Dept. of MBA

Course Outline

Semester – IV

Subject Code:14MBAMM411 Total no of Lectures: 56

Subject Title: Rural Marketing IA Marks: 50

Faculty Name: Adarsh.B Exam Hours: 3 Hours

No of Hours / Week: 5 Exam Marks: 100

Mod No. / Session No. / Contents / Pedagogical Tools / Presentation / Assignments / Additional Work / Student Learning Evaluation Technique / Cumulative Coverage (%)
1 / 1 / Definition, scope of rural marketing, concepts, classification of rural markets / Lecture/PPT / Summary of class learning / Class Participation
1 / 2 / Rural vs. urban markets / Lecture/PPT / Summary of class learning / Class Participation
1 / 3 / Rural marketing environment / Lecture/PPT / Summary of class learning / Class Participation
1 / 4 / Print media in rural areas / Lecture/PPT / Summary of class learning / Class Participation
1 / 5 / Rural demand: / Lecture/PPT / Summary of class learning / Class Participation
1 / 6 / Rural market index: / Lecture/PPT / Summary of class learning / Class Participation
1 / 7 / Rural credit institutions: / Lecture/PPT / Summary of class learning / Class Participation
1 / 8 / Problems in rural marketing: / Lecture/PPT / Summary of class learning / Class Participation / 14%
2 / 9 / Consumer buying behaviour models / Lecture/PPT / Summary of class learning / Class Participation
2 / 10 / Factors affecting Consumer Behaviour: / Lecture/PPT / Summary of class learning / Class Participation
2 / 11 / Characteristics of Rural consumer / Lecture/PPT / Summary of class learning / Class Participation
2 / 12 / Rise of Consumerism / Lecture/PPT / Summary of class learning / Class Participation
2 / 13 / Consumer Buying Process / Lecture/PPT / Summary of class learning / Class Participation
2 / 14 / Opinion Leadership Process,Diffusion of Innovation, Brand Loyalty / Lecture/PPT / Summary of class learning / Class Participation
2 / 15 / Sensitizing rural market, Research design- reference frame, Research approach, Development studies / Lecture/PPT / Summary of class learning / Class Participation
2 / 16 / PRA approach, The need for PRA, Sampling, Operational aspects of data collection. / Lecture/PPT / Summary of class learning / Class Participation / 29%
3 / 17 / Indian FMCG industry, characteristics of Indian FMCG sector / Lecture/PPT / Summary of class learning / Class Participation
3 / 18 / Challenges in the FMCG industry, Rural Marketing of FMCG’s / Lecture/PPT / Summary of class learning / Class Participation
3 / 19 / Issues related to consumer durables in the rural market / Lecture/PPT / Summary of class learning / Class Participation
3 / 20 / Rural Marketing of Consumer durables / Lecture/PPT / Summary of class learning / Class Participation
3 / 21 / Rural marketing of financial services / Lecture/PPT / Summary of class learning / Class Participation
3 / 22 / Marketing objectives and approaches, Evolution of rural banking after independence / Lecture/PPT / Summary of class learning / Class Participation
3 / 23 / Challenges in marketing for banking services in rural / Lecture/PPT / Summary of class learning / Class Participation
3 / 24 / Opportunities for banking in rural areas, marketing strategies for banking services / Lecture/PPT / Summary of class learning / Class Participation / 43%
4 / 25 / Marketing of agricultural inputs / Lecture/PPT / Summary of class learning / Class Participation
4 / 26 / Indian tractor industry: A brief overview, Challenges for Indian tractor industry / Lecture/PPT / Summary of class learning / Class Participation
4 / 27 / Factors suggesting better future prospects for tractor industry, marketing strategies for tractor industry / Lecture/PPT / Summary of class learning / Class Participation
4 / 28 / Fertilizer industry in India:Marketing of fertilizer industry / Lecture/PPT / Summary of class learning / Class Participation
4 / 29 / Classification of fertilizer industry / Lecture/PPT / Summary of class learning / Class Participation
4 / 30 / Challenges for marketing of fertilizer industry, marketing strategies for fertilizer industry / Lecture/PPT / Summary of class learning / Class Participation
