Module 1 OVERVIEW OF RURAL MARKETS AND RURAL MARKETING
Rural economy — size and nature, Rural marketing — definition and scope, Characteristics of Rural markets Taxonomy of Rural markets, Changing patterns, Attractiveness of Rural markets, problems and constraints in rural marketing
Module 2 THE RURAL CONSUMER
Classification of Rural consumers, classification and characteristics of rural consumers, Rural consumer behavior — decision process, brand loyalty, Innovation Adoption, Factors influencing rural consumer behavior, consumer buying process — opinion leadership process — rural shopping habits, growing consumerism - Concepts and process of Rural market Segmentation — bases, Targeting, Positioning
Module 4 STRATEGIES FOR INDIAN RURAL MARKETING
Product Strategy — Scope and significance, Product mix decisions, Product personality, Rural Branding, Product Life Cycle, Rural Pricing — Pricing in Rural Markets, Objectives, policies and Strategies, Rural Distribution—Type of Channels, Distribution Strategies, Promotion — Role of Media in rural market, Conventional Media, Rural communication mix, Media and Creative Strategies, Personal selling — Role and management of rural sales force
Module 5 INTRODUCTION TO AGRICULTURAL MARKETING
Trends in Agricultural Marketing, Agricultural products, Agro processing sector in India — State and characteristics, Food processing sector — Size, scope and future prospects, Defects in Agricultural Marketing
Module 6 AGRICULTURAL MARKETS
Classification of markets, Regulated markets — role and problems, APMC act, Future scenarios, Methods of sales of agricultural products — Hatha, E.Choupal Dara, auction, Agents and Marketing Agencies, Commodity markets and trading,
REFERENCE BOOKS:
1. Krishnamacharyulu And Lalitha Ramakrishnan; Rural Marketing; Pearson
Education India
2. Kashyap, Pradeep And Raut, Siddartha; Rural Marketing; Biztantra
3. U.C. Mathur, Rural Marketing, Excel Books
4. Velayudhan, Sanal Kumar; Rural Marketing; Sage
5. Ruchika Ramakrishnan; Rural Marketing; New Century
Rural economy — size and nature, Rural marketing — definition and scope, Characteristics of Rural markets Taxonomy of Rural markets, Changing patterns, Attractiveness of Rural markets, problems and constraints in rural marketing
Module 2 THE RURAL CONSUMER
Classification of Rural consumers, classification and characteristics of rural consumers, Rural consumer behavior — decision process, brand loyalty, Innovation Adoption, Factors influencing rural consumer behavior, consumer buying process — opinion leadership process — rural shopping habits, growing consumerism - Concepts and process of Rural market Segmentation — bases, Targeting, Positioning
Module 4 STRATEGIES FOR INDIAN RURAL MARKETING
Product Strategy — Scope and significance, Product mix decisions, Product personality, Rural Branding, Product Life Cycle, Rural Pricing — Pricing in Rural Markets, Objectives, policies and Strategies, Rural Distribution—Type of Channels, Distribution Strategies, Promotion — Role of Media in rural market, Conventional Media, Rural communication mix, Media and Creative Strategies, Personal selling — Role and management of rural sales force
Module 5 INTRODUCTION TO AGRICULTURAL MARKETING
Trends in Agricultural Marketing, Agricultural products, Agro processing sector in India — State and characteristics, Food processing sector — Size, scope and future prospects, Defects in Agricultural Marketing
Module 6 AGRICULTURAL MARKETS
Classification of markets, Regulated markets — role and problems, APMC act, Future scenarios, Methods of sales of agricultural products — Hatha, E.Choupal Dara, auction, Agents and Marketing Agencies, Commodity markets and trading,
REFERENCE BOOKS:
1. Krishnamacharyulu And Lalitha Ramakrishnan; Rural Marketing; Pearson
Education India
2. Kashyap, Pradeep And Raut, Siddartha; Rural Marketing; Biztantra
3. U.C. Mathur, Rural Marketing, Excel Books
4. Velayudhan, Sanal Kumar; Rural Marketing; Sage
5. Ruchika Ramakrishnan; Rural Marketing; New Century
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