Justice ~.HegdeInstjtuteiif Management
MBA-MM415 RURAL MARKETINGLesson Plan
Faculty: Mr.Sudhir MCourse Objective: A study of marketing is not complete without proper insight into ruralmarkets. So this subject makes the students familiar with the topics of rural marketing andagricultural marketing. The main objective of this subject is to provide knowledge to thestudents about marketing of products in rural markets and also marketing of products that are produced in the rural areasMethodology: The subject will be taught using various techniques like lecture, seminars,class presentations, assignments. During the course the students shall undertake a mini project to develop marketing program for selected products in the rural areas.Reference Books:
Rural Marketing; Environment, Problems and Strategies
Wheeler Publishing, Allahabad.l998.
Acharya.S.S, and N.L.Agarwal.,
Agricultural Marketing in India,
Third edition, Oxford
IBH Publishing Co Ltd., New Delhi,2001.
New Perspectives on Rural Marketing.,
Jaico Publishing House,Mubai,2002.
Sanal Kumar Velayudhan,
Sage Publications, New Delhi, 2002
Rahman Habeebur K.S,
Rural Marketing in India,
Himalaya Publishing House, New Delhi2003
Rural Marketing Management,
Vikas Publishing House, New Delhi,2003
Detailed lesson Plan
MODULE 1: INTRODUCTION
Hours)Definition - Scope of rural marketing - concepts - Evolution of rural markets in India-
components of rural markets - classification of rural markets - rural vs. urban marketsMODULE 2: RURAL MARKETING ENVIRONMENT (6 Hours)Population - occupation pattern - income generation - location of rural population expenditure pattern - literacy level - land distribution - land use pattern - irrigation development programs- infrastructure facilities - rural credit institutions - rural retail outlets - print media in ruralareas - rural areas requirement - problems in rural marketing - rural demand - rural marketindex