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  • Iilm Academy of Higher Learning Jaipur: Course Manual

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    Vipin Sharma
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    This document outlines a course on rural marketing taught at IILM Academy of Higher Learning in Jaipur, India. The course is led by Dhwani Mishra and aims to help students develop an understanding of rural markets and the practical aspects of rural marketing. It will focus on research, strategy, and application to aid decision making in the competitive rural sector. The course will use cases, group projects, and small exercises over 40 hours and 3 credits. Topics covered include the concept and scope of rural marketing, differences between rural and urban markets, product strategy, pricing, promotion, distribution, and new approaches to reaching rural consumers.

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    This document outlines a course on rural marketing taught at IILM Academy of Higher Learning in Jaipur, India. The course is led by Dhwani Mishra and aims to help students develop an understanding of rural markets and the practical aspects of rural marketing. It will focus on research, strategy, and application to aid decision making in the competitive rural sector. The course will use cases, group projects, and small exercises over 40 hours and 3 credits. Topics covered include the concept and scope of rural marketing, differences between rural and urban markets, product strategy, pricing, promotion, distribution, and new approaches to reaching rural consumers.

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    10 views3 pages

    Iilm Academy of Higher Learning Jaipur: Course Manual

    Uploaded by

    Vipin Sharma
    This document outlines a course on rural marketing taught at IILM Academy of Higher Learning in Jaipur, India. The course is led by Dhwani Mishra and aims to help students develop an understanding of rural markets and the practical aspects of rural marketing. It will focus on research, strategy, and application to aid decision making in the competitive rural sector. The course will use cases, group projects, and small exercises over 40 hours and 3 credits. Topics covered include the concept and scope of rural marketing, differences between rural and urban markets, product strategy, pricing, promotion, distribution, and new approaches to reaching rural consumers.

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    of 3

    IILM ACADEMY OF HIGHER LEARNING

    JAIPUR

    RURAL MARKETING

    COURSE MANUAL

    PGDM (2010-12)

    Course Leader: Dhwani Mishra


    Email:dhwani.mishras@iilm.ac.in

    © IILM Academy of Higher Learning, Jaipur


    Course Title: RURAL MARKETING

    Course Leader: Dhwani Mishra


    Course Objective
    1. To develop comprehend of rural marketing and to enable students to the
    practical nuances.
    2. To focus on research, strategy and application specific for decision making in
    the highly competitive and rapidly emergent rural sector.

    Teaching Strategy: cases, group projects and small group exercises would be the
    primary vehicles for learning.
    Class Hours: 40 hours Credits: 3

    CourseOutline

    Rural Marketing - Concept and Scope - Nature of rural markets - attractiveness of


    rural markets
    • Rural Vs Urban Marketing
    • Rural Marketing Information System - Potential and size of the Rural Markets
    Product Strategy - Product mix Decisions
    • New product development process
    • Competitive product strategies for rural market,
    Pricing strategy - for rural markets
    • Promotion strategy - appropriate media - Designing right promotion mix -
    promotional campaigns.
    • Rural market and brand management -
    Distribution -' Logistics Management - Problems encountered - selection of
    appropriate channels - New approaches to reach out rural markets.
    • New paradigm in rural market
    REFERENCES
    1. Philip Kotler - Marketing Management, Prentice - Hall India Ltd.
    2. Agarwal A.N -Indian Economy-Vikas Publication
    3. Ruddar Dutt Sundaram - Indian Economy- Tata McGraw Hill. Publishers
    4. CSG Krishnamacharylu & Laitha Ramakrishna - Rural Marketing Pearson Edu Asia.

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