Sales And Distribution Management And Retailing

Syllabus

Sales and Distribution Management and Retailing

Module 1: Distribution Management and Marketing Mix                     8 Hours

An Overview of Distribution, Channel Levels; Channel Formats; Designing Channel Systems; Channel Management; Supply Chain Management.

Module 2: Sales as a Marketing Function                                                12 Hours

Sales Objectives; Personal Selling and Buying Situations; Buying Decision Process; Sales Forecasting Methods; Organising and Staffing Sales Force; Management of Sales Territories; Training and Motivating Sales Force. Analysis of Sales and Marketing Costs, Evaluation of Salespeople‘s Performance. Comprehensive Sales Force Cases and Exercises.

Module 3: Introduction to Retailing                                                          10 Hours

Introduction to Retailing; Role in Distribution Channel; Functions of Retailing; Theories of Retail Development; Types of Retailers and Retail Formats; Retail Management Decision Process; Retailing Environment in India; Global Growth Opportunities.

Module 4: Retail Strategy                                                                            10 Hours

Consumer Shopping Behaviour and Decision Making Process; Market Segmentation; Target Market and Retail Format; Retail Mix; Strategy for Competitive Advantage; Strategic Retail Planning Process; Location Strategy; Growth Strategies; Pricing Strategy; Communication Mix; Measuring Performance in Retail.

Module 5: Store Management                                                                       8 Hours

Key Elements of Store Operations and Managing Touch Points; Role of a Store Manager; Store Design and Layouts; Merchandise Planning System; Merchandise Buying Process; Private Labels; Visual Merchandising; Customer Service in Retailing; Customer Relationship Management.

Module 6: Web, Non Store and Non Traditional Retailing                    8 Hours

Advantages and Disadvantages of e Tailing; E Commerce Business Models; Online Payment Systems; Marketing Mix for e Tailing; Customer Relationship Management in e Tailing; Other Non-Traditional Retailing Formats.