Syllabus
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Course Code: IMS-704 Course Name: Marketing - Rural and Agriculture Marketing |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Rural Marketing - Meaning, Nature & Characteristics; Rural vs. Urban Marketing, Rural Markets – Prospects & Potential. Rural Marketing Environment, Consumer Behaviour, Determinants of Consumer Behaviour – Rural Perspective, MR Issues in Rural Markets. | |
| 2 | Segmenting, Targeting & Positioning in Rural Markets. Product Strategy for Rural Markets – Product Mix Decisions, Product Levels, Rural Product Categories, New Product Development, Packaging Mix. | |
| 3 | Pricing Strategy for Rural Markets – Concept, Significance, Pricing Objectives, Pricing Strategies. | |
| 4 | Communication Mix and Rural Marketing – Media Alternatives, Profiling Customer for Promotional Campaign, Designing Communication Campaign. | |
| 5 | Distribution Issues in Rural Markets – Conventional & Modern Approaches to Distribution. New Trends in Distribution, Role of Co-operative Institutions in Rural Marketing. Role of Financial Institutions in Rural Marketing. |
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