Page 4 - DMGT509_RURAL MARKETING

SYLLABUS
Rural Marketing

Objectives: To provide an overview of rural markets and emerging perspectives of rural marketing, thus imparting manage-
rial initiatives and relevant frameworks used by business managers for rural markets.

S. No. Description
1. A Conceptual Framework, Nature & Characteristics of Rural Market. Challenges & Opportunities, An
Overview of Indian Rural Market
2. Rural Marketing Model, Rural Marketing Environment
3. Rural Consumer Behaviour, Characteristics of Rural Consumer, Consumer Behaviour Roles, Factors
influencing Purchase of Products in Rural Market
4. Rural Marketing Research, Process of Research in Rural Markets, Sources and Methods of Data Collection,
Data Collection Approaches in Rural Markets
5. Segmenting, Targeting and Positioning, Conditions for Effective Market Segmentation, Approaches for
Segmenting the Rural Market, Rural Market Segmentation Tools
6. Product & Pricing Strategies for Rural Markets
7. Promotion & Distribution Strategies for Rural Markets
8. Principles of Innovation for Rural Market, Need for Innovation in Rural Market, Role of Government &
NGOs in Rural Marketing
9. Rural and Urban Markets: A Comparative Analysis, Parameters Differentiating Urban & Rural Markets,
Similarities and Differences in Consumer Behaviour in Rural & Urban Markets
10. Marketing of Agricultural Produce and Inputs, Regulated markets, Cooperative Marketing & Processing
Societies, Corporate Sector in Agri-Business : Cultivation, Processing & Retailing, Rural Marketing of
FMCGs, Durables & Financial Services