gd 15 distribucion comercial grpub 5 1s ingles

Academic Guide

DISTRIBUTION MANAGEMENT

5th year

Double Degree in Advertising, Marketing and Public Relations, and Degree in

Marketing (GRPUB+TSMK)

Academic Year 2014 /2015

Campus: Pozuelo (Madrid)

Professor: Pierre Auger

Academic Period:

Year:

1st Semester

5th year

Type: INTERNAL

Language English

Credits ECTS: 3

Classes per week: One 2 hours class

Department of

MARKETING MANAGEMENT

last update: july 2014

Double Degree in Advertising,Marketing and Public Relations, and Degree in Marketing

5th year / 1st semester

Note: As stated in our Documentation Policy, books or other documents in the basic Bibliography, which are necessary for the class, shall be available to students through the library or bookshop, this is subject to each Campus. We acknowledge that the purchase of course material by students is voluntary and by no means obligatory. Each book or document shall be described in the following way: Title, Auteur, year of Publication and Editorial, and where possible the ISBN number

DISTRIBUTION MANAGEMENT Ed. 4

1

ÍNDICE

1. FACULTY/PROFESSOR’S CONTACT INFORMATION: ....... 3

2. GENERAL DESCRIPTION OF THE SUBJECT & COURSE

CONTENT ........................................................................................ 3

3. STATEMENT OF COURSE GOALS & LIST OF STUDENT

LEARNING OUTCOMES ................................................................. 3

4. COMPETENCES ..................................................................... 5

5. TRAINING ............................................................................... 7

5.1 STUDY PLAN

5.2 TEACHING METHODOLOGY

6. GRADING PROCEDURES ..................................................... 9

6.1 INCLASS TESTS

6.2 COMPULSORY COURSE WORK

6.3 PARTICIPATION





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6.4 FINAL EXAM

7. COURSE PROGRAMME ...................................................... 13

7.1 COURSE OUTLINE

7.2 COURSE CONTENT

8. RELATIONSHIP BETWEEN THE SKILLS, COURSE

CONTENT AND GRADING PROCEDURES ................................. 16

9. RECOMMENDED READING LIST

9.1 SUPPORT MATERIAL: BASIC BIBLIOGRAPHY

9.2 ADDITIONAL BIBLIOGRAPHY

9.3 BIBLIOWEB





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1. Faculty/Professor’s Contact:

Professor’s name : Pierre Auger

Email: [email protected]

2. General Description of the Subject & Course Content

The course main goal is to provide the students the relevant knowledge , and ensure they are trained to the current strategies of Commercial Distribution and Logistics concepts, functions, implications, tools and more relevant and uptodate strategies, with a clear focus on optimization objective that all players in the distribution channel share. From this tutorial, students will be able to identify the intermediary distribution channel of a product / service and the role it of them plays, giving the student knowledge of the differences distribution strategies that can follow a company as well as the existing distribution channels and relationships.

3. Statement of Course Goals & List of Student

Learning Outcomes:

Students will acquire theoretical and practical knowledge of: Concepts,

functions, implications, fundamental tools of the Commercial Distribution. They

will discover one of the key strategic marketing mix variable: the distribution.

The detailed theoretical and practical knowledge they will acquire is as follows:

• The Distribution Channels (from a structure and functions stand point) .

• How to Identify and analyze key organizational structures and the agents





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involved in the trading system of organizations, understanding the key

relationships between these agents..

• The importance of the type of product or service. For the same product,

players may not use the same distribution channel.

• The point of sale is crucial to put in relation the very same outlet, consumer

insights and new concepts such as consumer shopping.

• Acquire the ability to understand the problems of the functioning of distribution

channels and skills in making decisions about the most appropriate strategies

depending on different Marketing distribution structures situations.

• Identify and evaluate the role of each of the figures involved in the trading

system and try to detect and propose solutions to the conflicts that exist

between the various characters. In a second step, identify and assess the

evolution of retail distribution from the point of view of Commercial Formats.

• Analyze the changes that are happening in the distribution field, that lead us

to propose on a dynamic way different scenarii, so that some models are

emerging strongly , such as e-commerce, while others tend to disappear.





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4. Competences:

.

