Rural Marketing syllabus

Rural Marketing

• 1 Introduction (5 LHs)

  • Rural marketing concept and nature; rural versus urban marketing
  • Rural myths
  • Four As: affordability, availability, awareness and acceptability
• 2 Rural Marketing Environment and Consumer Behavior (5 LHs)

  • Demographic, socio-cultural, economic, political, technological and physical rural environments
  • Rural consumer characteristics and buying influences
  • Buying decision process and behaviour patterns
• 3 Segmenting, Targeting, and Positioning Rural Markets (8 LHs)

  • Rural market heterogeneity and segmentation bases
  • Effective segmentation prerequisites and degrees
  • Evaluating, selecting and covering segments
  • Positioning concept identification, selection, development and communication
• 4 Product Strategy (10 LHs)

  • Product concept and levels
  • FMCGs, durables, services and agricultural products
  • Individual product, line, mix and lifecycle decisions
  • Rural branding and packaging
• 5 Pricing Strategy (8 LHs)

  • Pricing in rural markets; internal and external factors
  • Market entry and product-mix pricing
  • Price adjustments and rural-specific strategies
• 6 Distribution in Rural Markets (8 LHs)

  • Channels, dynamics and rural channel members
  • Traditional and emerging modern rural retail
  • Channel behaviour and FMCG/durable distribution models
  • Rural logistics
• 7 Communication Strategies for Rural Markets (4 LHs)

  • Rural communication challenges and process
  • Developing rural advertisements and media
  • Sales promotion, events and experiences
• 8 Addendum

  • At least one case per chapter
  • Project work and other faculty-specified assignments