INSTITUTE OF BUSINESS ADMINISTRATION

Campus: City
Course Name: Sales Mangement
Course Code: MKT
Program: BBA
Term: Fall 2015
Instructor: M. Ishaque Shaikh
Email: mshaikh@iba.edu.pk
Counseling Hours: By Appointment

Teaching Assistant:
Email:
Counseling Hours: By Appointment

Course Basics:
Credit Hours: 3
Lectures per Week: 1
Duration of Lecture: 150 Minutes
Course Description:
Sales Management is an advanced undergraduate elective course which comprehensively
covers the mechanics and operational modalities of team management for both direct and
indirect sales channel. Direct channel basically entails sales deals with corporate clients
(B2B), whereas, Indirect Channel pertains to managing sales through channel partners
including but not limited to distributors, whole sellers and retailers. P&L (bottom line)
analysis will also be touched upon to assess the financial dynamics of the entire scenario
in detail. Also, the concept of brand and product support will be looked into and
understood, as we move along.
Course Objectives:
This course will basically entail or primarily focus on operational and sales performances
of sales managers and their team and related issues like primary sales, secondary sales
and tertiary sales and also financial modeling pertaining to upfront discount policy
making and back end commissions structure definition. While, addressing both sales
performance and operational issues, we will also take a look at training needs of sales
staff and their regular evaluation. Sales Operation Planning and concepts like Bull Whip
Effect will also be discussed so the students will have a fair idea how the entire sales
activity starts and how production and branding activities gel in later on. Also managing
sales through franchise modeling and company owned branded stores would be looked
into to get a complete overview of sales management.
The students would be given massive exposure in terms of interaction with industry
based experts from time to time during the semester.

Course Learning Outcomes:

By the end of this course, the students are expected to have a firm grip on the following
concepts/issues:

Sales Team Building & Performance Evaluation

Sales training need
Compensation & Employee satisfaction
Conflict resolution
Leading from front
Open door policy vs closed door policy (merits and demerits of both)
Operation Meeting and its significance
Requirements (sales), offer (supply chain) & variance analysis
Direct Sales and its requirements (Strategy & plan)
Indirect Sales and its dynamics (Strategy & plan)
Sales pitch & its significance
Significance of data support and data mining
Brand and product support
Financial dynamics.
Importance of information system (ERP, RFIDs, POS, EDC)
Production Planning and Inventory Control
Company owned Warehouses and Logistics
Distributor/Whole seller/ Franchise Store Management
Distributor/Whole seller/ Franchise Behavioral Management
Brand Management at Retail Stores (Point of Purchase (POP) and Aisle)
Activities at Retail Outlet such as Tactical (Short Term) and Loyalty (Long Term)
Initiatives
Pricing methodology
Distribution plan
Competition Analysis and ability to win over the confidence of the Retailer in
presence of stiff competition.
Overall Financial Dynamics of the entire Retail Structure (Upfront discount and
Back end commissions)
Reason for Retailers Inclination towards Pushing one Brand more compared to
its competition

Teaching and Learning Methodologies:

Lectures and Class Discussions

Videos
Articles (Sales articles from Zawya.com, Retail Insight UK)
Guest Speaker Sessions by Industry Experts

Course Plan/Schedule:
Lecture

Topics

Overview of Sales
Management &
Learning
Environment
The Process of
Selling & Buying
Linking Strategies &
Sales Role in the era
of CRM
Organizing the sales
effort
The Strategic Role of
Information in Sales
Management
Sales Professional
Performance:
Environment &
satisfaction
Sales Professional
Performance:
Motivating the sales
force
Personal
Characteristics &
Sales Aptitude
Personal
Characteristics &
Sales Aptitude:
Criteria for selecting
sales people
Sales Training:
Objectives,
Techniques &
Evaluation
Compensation &
Incentive

Chapter 1

Chapter 2

Chapter 3
Video

Chapter 4
Article / video
Chapter 5
Guest Speaker
Session
Chapter 5
Article

Cost Analysis

2
3
4
5

8
9

10

11

12

Material Covered

Chapter 6
Guest Speaker
session

Chapter 7
Article

Chapter 9

Chapter 10
Guest Speaker
Session

Chapter 11
Guest Speaker
Session
Chapter 12

13

Evaluating Sales
performance

Chapter 13
Article

Text Book:
Sales Management (Eighth Edition) by Churchill / Ford & Walker
Others:
Retail Profile of Walmart and Seven Eleven Japan (SEJ)
British Independent Retailers Association (UK)
National Retail Federation (USA)
Zawya.com
Course Pre-requisite:
Principles of Marketing
Brand Management
Consumer Behavior
Course Grading Plan:
Quizzes would be unannounced and there would be three quizzes during the semester of
which best two would be selected as per n-1 policy.
Term Assignments would be rolled out during the course of semester and students would
be given one week from the date of announcement to submit their respective work.
Term Report to be prepared by the students during the semester is expected to cover the
following domains: (Due on the Last Session that is Session # 15)
H.R. Management of the sales team
Perks and remuneration
Right person for the right job
Financial dynamics
Channel Management (Distributors / Whole Sellers/ Franchises / Retailers)
Primary and Secondary Sales
Up front discount and back end commission
Increasing product reach through retailer and channel partner relationship
Supporting Branding
Supporting financials of the product
Retailers audit
Retailers loyalty
Strategic retail location
Standing out in competition glut
Below-the-line activities
Credit sales and cash sales

Quality and Dispatch Issues and their impact on relationship with Retailers
Sales Return Policies
Risk Management: Retailer walking out on your Brand
KIOSK and Aisle Management
Brand Visibility Management for Improved Recall
Space Optimization to ensure least per square foot cost
Relationship between Retailer and Distributor
Exclusive and Non-Exclusive Distributor
Financial Dynamics in the Entire Retail Chain
SCOR Model

Note:
The group should comprise of maximum of four students.
The report should no longer be of more than 15 pages (Single-sided and A4 sized
page).
The font size should be 12 with font style Times New Roman (1.5 line spacing).
Grade/Marks Allocation (Absolute):
Mid Term (n-1):
25
Final:
40
Term Projects:
15
Grade Changer:
20
(Quizzes, Assignments and Class Participation)
Class Participation:
The students will be evaluated based on the following activities:
Chapter Presentation
Supporting Material
Any relevant URL the student brings along to the class.
Articles that student wishes to share with the class.
Any other initiative taken by the student.
Technology Requirements:
It is not expected of the students that they should bring their laptops to the class;
however, the Instructor will share documents, videos, URLs, handouts and articles with
students through SAKAI.

Important Disclaimer:

As per IBA Academic Policy Manual 2014, Academic Honesty is mandatory. Therefore,
Academic Integrity is essential for this course and cases of Academic Misconduct will be
managed as an educative process for students.
Students will be given a room of 10 minutes to avoid being marked absent.