RURAL AND SOCIAL MARKETING COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDITS: 02 RURAL MARKETING

UNIT 1. INTRODUCTION Definition; myths and realities of rural markets Characteristics of rural customer Rural market environment, including infrastructure Rural marketing and the 4 Ps: Problem areas Challenges of rural marketing UNIT 2. STRATEGIES Rural market segmentation and targeting; rural marketing research Product strategies Pricing strategies Promotional strategies Placement strategies Marketing of rural and cottage industry products Future of rural marketing in India. SOCIAL MARKETING UNIT 3. FOUNDATION OF SOCIAL MARKETING Meaning, nature, and scope; need for social marketing Conceptual framework of social marketing Challenges involved in social marketing UNIT 4. STRATEGIES AND APPLICATIONS Segmentation and target market selection Marketing strategy and 4Ps Not for profit organizations (including Govt.) in social marketing Social marketing in the areas of health (Hygiene, family planning, AIDS prevention), financial decisions (small savings, retirement planning, investor education), and political system (voting). ASSESSMENT Internal assessment: 25% Attendance and class participation Quizzes on both sections Project work

: 5% :10% :10%

RECOMMENDED BOOKS PRADEEP KASHYAP & S.RAUT: The Rural Marketing Book (Biztantra) PHILIP KOTLER: Social Marketing (Prentice Hall) S. M. JHA: Social Marketing (Himalaya) G.B. MUKHERJEE: Introduction to Social Marketing (India Research Press)