Marketing Domain: Rural Marketing
Teacher
Dr Sabyasachi Dey
Category
Domain Courses
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Course Reviews
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Course Name : Rural Marketing
Code(Credit) : CUMM2360 (2-1-1)
Course Objectives
CO1. To familiarize participants with environment, challenges, opportunities, strategies and methodology for emerging markets.
CO2. To sensitize the students towards the needs and behavior of rural consumers and strategies implemented to fulfill them.
CO3. To utilize the understanding on peculiarities of rural markets and the decision making process involved.
Course Outcomes
COS |
COURSE OUTCOMES |
MAPPING COS WITH POS (High-3; Medium-2; Low-1) |
| CO1 | Will be able to apply the concepts and techniques of marketing management and their application in rural marketing environments. | PO1(3), PO2(2) |
| CO2 | Will be able to understand and apply the rural marketing mix (4 A’s) to meet the needs of rural consumers which will help the students in achieving employment in FMCG companies. | PO8(3), PO5(2) |
| CO3 | Will get the clarity who wants to become an entrepreneur and he/she wants its product to enter the rural market for promotion of his products and services. | PO10(3), PO3(3) |
Course Syllabus
Course contents:
Module: I
Rural Marketing Overview: Introduction to Rural Markets Rural India- a promising Market place, Rural Economy- A reality check, Issues and Challenges in marketing in rural India, Understanding ‘Fortune at the bottom of Pyramid’, Rural Market Environment: Rural Market Structure and Importance of Rural Markets, Factors of market environment, Rural Producers & Rural Consumers, Rural Consumer Behavior: Factors affecting consumer behavior, Characteristic of rural consumer, Opinion leadership process, Consumer buying process.
Module: II
Rural Marketing Strategy: Rural Market Segmentation, Conditions for Effective Market Segmentation, Approaches for Segmenting the Rural Market, Targeting and Selection of Segments, Positioning Rural Products, 4Ps of Marketing Mix and 4As of Rural Marketing mix. Rural Marketing Research: Process of Research in Rural Markets, Sources and Methods of Data Collection, Data Collection Approaches in Rural Markets.
Module: III
Rural Product Strategy: Market for Agricultural Inputs, Consumable inputs, Capital inputs, marketing of agricultural produce, Regulated markets, Cooperative Marketing & Processing Societies, Corporate Sector in Agri-Business: Cultivation, Processing & Retailing, Rural Marketing of FMCGs, Durables & Financial Services. Rural Pricing: Production costs, Finalization of price, Rural pricing strategies and rural competition and pricing.
Module: IV
Rural Distribution: Distribution Patterns for Consumer and Industrial Goods, Customer Convenience Buying, Village retailers, rural haats and fairs, Public distribution system (PDS), Cooperative societies, and prevalent distribution models (corporate). Rural Promotion: Rural Advertising, Advertising Mix Factors and Media Planning, Public Relations, Direct Marketing, Folk media, Melas. Innovations in rural markets: Role of innovations in rural markets, Importance of ICT, ICT initiatives in rural markets, Emergence of organized retailing.
Text books:
- The Rural Marketing Book, Text and Practices- Pradeep Kashyap & Siddhartha Raut, Biztantra
- The Fortune at the Bottom of the Pyramid – Dr. C K Prahalad, 2005 Edition, Wharton School.
Reference book:
- Rural Marketing- Ramakrishnan.L, Krisnamacharyullu.C.S.G, Pearson Education.
