Rural Marketing (Functional Electives Marketing 2)

Paper Code: 
MBM-424
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To make students understand the rural market environment.
  • To provide an understanding of the changing profile of the rural consumer, its consumption pattern, and buying process.
  • To understand the inherent problems associated with rural marketing and developing product, price, distribution and communication strategies for different segments of rural markets which can be successfully adopted.
  • To expose the students to the innovations developed by Indian firms as well as MNCs for the Rural Markets.
8.00
Unit I: 
Introduction to Rural Marketing

Rural Marketing Perspectives, Opportunities and Challenges, Profile of Urban/Rural Markets, Rural Marketing Environment

8.00
Unit II: 
Tapping Rural Market

Rural Consumer Behavior, Rural Market Research, Segmenting and Targeting Rural Markets

8.00
Unit III: 
Rural Marketing Mix-I

Rural Market and Product Life Cycle, Product Strategy in Rural Markets, Pricing Strategy in Rural Markets.

8.00
Unit IV: 
Rural Marketing Mix-II

Distribution Strategy in Rural Markets, Rural Retailing, Communication Strategies for Rural Markets.

8.00
Unit V: 
Future of Rural Marketing

Future of Rural Marketing in India, Innovation in Rural Markets.

Essential Readings: 
  • Balram Dogra and Karminder Ghuman, Rural Marketing- Concepts & Practices, Tata McGraw Hill, First Edition, 2008
  • Pradeep Kashyap, Rural Marketing second Edition, Pearson Education, 2011
References: 
  1. Pradeep Kashyap, Siddharth Raut: The Rural Marketing Book, Biztantra Publishing.
  2. Sukhpal Singh: Rural Marketing Management, Vikas Publishing.
  3. T. T. Gopalswami: Rural Marketing, Wheeler Publishing.
  4. Rajgopal: Rural Marketing, Rawat Publishing, Jaipur.
  5. Sanal Kumar, Velayudhan: Rural Marketing - Targeting the Non-Urban Consumer, Sage Publications
  6. C. S. G. Krishnamacharyulu, Lalitha Ramakrishnan: Rural Marketing, Text & Cases, Pearson Education.
  7. N. V. Badi and R.V. Badi , Rural Marketing, Himalaya Publishing House.
  8. Awadesh Kumar Singh & Satyaprakash Pandey, Rural marketing –Indian Perspective, New Age International Publishers.
  9. Dogra, Rural Marketing, Tata McGrawhill.