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Hegde Instjtuteiif Management
MBA-MM415 RURAL MARKETING Lesson Plan Faculty: Mr.Sudhir M


Course Objective: A study of marketing is not complete without proper insight into rural markets. So this subject makes the students familiar with the topics of rural marketing and agricultural marketing. The main objective of this subject is to provide knowledge to the students about marketing of products in rural markets and also marketing of products that are produced in the rural areas Methodology: 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: 1.Gopalaswamy T.N, Rural Marketing; Environment, Problems and Strategies, Wheeler Publishing, Allahabad.l998. 2.Acharya.S.S, and N.L.Agarwal., Agricultural Marketing in India, Third edition, Oxford & IBH Publishing Co Ltd., New Delhi,2001. 3.Ramkishen Y., New Perspectives on Rural Marketing., Jaico Publishing House, Mubai,2002. 4.Sanal Kumar Velayudhan, Rural Marketing, Sage Publications, New Delhi, 2002 5.Rahman Habeebur K.S, Rural Marketing in India, Himalaya Publishing House, New Delhi 2003 6.Singh Sukhpal, Rural Marketing Management, Vikas Publishing House, New Delhi,2003

Detailed lesson Plan
MODULE 1: INTRODUCTION (3 Hours) Definition - Scope of rural marketing - concepts - Evolution of rural markets in India~ / components of rural markets - classification of rural markets - rural vs. urban markets MODULE 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 rural areas - rural areas requirement - problems in rural marketing - rural demand - rural market index

MODULE 3: MARKETING OF AGRICULTURAL INPUT (10 Hours) Consumable inputs - durable inputs - fertilizers - product - price - distribution promotion SWOT analysis of fertilizer market - agro chemicals - product - price distribution - promotion - SWOT analysis of agro chemicals market - seeds - cattle poultry - aqua feeds - tractors power tillers - irrigation equipments - other farm machinery MODULE 4 : MARKETING OF CONSUMABLES AND DURABLES (6 Hours) Product - price - distribution strategies - product redesign - modification needs MODULE 5: MARKETING OF RURAL PRODUCE (7 Hours) Marketing of agricultural produce - regulated markets - formation of cooperative organizations - contract farming - agricultural exports zone (AEZ) - marketing of rural / cottage industries - artisan products MODULE 6 : ROLE OF FINANCIAL INSTITUTIONS (7 Hours) Agricultural credit situation - types of credit - rural credit institutions - NABARD commercial banks - state cooperative banks (SCB) - state cooperative agricultural and rural development banks (SCARDB) - regional rural banks RRB - local area banks flow of institutional credit to agriculture - kissan credit card scheme - impact on rural market MODULE 7 : ROLE OF COOPERATIVE INSTITUTIONS (6 Hours) Cooperatives as organizations - structure of cooperative organizations - types - share of cooperatives in national economy - impact of cooperatives on rural marketing MODULE 8: RURAL MARKETING STRATEGIES (6 Hours) Rural marketing segmentation - product strategies - pricing strategies - distribution strategies - promotions strategies - social marketing

Dated signature of the Faculty