Download 14MBAMM411_RM

Dept. of MBA
Course Outline
Semester – IV
Subject Code:14MBAMM411
Subject Title: Rural Marketing
Faculty Name: Adarsh.B
No of Hours / Week: 5
Mod Session
No.
No.
1
1
1
2
Contents
Definition, scope of rural
marketing, concepts,
classification of rural markets
Rural vs. urban markets
Total no of Lectures: 56
IA Marks: 50
Exam Hours: 3 Hours
Exam Marks: 100
Pedagogical Presentation Assignments
Tools
/ Additional
Work
Lecture/PPT
Lecture/PPT
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Student
Learning
Evaluation
Technique
Class
Participation
Class
Participation
Cumulative
Coverage
(%)
1
3
Rural marketing environment
Lecture/PPT
1
4
Print media in rural areas
Lecture/PPT
1
5
Rural demand:
Lecture/PPT
1
6
Rural market index:
Lecture/PPT
1
7
Rural credit institutions:
Lecture/PPT
1
8
Problems in rural marketing:
Lecture/PPT
2
9
Consumer buying behaviour
models
Lecture/PPT
2
10
Factors affecting Consumer
Behaviour:
Lecture/PPT
2
11
Characteristics of Rural
consumer
Lecture/PPT
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14%
2
12
Rise of Consumerism
Lecture/PPT
2
13
Consumer Buying Process
Lecture/PPT
2
14
Lecture/PPT
2
15
2
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3
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3
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3
19
Opinion Leadership
Process, Diffusion of
Innovation, Brand Loyalty
Sensitizing rural market,
Research design- reference
frame, Research approach,
Development studies
PRA approach, The need for
PRA, Sampling, Operational
aspects of data collection.
Indian FMCG industry,
characteristics of Indian
FMCG sector
Challenges in the FMCG
industry, Rural Marketing of
FMCG’s
Issues related to consumer
durables in the rural market
Lecture/PPT
Lecture/PPT
Lecture/PPT
Lecture/PPT
Lecture/PPT
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29%
3
20
Rural Marketing of Consumer Lecture/PPT
durables
3
21
Rural marketing of financial
services
3
22
3
23
Marketing objectives and
Lecture/PPT
approaches, Evolution of rural
banking after independence
Challenges in marketing for
Lecture/PPT
banking services in rural
3
24
4
25
4
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4
27
Lecture/PPT
Opportunities for banking in
Lecture/PPT
rural areas, marketing
strategies for banking services
Marketing of agricultural
Lecture/PPT
inputs
Indian tractor industry: A
Lecture/PPT
brief overview, Challenges for
Indian tractor industry
Factors suggesting better
Lecture/PPT
future prospects for tractor
industry, marketing strategies
for tractor industry
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43%
4
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5
34
Fertilizer industry in
India: Marketing of fertilizer
industry
Classification of fertilizer
industry
Lecture/PPT
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Challenges for marketing of
fertilizer industry, marketing
strategies for fertilizer
industry
Indian agrochemical
market: Marketing
environment for
agrochemicals in India
Factors affecting agro
chemicals market growth
Lecture/PPT
Lecture/PPT
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Structural challenges faced by Lecture/PPT
Indian agrochemical industry,
marketing strategies for agro
chemicals
Marketing of agricultural
Lecture/PPT
produce: Profiling of Indian
agricultural produces
marketing
Class
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57%
5
35
Challenges in marketing of
agricultural produce
Lecture/PPT
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5
36
Lecture/PPT
5
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5
38
Strategies to promote
marketing of agricultural
produce. Marketing of rural
artisan products
Characteristics of Indian
handicrafts industry,
Challenges for rural artisan
sector
Government policy towards
handicrafts sector
Lecture/PPT
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39
Lecture/PPT
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Marketing strategies for the
development of rural artisan
sector
Distribution
Strategy: Introduction
Accessing Rural Markets,
Coverage Status in Rural
Markets
Channels of Distribution,
Evolution of Rural
Distribution SystemsWholesaling, Rural Retail
System, Vans, Rural Mobile
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learning
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71%
6
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Traders: The last Mile
Distribution, Haats/Shandies,
Public Distribution System,
Co-operative Societies
Behaviour of the Channel
Prevalent Rural Distribution
Models- Distribution Models
of FMCG Companies
Distribution Model of Durable
Companies, Distribution of
fake products
Emerging Distribution
Models- Corporate –SHG
Linkage, Satellite
Distribution, Syndicated
Distribution
ITC’s Distribution Model,
Petrol pumps and Extension
counters, Barefoot agents,
Agricultural
agents, Agricultural input
dealers, Other channels, Ideal
distribution model for Rural
Communication
strategy: Challenges in Rural
Communication
Lecture/PPT
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6
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7
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A view of Communication
Process, Developing Effective
communication
Creating advertisement for
rural audiences rural mediaMass media, NonConventional Media,
Personalized media
Rural Media: The importance
of the two-step flow of
communication Media
Typology
Influence of Consumer
Behaviour on Communication
strategies
Corporate sector in agribusiness: Reasons for
increased interest of corporate
sector in agri-business
Opportunities in the agribusiness
Lecture/PPT
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Benefits of corporate driven
agri-business systeminvolvement of corporate
sector in agri-business
Lecture/PPT
Lecture/PPT
Lecture/PPT
Lecture/PPT
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86%
7
54
Digitalizing the Indian rural
markets-e-rural marketing
Lecture/PPT
7
55
ITC e-choupal, TARA haat,
EID Parry’s Indiaagriline,
Kandhamal Apex Spices
Association for Marketing
(KASAM)
Case Studies
Lecture/PPT
56
Lecture/PPT
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References & Additional Readings
RECOMMENDED BOOKS:
Recommended
Author/s
Publishers
textbooks
1.
Rural Marketing
Pradeep
Biztantra,2005
Kashyap,Siddhrtha
Rant
2. Rural Marketing
T.PGopalaswamy
VikasPublishing House
2/e
3
Rural Marketing
Balaram Dogra &
Karminder Ghuman,
TMH,1/e
4
Rural Marketing
Sanal Kumar
Velayudhan
2/e,Response,
Reference Books
Author/s
Publishers
Rural Marketing
U.C.Mathur
Excel books 1/e
1.
SAGE Publications.
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
Minouti Kamat &
R.Krishnamoothy
HPH. 3/e
6
Agricultural Marketing in
India
Acharya
Oxford IBH
7
Advertising and Marketing
in Rural India
Tej K.Bhatia
Macmillan
8
Marketing of Agricultural
Products
Richard Kohls and
Joseph N
Uhl 9/e PHI
QUESTION BANK
3 Marks Questions:
1.0 What according to the Census of India is a rural market?
2.0 Discuss the need for product features in the context of rural markets.
3.0 What is a shandy?
4.0 What 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.