CT01 - Capacity for synthesis and analysis CT02 - Ability to organize and plan CT06 - Ability to analyze, search and discriminate information from

different sources CT07 - Ability to outline and extrapolate CT08 - Ability to solve problems. CT09 - Ability to make decisions CT10 - Ability to apply the analysis of the problems, with professional

criteria based on technical management instruments. Personal:

CT11 - Motivation for quality and rigor at work. CT12 - Creativity, initiative and entrepreneurship. CT13 - Ability to teamwork and fluency in communication CT14 - Working in a interdisciplinary team. CT18 - Critical thinking capacity. CT19 - Ethical commitment at work. CT20 - Working under pressure.

Systemic:

CT21 - Self organization and study CT22 - Adapting to new situations. CT23 - Creativity. CT25 - Initiative and entrepreneurship.





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Practical:

CT22 - Apply knowledge in practice. CT23 - Ability to research CT24 - Design and project management .

Specific – Profesional skills : C.E.

CE01 - Ability to analyze and apply the techniques and rules of modern Distribution

CE03 - Ability to solve conceptual problems that arise around the business .

CE06 - Ability to analyze the instruments of modern Distribution and Logistics .

CE07 - Understanding and analyzing of the behaviour of the involved agents.

CE08 - Knowledge and analysis of the functioning of markets. CE09 - Ability to analyze business problems through the management

functions ( planning, organization, HR management and control). CE13 - Ability to formulate a “distribution- marketing” strategy.distribution

in the Company. CE15 - Ability to analyze business strategy, objectives and trade policies

CE16 - Ability to manage information technology and communication in

different acting areas.

.





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5. Training:

5.1 Study Plan:

AF 1: Preparation of the theoretical content: Professor Lectures of the various topics covered by the course and their application to the business world.

AF 2: Individual work. Comments on the current situation of business cases, projected videos or readings of articles and specialized magazines related to the Course subject , that highlight the syllabus taught in the art. This activity involves the preparation of a report on a proposed by the teacher subject knowledge covering aspects addressed by the treated subject. This activity can be completed by oral presentation from students about the chosen theme work.

AF 3: Group work.

This teaching methodology consists of developing small adhoc research projects. Litterature search will be assessed, as well as the choice and the materials used, and the capacity to structure the analysis. In addition, students must undertake an analysis and a group discussion of each situation. Students will conduct an analysis of a sector or company regarding the distribution of products / services model as well as the POS

Class hours Outside class hours

30 hrs 60 hrs

Hours Presence

Total: 24 hs Teaching Hrs: 14

100 Non teaching Hrs: 10

Hours Presenced

Total: 12 hs Teaching Hrs: 2






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presence consequently. This activity can be supplemented with oral presentation by students of the work performed

AF 4: Debates and constructive sharing Discussion of current issues related

to Modern Distribution, MDD (private label) etc.. the teacher will moderate the

debate, encouraging student participation and the emergence of different

perspectives and points of view.

AF 5: Academic mentoring. Students may meet individually and / or in a group

with the teacher on a regular basis to report on the progress of their project

work to share teacher’s guidance and resolve doubts.

Hours Presence

Total: 30 hrs Teaching Hrs: 7


Hours Presence

Total: 6 hrs Teaching Hrs : 6

100 Non teaching Hrs : 0

Hours Presence







9

SP 6:Seminars

5.2 TEACHING METHODOLOGY

TM 1: Theoretical classes

TM 2: Practical classes

MD3 : Mentoring

6. Grading Procedures:The grading procedure for the degrees is

based on a Continuous Evaluation system in which class attendance is

compulsory. In order to pass the course, students must attend a minimum of

70% of the sessions.

As per the Academic Course Guide, depending on the number of unattended

classes, each student will be granted from +1 to -1 in a scale range that will

automatically apply the score.

Total Maximum Score Attendance and Participation: 1 point

Evaluation System:

SEE1 Individual work: 10%

SEE2 Group work: 20%

SEE3 Theoretical tests: 70%

Hours Presence







10

Grading Procedure:

CONTINUOUS EVALUATION CRITERIA

Evaluation

Activity

Total

Weight

Weight

Breakdown

TYPE

Grading

Procedures

Observations

Inclass tests

70%

70%

Theoretical

tests 1

SEE3

Final Exam

Course Work

20%

20%

Group work

SEE2

One part in class and the other one final written delivery

Individual

work & course

active

participation

10%

10%

Individual work + class participation

SEE1

Inclass or not

FINAL EXAM

70%

70% Written Exam for those who did not pass

SEE3

Applies Continuous Evaluation To Ordinary and Extraordinary

100% Written Exam for those who repeat





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Students who have a attendance lower than 70% are not entitled to continuous assessment, will be are valued over 70% of the final exam, both the ordinary and the extraordinary call

For all those who repeat and present again the subject and/or are exempt from compulsory attendance, assessment will be by the Final Exam which involves tha weighting if 100% of the final grade.

