Course Objectives:
The course is meant for managers under formation. Rapid innovations in technology, especially in the field of
distribution and logistics, have made corporate operations complex. Thus, this course will develop the framework
for channel creation and formation. It reflects the importance of channel management issues and helps the students
in understanding the companys route to markets and the downstream part of value chain
Prerequisites:
The students should have basic knowledge about various developments in the marketing channel & distribution
world. They should be aware of the different formats of marketing channels running in the market. It is mandatory
for them to take up a course in Marketing Management
Student Learning Outcomes: The student after studying this paper will be able to:-
Course Contents/Syllabus:
Weightage (%)
Module I: Introduction to marketing channels
Marketing Channel System- Role, Scope, Functions & Structure in terms of SODs, 25%
Distribution Objective/Strategy,Interface between Salesforce and Channel,Types of
channels, Levels of channels, Channel Flows definition and concepts, Factors affecting
channel design. Channel Design and Implementation segmenting, targeting, gap analysis,
establishment of new channels or refining existing channels. Selection of Channel partners
Classes will involve a blend of lectures and case discussions. In addition to assigning the case studies, the course
instructor will spend considerable time helping you in getting in-depth understanding of the concept. Students will
practice various research activities, including: article reviews, practical projects, presentations etc.Students are
expected to contribute to the class discussions based on the course readings and their own experience.
100% NA 70%
Components (Drop
down)
Mid-Term Exam Project Viva Attendance
Weightage (%)
Texts
Stern & El-Ansary,(2009), Marketing Channels. Prentice Hall of India.
Bert Rosenbloom,(2008), Marketing Channels, South Western Cengage Learning
Havaldar and Cavale,(2008), Sales and Distribution Management- Text and Cases. Tata McGraw Hill
References
V.V. Sople,(2010), Logistics Management. Pearson Publication.
DK Agrawal,(2008),Logistics and Supply Chain Management, Macmillan India