Rural Management

Paper Code: 
MBA-522
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To help the students understand and appreciate the differences and similarities between urban and rural Indian markets.
  • To make them understand and develop efficient management strategies, unique to rural India.
8.00
Unit I: 
Introduction to Rural Management & Rural Development

Introduction, Significance, Scope of Rural Management. Importance of rural markets, Size and structure of rural society, Difference between urban and rural market, Challenges and opportunities in rural India, Classification of rural products and rural market, Role of Government and NOG’s in rural development.

8.00
Unit II: 
Rural Environment, Research and Consumer Behaviour

Rural environment, Rural infrastructure, Nature & features of rural economy of India, Rural Consumer.

8.00
Unit III: 
Rural Segmentation and Rural Financing

Rural segmentation- Occupational, Sociological, Thomson Market Index & MICA rating.
Rural Financing- Sources, Requisites of a Finance system, Role of NABARD, Social Security Schemes with special reference to MNREGA scheme.

8.00
Unit IV: 
Rural Marketing of Consumer Products

Product Strategy, Pricing Strategy, Distribution Strategy and Communication Strategy.

8.00
Unit V: 
Rural Services Management

Telecommunications, Information and communication technology, Financial Services.

Essential Readings: 
  • Verma S.B. (2005), Rural Management (1st Edition), Deep & Deep Publications Pvt. Ltd.
  • Kashyap Pradeep (2012), Rural Marketing (2nd Edition), Pearson Education
References: 
  1. Warren M - Financial Management for Farmers and Rural Managers (Blackwell Publishing)
  2. Badi R.V & Badi N.V (2004), Rural Marketing, Himalaya Publishing House, Mumbai
  3. Prag P A - Rural Diversification (EG Books)
  4. Thorner Daniel and Morner Alice - Land and Labour in India (Asia Publishing House)
  5. Deu S. Mahendra and Basu K.S. - Economic and Social Development (Academic Foundation)
  6. Gopalaswamy T.P. - Rural Marketing Environment, Problems and Strategies (Vikas, 1st Ed.)
  7. Sudhir Vaidya - National Rural Employment Guarantee Act (NREGA) (with schemes and guidelines) (Arise Publishers and Distributors) (2009)
  8. M.S. Moodithaya, N.S. Shetti, N.K. Thingalaya – NREGA: Employment Guarantee Programme and Pro-Poor Growth, the study of a village in Gujrat (Academic Foundation) (April 2011)
  9. S.R. Singh - National Rural Employment Guarantee Act (NREGA): Issues and Challenges. (Aph Publishing Corporation)