To pass the Subject , tudents must have submitted and approved the Work Required , the final exam and theory (Final exam or written tests during the course) with a minimum score of 5 out of 10 points, for each of the sections, both for the ordinary and /or the extraordinary call.

The first class day, the teacher in the presentation session of the course (ppt) will explain in detail the allocation and nature of the different tests to be performed during the course as well as the way it is assessed and weighted. All documents available to students in the virtual campus.

6.1 Inclass Tests:

Depending on the teacher criteria, additional written tests that form part of the 70% of the grade for the final exam (Partial, liberatory or not) may be required. Should that happen, the teacher will explain the nature and weighting, as stated in the previous section.

Extraord. Exam.

SEE3

Exams





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6.2 Compulsory Course Work: The student will have to deliver several papers and case studies during the semester as a compulsory basis. This kind of evaluation will consider the outcome of the learning by the student, as well as any specific work that the teacher requires, incorporating an analysis, a synthesis, on a structured way and a high quality presentation , highlighting as a final work:

Analysis of a sector or company from a products / services distribution point of view. This will be achieved and conducted in groups. Work group presentations submitted after the deadline date will not be evaluated. Groups will be made of a maximum of 4 people, expandable if the number of students is greater than 28. Students will have to pay a special attention to the details and the sources of the data obtained . This will need to be shown explicitely.

6.3 Course Participation: Likewise, during the course of the subject, the active participation of students in class and within their groups , as well as their attitude will be evaluated.

6.4 Final Exam:

Continuous assessment applies to both official calls for final exam: ordinary and extraordinary, so its weighting on the student's final grade in both cases is 70%. The exception applies only to those students repeating the course and/or exempt from attendance, in which case the final assessment exam will be 100%. No consideration will be taken in other than official dates designated by the School. Students can review their final exam, being the official date determined for this purpose by the professor, and that date of review will be published along with the final grades. Final Exam Structure





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It will consist of 5 essay questions in a 2 hours session. The exam will be assessed on 10 points and the student will have to show that he/she masters the subject and has acquired the basic required knowledge. As stated in the University Academic Guide, the final grade shall be automatically modified based on student attendance. This ranges from +1 to -1 depending on the number of unattended classes.

7. Course Programme: (9)

7.1 Course Outline:

Part I: Distribution and Commercial formats 1- Distribution as a marketing tool 2- Distribution channels. 3- Commercial strategies: Wholesale and Retail business . 4- Strategic Development of Distribution. 5- Trends in commercial distribution Part II : Retailing 6-Trade Marketing and Merchandising: a shopping experience. The marketing shopper. Part III: Legal and ethical aspects in Trading. Innovation in Distribution 7- Institutional environment and legal framwork. Ethics in distribution





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7.2 Course Content:

Chapter 1. Distribution as one key marketing mix variable.(T.1) 1.1. Origins 1.2. Evolution 1.3. Definition of the Distribution concept 1.4. Distribution as a system 1.5. The value chain 1.6. Functions of the Commercial Distribution 1.7. The Lambin graph 1.8. Roles and functions of middlemen

Chapter 2. Channels .(T.2.)

2.1. Definition of a channel. 2.2. Steps in the design of a distribution channel.

2.3 Types of Distribution channels

Chapter 3. Whosesale and retailing.(T.3.)

3.1. Wholesale activity. 3.2. Retail activity.

Chapter 4. Strategic development of Distribution.(T.4.) 4.1. Trade coverage and Trade depth strategies . 4.2. Commercial actions: Push & Pull 4.3. Integration systems 4.4 External & internal growth strategies

4.5. Distribution costs. Criteria. Financial Analysis and control 4.6. Physical Distribution: supply chain integration. Opposite distribution scheme.

