MM 006

RURAL MARKETING
Objective : The objective of the course is to study rural environment in India and its constraints in developing marketing programmes. The following are the broad topics. Course contents: Unit I Introduction and Overview of Rural Marketing Economic, Social, Legal and Cultural aspects of Rural marketing Rural Consumer Behaviour Unit II Rural Marketing Research Segmentation of Rural Markets Rural Marketing Mix Marketing and Pricing strategies for Rural Market Rural Marketing : Challenges and Opportunities Unit III Product Management : New Product development for rural markets, product strategies Marketing of Agricultural Inputs and Produce Rural Marketing of FMCGs, Consumer Durables and Financial Services Unit IV Rural Marketing and Advertising & Sales Promotion & Personal Selling Rural Marketing and Brand Management Rural Retail Channel Management Channels of Distribution and Distribution Strategies Rural Sales Organizations Unit V Risk Management in Rural Marketing Standardization and Grading Comparative Analysis of Rural and Urban Markets Indian Rural Market : A Brief Profile Cases and Problems References : Loan system : T.P.S. Chaudhary and J.N. Sharma Rural Reconstruction in India and China : Netra Pal Jain Sukhpal Singh : Rural Marketing, Vikas The Political Economy of Agrarian change : Keith Griffin. Agricultural Bargaining Power : George W. Ladd. Indian Journal of Agricultural Economic (Quarterly) Agricultural situation in India (Monthly) Journal of the Indian society of Agricultural Statistics (Quarterly) Rural Development Digest NCD : Hyderabad National Institute of Community Development (Quarterly) Rural Marketing : Badi & Badi Introduction to Rural Marketing : Krishnamurthy