Course Learning Outcomes and Assessment Plan

Name of the Faculty: Ms.Pallavi N

School: MBA

Program: MBA

Semester: 3 Scheme: CBCS

Course/subject: Rural and Agricultural

Marketing

Course Objectives - Statements that define the expected goals of an educational activity. It
generally describes what an instructor or course aims to do.
At least 3 objectives, comprehensively covering the entire syllabus, and knowledge and skill
gaps)

1. To facilitate students to explore the critical role of rural marketing that plays in business
development .
2. To enable them to develop skills to analyse different strategies for rural and agriculture
marketing.
3. To guide students to appreciate various resource requirements for rural marketing.
4. To facilitate students to evaluate various online tools for rural and agriculture marketing.

Course Outcomes - Statement that define what a student will be able to do as a result of
completing a learning experience or course
At least 3 Course Outcomes to be mentioned.
At the end of the course students will be able to…….

CO1:Identify basic rural market problems and assess the effect of market imperfections on the
performance of the marketing.
CO2:Analyse marketing environment, consumer behaviour, distribution channels, marketing
strategies, etc. in the context of rural markets in India.
CO3:Make students aware of current issues and trends in agricultural markets.
CO4:Understand the functions performed by the agricultural marketing system.

Syllabus Intended Learning Outcomes [ILOs] Assessment Formative /

reflecting domain specific Tools Summative
 knowledge, cognitive skills and (including (at least one
non-cognitive skills. Sessionals formative
(At the end of the module, students will and Prefinals) assessment
be able to …..) for a
module)

Module 1: 1. Explain the scope of rural MCQ (All Formative

Introduction to Rural marketing.(QP) ILO)
Marketing: Definition 2. Analyse consumer behaviour in
and Scope of Rural rural markets.(QP)
Marketing, 3. Identify various components Sessional Summative
Components and classification of rural (ILO1,2 & 5)
of Rural Markets, markets.(CILO)*
Classification of Rural
4. Describe important statistics of
Markets, Rural vs. Assignment
the rural market in India. Formative
Urban Markets. (ILO 4)
5. Explain the role of credit
Population,
institutions in rural India.
Occupation Pattern,
6. Analyse the infrastructural
Income Generation, Pre Final (ILO
facilities available for rural Summative
Location of Rural 2)
consumers.
Population,
Expenditure
Pattern, Literacy Level,
Land Distribution,
Land Use Pattern,
Irrigation, Rural
Development
Programs,
Infrastructure
Facilities, Rural Credit
Institutions, Rural
Retail
Outlets.

Module 2: 1. Discuss the approaches to MCQ (All Formative

Segmenting Rural marketing mix & 4 A model ILO)
Markets, Rural (QP)
Marketing Mix 2. Describe the different types of
Strategies: Positioning product strategies(CILO)*
in rural 3. Identify the different pricing Sessional Summative
markets, Rural Product policies employed by firms(QP) (ILO 1,4 & 7)
Strategies and Brand 4. Examine the rural pricing
Management – Rural strategy(CILO)*
Pricing Strategies – 5. Distinguish rural pricing
Rural Distribution strategy from urban pricing
Strategies – Innovative strategy Caselet (ILO Summative
Distribution Channels 6. Analyse the pricing strategies 6)
like ITC E-choupal, based on different market
Godrej Adhar, HUL segments.
Shakti, Mahindra 7. Evaluate the trends in
Samriddhi and Godrej distribution & rural
Sakhi. Rural logistics(QP)
Promotional 8. Explain the media mix Pre Final (ILO
Summative
Strategies, Challenges strategies for rural 8 & 9)
in Rural development.
Communication, Rural 9. Analyse the direct & indirect
Media- Mass Media, channels of rural distribution
Non- 10. Identify the promotional tools
Conventional Media, employed by firms(QP)
Personalized Media,
Rural Media Typology,
Rural Media
Innovation, Influence
of Consumer
Behaviour on
Communication. Cases
on FMCG
/Beverages /OTC
marketing in rural
markets

Module 3: 1. Specify the role played by the MCQ (All Formative

Marketing strategies government & other agencies in ILO)
for rural markets, promoting rural
Market Research in development(CILO)*
rural India including 2. Explain the technological Sessional Summative
findings developments and innovations (ILO 2 & 5)
published reports like that transformed rural life
Thompson’s rural 3. Explain the importance of
market index and information in marketing
similar ones , decision making
Formative
Consumer Finance, 4. Explain the process of Presentation
Public-Private marketing research(QP) (ILO 3)
Partnership, E-Rural 5. Outline the special tools
Marketing, Role of required in the rural context
Government and NGOs 6. Differentiate the differences in Pre Final (ILO Summative
in Rural Marketing. rural & urban marketing 1 & 6)
Qualitative research research.
techniques for rural
research, NSSO rural
consumption studies.

