Syllabus

Sr. No Unit Detailed Topic wise Syllabus (In bullet points) Separate
Sessions
(L :T:P: S)

1 Introduction to • Introduction, an Overview of the Indian 3:3:6:3

Rural Marketing Rural Market,
• Challenges and Opportunities in Indian Rural
Market
• Rural Marketing-Meaning, Importance
• Rural marketing Environment, social
environment, economic environment,
technological environment, innovations, political
environment and development initiatives,
2 Introduction to • Meaning of Rural Retailing 3:3:6:3
Rural Retailing • Role of Rural retailing in India
• Indian rural retail scenario
• Characteristics of Retail for rural markets,
Challenges to Retail Industry from a rural
perspective.

3 Rural Retailing • Objecive,Function and Overview 3:3:6:3

Experiences :HariyaliKisanBazaars (DCM), Aadhars (Pantaloo
ns-Godrej
JV), ChoupalSagar (ITC), KisanSansar (Tata), Reli
ance Fresh, Project Shakti (HUL) and NayaYug
Bazaar

4 Rural Retail • Rural Retail Product Strategies 3:3:6:3

Marketing • Rural Retail Price Strategies
Strategies • Rural Retail Place Strategies
• Rural Retail Promotion Strategies
•
5 Future of Rural • Rural Development. 3:3:6:3
Retailing • Government initiatives
• ICT and Rural Retailing