4.7. Transport evaluation criteria: Services & Costs 4.8. Global channel profitability by channel 4.9. Dashboard: Numerical/weighed distribution /stocks /in-store presence





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Chapt 5. Trends in Commercial Distribution.(T.5.) 5.1. Main dimensions ( Nielsen / GFK..). 5.2. Social changes that affect Commercial distribution and purchase behaviours 5.3. Emergent comercial formats. Physical and virtual space.. Pop up stores….. 5.4. E-commerce. Part II : Retailing 6- Trade Marketing & Merchandising: a shopping experience. (T.6.)

6.1. Channel management. Conflicts and cooperations. 6.2. The Merchandising concept. 6.3. Outside of the POS. 6.4. The internal implementation in the POS. 6.5. Assortment in the point of sales: parameters .. 6.6. Shelves fixture management. 6.7. Category management 6.8. Shopper marketing as the ultimate experience( Eye tracking, Neuromarketing, scan& go, corner experience…).

Part III: Legal and Ethics in Business 7- Institutional frame and Distribution laws. Ethics in Trading (T.7.)

7.1. Applicable legislation. 7.2. Institutional environment/the “ Comunidades Autónomas” peculiarity. 7.3. Objectives and reason why of the “ley del comercio minorista”. 7.4. Returns, cost Price, post sales warranty.





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7.5. Opening hours. Promotions and sales. 7.6. Internet regulation.

8. RELATIONSHIP BETWEEN THE SKILLS, THE

COURSE CONTENT AND THE GRADING PROCEDURES

1. . Analytical Programme: Part I: Distribution and Commercial formats 1- Distribution as a marketing tool 2- Distribution channels. 3- Commercial strategies: Wholesale and Retail business . 4- Strategic Development of Distribution. 5- Trends in commercial distribution Part II : Retailing 6-Trade Marketing and Merchandising: a shopping experience. The marketing shopper. Part III: Legal and ethical aspects in Trading. Innovation in Distribution 7- Institutional environment and legal framework. Ethics in distribution

2. Details and developped programme: Part I: Theoretical framework of Commercial Distribution Chapter 1. Distribution as one key marketing mix variable.(T.1)

1.1. Origins





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1.2. Evolution 1.3. Definition of the Distribution concept 1.4. Distribution as a system 1.5. The value chain 1.6. Functions of the Commercial Distribution 1.7. The Lambin graph 1.8. Roles and functions of middlemen

Chapter 2. Channels .(T.2.)

2.1. Definition of a channel. 2.2. Steps in the design of a dist. channel.

2.3 Types of Distribution channels

Chapter 3. Whosesale and retailing.(T.3.)

3.1. Wholesale activity. 3.2. Retail activity.

Chapter 4. Strategic development of Distribution.(T.4.) 4.1. Trade Coverage and Trade depth strategies . 4.2. Commercial actions: Push y Pull 4.3. Integration systems 4.4 External & internal growth strategies

4.5. Distribution costs. Criteria. Financial Analysis and control 4.6. Physical Distribution: supply chain integration. Opposite distribution scheme.

4.7. Transport evaluation criteria: Services & Costs 4.8. Global cannel profitability by channel 4.9. Dashboard: Numerical/weighed distribution /stocks /instore presence Chapt 5. Trends in Commercial Distribution.(T.5.) 5.1. Main dimensions ( Nielsen / GFK..).





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5.2. Social changes that affect Commercial distribution and purchase behaviours 5.3. Emergent comercial formats. Physical and virtual space.. Pop up stores….. 5.4. E-commerce.

Part II : Retailing 6- Trade Marketing & Merchandising: a shopping experience. (T.6.)

6.1. Channel management. Conflicts and cooperations. 6.2. The Merchandising concept. 6.3. Outside of the POS. 6.4. The internal implementation in the POS. 6.5. Assortment in the point of sales: parameters .. 6.6. Shelves fixture management. 6.7. Category management 6.8. Shopper marketing as the ultimate experience( Eye tracking, Neuromarketing, scan& go, corner experience…).

Part III: Legal and Ethics in Business 7- Institutional frame and Distribution laws. Ethics in Trading (T.7.)

7.1. Applicable legislation. 7.2. Institutional environment/the “ Comunidades Autónomas” peculiarity. 7.3. Objectives and reason why of the “ley del comercio minorista”. 7.4. Returns, cost Price, post sales warranty. 7.5. Opening hours. Promotions and sales.