Module 4: 1. Describe the concept of MCQ (All Formative

Agricultural Agricultural Marketing(QP) ILO)
Marketing: Nature and 2. Explain the different categories
Scope, Objectives of of agricultural products
Agriculture Marketing, 3. Discuss the existing system of
classification of marketing agricultural products.
agricultural products 4. Distinguish agricultural Caselet ( ILO
Summative
and markets, how marketing from rural marketing 5)
agricultural marketing 5. Analyse the challenges in
is agricultural marketing(QP)
different from rural
6. Examine the channels of
marketing, Challenges
distribution for agricultural
in Agricultural
products.
Marketing, Channels of
7. Evaluate the government led
Distribution for
incentives for agricultural
agricultural products, Pre Final (ILO
products.
Managing rural 3 & 9) Summative
8. Explain the role of Banking &
distribution networks.
NBFC in rural markets.
Government led
incentives for
agricultural marketing
like
KrishimarataVahini,
online trading in
Karnataka, and
Agmarknet, Impact of
Rural Credit and
Finance on Rural
Consumerism – Scope
and role of Banking
and NBFCs in Rural
markets.

Module 5: 1. Identify the role played by MCQ (All Formative

Export potential for developing authorities in ILO)
farm products - Role of promoting exports of
APEDA, Global GAP, agricultural products(QP)
International 2. Explain the process of
Marketing and Export cooperative marketing(CILO)*
process -Supporting 3. Evaluate the supply chain Assignment Formative
Services,Cooperative management in agricultural (ILO 3)
Marketing –Concept, products.
History, 4. Analyse supply chain system of
Functions – Reasons Amul.(QP)
for slow progress of 5. Explain the reasons for slow
cooperative sector and progress of the cooperative
successful cases such sector in india. Pre Final (ILO
Summative
as Amul. Supply Chain 6. Discuss the important functions 4 & 6)
Management in of the cooperative sector.
Agricultural products 7. Explain the role of APEDA in
including Post harvest exporting food and farm
processes and cold products.
chains, commodity 8. Analyse supply chain system of
markets and futures, Amul.(QP)
understanding the
economics of fresh,
chilled and frozen
produce

Module 6: 1. Analyse the potential of rural MCQ (All Formative

The Future of Rural markets for product ILO)
Marketing, Concept development (CILO)*
and working of 2. Describe the concept of
contract farming in contract farming.
India. 3. Analyse the role of internet in Presentation ( Formative
Suggestions and rural marketing (QP) ILO 5)
group discussions from 4. Point out the advantages and
students on the future problems of contract farming.
of Rural Marketing in 5. Examine the future of rural Pre Final (ILO
Summative
India. marketing in India. 4)
Case studies of Safal,
Gherkin exports, and
Poultry farming may
be useful.

Knowledge Gaps Intended Learning Outcomes [ILOs] Assessment Formative /

(updated knowledge in Tool Summative
the subject which
otherwise is not
available in the
syllabus)
Franchising in rural
marketing and the recent
issue regarding the
APMC Ordinance
Description of Knowledge & Skill Gaps
Knowledge Gaps
Franchising in rural marketing
and the recent issue regarding
the APMC Ordinance
Skill Gaps
(application of knowledge in
real life situations)
Marketing survey
Assessment tools
( list all the assessments
mentioned above)
1. Impact on franchising and some
key sectors of the economy.
2. Discuss the benchmarking Presentation Formative
parameters connected to rural
franchising.
3. Understanding the APMC
ordinance and its operation.
Rationale Measures to address the
Knowledge Gap
Students will be exposed to Management Games will be
understand the Process of conducted to understand the rural
Rural market Franchising and
its contribution to the market franchising challenges.
Economy.
They also get exposed to
understand the new ordinance
on APMC on the Agricultural
products.
Rationale Measures to address the Skill
Gap
(students are required to exhibit /
demonstrate the skills)
Students are required to Rural Market Survey
conduct a mini marketing
survey to analyse the Periodic
markets and its impact on the
rural people's economy.
Marks/Grade Formative / Summative
(Formative assessments will
not be reckoned with for
University Internal
Assessment marks)
MCQ Grade
Formative
Assignment 1x10 =10
Summative
Caselet Grade Formative
Presentation Grade Formative
Sessional 40 Summative
Pre Final 70 Summative

Declared that the ILOs are framed keeping in view the Sessional and University
Examinations

Faculty: Ms.Pallavi N