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Modules

Modules

MKT2011 : Sales Management and Marketing Channels

Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

Aims

The module aims to enhance the skills of student in marketing by facilitating the theoretical and practical understanding of the planning and management of marketing channels as well as the management of a firm’s sales department. Therefore, the module focuses on various aspects of selling via various marketing channels. Specifically, in relation to marketing channels management, after the successful completion of the module the students will be able to understand the different channel structures and to design as well as implement several channel strategies. Regarding sales management, students will learn the role of selling in marketing and they will analyse the selling environment. This will facilitate the design and the implementation of several selling strategies in the multi-channel distribution environment. Finally, students will analyse the elements of the management of a sales department such as sales forecasting and evaluation of the selling force.

Outline Of Syllabus

Understanding Marketing Channel Strategy
Why are marketing channels important?
What is a marketing channel strategy?
Who participates in a marketing channel?
Why do marketing channels exist?
What are the key functions performed by marketing channels?

Designing Channel Strategies
How to employ an end-user analysis to segment markets, in accordance with end-users’ needs, and then select certain segment(s) to target.
Methods for evaluating existing channels by auditing their efficiency and potential service or cost gaps.
Make-or-buy channel analysis.
The degree of channel intensity, the mix of channel types, and the use of dual distribution.

Channel Structure and Strategies
Retailing, Wholesaling, and franchising. Best practices to integrate into their new or revised channel systems, as well as compare their own channel structure and strategy with previously developed channel systems.
Multichannel Retailing
Omni retailing

Implementing Channel Strategies
Identifying and work with the source of each channel member’s power and dependence as well as recognize and avoid potential channel conflict
Build and maintain good working relationships among channel partners.
Channel policies and legalities
Channel logistics

The role of selling in marketing
Where selling fits into the marketing mix
Responsibilities of sales management

Sales strategies
Differences between sales and marketing strategies
Sales objectives, strategies and tactics

The sales function and multi-channel sales
The effect of sales people on a firm’s supply chain
A firm’s sales strategy on a multi-channel environment

Sales Environment
Sales responsibilities and preparation
Law and Issues
International selling

Internet and IT applications in selling and sales management
How a range of information technology developments have altered the sales management functions
The impact of future IT developments on sales
How small and medium sized enterprises can use technology to sell their products
The impact of technology on customer relationship management

Sales Control
Sales forecasting and budgeting
Salesforce evaluation

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion164:0064:00N/A
Scheduled Learning And Teaching ActivitiesLecture241:0024:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching121:0012:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Total200:00
Teaching Rationale And Relationship

Lecture

Lectures are a good way of providing an outline of an area of study as preparation for more detailed work carried out individually or in seminars or tutorials. In addition, lectures are good for bringing a cohort of students all together in one place and for sharing experiences that can help build a sense of belonging. Introducing more interactive elements to lectures makes those links between students stronger. Research active lecturers can bring an individual perspective to a topic that may be different to, or more current than, ideas explored in textbooks. Students value hearing about how the ideas they are reading about relate to lecturers' own research. This also allows opportunities for students to ask questions about the research. In addition, lectures are good for familiarisation with language and discourse. Listening to an expert talk about a subject offers students the opportunity to get familiar with the new vocabulary of their chosen discipline.

Small group teaching

Small group teaching is a student centred method of teaching which is based on students’ active participation which enhances their learning experience. Small group teaching provides the opportunity to the students to have in-depth discussions on the theories which are introduced during the lectures. Small group teaching also enhances the oral communication skills of the students as this has been identified by business leaders as a skill that graduates do not possess to a satisfactory extent.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
Written Examination901A50N/A
Other Assessment
Description Semester When Set Percentage Comment
Essay2M502000 words
Formative Assessments
Description Semester When Set Comment
Oral Presentation1MIn class presentations
Oral Presentation2MIn class presentations
Assessment Rationale And Relationship

Written examination (Semester 1) (50% of the overall mark)

A written examination is a fair method of assessment as the students are given the same task at the same time and academic members of staff can be sure about the conditions under which the work is being produced. Finally, students learn to work under pressure. Specifically, in this examination students will analyse marketing channel strategy.

This assessment addresses Learning Outcomes 1, 2, 3.

Essay (Semester 2) (50% of the overall mark)

An essay reveals the depth of student understanding in the topic and students have the opportunity to apply the theory in practice and provide real world examples. Specifically, in this essay students will discuss sales management in a multi-channel marketing environment.

This assessment addresses Learning Outcomes 1, 2, 3, 4, 5, 6.

Resit: Essay (100% of the overall mark)

An essay assesses students’ understanding in the area of sales management in a multi-channel marketing environment.

This assessment addresses Learning Outcomes 1, 2, 3, 4, 5, 6.

Reading Lists

Timetable