Course No. 603 RURAL MARKETING(RUMT XXIII)
Marks: 80 Hours: 40
Objective
: The objective of this course is to expose the students to the peculiarities
of Rural Marketing in the Indian context.
Course
Contents:
UNIT-I:
Rural marketing: introduction- nature, scope and importance, evolution of rural
marketing. Dynamics in rural marketing. 20 : 10 hrs
UNIT-II:
Rural marketing, environment, influence of geographical, economic, socio-
cultural and others factors on marketing operation. 20 : 10 hrs
UNIT-III:
Segmentation of rural market, prerequisites for effective segmentation;
approaches to rural segmentation and influence of it in rural marketing. 20 : 10 hrs
UNIT-IV:
Rural marketing strategies; product planning and product features for rural
market. Distribution channels, Pricing issues and logistic issues in rural
marketing. 20 : 10
hrs
Text
and Reference Books :
1.
Mamoria C.B : Agricultural Marketing, Himalaya Publishing House, New Delhi.
2.
Gopalaswamy T.P : Rural Marketing, Wheeler Publishers, New Delhi.
3.
Cheema : Rural Marketing, DVS Publishers, Guwahati.
4.
Krishnamacharymm, CSG: Rural Marketing, Pearson, New Delhi.
5.
Kashyap: Rural Marketing. Pearson, New Delhi.
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