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King’s College, Kathmandu

Course Title and Credits:

Channel Management

Class/Semester:

MBA, IV term

Facilitator/Contact

Rabi Raj Aryal, rraryal@yahoo.com, 9851030305

Class Schedule:

Sundays 6:30 - 10:00 a. m.

i.

Course Philosophy and Objectives

Achieving market standing in terms of sales realization and market leadership in the industry
is the ultimate objective of sensible marketer across geography. The marketer once develops
the brands in office setting need to test it at the battle field. Marketing processes are
claimed to be successful if only you are able to sell and continue to sell. Marketing student is
supposed to understand ‘what makes sales’ or ‘what efforts go on selling’. Sales Management,
Distribution Operation, Channel Development and Management are some of the prerequisites’
and strategies revolve around those that organization applies to realize sales & marketing
objective continuously & efficiently.
Your organization creates the brands, communicates to the target audiences which the
consumers record in their mental store as the preferable brand, and as a reward the
organization captures it in a value term. The cycle continues in the life of any surviving
origination and you as a member of selling & distribution function has to understand your role
so that you can better contribute the cycle to run profitably. The course will provide you with
a theoretical framework and practical tools to understand:
a. Sales operation processes and sales management
b. Distribution operation Management
c. Trade marketing concept
d. Channel development and management
While we will cover key components of selling & distribution, we will drill down to Channel
Development and more particularly to the Channel Management. We will build up
understanding of the various marketing techniques, distribution channels and sales strategies
to reach the widest possible consumers productively.
ii.

Course Format

Class sessions will be a combination of readings, lecture, discussions, experience sharing and
case analyses. You will be encouraged to share your experiences both from the marketer’s
perspective and from the customer’s perspective. Come to class prepared to discuss the
assigned readings. We will build up the cases to understand to apply theory to practice that
gives you the opportunity to place yourself in a variety of business situations. While analyzing
the case or an article, you should not try to come up with the right answer to a case, but to
analyze the information carefully and come up with implementable recommendations backed
by the information that you have in the case and with your own experiences.
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Panda and Sunil Sahadev. Oxford Higher Education. vii. Erin. bring in examples that illustrate course concepts.20% Midterm Examination – 15% Pre Board Examination -30% Term Paper Report and Presentation (Group)– 20% Class Participation As this course is highly participative you will be expected to come prepared. Your assessment will be based on the value added contributions you make to participants’ learning experience.iii. Pre Session Readings We will follow the prescribed book and it is expected that students go through the mentioned chapters beforehand. interact with the faculty. 2nd edition Marketing Channels. to actively engage in class discussions. Pre session reading is a mandatory as we will focus more into discussion and analysis of the topics in the class rather than going through the content. vi. and challenge each other to enhance our collective understanding of Channel Management. Adel and Natarajan. Case Analysis and Presentations . As you need assistance outside the class you may write to me or call me on other than office time. your group can bring in the local examples to support your understanding which also likely to make it more relevant. Louis.      iv. Case Analysis and Presentation Some international brand cases will be discussed and provided you to analysis based on your understanding of the Channel Management. Internal Evaluation Components Class Attendance and Participation – 15% Class Assignments. I will assist you through my experiences and allowing you the contest to understand better in the class environment. however. Other Rules and Regulations The prescribed rules and regulations of the affiliated university and college will bind us we go along.   Basic Book Sales and Distribution Management. Tapan K. Consultation and Assistance The faculty is available you to assist your learning objectives for this course. v. Anne. 7 th Edition 2 . Pearson. Cases to be analyzed in a structured manner as instructed by the College. viii. ix.

x. Practical approaches and tools:       Scientific resource allocation Expenditure budgeting Outlet/customer call process Implementing marketing activities at field Customer relationship Management Trade Loyalty Programs  Market feedback/information processing Review session and group work presentation 15    Group formation and topic selection for group work Case discussions Take away assignment     Reading Relevant Chapters Role play Progress report submission on group work Take away assignment  Review Sessions and closing Pre Board Examination 3 . 12. Introduction to the course 1 ii. Channel conflicts and its management iv. Strategic alliances in distribution iii.13 and 14 of Channel Management Classroom discussion on distribution practices in Nepalese market Takeaway assignment    Mid-term examination 7 Designing Channels and Managing Channel Performance Designing Channels:  Reading Chapter 1 to 5 of Marketing Channels 8&9 i. ii. Understanding channel power ii.   Structure and functions Designing Channels : Demand. Approximate Course Content and Schedule Session Learning Area Opening Perspective i. wholesaling among others iii. ii. Order Processing and Logistics Mid-term review    Understand the course content and administration Case discussion Reading sales forecasting materials   Class room exercise on sales forecasting Reading sales management materials   Reading Chapter 6 and 9 to 14 of S&D management Takeaway assignment  Reading Chapter 15. 17 and 22 of S&D Management and Chapter 11. Introduction to the distribution channels – retailing. supply and channel efficiency Practical approaches and tools:     10. The sales and sales management 2 3 &4 ii. Activities and Key Points to Note Context setting Sales Management i. 11 and 12 13& 14 Market identification & classification Understanding Channel Types and characteristics Outlet classification & profiling Channel coverage plan Managing Channels i. Demand Forecasting and Setting Sales Targets i. Sales organization Managing sales force Distribution Operation Management i. Networking & Distribution 5&6 Management ii.