JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objectives:

• To enable understanding of the importance of Rural Marketing, Rural Environment, Problems in Rural Marketing in India
• To describe the different rural marketing Strategies to be adopted by the corporate.
• To elaborate on the rural market brand and channel management aspects.
• To help understand the factors that influence rural consumers during purchase of products
• To impart knowledge on various applications and innovation strategies in rural marketing.

Course Outcomes

Students will be able to:

• Understand the importance of Indian Rural Economy.
• Learn various rural marketing strategies
• Learn challenges of Retail Channel Management.
• Understand the aspects of rural business research.
• Learn e- rural marketing, CSR, IT for rural development, e- Governance for Rural India.

UNIT - I: Introduction

Nature and Characteristics of Rural Market, Understanding the Indian Rural

Economy, Rural Marketing Models, Rural Marketing Vs Urban Marketing, Parameters Differentiating Urban & Rural Market, Differences in Consumer Behavior in Rural and Urban Markets.

UNIT - II: Rural Marketing Mix

Rural Marketing Mix, Additional Ps in Rural Marketing, 4As of Rural

Marketing Mix, New Product Development for Rural Market, Rural Market Product Life Cycle, Objectives behind New Product Launch, New Product Development process.

UNIT - III: Rural Market Brand & Channel Management

Brand Loyalty in Rural Market, Regional

Brands Vs National Brands, Channel Management, Indian Rural Retail Market, Rural Retail Channel Management, Strategies of Rural Retail Channel Management.

UNIT - IV: Rural Market Research

Sources of Information, Factors Influencing Rural Consumers

during Purchase of Products, Rural Consumer Life style, Approaches and Tools of Marketing Research, Rural Business Research, Evolution of Rural Marketing Research, Sources and Methods of Data Collection, Data Collection Approaches in Rural Areas, Data Collection Tools for Rural Market. Limitation and Challenges in Rural Marketing Research, Role of Rural Marketing Consulting Agencies.

UNIT - V: Applications and Innovations

Marketing of Consumer Products, Services, Social Marketing,

Agricultural Marketing, Rural Industry Products, Innovation for Rural Market, Marketing Strategies, e- Rural Marketing, Agricultural Co–operative Marketing, Rural Market Mapping, Corporate Social Responsibility, Organized Rural Marketing, IT for Rural Development, e-Governance for Rural India.

Suggested Readings:

• Dinesh Kumar, Punam Gupta, Rural Marketing, Sage Publications, 2017.
• Pradeep Kashyap, Rural Marketing, 3e Pearson Education, 2016.
• T P Gopalaswamy, Rural Marketing, Environment, problems and strategies,Vikas Publications, 3e,2016.
• Sanal Kumar Velayudhan, Rural Marketing, Sage Publications,2e, 2012.
• C. S. G. Krishnamacharyulu, Lalitha Ramakrishnan, Rural Marketing: Text and Cases, Pearson
• Education, 2009.
• Balram Dogra & Karminder Ghuman, Rural Marketing, TMH, 2009.  27 MBA SEMESTER - II