Rural Marketing

Course Name:  Rural Marketing 

Code (Credit):  ABMN0511 (3+0)

Course Objective: The course focuses on exploring the possibilities and potential of the rural market. It aims at critically analysing the market opportunities, consumer trends and patterns and development of better marketing strategies for the rural areas.

Course Syllabus

Module - I

Rural Market Concept & Scope: Rural Market Concept & Scope: Concept, Definition and Scope of rural marketing, nature and characteristics of rural markets, potential of rural markets in India, rural V/S urban market.

Module – II

Environmental factors: Environmental factors: Socio-cultural, economic, demographic, technological and other environmental factors affecting rural marketing.

Module – III

Rural finance: Concept, demand, banking model; Finance Schemes of NABARD, Other Schemes of State Govt, Central Govt.

Module – IV

Rural consumer’s behavior: Behavior of rural consumers and farmers; buyer characteristics and buying behavior; customer relationship management, rural market research.

Module – V

Rural Product strategy: Marketing of consumer durable and non-durable goods and services in the rural markets with special reference to product planning; the marketing mix, product mix.

Books Recommended

1. Krishnamacharyulu and Ramakrishnan. 2010. Rural Marketing: Text and Cases: Pearson Education. 2nd edition.
2. Singh S. 2004. Rural Marketing: Focus on Agricultural Inputs, Vikas Publishing.
3. Kashyap P. 2011. Rural Marketing. Pearson Education.
4. Kumar D and Gupta P. 2017. Rural Marketing: Challenges and Opportunities. Sage Publications.

Session Plan - I

Rural Market Concept & Scope: Components, Importance, Features, Challenges

ABM 0511 - CUTM

Session Plan - II

Concept, Definition and Scope of rural marketing.

https://testbook.com/ugc-net-commerce/rural-marketing

https://www.slideshare.net/nakulgavhane245/rural-marketing-45896354

Session Plan - III

Nature and characteristics of rural markets.

https://www.slideshare.net/rajlakshmi2611/rural-marketing-ppt-15774354

Session Plan - IV

Potential of rural markets in India.

https://www.slideshare.net/rajlakshmi2611/rural-marketing-ppt-15774354

Session Plan - V

Rural V/S urban market.

https://margheritacollege.in/admin_portal/all_mrgclg_files/department_studymat/RUMT%20NEW%2027465.pdf

https://www.youtube.com/watch?v=bBFZ8PcWZ1M  (You tube)

Session Plan - VI

Environmental factors: Socio-economic cultural factors affecting rural marketing.

https://www.youtube.com/watch?v=bBFZ8PcWZ1M  (Youtube)

Session Plan - VII

Environmental factors: Demographic factors affecting rural marketing.

https://www.brainkart.com/article/Rural-Marketing-Environment_6067/

Session Plan - VIII

Environmental factors: Technological factors affecting rural marketing.

https://economictimes.indiatimes.com/how-companies-are-using-technology-to-boost-rural-marketing/articleshow/46594199.cms?from=mdr

Session Plan - IX

Environmental factors: Other factors affecting rural marketing.

https://www.wisdomjobs.com/e-university/rural-marketing-tutorial-2717/rural-marketing-influencing-factors-27386.html

https://hpuniv.ac.in/hpuniv/upload/uploadfiles/files/MM-04_merged.pdf

Session Plan - X

Rural finance: Concept

https://www.mgncre.org/pdf/publication/402%20Rural%20Finance.pdf

Session Plan - XI

Rural finance: Demand

http://ndl.ethernet.edu.et/bitstream/123456789/90288/8/RURAL%20FINANCE%20Handout.pdf

Session Plan - XII

Rural finance: Finance Schemes of NABARD.

https://www.nabard.org/content1.aspx?id=23&catid=23&mid=530

Session Plan - XIII

Rural finance: Rural finance Schemes of State Govt.

https://agri.odisha.gov.in/sites/default/files/2022-10/SCHEMES.pdf

https://www.manage.gov.in/fpoacademy/SGSchemes/andhrapradesh.pdf

Session Plan - XIV

Rural finance: Rural finance Schemes of Central Govt.

https://sbi.co.in/web/agri-rural/agriculture-banking/government-schemes

https://www.financialexpress.com/industry/sme/msme-eodb-govt-comes-up-with-new-collateral-free-loan-scheme-for-rural-women-entrepreneurs-report/2743667/

Session Plan - XV

Rural consumer’s behavior: Behavior of rural consumers

https://www.youtube.com/watch?v=wgWPZaKAqbw (You tube)

https://www.economicslearning.co.in/2022/01/what-criteria-are-used-for-rural-consumer-behaviour.html

Session Plan - XVI

Rural consumer’s behavior: Behavior of rural farmers

https://theinvestorsbook.com/rural-consumer.html

https://indiafreenotes.com/characteristics-of-rural-consumers-problems-difficulties-and-challenges-in-rural-marketing/

Session Plan - XVII

Rural consumer’s behavior:  Buyer characteristics of rural consumer

https://sgsrjournals.co.in/paperdownload/p-9-15%20IJTC%2012_Ratika%20Rastogi_done.pdf

https://garph.co.uk/IJARMSS/Feb2020/G-2794.pdf

Session Plan - XVIII

Rural consumer’s behavior: Buying behavior of rural consumer

https://www.slideshare.net/VivekSinghkanpur/consumer-behavior-in-rural-market

Session Plan - XIX

Rural consumer’s behavior: Customer relationship management

CRM in RM  (PPT)

Session Plan - XX

Rural consumer’s behavior: Rural market research.

https://www.artofmarketing.org/rural-marketing-2/research/rural-marketing-research-steps-and-methods-india/13423

https://youtu.be/b2-wHE8Cwdw

Session Plan - XXI

Rural Product strategy

https://www.slideshare.net/brahm1950/product-strategy-51211465

https://arpitsrivastava.com/product-strategies-for-rural-market-indian-perspective/

Session Plan - XXII

Rural Product strategy: Marketing of consumer durable goods and services in the rural markets with special reference to product planning.

https://www.slideshare.net/DivyaRaj38/marketing-of-consumer-durables-and-non-durable-goods-and-81812878

https://studylib.net/doc/5531741/marketing-of-consumer-durables

Session Plan - XXIII

Rural Product strategy: Marketing of consumer non-durable goods and services in the rural markets with special reference to product planning.

https://egyankosh.ac.in/bitstream/123456789/32615/1/Unit-5.pdf

https://hpuniv.ac.in/hpuniv/upload/uploadfiles/files/MM-04_merged.pdf

Session Plan - XXIV

Rural Product strategy:  The marketing mix

https://www.tutorialspoint.com/rural_marketing/rural_marketing_mix.htm

https://www.slideshare.net/TareshHarvansh/marketing-mix-for-rural-market

https://www.researchgate.net/publication/333510459_Going_Rural_-_A_Glimpse_of_Rural_Marketing_Mix

Session Plan - XXV

Rural Product strategy:  Product mix

https://www.scribd.com/presentation/396717680/21431383-Rural-Marketing-Mix

https://dde.pondiuni.edu.in/files/StudyMaterials/MBA/MBA4Semester/Marketing/1RuralMarketing.pdf