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Post Graduate Diploma in Management Full Time (PGDM) Area: Marketing Course Title - Channel Management Course Faculty: Prof Anand Khanna
Post Graduate Diploma in Management Full Time (PGDM) Area: Marketing Course Title - Channel Management Course Faculty: Prof Anand Khanna
(PGDM)
Area: Marketing
Course Title –Channel Management
Course Faculty : Prof Anand Khanna
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Course Description:
Channel Management course is a significant course for the track‐ Sales, Marketing and Business
development. Channels of distribution are a critical element of business strategy. It aims to provide an
understanding of the approaches, concepts, techniques and attitudes required for effective decision
making in the areas of channels of distribution management. The course covers the relevant aspects of
channel management. The course focuses on the task of working with channel partners as first line
manager in any organization. The course concentrates on working with channel members as partners.
How to resolve conflict and build productive relations is also covered. The course is intended for those
participants who wish to take up careers in the area of marketing and sales.
Learning Objectives:
This course endeavors to develop students with the following specific learning objectives –
a. Appreciate the dynamics of trade channel
b. Acquiring the skill to design, execute and manage a channel network
c. Understand the power relationships and its dynamics among channel partners d.
Evaluating the channel partner
Pedagogy:
Each session shall be allocated to a team. The team shall be required to lead the case and discussion on
the day of the topic. Each team is required to write an Academic Note on the topic assigned to them. It is
expected that each team shall go through notes, articles, research papers and other case study to justify
their scholarship on the topic. It shall be expected that the case discussion incorporates, if need be,
reference to other Indian cases and field situations. The instructor shall primarily perform the task of
facilitator of learning.
Course Requirements:
i. Each learner is supposed to prep for each class by reading the essential reading given in the
course packet and case analysis before the class and add value to the class discussion. CPP
carries 16 marks weight.
ii. Topic Note shall be submitted 2 days before the date of the session in soft copy. Soft copy
of PPT for presentation shall be submitted 1 day before the class. Any member of the team
can be called to lead at any point of time. Members of the team should distribute the task but
synthesize their individual preparation before coming to the class.
iii. The details of Topic Note and Team Assignment shall be explained in Session 1. iv.
Late submissions will not be accepted.
v. Mobile phones shall strictly be switched off before the start of each session. Silent mode is not
permissible to ensure focused learning.
Evaluation
2
Class presence and participation 10
Topic Note and presentation 20
Team Assignment 30
End‐Term 40
Reading Material
Text Book
Text Book: Rosenbloom, Channel Management, Cengage
Reading Material
Course Packet
Other Reference Books
Couglan and others, Marketing Channels, Pearson
Stern and others, Marketing Channels, Prentice Hall
Venugopal, Marketing Channel Management, Response
Journals
1. Journal of Marketing Channel
2. Industrial Marketing Management
3. International Journal of Retail and Distribution Management
4. Retail and Distribution Management
Research papers can be found in different Marketing Journals like European Journal of
Marketing, Journal of Marketing etc.
Relevant Websites
http://ecommercelawsinindia.blogspot.in/; http://blog.mylaw.net/category/company‐law‐2/
http://indiancorporatelaws.blogspot.in/ http://www.legalblog.in/search/label/Corporate%20Law
http://indianlegalspace.blogspot.in/search/label/Commercial%20Law
http://indiacorplaw.blogspot.in/;www.blog.abhyankarcs.com
http://cacscorporatelaw.blogspot.in/;http://indiacomlaw.wordpress.com/
http://theindiancompetitionlaw.wordpress.com/;http://blogs.wsj.com/indiarealti
me/2013/08/12/new‐ corporate‐law‐what‐you‐need‐to‐know/
http://www.corporatelawandgovernance.blogspot.in/
Detailed Sessions Plan: Module, Session details, Readings & Preparation
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5&6 Text
Choosing the Book
right Channel Case ;Aircel Distribution Challenge
Partner Chapter
7&16
Franchise Case ;Ferns & Petals
Marketing Course
Channels Pack
Seeking Course
cooperation Pack
from the
Channel
Members thru
Promotion
;http://theindiancompetitionlaw.wordpress.com/;http://blogs.wsj.c
om
/indiarealtime/2013/08/12/new‐corporate‐law‐what‐you‐need‐to‐
know/ ; http://www.corporatelawandgovernance.blogspot.in/
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