Course Title: DISTRIBUTION AND LOGISTICS MANAGEMENT

Course Code: TRAN701 L T P/S SW/F TOTAL

W CREDIT
UNITS

Credit Units: THREE 3 0 0 0 3

Course Objectives:
The course is meant for managers under formation. Rapid innovations in technology, especially in the field of
distribution and logistics, have made corporate operations complex. Thus, this course will develop the framework
for channel creation and formation. It reflects the importance of channel management issues and helps the students
in understanding the company’s route to markets and the downstream part of value chain

Prerequisites:
The students should have basic knowledge about various developments in the marketing channel & distribution
world. They should be aware of the different formats of marketing channels running in the market. It is mandatory
for them to take up a course in Marketing Management

Student Learning Outcomes: The student after studying this paper will be able to:-

 Understand the dynamics of marketing channels which is behind the scenes.

 Understand how marketing channels can be a tremendous source of competitive advantage to a firm by
delving into the selection & evaluation parameters of channel partners and gap analysis
 Learn the management of channel partners, the challenges in dealing with them, methods of resolution
of their conflicts important for a smooth conducting of their activities
 Understand the formats of marketing channels which a firm takes to reach the customer- retailing,
franchising, licensing etc
.

Course Contents/Syllabus:
Weightage (%)
Module I: Introduction to marketing channels
Marketing Channel System- Role, Scope, Functions & Structure in terms of SODs, 25%
Distribution Objective/Strategy,Interface between Salesforce and Channel,Types of
channels, Levels of channels, Channel Flows – definition and concepts, Factors affecting
channel design. Channel Design and Implementation – segmenting, targeting, gap analysis,
establishment of new channels or refining existing channels. Selection of Channel partners

Module II: Channel Design Implementation

25%
Channel Performance: Monitoring & evaluation, Motivation of channels, Channel financing,
training and channel coordination. Identifying Power Sources, Channel Conflict –nature & degree,
sources, , Multiple Channels, Electronic channels. Issues with multiple channels consequences,
Conflict resolution - conflict solution strategies
 Module III : Channel Institutions- Route to market
15%
Retailing: Strategic Issues in Retailing. Franchising; nature and scope, Wholesaling

Module IV: Recent developments in channel management

20%
Integrated Marketing Channels – Horizontal, Vertical, Multi channel marketing Systems Vertical
Integration of Marketing Channels – costs, benefits, and need, Strategic Alliances in Distribution:
nature, motives, building commitment by management of daily transactions, payoffs of strategic
alliance in marketing channels.

Module V: Logistics System

Concept, objective and scope, Their role & significance in distribution management in 15%
terms of transportation, warehousing, inventory management, packing and unitization,
communication and control. Choice of 3PL & 4PL

Pedagogy for Course Delivery:

Classes will involve a blend of lectures and case discussions. In addition to assigning the case studies, the course
instructor will spend considerable time helping you in getting in-depth understanding of the concept. Students will
practice various research activities, including: article reviews, practical projects, presentations etc.Students are
expected to contribute to the class discussions based on the course readings and their own experience.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

100% NA 70%

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment End Term
Examination

Components (Drop
down)
Mid-Term Exam Project Viva Attendance

Weightage (%)

10% 10% 5% 5% 70%

Texts
 Stern & El-Ansary,(2009), Marketing Channels. Prentice Hall of India.
 Bert Rosenbloom,(2008), Marketing Channels, South Western Cengage Learning
 Havaldar and Cavale,(2008), Sales and Distribution Management- Text and Cases. Tata McGraw Hill
References
 V.V. Sople,(2010), Logistics Management. Pearson Publication.
 DK Agrawal,(2008),Logistics and Supply Chain Management, Macmillan India