4 / 31 / Indian agrochemical market:Marketing environment for agrochemicals in India / Lecture/PPT / Summary of class learning / Class Participation
4 / 32 / Factors affecting agro chemicals market growth / Lecture/PPT / Summary of class learning / Class Participation
4 / 33 / Structural challenges faced by Indian agrochemical industry, marketing strategies for agro chemicals / Lecture/PPT / Summary of class learning / Class Participation / 57%
5 / 34 / Marketing of agricultural produce:Profiling of Indian agricultural produces marketing / Lecture/PPT / Summary of class learning / Class Participation
5 / 35 / Challenges in marketing of agricultural produce / Lecture/PPT / Summary of class learning / Class Participation
5 / 36 / Strategies to promote marketing of agricultural produce.Marketing of rural artisan products / Lecture/PPT / Summary of class learning / Class Participation
5 / 37 / Characteristics of Indian handicrafts industry, Challenges for rural artisan sector / Lecture/PPT / Summary of class learning / Class Participation
5 / 38 / Government policy towards handicrafts sector / Lecture/PPT / Summary of class learning / Class Participation
5 / 39 / Marketing strategies for the development of rural artisan sector / Lecture/PPT / Summary of class learning / Class Participation / 71%
6 / 40 / Distribution Strategy:Introduction Accessing Rural Markets, Coverage Status in Rural Markets / Lecture/PPT / Summary of class learning / Class Participation
6 / 41 / Channels of Distribution, Evolution of Rural Distribution Systems- Wholesaling, Rural Retail System, Vans, Rural Mobile Traders: The last Mile Distribution, Haats/Shandies, Public Distribution System, Co-operative Societies Behaviour of the Channel / Lecture/PPT / Summary of class learning / Class Participation
6 / 42 / Prevalent Rural Distribution Models- Distribution Models of FMCG Companies / Lecture/PPT / Summary of class learning / Class Participation
6 / 43 / Distribution Model of Durable Companies, Distribution of fake products / Lecture/PPT / Summary of class learning / Class Participation
6 / 44 / Emerging Distribution Models- Corporate –SHG Linkage, Satellite Distribution, Syndicated Distribution / Lecture/PPT / Summary of class learning / Class Participation
6 / 45 / ITC’s Distribution Model, Petrolpumps and Extension counters, Barefoot agents, Agricultural agents,Agricultural input dealers, Other channels, Ideal distributionmodel for Rural / Lecture/PPT / Summary of class learning / Class Participation
6 / 46 / Communication strategy:Challenges in Rural Communication / Lecture/PPT / Summary of class learning / Class Participation
6 / 47 / A view of Communication Process, Developing Effective communication / Lecture/PPT / Summary of class learning / Class Participation
6 / 48 / Creating advertisement for rural audiences rural media- Mass media, Non- Conventional Media, Personalized media / Lecture/PPT / Summary of class learning / Class Participation
6 / 49 / Rural Media: The importance of the two-step flow of communication Media Typology / Lecture/PPT / Summary of class learning / Class Participation
6 / 50 / Influence of Consumer Behaviour on Communication strategies / Lecture/PPT / Summary of class learning / Class Participation / 86%
7 / 51 / Corporate sector in agri-business:Reasons for increased interest of corporate sector in agri-business / Lecture/PPT / Summary of class learning / Class Participation
7 / 52 / Opportunities in the agri-business / Lecture/PPT / Summary of class learning / Class Participation
7 / 53 / Benefits of corporate driven agri-business system-involvement of corporate sector in agri-business / Lecture/PPT / Summary of class learning / Class Participation
7 / 54 / Digitalizing the Indian rural markets-e-rural marketing / Lecture/PPT / Summary of class learning / Class Participation
7 / 55 / ITC e-choupal, TARA haat, EID Parry’s Indiaagriline, Kandhamal Apex Spices Association for Marketing (KASAM) / Lecture/PPT / Summary of class learning / Class Participation
56 / Case Studies / Lecture/PPT / Summary of class learning / Class Participation

