GITAM School of International Business

Master of Business Administration (GLSCM)

( 2014-2016)
IV Trimester
Name of the Course : 406 MARKETING OF LOGISTICS SERVICES
No. of Credits
: 3
Name of the Faculty : Dr. CH. VENKATAIAH
SCOPE & OBJECTIVES OF THE COURSE:
Traditionally, marketing and logistics have been managed separately within most organisations. However, in
today's highly competitive global marketplace, organisations are increasingly required to create and deliver
customer value and to focus on the interrelated business processes involved in providing superior service to
current and prospective customers. In order to attain and maintain competitive advantage and to meet
customer expectations, organisations need to be flexible and responsive, to accelerate innovation rates, to
bring new products and services to market faster and to replenish demand with shorter lead-times and
greater reliability. Marketing of logistics services focuses on how customer service strategies can be
leveraged so as to gain competitive advantage and to enhance relationships with current and prospective
customers. Marketing of logistics services seeks to manage the interface between the marketing and
logistics functions in the organization and to align their respective strategies within the context of the
wider supply chain. Marketing of logistics services establishes logistics management at the core of the
organizations marketing strategy, recognizing that through effective management of the supply chain both
cost reductions and service enhancement can be achieved. The value chain represents an important
platform for the course in that there is a focus on relationship management and value creation, together
with the acceptance that an organizations supply chain competes with other supply chains.
COURSE CONTENTS AND CONTACT SESSIONS:
UNIT-I: INTRODUCTION TO MARKETING LOGISTICS (4 SESSIONS)
Introduction, concept of Marketing Logistics, Objectives of Marketing Logistics, Importance of Marketing
Logistics, Logistics Tasks, Logistics and Marketing, Domestic & International Logistics, Recent Developments
in International Logistics, Role of Information Technology.
UNIT-II: MARKETING STRATEGIES AND LOGISTICS (6 SESSIONS)
Customer Service, Framework for Strategic Logistics Planning, Strategic Distribution Arrangements,
Managing Physical Distribution of products/services, Environment of Foreign Trade, challenges of the
Market Place, Balancing Functional Objectives, and Integration of Systems Functions in International supply
Chains.
UNIT-III: LOGISTICS AND CUSTOMER VALUE (6 SESSIONS)
The marketing and logistics interface, Importance of customer retention, concept of relationship
marketing, Defining customer service & Developing a Market-driven logistics strategy- Shift from brand
value to customer value Costs of ownership and Customer Profitability management.
UNIT-IV: STRATEGIC LEAD-TIME MANAGEMENT (8 SESSIONS)
Time-based competition, Critical sources of competitive advantage, Strategies for lead time reductionLogistics process re-engineering - Measuring and managing the lead-time gap. Demand-Driven Supply
Chains: Creating agile supply chains Connecting the supply chain through shared information - Quick
response logistics, Efficient Consumer Response (ECR).

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UNIT-V: MANAGING MARKETING LOGISTICS (6 SESSIONS)

Need for organizational change, Manage processes, Manage supply and demand. Importance of
performance management, focus on internal and external customer satisfaction - Managing risk in the
Supply chain, building supply chain resilience.
SCHEME OF EVALUATION:
Term Paper

15%

Quiz Test

10%

Mid Term Test

25%

Final Exam

50%

PRESCRIBED TEXT BOOK:

Martin Christopher and Helen Peck, 2006, Marketing Logistics, 2nd Edition, Butterworth-Heinemann an
imprint of Elsevier.
OTHER SUGGESTED READINGS:
1. Martin Christopher, 2009, Logistics and Supply Chain Management: Strategies for Reducing Costs
and Improving Service, 2nd edition, Pearson.
2. John J. Coyle, Edward J. Bardi and C. John Langley Jr. The Management of Business Logistics: A
Supply Chain Perspective Thomson Asia, 7th Edition.
3. Bowersox, D.J. and Closs, D.J., 2010, Logistical Management: The Integrated Supply Chain
Process, Tata McGraw-Hill edition.
4. Harrison, A. and Van Hoek, R., 2008, Logistics Management and Strategy, 3rd Edition, Pearson
Education.
5. Murphy Jr., P.R. and Wood, D.F, Contemporary logistics, 8th edition, Pearson.
6. Simchi-Levi, D., Kaminsky, P., Simchi-Levi, E, and Ravi Shankar, 2009, Designing and managing the
supply chain: Concepts, Strategies and Case studies, 3rd edition, Tata McGraw-hill.
Journals:
1. International Journal of Logistics Management

2. Asia Pacific Journal of Marketing and Logistics

3. International Journal of Physical Distribution & Logistical Management
4. International Journal of Retail and Distribution Management
5. Supply Chain Management Review
6. Journal of Business Logistics
7. Harvard Business Review
Websites:
1. http://search.proquest.com
2. http://www.valuebasedmanagement.net
3. http://www.brandchannel.com
4. http://www.martin-christopher.info/about.htm
5. http://www.managementhelp.org
6. www.emeraldinsight.com
7. http://findarticles.com
8. http://papers.ssrn.com

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