JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objective:

• To provide an understanding of the basic concepts of sales and promotion management.
• To highlight the importance of advertising and choosing appropriate advertising media.
• To impart knowledge of the concepts associated with sales management.
• To help understand the various aspects in sales promotion.
• To elucidate the aspects of sales distribution.

Course Outcome

Students will be able to:

• Understand Evolution of Sales and Promotion Management.
• Learn the relevance of various types of Advertising.
• Appreciate the significance of sales management.
• Assess the relevance of sales promotion strategies.
• Appreciate the need for the distribution channels.

UNIT - I: Promotion

Introduction to Promotion, Concept, Evolution, Promotion Mix: Advertising, Sales

Promotion, Personal Selling, Publicity, Public Relations, Direct Marketing, Word of Mouth, Online Marketing. Managing Promotional Tools: Direct Marketing, Direct Marketing Decisions, Direct Marketing Objectives, Advantages of Direct Marketing, Measurement of Direct Marketing Effort, Public Relations. Setting Objectives, Programme Implementation and Publicity.

UNIT - II: Advertising and Advertising Media

A) Importance and Functions of Advertising, Role of Advertising, AIDA model, Types of Advertising, Advertising Plan, DAGMAR Approach, Visualization of Advertising Layout – Functions, Principles, and Elements of a layout. B) Types of Media: Print, Electronic and Other Media; Merits and Demerits of each media. Media Planning: Frequency, Reach and Outcome. Appeals, Setting Advertising Objectives, Advertising Message, Advertising Budget, Evaluation of Advertising Effectiveness – Methods, and Regulation of Advertising in India – Misleading and deceptive advertising.

UNIT - III: Sales Management

Importance, Types of Selling, Difference between Selling and Marketing,

Sales Activities, Selling Skills, Selling Strategies, Selling Process, Sales Planning Process, Sales Forecasting Methods, Sales Budgeting Process. Sales Force Management: Recruitment and Selection, Training, Motivation, Compensation, Control and Evaluation.

UNIT - IV: Sales Promotion

Concepts, Need and Objective, Personal Selling vs. Advertising, Types of

Sales Promotion, Sales Promotion Strategies: Sales Promotion and Product Life Cycle, Cross Promotion, Surrogate Selling, Bait and Switch advertising. Ethical and legal aspects of sales promotion.

UNIT - V: Sales Distribution

Distribution Channels, Need for Channels, Channel Intermediaries and

Functions, Channel Structure, Channels for Consumer Products, Business and Industrial Products, Alternative channels, Channels for Rural Markets, Channel Strategy Decisions. Designing, Motivating and Evaluating Channel Members, Managing Retailers, Wholesalers, Franchisers. Managing Conflict, Reasons for Channel Conflicts. Managing International Channel of Distribution. Ethical issues in Sales and Distribution Management.

Suggested Readings:

• Pingali Venugopal, Sales and Distribution Management, Sage Publications, 2e, 2021.
• George E. Belch, Michel E. Belch, Keyoor Purani, Advertising and Promotion: An integrated marketing communication Perspective, Mc Graw Hill, 9e, 2017.
• Terence A. Shimp, J. Craig Andrews, Advertising, Promotion, and other aspects of Integrated Marketing Communications, 9e, Cengage, 2016.
• Ramendra Singh, Sales and Distribution Management: A Practice-Based Approach, 1e, Vikas, 2016.
• Jaishri Jethwaney, Shruti Jain, Advertising Management, Oxford, 2015.
• Richard R Still, Edward W Cundiff, Norman A P Govoni, Sales and Distribution Management, 5e, Pearson, 2011.  35 MBA MARKETING ELECTIVE