Objectifs

The course will highlight in an interactive way:

• All components and aspects of modern distribution systems and solutions
• The relevant processes and concepts to develop state-of-the art distribution channels
• The key activities, roles and stakes of the main actors in the channels
• Components and success factors of modern sales management
• Relevant other aspects that are interacting with distribution

The students will understand the importance and impact of modern distribution management. Several practical mini-cases and group cases will be analysed and discussed during the course. Those cases will be prepared in groups of typically six students and presented and debriefed in the sessions.

Former students said the a highlight of the course is the speech of an Executive Manager (if possible a HEC-Lausanne alumni) who will be our external guest speaker (Students' presence is mandatory during that day). She/he will share professional her/his distribution experiences with the students and answer and discuss practical distribution questions.

Contenus

The course is structured in five main parts with related sub-chapters:

Part 1: Distribution Channel Systems

I. Channel concepts

II. Channel participants

Part 2: Developing the Distribution Channel

I. Distribution Channel Strategy

II. Designing the Channel

III. Target Markets

IV. Digital Distribution Channels

Part 3: Managing the Distribution Channel

I. Motivating the Channel Members

II. Product and Channel Management

III. Service and Channel Management

IV. Pricing and Channel Management

V. Promotion and Channel Management

VI. The Use of Data in Channel Management

Part 4: Sales Management

I. The Art of Selling

II. Operational Sales Management

III. Sales force Management

Part 5: Additional aspects of Distribution Management

I. Distribution and Supply Chain Management

II. Distribution and Logistics Management

Références

Session organisation and timing

All will depend on the further COVID-19 situation. Therefor the organisation format may need to be modified during the semester.

As per today, we are planning a hybrid approach with pre-recorded sessions and live sessions, either on zoom or on campus (if possible). The live session will start sharp at 8.30h. Please be in time (a come together starting from 8.15h is recommended. Each Monday morning live session contains 3 sequences of 60 minutes, with a first break (of 15 minutes) at 9.30h and a second at 10.45h so that we can finish at 12.00h. We recommend you to reserve your Monday morning time slot as well for the pre-recorded sessions and related exercises.

Session planning

1. 22/02 S1 – pre-recorded
2. 01/03 S2 – live
3. 08/03 S3 – pre-recorded
4. 15/03 S4 – live
5. 22/03 S5 – pre-recorded
6. 29/03 S6 – live
7. 12/04 S7 – pre-recorded
8. 19/04 S8 – live
9. 26/04 S9 – pre-recorded
10. 03/05 S10 – live
11. 10/05 S11 – pre-recorded
12. 17/05 S12 – live
13. 31/05 S13 – live

Documents

Students will find for each session on a specific Moodle course page (link to be announced) the relevant documentation, learning materials as well as further announcements.

A list with recommended literature will be shared during the first session; additional readings & learning materials will be distributed during further sessions or through the course Moodle page during the semester.

Email contacts

Professor: Thilo.Eckardt@unil.ch

Admin: saycam.nguyen@unil.ch

Pré-requis

Intellectual curiosity, a profound understanding of Marketing and a particular interest in Distribution are more than welcome.

Evaluation

1ère tentative

Examen:

Sans examen (cf. modalités)  

Evaluation:

You can obtain 6 credits by taking this course.

A preliminary inscription for the group case until latest the 1st of March 2021 in groups of 6 students (exceptions have to be validated) is mandatory.

The final course grad is composed by the following components:

• Group cases and presentations: a total of 60%

• Personal Essay (counting 40%): Following up on the different suggestions and viewpoints and given the idea to make it whenever possible convenient for you during this "difficult" semester, we will finally run a Personal Essay instead of an online exam, so that you all will have more time flexibility.

• WED 26/05 Challenge released to all at 12.00h (midi)
• SUN 06/06 – WED 16/6 Return period

Rattrapage

Examen:

Ecrit 1h00 heures

Documentation:

Non autorisée

Calculatrice:

Non autorisée

Evaluation:

In case of the need of a retake (overall result below 4.0), the students will retake the Personal Essay (written exam) and keep the grad from their group works.

Only if the partial grade of the group work is as well below 4.0, the groups have the right for a second attempt for their group work. In that case, the group of students can improve the group work they have submitted; the second attempt would take place right after the semester.