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Gju Mba Syllabus

Gju Mba Syllabus

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Published by: naveen3101987 on May 27, 2010
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10/26/2011

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Objectives

TheObjectiveof thecourseistoexplorethestudentstotherural marketenvironment

andtheenergingchallengesinthegloblisationof theeconomies.

CourseContents

Nature, characteristics and the potential of rural markets in India, Socia-cultural,

enconomic & other environmental factorsaffecting rural marketing. Attitudesand

behaviour of therural consumersandfarmers; Marketingof consumer durablesand

nondurablegoodsandservicesintherural marketswithspecial referencetoproduct

planning,MediaPlanning,planningof distributionchannelsandorganisingpersonal

(4 0 )

sellinginrural marketsinIndia.Marketingofagricultural inputswithspecial reference

tofertilizers,seedsandtractors:Organisationandfunctionsof agricultural marketing

inIndia.Classificationof agricultural productswithparticularreferencetoseasonality

and perishability. Marketing structure and performance. Processing facilities for

different agricultural products. Roleof warehousing: Determination of agricultural

pricesandmarketingmargins.Roleof agricultural pricecommission.Roleof central

andstategovernments.Institutionsandorganisationsinagriculturalmarketing.Unique

featuresof commoditymarketsinIndia.Problemsof agricultural marketing;Nature,

scopeandroleof co-operativemarketinginIndia.

SuggestedReadings

1. Arora,RC.IntegratedRural Development.1979,Scharnd,NewDelhi.

2. Desao.Vasat.Rural Development.1988,Himalaya,Bomabay.

3. Mishar,S.N.PoliticsandSocietyinRural India.1980,InterIndia,Delhi.

4. Porter,Michael,E.competitiveStrategy.1980.FreePress,NewYork.

5. Rudra,Ashok.IndiaAgricultrualEconomics.MythsandRealities.1982.Allied,

NewDelhi.

6. Stalk,George,CompetingAgainstTime.1990.FreePress,NewDelhi.

Note: Theexaminerwill seteightquestionsinall andthestudentswouldberequired

toattemptanyfivequestions.All questionswill carryequal marks.

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