RURAL MARKETING

Objectives
1.
The course will impart knowledge and familiarize the students with the developments and
the strategic marketing approaches required towards Rural Markets in India.
2.

(a)
To understand and appreciate the depth of the rural marketing concepts and its
application with the help of appropriate cases and corporate success stories
(b)
To understand the fast changing rural market environment and likely changes in
future particularly about the rural economy, agriculture and technological environment
(c)

To understand the fast changing rural consumers and their buying behavior

(d)
To familiarize the latest and innovative strategic applications of marketing mix
elements as adopted by Indian companies to serve the Rural Markets.
(e)
To understand how social marketing application is relevant in todays rural
markets.
(f)

To understand the marketing of Agriculture inputs in rural markets

Teaching Methodology
It would comprise of PPT, live Case Studies, recent Articles, and Audio-Video Presentations and
class discussions on Rural Marketing.
1.

Introduction to Rural Marketing

(a)

(5 Hours)

What is Rural Marketing concept, its Definition, importance, scope

(2.0

Hour)
(b)
Difference between rural and urban markets Why Companies go Rural? Strategic
approaches
(2.0 Hours)
(c)

Case discussions

(1 Hour)

Reference: Chapter No 1 & 3 of Text book

2

Rural Marketing Environment

(5 Hours)

(a)
STEP (social, technological, economical and political.) analysis of rural biz
Environment and its impact for Rural marketing
(2.0 Hours)
(b)

Agricultural environment and its impact for Rural marketing

(2.0 Hours)

(c)

Case discussions

(1 Hour)

Reference: Chapter No 2 of Text book

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Understanding Rural Consumer and Rural Consumer Behavior

(5 Hours)

(a)
Changing Profile of Rural Consumers, Factors influencing rural consumers,
difference between rural and urban consumer
(2.0 Hour)
(b)
Rural consumer buying decision process, Need hierarchy, Factors impacting, role
of opinion leaders etc
(2.0 Hour)
(c)

Case discussions

(1 Hour)

Reference: Chapter No 4 of Text book

4.

Market Research in Rural Markets & STP

(5 Hours)

(a)

Research methods in rural marketing

(2.0 Hours)

(b)

STP in Rural Markets

(2.0 Hours)

(c)

Case discussions

(1 Hour)

Reference: Chapter No 5 & 6 of Text book

5.

Product Management in Rural Marketing

(5 Hours)

(a)

Types of Rural Products

(2.0 Hours)

(b)

Rural Product and Packaging Strategies

(1 Hour)

(c)

Branding Strategies for Rural Markets

(1 Hour)

(d)

Case discussions

(1 Hour)

Reference: Chapter No 7 of Text book

6.

Pricing Strategies for Rural Markets

(5 Hours)

(a)

Role of Pricing in relation to packaging

(2.0 Hours)

(b)

Types of Pricing Strategies

(2.0 Hours)

(c)

Case discussions

(1 Hour)

Reference: Chapter No 8 of Text book

7.

Rural Distribution

(5 Hours)

(a)

(2.0 Hour)

Physical distribution management for Rural Markets

Page 2 of 3

(b)

Distribution Channel management and retailing in Rural marketing

(c)

Case discussions

(2.0 Hour)
(1.0 Hour)

Reference: Chapter No 9 & 10 of Text book

8.

Rural Communication
(a)

(5 Hours)

Conventional and non-conventions Strategies for Rural Communication

(2.0

Hours)
(b)

Media Planning and types of Rural Media and IMC approaches in rural markets
(2.0

(c)

Case analysis-

Hours)
(1.0 Hours)

Reference: Chapter No 7 of Text book

9

Agriculture input marketing

(5 Hours)

(a)
Scope and importance of Fertilizers, Tractors, seeds, pesticides and other new
systems like drip etc marketing in rural markets
(2 Hours)
(b)

Marketing strategies adopted by agri input marketing companies

(2 Hours)

(c)

Case discussions

(1 Hour)

Reference: Chapter No 13 of Text book

Total

(45 Hours)

Text Books:
1.
Rural marketing text and cases, 2nd edition, by C.S.G .Krishnmacharyulu and laltitha
Ramakrishanan-Pulisher : Pearson
Suggested Readings:
1.

Rural Marketing , 2nd edition Pradeep Kashyap

2.

Rural and Agri marketing Marketing By Dr Ramakrishnan .

3.

Rural Marketing Targeting the Non - Urban Consumer Sanal Kumar and Velayudhan

4.

The Fortune at the Bottom of the Pyramid C.K.Prahlad

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