Course Title: DISTRIBUTION AND LOGISTICS MANAGEMENT

Course Code: TRAN701

Credit Units: THREE

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 company’s 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:-

Understand the dynamics of marketing channels which is behind the scenes.

Understand how marketing channels can be a tremendous source of competitive advantage to a firm by

delving into the selection & evaluation parameters of channel partners and gap analysis

Learn the management of channel partners, the challenges in dealing with them, methods of resolution

of their conflicts important for a smooth conducting of their activities

Understand the formats of marketing channels which a firm takes to reach the customer- retailing,

franchising, licensing etc

.

Course Contents/Syllabus:

Weightage (%)

Module I: Introduction to marketing channels

25% Marketing Channel System- Role, Scope, Functions & Structure in terms of SODs,

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

Module II: Channel Design Implementation

25% Channel Performance: Monitoring & evaluation, Motivation of channels, Channel financing,

training and channel coordination. Identifying Power Sources, Channel Conflict –nature & degree,

sources, , Multiple Channels, Electronic channels. Issues with multiple channels consequences,

Conflict resolution - conflict solution strategies

L T P/S SW/F

W

TOTAL

CREDIT

UNITS

3 0 0 0 3

Module III : Channel Institutions- Route to market

15% Retailing: Strategic Issues in Retailing. Franchising; nature and scope, Wholesaling

Module IV: Recent developments in channel management

20% Integrated Marketing Channels – Horizontal, Vertical, Multi channel marketing Systems Vertical

Integration of Marketing Channels – costs, benefits, and need, Strategic Alliances in Distribution:

nature, motives, building commitment by management of daily transactions, payoffs of strategic

alliance in marketing channels.

Module V: Logistics System

15% Concept, objective and scope, Their role & significance in distribution management in

terms of transportation, warehousing, inventory management, packing and unitization,

communication and control. Choice of 3PL & 4PL

Pedagogy for Course Delivery:

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.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

100%

NA

70%

Theory Assessment (L&T): Continuous Assessment/Internal Assessment End Term

Examination

Components (Drop

down)

Mid-Term Exam

Project

Viva

Attendance

Weightage (%)

10%

10%

5%

5%

70%

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