Sales and Distribution Management

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Course TypeCourse CodeNo. Of Credits
Foundation ElectiveSBP2MB6162

Semester and Year Offered:

Course Coordinator and Team: Prof. Kartik Dave

Email of course coordinator: kartik[at]aud[dot]ac[dot]in


Course Objective: The course aims to impart skills and knowledge needed to manage sales force and distribution function so as to gain competitive advantage.

Course Outcomes:

  1. At the end of the course the students will be able to:
  2. Recognize and demonstrate the significant responsibilities of sales person as key individual
  3. Understand the basic concepts and techniques of selling and their applications to managerial decision makings in the field
  4. Describe and formulate strategies to effectively manage company’s sales operations
  5. Evaluate the role of Sales manager and his/ her responsibilities in recruiting, motivating, managing and leading sales team

Brief description of modules/ Main modules:

Unit 1: Understanding Channel Intermediaries (4 Hours)

Role of the intermediary; Evolution of channel structures; Reverse distribution; Distributor & retailer management; Channel designing &multi channel marketing; Channel designing approach: Multi channel designs; Dilemmas in channel correction; Make or buy decision in channel management.

Unit 2: Managing Marketing Channels (4 Hours)

The need for channel management, Channel conflict, Channel Power, Operational issues in channel Management, Legal aspects of channel management

Unit 3: Measuring - Marketing Channel Performance (2 Hours)

Effectiveness, equity, efficiency, tracking mechanisms

Unit 4: Physical distribution (4 Hours)

Physical distribution system; functional areas of logistics; logistics integration for customer satisfaction; Distribution costs; Control and customer service; Supply chain management (SCM); Integration of sales and distribution strategy

Unit 5: Introduction to Sales Management (6 Hours)

Objectives of sales management; Interface of sales with different functions; Theories of selling; AIDAS theory; Buying formulae; Need satisfaction selling; Features vs benefits, sales target setting, setting sales objectives; Sales forecasting, policies affecting sales.

Unit 6: Sales force Design (4 Hours)

The sales executive, functions, qualities required; Structure of sales organization; Centralization vs Decentralization; Interface of sales organization.

Unit 7: Sales Force Management (4 Hours)

Personnel management, recruitment, training programs, sales force motivation; Personal relationship in channel management; Evaluation of performance; Upward delegation

Unit 8: Sales Administration (4 Hours)

Sales budgets; Sales territories; Sales force conflicts; Credit controls; Trade communications; Sales reporting & monitoring; People management skills; Common malpractices.

Assessment Details with weights:



Case analysis and Role plays

20 %

Mid Term

20 %

Field project


End Term



Reading List:

  • Chonko, L. B., Tanner Jr, J. F., & Weeks, W. A. (1993). Selling and Sales Management in Action: Sales Training: Status and Needs. Journal of Personal Selling & Sales Management, 13(4), 81-86.
  • De Vincentis, J., & Rackham, N. (1999). Rethinking the sales force. McGraw-Hill, New York.
  • Frazier, G. L., & Sheth, J. N. (1985). An attitude-behavior framework for distribution channel management. The Journal of Marketing, 38-48.
  • Havaldar, K. and Vasant, C. (2011). Sales and Distribution Management (2nd Edition), Tata McGraw Hill Education Private Limited.
  • Howard R (1982) The art and science of negotiations, Harvard university press, Cambridge
  • Ingram, T. N., LaForge, R. W., Avila, R. A., Schwepker Jr, C. H., & Williams, M. R. (2012). Sales management: Analysis and decision making. ME Sharpe.
  • Johnston, M. W. and Marshall, G. W. (2013). Sales Force Management: Leadership, Innovation, Technology. Routledge.
  • Muczyk, J. P., & Gable, M. (1987). Managing sales performance through a comprehensive performance appraisal system. Journal of Personal Selling & Sales Management, 7(1), 41-52.
  • Panda, T. K., & Sahadev, S. (2012). Sales and distribution management. Oxford University Press.
  • Panda, T.K. and Sahadev, S. (2005). Sales and Distribution Management, OUP
  • Rossenbloom, R (2012) Channel management, Cengage publication
  • Rushton, A., Croucher, P. and Baker, P. (2014). The handbook of logistics and distribution management: Understanding the supply chain. Kogan Page Publishers.
  • Still, R.R., Cundiff, E.W. and Govoni, N. (2009).Sales Management: Decision Strategy and Cases, 5th Edition, Pearson.
  • Tanner, J.F., HoneyCutt, E.D. and Erffmeyer, R.C. (2014).Sales Management – Shaping Future Sales Leaders, Pearson.
  • Venugopal, P. (2008). Sales and Distribution Management : An Indian Perspective, Response Books