Kings College, Kathmandu

Course Title and Credits:

Channel Management

Class/Semester:

MBA, IV term

Facilitator/Contact

Rabi Raj Aryal, rraryal@yahoo.com, 9851030305

Class Schedule:

Sundays 6:30 - 10:00 a. m.

i.

Course Philosophy and Objectives

Achieving market standing in terms of sales realization and market leadership in the industry
is the ultimate objective of sensible marketer across geography. The marketer once develops
the brands in office setting need to test it at the battle field. Marketing processes are
claimed to be successful if only you are able to sell and continue to sell. Marketing student is
supposed to understand what makes sales or what efforts go on selling. Sales Management,
Distribution Operation, Channel Development and Management are some of the prerequisites
and strategies revolve around those that organization applies to realize sales & marketing
objective continuously & efficiently.
Your organization creates the brands, communicates to the target audiences which the
consumers record in their mental store as the preferable brand, and as a reward the
organization captures it in a value term. The cycle continues in the life of any surviving
origination and you as a member of selling & distribution function has to understand your role
so that you can better contribute the cycle to run profitably. The course will provide you with
a theoretical framework and practical tools to understand:
a. Sales operation processes and sales management
b. Distribution operation Management
c. Trade marketing concept
d. Channel development and management
While we will cover key components of selling & distribution, we will drill down to Channel
Development and more particularly to the Channel Management. We will build up
understanding of the various marketing techniques, distribution channels and sales strategies
to reach the widest possible consumers productively.
ii.

Course Format

Class sessions will be a combination of readings, lecture, discussions, experience sharing and
case analyses. You will be encouraged to share your experiences both from the marketers
perspective and from the customers perspective. Come to class prepared to discuss the
assigned readings. We will build up the cases to understand to apply theory to practice that
gives you the opportunity to place yourself in a variety of business situations. While analyzing
the case or an article, you should not try to come up with the right answer to a case, but to
analyze the information carefully and come up with implementable recommendations backed
by the information that you have in the case and with your own experiences.
1

iii.

iv.

Internal Evaluation Components

Class Attendance and Participation 15%
Class Assignments, Case Analysis and Presentations - 20%
Midterm Examination 15%
Pre Board Examination -30%
Term Paper Report and Presentation (Group) 20%
Class Participation

As this course is highly participative you will be expected to come prepared, to actively
engage in class discussions, bring in examples that illustrate course concepts, interact with
the faculty, and challenge each other to enhance our collective understanding of Channel
Management. Your assessment will be based on the value added contributions you make to
participants learning experience.
v.

Case Analysis and Presentation

Some international brand cases will be discussed and provided you to analysis based on your
understanding of the Channel Management. Cases to be analyzed in a structured manner as
instructed by the College, however, your group can bring in the local examples to support
your understanding which also likely to make it more relevant.
vi.

Consultation and Assistance

The faculty is available you to assist your learning objectives for this course. I will assist you
through my experiences and allowing you the contest to understand better in the class
environment. As you need assistance outside the class you may write to me or call me on
other than office time.
vii.

Pre Session Readings

We will follow the prescribed book and it is expected that students go through the mentioned
chapters beforehand. Pre session reading is a mandatory as we will focus more into discussion
and analysis of the topics in the class rather than going through the content.
viii.

Other Rules and Regulations

The prescribed rules and regulations of the affiliated university and college will bind us we go
along.
ix.

Basic Book
Sales and Distribution Management, Tapan K. Panda and Sunil Sahadev, Oxford Higher
Education, 2nd edition
Marketing Channels, Anne, Erin, Louis, Adel and Natarajan, Pearson, 7 th Edition

x.

Approximate Course Content and Schedule

Session Learning Area

Opening Perspective
i.
Introduction to the course
1
ii.

Activities and Key Points to Note

Context setting

Sales Management
i.
The sales and sales management
2

3 &4

ii.

Demand Forecasting and Setting

Sales Targets

i.
ii.

Sales organization
Managing sales force

Distribution Operation Management

i.
Networking
&
Distribution
5&6
Management
ii.
Introduction to the distribution
channels retailing, wholesaling
among others
iii.
Order Processing and Logistics
Mid-term review

Understand the course content and administration

Case discussion
Reading sales forecasting materials

Class room exercise on sales forecasting

Reading sales management materials

Reading Chapter 6 and 9 to 14 of S&D management

Takeaway assignment

Reading Chapter 15, 17 and 22 of S&D Management

and Chapter 11, 12,13 and 14 of Channel Management
Classroom discussion on distribution practices in
Nepalese market
Takeaway assignment

Mid-term examination
7
Designing Channels and Managing Channel Performance
Designing Channels:
Reading Chapter 1 to 5 of Marketing Channels
8&9
i.
ii.

Structure and functions

Designing Channels :
Demand, supply and channel efficiency
Practical approaches and tools:

10, 11
and 12

13& 14

Market identification & classification

Understanding Channel Types and
characteristics
Outlet classification & profiling
Channel coverage plan

Managing Channels
i.
Understanding channel power
ii.
Strategic alliances in distribution
iii.
Channel conflicts and its management
iv.
Practical approaches and tools:

Scientific resource allocation

Expenditure budgeting
Outlet/customer call process
Implementing marketing activities at field
Customer relationship Management
Trade Loyalty Programs

Market feedback/information processing

Review session and group work presentation

15

Group formation and topic selection for group

work
Case discussions
Take away assignment

Reading Relevant Chapters

Role play
Progress report submission on group work
Take away assignment

Review Sessions and closing

Pre Board Examination