Marketing Domain: Rural Marketing


Dr Sabyasachi Dey


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Course Name : Rural Marketing

Code(Credit) : TBD(2-0-2)

Course Objectives

  • To familiarize participants with environment, challenges, opportunities, strategies and methodology for emerging markets.
  •  To sensitize the students towards the needs and behavior of rural consumers and strategies implemented to fulfill them.
  • To utilize the understanding on peculiarities of rural markets and the decision making process involved.

Learning Outcomes

  • Students will able to understand the concepts and techniques of marketing management and their application in rural marketing.
  • It shall facilitate the student in understanding 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.
  • It will help any student who wants to become an entrepreneur and he/she wants its product would enter the rural market for promotion of his products and services.

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 Recommended:
1. The Rural Marketing Book, Text and Practices- Pradeep Kashyap& Siddhartha Raut, Biztantra
2. The Fortune at the Bottom of the Pyramid – Dr. C K Prahalad, 2005 Edition, Wharton School.
3. Rural Marketing- Ramakrishnan.L, Krisnamacharyullu.C.S.G, Pearson Education.

Session Plan

Session 1

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Session 2

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    Dr Sabyasachi Dey

    Assistant Professor

    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 […]