7.6. Internet regulation.





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9. RELATIONSHIP BETWEEN THE SKILLS, COURSE

CONTENT AND GRADING PROCEDURES

Competences

Course

Schedule

Subjects Evaluation Weight

Skills

Basic and General

CG11

CG12

CG18

CG24

CG3

CG6

CG4

CG28

CG21

CG19

CG17

AFE 1

AFE2

AFE3

AFE4

AFE5

AFE6

T.1

T.2

T.3

T.4

T.5

T.6

T.7

SEE 1

SEE 2

SEE 3

SEE 4

SEE 5

70%

Specific Skills

AFE 1

AFE2

AFE3

T.1

T.2

T.3





20

AFE4

AFE5

AFE6

T.4

T.5

T.6

T.7

SEE 1

30%

Overall Weight 100%

10. Recommend Reading List:

10.1 Support Material: Basic Bibliography:

MIQUEL PERIS, S. y otros, (2008), Distribución Comercial.

Ed. ESIC Madrid. ISBN13- 978-84-7356-537-0 TRESPALACIOS GUTIERREZ, J.A. y VAZQUEZ CASIELLES R., (2006) Estrategias de Distribución Comercial. Ed. Thomson. Madrid . ISBN 13- 978- 84-9732-470-6 DE JUAN VIGARAY, Mª D. ,(2010), Comercialización y retailing: Distribución Comercial Aplicada. Ed. Prentice Hall. Madrid. ISBN -13- 978-84-205-4372-7 SAENZ DE VICUÑA, J.M. ª,( 2001), La distribución comercial: opciones estratégicas. Ed. Esic Madrid . ISBN 13-978-84 -7356- 266-9 MOLINILLO JIMÉNEZ , y otros (2012), Distribución comercial aplicada. Ed. ESIC.Madrid ISBN 978-84-7356-836-4





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10.2 Supplementary Bibliography:

CASARES RIPOL, j. y REBOLLO ARÉVALO, A. (2005): “Distribución Comercial”, Thomson-Civitas, Madrid.

DÍEZ DE CASTRO E. y otros (2005) “Distribución Comercial”, McGraw Hill, Madrid

SALEM, H” Distribución y Merchandising: Factores clave de éxito”. Edición Distribución Consulting. Barcelona

ROJAS, A. (2002) “Consumidor, clientela y distribución para la economía del futuro”, Editorial ESIC, Madrid. RIZ, J. y LASO, I. (2001): “Internet y comercio electrónico” 2ª edición, Esic, Madrid.

DEL ÁGUILA, A.R. y PADILLA, A. (2001): “E-Business y comercio electrónico”, Rama, Madrid.

FERNÁNDEZ GÓMEZ, E. (2002): “Comercio electrónico”, McGraw-Hill, Madrid.

SOLÉ MORO, M.L. (2000): Comercio electrónico: Un mercado en expansión, Esic, Madrid.

MARTÍNEZ MARTÍNEZ, M. Y OTROS. (2008): ”Supermercados.com”, Esic, Madrid.

SORET LOS SANTOS, I.. (2006): “Logística y marketing para la Distribución Comercial”, Esic, Madrid.

GUILLERMO MARAVER TARIFA Y OTROS. (2005): “distribución Comercial”, Editorial UOC.





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VILAS AVENTÍN , J.Mª, (2011) Marcas líderes y distribuidores. Buenas prácticas de colaboración. ESIC Madrid.

10.3 Biblioweb:

10.4 ERIETE : www.eriete.es

Recomended links (among others):

www.aecoc.es www.mercasa.es ( artículos de “Distribución y consumo”) www.solovending.es www.acnielsen.es www.infores.com www.dominion.es www.aedecc.com www.alimarket.es www.distribuciónactualidad.com www.franquiciadores.com www.franquicias.net www.franquicias.com www.marketingpower.com www.euromadi.es www.grupoifa.es www.asedas.es www.fecemd.org www.cecoma.org www.tecnipublicaciones.com/aral www.aece.org www.anged.es www.e-global.es





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www.ecrnet.org www.europa.eu.int/comm/eurostat www.commerce.net www.icemd.com www.idelco.es www.ine.es www.consumo-inc.es www.mineco.es www.mapya.es www.tormo.com

gd 15 distribucion comercial grpub 5 1s ingles

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