students need to
understand the importance and aspects of sales which can equip them to provide direction
and advantage to organisation. The course contents focus on sales management, salesman
ship, selling process, channel management and impact of technology on sales management
which are essential components of business leadership.

Dealing with change: Current business environment is dynamic in nature. We have

innovative sales strategies, channels and technology adopted by companies for survival and

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success. The course provides insight about sales and channel practices which may enable
students to deal with changes in their work environment.

Value Creation: Sales function is one of the vital functions that creates value in terms of
revenue, market share and market development. The learning’s of this course will focus on
creating organizational and societal value using ethical sales practices.

Course PEO 1 PEO 2 PEO 3 PEO 4 PEO 5

Sales and Distribution management High High High Medium High

Pedagogy: The course will be offered using lectures, cases and educational videos. Class
preparation is essential for each session. Lectures will be focusing on the fundamental
concepts in Selling and Channel Management. Case studies are included to provide
students an understanding about the application of concepts in Sales and distribution
management such as Sales structure, Territory management, Sales quotas, channel and
distribution management. Videos are used as supplementary material to bring more clarity
and insights in the topics such as customer orientation, selling process and distribution
management.

Course Evaluation

Component marks
Class participation 10

Project 15

Midterm 25

Case study/Article Presentation 20

Final Exam 30

Total 100

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Session Plan

Session Nos. Topics

Selling and Salesmanship
1 Case: What they didn’t teach us in Sales Class *
Article: Evolution of Selling*

Sales Management and structure; Technology and Sales management

Case: Lakshmi projects: Sales structure dilemma*
2 Article: Social Media and related technology: Drivers of change in
managing the contemporary sales force*
Case: Optima Business group: Leveraging technology for Sales force
enablement
Relationship Selling and Transactional Selling
3 Article: Direct selling in developing economies.

Sales Management – Issues

4 Case: Spectrum Brands- Sales force dilemma, Drishti Eye centre –
Managing a sales force
Designing & Management of Sales Territories
5
Case: Realigning Sales territories at Garrick oil and Lubricants
6 The Selling Process – Products, Services and commodities.
Case: Siebel Systems- Anatomy of Sale, m- junction – e-auction of steel
7 & coal*
Sales Force Motivation
8
Case: Eureka Forbes Ltd.: Managing the Selling Effort (A)

9 Sales Quotas and Targets

Case: Parkin Laboratories: Sales Target dilemma

Sales Promotions
10 Article: A strategic perspective on Sales promotions *
Case: Giant Consumer Products- The sales promotion resource allocation
decision.
Sales strategy
11
Case: Quality Kiosk – Drawing up a sales strategy
12 Sales Fore casting
13
Distribution Channels, Distribution Process & its importance, Rural
distribution, Alternate channels- Internet
14 Case: Castrol India- An Innovative distribution channel, Eastern
Condiments Private Ltd A*.
* HLL – Project Shakti (Video case)

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 Article: Changing channels: The impact of the internet on distribution
strategy (Self-study)
Channel Selection, Design and Criteria
15

16 Channel Conflicts and Resolution

Case: JSW Shoppe – A unique distribution model for steel, Cold chain
17 distribution issues at Indo-euro pharma
18 Channel Effectiveness, Evaluation
19 International Marketing Channels.
20 Weikang Pharmaceuticals – Channel management dilemma

Note: * Cases are for classroom discussion and rest of the cases and articles need to be
presented by students which will be evaluated.

Rubrics
Assessment Rubrics and Evaluation components

Evaluation Class Descriptive Project Case

component/Vision and participation Exams study/Article
Mission elements presentation
Business Leadership Yes Yes Yes Yes

Dealing with Change Yes Yes Yes Yes

Value creation Yes Yes Yes Yes

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 Class Participation

Exceptional Excellent Accomplished Unacceptable

Common Highest involvement, Enthusiasm and Limited Lethargic and
Attributes energy with clear active participation participation disinterested
understanding and ability and acceptable behaviour.
to convey it. Proactive level of
participation and high understanding and
interest level and ability interest.
to comprehend the
contents.
Business Clear outlook about the Understanding Partial Lacks
Leadership sales leadership and about the sales understanding understanding
ability to connect with leadership and fair about the sales about sales
industry scenario. idea about it in leadership leadership and
industry scenario. concepts. inability to relate it
with industry.
Dealing with Ability to ascertain Ability to identify Ability to Unable to identify
Change situations and insights to situations and identify any change
address the change in a insights to address situations and to
strategic and creative the change to initiate a change
manner. certain extent process
Value creation Providing insights about Providing insights Ability to Unable to provide
strategies and actions about strategies and identify some any means of value
that can create actions that can action plan creation.
organisational value. create which may
Providing new directions organisational create value
and means to create value to certain
value. extent