Session Plan
Session 1
Introduction to Rural Markets Rural India- a promising Market place
(PPT)
https://www.youtube.com/watch?v=-MHvavOy0as
(Video)
Session 2
Rural Economy- A reality check, Issues and Challenges in marketing in rural India
https://www.slideshare.net/sameerlakhani5/opportunities-and-challenges-in-indian-rural-market
(PPT)
https://www.youtube.com/watch?v=Pn_u7r8lv_0
(Video)
Session 3
Rural Economy- A reality check, Issues and Challenges in marketing in rural India
https://www.slideshare.net/sameerlakhani5/opportunities-and-challenges-in-indian-rural-market
(PPT)
https://www.youtube.com/watch?v=Pn_u7r8lv_0
(Video)
Session 4 (Practice-Flip Class)
Understanding ‘Fortune at the bottom of Pyramid’
https://www.slideshare.net/outlineindia/the-fortune-at-the-bottom-of-the-pyramid-62648187
(PPT)
https://www.youtube.com/watch?v=5hTt6ZcjH0w
(Video)
Session 5 (Practice-Case Study)
Session 6
Rural Marketing Environment
Class-2- Rural Marketing Environment
(PPT)
https://www.youtube.com/watch?v=uuqCBhu6GMU
(Video)
Session 7
Rural Marketing Environment
Class-2- Rural Marketing Environment
(PPT)
https://www.youtube.com/watch?v=uuqCBhu6GMU
(Video)
Session 8 (Practice-Flip Class)
Session 9 (Practice-Flip Class)
Session 10
Rural Market Segmentation
RURAL MKT SEGMENTATION & TARGETING
(PPT)
https://www.youtube.com/watch?v=YWzKZCatcy0
(Video)
Session 11
Rural Market Segmentation
RURAL MKT SEGMENTATION & TARGETING
(PPT)
https://www.youtube.com/watch?v=YWzKZCatcy0
(Video)
Session 13 (Practice-Flip Class)
Session 14 (Practice-Flip Class)
Session 17
Marketing of Agricultural Inputs
Marketing of Agricultural Inputs
(PPT)
https://www.youtube.com/watch?v=ShoD-FOlMUY
Video
https://www.youtube.com/watch?v=6yuMS8QkUR0
(Video)
Session 18
Marketing of Agricultural Inputs
Marketing of Agricultural Inputs
(PPT)
https://www.youtube.com/watch?v=ShoD-FOlMUY
Video
https://www.youtube.com/watch?v=6yuMS8QkUR0
(Video)
Session 19 (Practice-Flip Class)
Marketing of Agricultural Produce
https://www.slideshare.net/gswapnil/marketing-agriculture-produce
(PPT)
https://www.youtube.com/watch?v=ArKtgKNCb_E
Video
Session 20 (Practice-Flip Class)
Marketing of Agricultural Produce
https://www.slideshare.net/gswapnil/marketing-agriculture-produce
(PPT)
https://www.youtube.com/watch?v=ArKtgKNCb_E
Video
Session 21 (Project)
Student working on the project to give the necessary updates regarding their progress and they can also get their doubts clear if they are facing any difficulty at any stage.
Session 22
Session 23
Rural Competition
https://www.slideshare.net/RizwanMahbubKhan/competition-in-rural-marketsfake-or-real
(PPT)
https://www.youtube.com/watch?v=jIkuSnzRPCg
(Video)
Session 24 (Practice)
Case Study Practice to be given and shall be done by the students
Session 25
Session 26 (Practice-Flip Class)
Session 27
Session 28
Session 29
Rural Promotion
(PPT)
https://www.youtube.com/watch?v=UglBtucPx-8
(Video)
https://www.youtube.com/watch?v=mgJgzdsvR8Q
(Video)
Session 30 (Practice-Flip Class)
Rural Promotion
(PPT)
https://www.youtube.com/watch?v=UglBtucPx-8
(Video)
https://www.youtube.com/watch?v=mgJgzdsvR8Q
(Video)
Session 31
Innovations in rural markets
https://www.slideshare.net/chandanpuri/recent-innovations-in-rural-marketing
(PPT)
https://www.youtube.com/watch?v=to5_HxvrZMs
(Video)
Session 32
Innovations in rural markets
https://www.slideshare.net/chandanpuri/recent-innovations-in-rural-marketing
(PPT)
https://www.youtube.com/watch?v=iMcrn_nnBag
(Video)
Session 33 and 34 (Revision and Practice)
Revisions and question answers discussions
Session 35 (Evaluation)
Evaluation of the Practice Component
Session 36 and 37 (Evaluation)
Evaluation of the Project Component
Our Main Teachers
Qualification: MBA (Marketing & Finance), UGC-NET Qualified in Management twice (2012 & 2014), Ph.D (Utkal University) Experience: 7.5 years in teaching with more than 2 years post Ph.D experience Publications: 11 (9 journal articles + 2 chapters in edited books) Dr Sabyasachi Dey is an Assistant professor in the area of marketing. His areas of […]