References & Additional Readings

RECOMMENDED BOOKS:

Recommended
textbooks / Author/s / Publishers
1. / Rural Marketing / Pradeep Kashyap,Siddhrtha Rant / Biztantra,2005
2. / Rural Marketing / T.PGopalaswamy / VikasPublishing House 2/e
3 / Rural Marketing / Balaram Dogra & KarminderGhuman, / TMH,1/e
4 / Rural Marketing / Sanal Kumar Velayudhan / 2/e,Response,
SAGE Publications.
Reference Books / Author/s / Publishers
1. / Rural Marketing / U.C.Mathur / Excel books 1/e
2 / Rural Marketing / C.GKrishnamacharyulu ,Lalitha Ramakrishnan / PearsonEducation
3 / Rural Marketing / Habeeb Ur Rahman / HPH,1/e 2004
4 / Rural Marketing / Sukhpal Singh / Vikas Publishers
5 / Rural Marketing / MinoutiKamatR.Krishnamoothy / HPH. 3/e
6 / Agricultural Marketing in India / Acharya / Oxford IBH
7 / Advertising and Marketing in Rural India / TejK.Bhatia / Macmillan
8 / Marketing of Agricultural Products / Richard Kohls and Joseph N / Uhl 9/e PHI

QUESTION BANK

3 Marks Questions:

1.0What according to the Census of India is a rural market?

2.0 Discuss the need for product features in the context of rural markets.

3.0What is a shandy?

4.0What is the meaning of contract farming?

5.0 What are Melas

7 Marks Questions:

1.0 What are the characteristics of rural consumers?

2.0 Identify some of the reasons for the slow down of growth in rural areas.

3.0 What kind of programmers do you suggest for the rural channel?

4.0 Explain how stimuli are created by external environment variables among rural consumers.

5.0 Explain how the characteristics of a rural buyers influence the purchase of

a. Tractors

b. Food Products

c. Toothpaste.

6.0 How are rural retail outlets different from their urban counter parts?

7.0 Examine the difference between rural and urban market research.

8.0 Explain some of the data collection tools specially developed for rural research.

9.0 What is positioning? Suggest suitable positioning for

a. Primary health centre.

b. Nagarjuna fertilizers.

c. Nihar hair oil.

10.0 Discuss the product identity strategies used by rural marketers.

12.0 Trace the revolution in packaging for the rural markets.

13.0 How do you price products for the below the poverty line market?

10 Marks Questions:

1.0 How do the four P’s of marketing operate in a rural context?

2.0 What are some of the characteristics of rural India?

3.0 Explain the structure of the rural market?

4.0 Examine the disparities between urban and rural economies.

5.0 What are some of the measures taken by the Government to accelerate rural development?

6.0 Explain the IT initiatives, of any two corporate enterprises, in rural India.

7.0 “Corporate enterprises, as part of social responsibility should develop rural areas”. Do you agree with this view? Suggest an action plan for a company like HLL.

8.0 How do you categorize buying approaches on the basis of time spent? Explain with examples.

9.0 “Rural consumers are brand loyal” Evaluate the statement and examine the innovation adaptability of rural consumers.

10.0 Discuss the customer value strategies used in rural markets with suitable examples.

11.0 What are some innovative strategies adopted by Indian companies to attract both the rural and urban consumer.

12.0 Are there differences in pricing products for the rural and urban consumer?

IA Pattern

Test Marks / Presentations / Assignments
60% / 20% / 20%
  • For Internal Evaluation T1 marks and the best out of remaining two will be considered.
  • 1st Test is mandatory.