mm 006 rural marketing

MM 006 RURAL MARKETING Objective : The objective of the course is to study rural environment in India and its constraints in developing marketing programmes. The following are the broad topics. Course contents: Unit I Introduction and Overview of Rural Marketing Economic, Social, Legal and Cultural aspects of Rural marketing Rural Consumer Behaviour Unit II Rural Marketing Research Segmentation of Rural Markets Rural Marketing Mix Marketing and Pricing strategies for Rural Market Rural Marketing : Challenges and Opportunities Unit III Product Management : New Product development for rural markets, product strategies Marketing of Agricultural Inputs and Produce Rural Marketing of FMCGs, Consumer Durables and Financial Services Unit IV Rural Marketing and Advertising & Sales Promotion & Personal Selling Rural Marketing and Brand Management Rural Retail Channel Management Channels of Distribution and Distribution Strategies Rural Sales Organizations Unit V Risk Management in Rural Marketing Standardization and Grading Comparative Analysis of Rural and Urban Markets Indian Rural Market : A Brief Profile Cases and Problems References : Loan system : T.P.S. Chaudhary and J.N. Sharma Rural Reconstruction in India and China : Netra Pal Jain Sukhpal Singh : Rural Marketing, Vikas The Political Economy of Agrarian change : Keith Griffin. Agricultural Bargaining Power : George W. Ladd.

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MM 006 RURAL MARKETING

Objective :

The objective of the course is to study rural environment in India and its constraints in developing marketing programmes. The following are the broad topics.

Course contents:Unit IIntroduction and Overview of Rural MarketingEconomic, Social, Legal and Cultural aspects of Rural marketingRural Consumer BehaviourUnit IIRural Marketing ResearchSegmentation of Rural MarketsRural Marketing MixMarketing and Pricing strategies for Rural MarketRural Marketing : Challenges and Opportunities Unit IIIProduct Management : New Product development for rural markets, product strategiesMarketing of Agricultural Inputs and ProduceRural Marketing of FMCGs, Consumer Durables and Financial ServicesUnit IVRural Marketing and Advertising & Sales Promotion & Personal SellingRural Marketing and Brand ManagementRural Retail Channel ManagementChannels of Distribution and Distribution StrategiesRural Sales OrganizationsUnit VRisk Management in Rural MarketingStandardization and GradingComparative Analysis of Rural and Urban MarketsIndian Rural Market : A Brief Profile

Cases and Problems

References :

Loan system : T.P.S. Chaudhary and J.N. SharmaRural Reconstruction in India and China : Netra Pal JainSukhpal Singh : Rural Marketing, VikasThe Political Economy of Agrarian change : Keith Griffin.Agricultural Bargaining Power : George W. Ladd.Indian Journal of Agricultural Economic (Quarterly)Agricultural situation in India (Monthly)Journal of the Indian society of Agricultural Statistics (Quarterly)Rural Development Digest – NCD : Hyderabad National Institute of Community Development (Quarterly) Rural Marketing : Badi & BadiIntroduction to Rural Marketing : Krishnamurthy