Indian Institute of Management Udaipur

Course Outline
Rural Marketing
PGP- 2: Term – 5 (2018-20)
Faculty: Sanal Kumar Velayudhan

Importance

Potential in Rural Markets is not fully tapped and competition in urban markets is high. The
opportunity for growth in many consumer products is from these markets. As future managers in
marketing function, the students need to be equipped to meet the challenges in the emerging rural
markets.
The rural markets differ considerably from urban markets in respect of consumers, channels and
media and therefore managers need to be sensitized to the need of these markets.

Objective

The course on rural marketing has the following objectives:

 Appreciate the importance of Rural Markets

 Sensitize to the needs and behavior of consumers and apply this understanding for
marketing decisions
 Utilize the understanding on peculiarities of rural markets, channels and competition in
marketing decision making

Course content

The course content includes:

- Issues in Rural Marketing
- Understanding rural consumers
- Communication and Diffusion Process
- Distribution in rural markets
- Developing marketing strategy

Approach to learning

The objectives of the course is sought to be achieved by helping the participants to undergo
meaningful exercises in decision making in a variety of real life Rural Marketing situations.
Case discussions, exercise and conceptual discussion are the common form of learning used for
this course.
Session Plan
Session Topic coverage Reading/ Case
Issues in Rural Marketing
1 Issues in Rural Marketing and Case: Krishak Agro Service Centre
characteristics of rural markets Reading: 1. Chapters 1 & 2
Understanding rural consumers and creating value
2 Influence on rural consumers and its Conceptual discussion
implications for marketers Reading: 1. Chapter 2 & 3
3 Researching rural markets Conceptual discussion
Reading: Chapter 4
4 Creating value through innovations Case: Keggfarms (India)
Reading: 1. Chapter 5
Communicating in rural markets
5 Communicating and positioning Case: Indradhanush Paints Ltd.
Reading: 1: Chapters 6 & 7
6 Educating on value-offering Case: Aravind Eye Care System:
Providing total eye care to the rural
population
Reading: As in session 5
7 Communication and diffusion Case: Astra Ole
process (Ex)
Distribution in rural markets
8 Issues in reaching rural markets Case: BRAC: Shasthya Shebikas’ Role
in Delivering Health Care Service to
Rural Markets

Reading: 1. Chapter 9 & 10

9 Retailing in rural markets Case: Hariyali Kisaan Bazaar: A rural
business initiative
Reading: 1. Chapter 11
Marketing Strategy
10 Strategy in rural markets Case: Celtel Nigeria: Towards Serving the
Rural Poor (A)
Reading: 1. Chapter 12

Assessment
Class Participation : 15%
Quiz : 10%
Project : 20%
Exercise : 10%
End-Term Exam : 45%

Text book
Sanal Kumar Velayudhan (2007), Rural Marketing – Targeting the Non Urban Consumer
Second Edition, Response Books, New Delhi