DISTRIBUTION CHANNEL OPERATIONS

400.00

Category:

Description

COURSE OBJECTIVES

  • To equip students with adequate skill sets required for managing distribution channels narrowing down to fulfilling customer demands, ordering and managing inventory, controlling inbound and outbound shipments, reducing costs, saving time, and meeting company objectives.
  • To show students how to create and operate distribution channels, as well giving them practical understanding of how to achieve success through the application of a combination of distribution strategies and tactics.
  • This course teaches students how to make decisions regarding selling channels and the physical distribution of products.
  • The course also addresses channel structures including retailing, wholesaling, and other agency relationships with emphasis on understanding how to design, implement, manage, and evaluate a channel distribution strategy.
  • To give students necessary skills and technical knowledge required to understand and deal with key technology issues such as enterprise resource planning (ERP), electronic data interchange (EDI), electronic commerce (e-commerce), and distribution resource planning (DRP).

COURSE OUTCOMES

Upon successful completion of this course:

  • Students will be equipped with the knowledge and skills of designing a channel strategy to distribute products consistent with the firms’ overall marketing position with a clear plan to find, select, and secure distribution channels.
  • Students will be able to develop a plan to motivate distribution channel members to act in the the firm‘s best interest as well as propose  recommendations for managing the channels on product packaging, pricing and promotion issues with a definite system for monitoring and evaluating the performance of each channel.
  • Students will have an understanding of how international distribution channels operates learning about various choices that affect customers, employees, and the society or community within which a firm operates.
  • Students will be able to identify potential customers and segments, with practical understanding and anticipation of customer expectations and needs with a solid appreciation of marketing, sales and distribution concepts and practices and can put to practical use.
  • Students will understand the relevance of new electronic communication channels with a practical knowledge of how to manage sales and distribution channels.

COURSE CONTENT

  1. STRUCTURE AND OPERATIONS OF DISTRIBUTION CHANNELS     

>>>This module covers the general conceptual and legal frameworks of distribution channels with operational knowledge of varied topics including the role of the intermediary, evolution of channel structures, reverse distribution, distributor & retailer management, contracts, restrictive sales practice, Operational issues in channel Management etc.

  1. INVENTORY MANAGEMENT PRACTICES                                           

>>>This module covers general stock management practices emphasizing on the two key techniques: the ABC classification and the economic order quantity (EOQ) formula; with the ABC helping students classify inventories based on their characteristics while the EOQ formula balances the cost of obtaining with the cost of keeping inventory. This module also teaches students how to set and manage an inventory budget so they are able to stay within or below budgets

  1. DESIGNING OPERATIONAL STRATEGY FOR DISTRIBUTION CHANNELS   

>>>This module deals with a practical analysis of the environments of marketing and distribution channels, selecting and designing distribution channels, motivating channel members, products, pricing and promotional issues among several aspects of mapping out strategies for distribution channels and instituting systems to monitor and evaluate the performance of channels.

  1. SALES FORCE MANAGEMENT                                   

>>>This module deals with sales and marketing management concepts and ideals, with practical analysis and application of sales theories; AIDAS theory, Buying formulae, need satisfaction selling, features VS benefits- sales target Setting; Setting Sales Objectives, Sales forecasting, Policies which affect sales etc.- personnel management and recruitment, sales force motivation, personal relationship in channel management, evaluation of performance, sales incentives etc.- sales administration; sales budgets, sales territories, sales force conflicts, credit controls, trade communications, sales reporting & monitoring, people management skills, common malpractices etc.

  1. TECHNOLOGY APPLICATIONS IN DISTRIBUTION CHANNEL OPERATIONS      

>>>This module gives students technical knowledge of modern IT driven applications and solutions to distribution channel management and performance monitoring and evaluation of individual distribution channels with emphasis on electronic commerce systems and processes.

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