RURAL AND AGRICULTURAL MARKETING

Course Code: MMS 307 Credit Units: 03

Course Objective:
To understand how is marketing done in rural India. To be aware of the success stories and failures in rural Indian
Marketing.

Course Contents:
Module I
Rural marketing an overview, principles of marketing as relevant to rural marketing changing concept of marketing,
profiles of urban/ customers and differences in their characteristics.

Module II
Features of rural markets/ infrastructure, products and services in the rural markets and channels of distribution and
trade management.

Module III
Transportation and communication, advertising and sales promotion strategies for rural marketing and
characteristics of pricing in rural markets for different products and factors influencing.

Module IV
Marketing objectives, sales target strategies, organizing for rural marketing and new product launch techniques for
rural markets.

Module V
Marketing strategies, policy, sales management practices training, motivation and Examination.

Module VI
Rural Market research and market information system and a glimpse of the future of rural marketing.

Module VII
Case Studies: ITC eChaupal, HLL Project Shakti, Sagar, DCM Haryali

Examination Scheme:

Components C A CT EE
Weightage (%) 10 5 15 70

Text & References:

Text:
• Pradeep Kashyap & Siddhartha Raut, The Rural Marketing Book, , Biztantra

References:
• TP Gopalaswamy, Rural Marketing,
• Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
• Magazines- Advertising and Marketing, Business World, Business India