Pondicherry University MBA 2nd year Syllabus-MBA MARKETING-RURAL MARKETING

Posted Date: 21 Jul 2008 Resource Type: News/Announcements Category: Education

Posted By: bharath sudar Member Level: Platinum
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MBA MARKETING
SECOND YEAR - FOURTH SEMESTER

PAPER - XVI
RURAL MARKETING
COURSE CODE: 36 PAPER CODE: H4010
UNIT- I

Rural Economy - Rural - Urban disparities-policy interventions required - Rural face to Reforms - The Development exercises in the last few decades.

UNIT-II

Rural Marketing - Concept and Scope - Nature of rural markets - attractiveness of rural markets - Rural Vs Urban Marketing - Characteristics of Rural consumers - Buying decision process - Rural Marketing Information System - Potential and size of the Rural Markets.

UNIT-III

Selection of Markets - Product Strategy - Product mix Decisions - Competitive product strategies for rural markets.

UNIT-IV

Pricing strategy - pricing polices - innovative pricing methods for rural markets - promotion strategy - appropriate media - Designing right promotion mix - promotional campaigns.

UNIT - V

Distribution -' Logistics Management - Problems encountered - selection of appropriate channels - New approaches to reach out rural markets.

REFERENCES
1. Philip Kotler - Marketing Management, Prentice - Hall India Ltd.
2. Agarwal A.N -Indian Economy-Vikas Publication
3. Ruddar Dutt Sundaram - Indian Economy- Tata McGraw Hill. Publishers
4. CSG Krishnamacharylu & Laitha Ramakrishna - Rural Marketing Pearson Edu Asia.

For more details, visit http://www.pondiuni.org/DDE/mbaIImarket_IV.html

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