Rural Marketing

Teacher

Dr. Mehazabeen. A

Category

Core Courses

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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.

CO

Course Outcome

Mapping COS with POS (High-3; Medium-2; Low-1)
 

C01

- To develop an understanding of issues in rural markets like marketing environment, consumer behaviour, distribution channels, marketing strategies, etc.

PO6(3),

 

 

C02

- Will get clarity about who wants to become an entrepreneur and he/she wants its product to enter the rural market to promote his products and services. PO3(2), PSO4

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 - 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 - 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 - XII

Rural finance: Finance Schemes of NABARD.

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

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 - 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

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Dr. Mehazabeen. A

Assistant Professor (ABM)
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Dr. Mehazabeen. A is currently working as Assistant Professor (ABM) at the School of Management, Paralakhemundi Campus.