ANSAL INSTITUTE OF TECHNOLOGY, GURGAON

Course No : MFM- 412

Course Name : Rural Marketing
Faculty : Dhirendra Singh Parihar

Reference Text :
1. Rural Marketing : Concepts and Practices by B. Dogra – Tata McGraw Hill
2. Rural Marketing: Text & Cases by UC Mathur – Excel books

S. No. Topics to be Covered Learning Outcomes Lectures

1. Basic Concepts Rural Marketing: A Conceptual 8
Framework , Indian Rural Market: A Brief
Profile , Rural Marketing Environment.
Rural Marketing: Challenges and
Opportunities
2. Market Segmentation Segmentation of Rural Market Rural and 8
Urban Markets: A Comparative Analysis.
Assignment-1
3. Market Research &Consumer Rural Marketing Research,. Rural 6
Behaviour Consumer Behaviour
Quiz 1
4. Marketing Mix Rural Marketing Mix New Product 4
Development for the Rural Market, Rural
Market and Product Life Cycle, Brand
Management
5. Marketing of Rural Products Marketing Strategies for Indian Rural 8
Market, Rural Marketing of FMCGs,
Consumer Durables, Marketing of
Agricultural Inputs. Marketing of
Agricultural Produce , Marketing of Rural
Artisan Products
Assignment-2
Minor Exam.
6. Role of Financial Institutions Rural Marketing and Financial Services 6
7. Role of Cooperative Agricultural Co-Operative Marketing, 6
Institutions Social Marketing: Corporate Social
Responsibility in Rural Market
Assignment-3

Teaching/ Learning Strategies: Lectures, Assignments, Quizzes, Tutorials,

Presentation, Case Studies etc.

Evaluation Scheme
Mi Quiz,Attendance,Assignments,ClassParticipation Major Exam Total Marks
nor & Presentations
Exam.
10 10 80 100