Distribution Management Syllabus
Distribution Management Syllabus
Distribution Management Syllabus
The distribution function is one of the four Ps of the marketing mix, that provides essential services to end-
customers. The distribution channel is not only a channel through which the firm reaches its end market.
Channel members are also company’s customers with their own needs and expectations. These
companies often distribute not only the firm’s products but also competitors’ products. Therefore, channel
members are conduit, customer, and competitor rolled into one, and their motivations and objectives are
often not aligned with those of the firm. Selecting and managing the channel is the focus of this course.
The objective of the course is to inculcate the ability to develop, implement, critically evaluate, and hone
the “go to market” strategy for a firm.
2.0 PEDAGOGY
The course employs a balanced mix of lectures/class discussions and case studies/projects. Class
lectures and discussions provide an exposition of key concepts, and are supported by current marketing
practices.
2.0.3 Assignments / activities relevant to the Subject to be prepared by the students on various assigned
topics to make them gain a practical insight of how the function is practiced in different areas.
1
4.0 CLASS PARTICIPATION
Each student is expected to be present in every session and contribute to class discussion.
5.0 QUIZZES
Three quizzes will be held during the term as per the session plan.
The exam paper will consist of a case study and conceptual questions.
7.0 EVALUATION
Students will be evaluated on the basis of case analysis, project, class tests, class participation, and end-
term exam. The weightings given to each of these units is listed below:
Basis of Evaluation
Project 15%
Quizzes (Best Two) 20%
Mid-term Exam 20%
End Term Exam 40%
Class participation 05%
Please note that any student who will not take the quizzes or make presentation of the project on
the scheduled day/time will not be awarded any marks for that activity.
Session Plan
Coverage Plan (Figures in the bracket represent the proposed sessions of coverage)
1. Understandings (1& 2)
• Distribution
• Role & Importance
• Value Generations
• Marketing Channels
• Levels
• Customer Service Goals
2
• Behavioral Processes
• How Conflict Emerges
• Causes of Channel Conflict
• Conflict & Channel Efficiency
End Term
Text Book
Suggested Text Book, Marketing Channels – A Management View,Bert Rossenbloom 7th edition,
Cenage Publishers, New Delhi