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 Descriptive Exams

Exceptional Excellent Accomplished Unacceptable

Common Clarity about concepts Clarity about Minimal clarity Inability to
Attributes and ability to convey it. concepts and about concepts and convey about
Precise style/way of ability to convey ability to convey it the concepts.
answering or analyzing it in an effective in an acceptable
the question or case with manner. manner
adequate analysis and
inference.
Business Ability to look at issues Ability to look at Partial Lacks idea
Leadership and provide solutions issues and understanding about issues and
through innovative and provide adequate about issues and solution
creative manner. solutions limited solution providing
Providing best solutions providing ability. ability
Dealing with Ability to identify Ability to identify Ability to identify Unable to
Change situations and suggest situations and situations and identify any
strategies to address suggest strategies suggest strategies change and
change take into account which can which is suggest
organisational constraints. address change to acceptable. strategies
certain extent
Value creation Ability to suggest Ability to suggest Ability to suggest Unable to
approaches which can approaches which approaches but not suggest
create value to the can create value in a precise approaches for
organisation taking into to the manner. value creation.
account the organisational organisation
resources. which is
acceptable

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 Project
Exceptional Excellent Accomplished Unacceptable
Common Precise Contents, More than Satisfactory Poor Contents and
Attributes Adherence to submission adequate contents, no adherence to
guidelines and identifying contents, Adherence to submission
and presenting valid Adherence to submission guidelines.
analysis and observations. submission guidelines.
guidelines.
Business Identifying and Identifying and Partial Lacks
Leadership understanding the skills understanding the understanding understanding
and strategies that can skills and skills and skills and
lead to business strategies that can strategies that strategies that can
leadership. Ability to lead to business can lead to lead to business
convey it in an effective leadership. business leadership
and refined manner. leadership
Dealing with Ability to identify change Ability to identify Ability to detect Unable to identify
Change in an organisation and try and understand change any change
to understand it in change in an
developing skills to deal organisation.
change.
Value creation Gaining insights about Gaining insights Ability to Unable to gain
strategies and actions that about strategies identify insights insights about
can create organisational and actions that about strategies strategies and
value. Developing a clear can create and actions actions that can
understanding about organisational which can create
means of value creation. value to certain create value organisational
extent value

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 Case study and Article presentation
Exceptional Excellent Accomplished Unacceptable
Common Analyzing issues in the Analyzing issues in the Analyzing issues in Analyzing
Attributes case/article in the case /article in a good the case /article in issues in the
appropriate way, manner, Adherence to an acceptable case /article in
Adherence to presentation guidelines manner, Adherence a poor manner
presentation guidelines and ability to convey to presentation without proper
and ability to convey the the analysis and guidelines and analysis or
solution or analysis in an solution in a manner ability to convey the solutions.
interesting and effective which is good and well solution and
manner which is above the acceptable analysis in a
outstanding. manner. satisfactory manner
Business Ability to identify, Ability to identify Partly able to Unable to
Leadership understand instance to instance of business identify instance of identify
demonstrate business leadership and business leadership. instance of
leadership and looking it demonstrate in a business
with a different satisfactory manner. . leadership.
perspective.
Dealing with Ability to identify Ability to identify Ability to identify Unable to
Change situations and facts situations and facts and situations and facts identify
which can be effectively using to deal change in situations and
utilized to address a satisfactory manner facts to deal
change. Students can with change.
provide effective and
creative solutions to
address the problems
Value creation Adding a different Adding a common Adding a common Unable to
perspective to the perspective to the perspective and provide any
situation and suggest situation and suggest suggesting usual perspective for
means to create value means to create value means to create value creation.
take into account which can be improved. value which is
organisation and satisfactory
industry.

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 SADMA Project Guidelines
Students need to identify any company/organization of their interest. They have to do a
desk research to understand the sales and distribution of the company. If the company has
a branch office in Mysore, then students can visit the office to understand their territory
sales strategy if time is available. The company need to be either in FMCG, Services or
Consumer Durables sector. Based on this interaction they have to prepare a report.
Note: The project needs to be done in weekdays without losing the usual classes.
1) Brief about the company /organization- Maximum 1 page.
2) Major products – ½ page.
3) Sales initiatives or strategies with respect to any two products – 1-2 page.
4) Distribution strategy – 1 page maximum.
5) Your Key learning’s and Conclusion
6) Project report submission.
Project submission date: - Two weeks before the end term exam.
Case study /Article Presentation Guidelines
1) Identify the facts or the core aspects in the given material.
2) Key problems and issues need to be identified.
3) Do the analysis based on the facts and within the framework of the topic.
4) Provide your suggestions and perceptive about the topic.
5) Conclusion.
6) Time limit for presentation – 20 minutes (No PPT), Q&A /Discussion: 5 minutes

Recommended Text Books:

1. Still, Cundiff, Govoni – Sales Management: Decisions, Strategies & Cases –

Pearson Prentice Hall. (5th edition)- Primary Reference
2. Charles .M. Futrell- Fundamentals of Selling – McGraw-Hill education (12th
edition) - Primary reference.
3. Tapan Panda, Sunil Sahdev – Sales And Distribution Management – Oxford
Publishing, India-(2nd edition)-Primary reference
4. William.L.Cron, Thomas.E.Decarlo - Sales Management: Concepts and Cases,
Wiley Publishers ( 10th edition)- Secondary reference

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5. Anne Coughlan.et.al – Marketing Channels, Prentice Hall (7th edition) - Primary
reference
6. Venugopal .P, Sales and Distribution Management: An Indian Perspective- SAGE
Publications.(2009)- Secondary reference
7. Havaldar .K.K, Cavale.V.M, Sales & Distribution Management: Text and Cases-
Tata McGraw - Hill Education (2nd edition) – Optional.

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