Institute of Rural Management Anand (IRMA)

Programme PGDM - RM
Batch 43
Academic Year 2022-2024
Course Level Medium
Course Code SDM
Area Sales and Distribution
Term
Title of the Course Sales and Distribution Management
Credits 3
Number of Section(s) 1
Type Elective
Prerequisites NA
Course Instructor GCMMF Employees and Multiple External Faculties
Email ID Sdm.irma@amul.coop
Contact Number Manish - 9924939925;
Khushbu- 7597866546;
Himanki- 7988036553;
Sriram - 9662561872;
Ashima - 9427509008;

Course Description:
The Sales & Distribution management course will be providing the perspective and technical
aspects of Selling of products and services to the customers (trade partners). The delivery of the
course will be done by professionals working in their field and they will be bringing in live cases
and problems to be discussed with the participants. The learning and delivery of the core
fundamentals will be done through such sessions from various fields.

Course Objectives:
- Understand the role played by the sales and distribution function in delivering customer
value and achieving organizational objectives

- Design and manage a distribution system

- Design and manage the sales force

- Understand Emerging Sales channels

- Understand emerging issues in managing delivery of customer value.

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 Learning Outcome:
- Participants are expected to understand the basic nuances of sales

- Learn various aspects of distribution – Channel management, conflict management, team

and territory management
- Learn the Go to market plan and launching of products & services

Pedagogy / Teaching Methodology:

Industry experts delivering the concepts through live examples and sharing current challenges and
opportunities from their fields.

Evaluation:
Component *Weightage %
Class Participation 10%
Quiz 20%
Individual --
Assignment
Field Assignment 30%
(Pre Mid Term – 10%)
(Post Mid Term – 20%
Take Home --
Assignment
Research Article --
Review/Discussion
Any Other
Component
Mid Term 15%
End Term 25%
TOTAL 100
*No single component should have a weightage of more than 50 percent of evaluation in a 1.5-credit
course and more than 35 percent in a 3-credit course.

Details/Instructions for Evaluation: <Write Nil, If None, Do Not Delete>

Nil

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TEXTBOOKS: <write NIL, if none, do not delete>
• <Tapan K Panda> <“Name of Textbook”>, <3rd Edition>, <Oxford University Press>

ADDITIONAL BOOKS / READINGS: <write NIL, if none, do not delete>

Readings: As per the requirement, readings, cases and required study material will be
provided during the sessions

SCHEDULE OF SESSIONS:

Session No. 1 Title of the Session: Sales organization and designing distributor network
for rural and upcountry markets
Objectives:
Readings:
Cases:
Session No. 2 Title of the Session: Sales organization and designing distributor network
for rural and upcountry markets
Objectives:
Readings:
Cases:
Session No. 3 Title of the Session: Introduction of Sales and Distribution
Objectives:
Readings:
Cases:
Session No. 4 Title of the Session: Design, challenges and issues in fresh product
distribution
Objectives:
Readings:
Cases:
Session No. 5 Title of the Session: Managing Logistics
Objectives:
Readings:
Cases:
Session No. 6 Title of the Session: Challenges in establishing brand in market
Objectives:
Readings:
Cases:
Session No. 7 Title of the Session: Distribution challenges in white goods
Objectives:
Readings:
Cases:
Session No. 8 Title of the Session: Selling process: Stages in Selling Process
Objectives:
Readings:
Cases:
Session No. 9 Title of the Session: Selling skills
Objectives:
Readings:
Cases:

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 Session No. 10 Title of the Session: Distribution challenges in service industry
Objectives:
Readings:
Cases: Telecom Industry case
Session No. 11 Title of the Session: Sales territory, dealer management and time
management
Objectives:
Readings:
Cases:
Session No. 12 Title of the Session: E commerce and online marketing and analytics
Objectives:
Readings:
Cases:
Session No. 13 Title of the Session: Key account management Modern format
Objectives:
Readings:
Cases:
Session No. 14 Title of the Session: Sale force activation for combating competition
Objectives:
Readings:
Cases: Milk launch by DMD in Ahmedabad
Session No. 15 Title of the Session: Sale planning and budgeting, Training roles and
responsibilities
Objectives:
Readings:
Cases:
Session No. 16 Title of the Session: Merchandising and sales promotion
Objectives:
Readings:
Cases:
Session No. 17 Title of the Session: Managing wholesale channel
Objectives:
Readings:
Cases:
Session No. 18 Title of the Session: Big data in sales and marketing, Market hygiene and
legal environment
Objectives:
Readings:
Cases:
Session No. 19 Title of the Session: Digital Initiatives in Sales and Distribution
Objectives:
Readings:
Cases:
Session No. 20 Title of the Session: GTM
Objectives:
Readings:
Cases:
Session No. 21 Title: Project PPT
Session No. 22 Title: Project PPT
<For 1.5 credit course, 10 sessions will be there. For 3.0 credit course, there would be 20 sessions>

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