Rural and Agricultural Marketing

MODULE 01: INTRODUCTION TO RURAL MARKETING

Definition and Scope of Rural Marketing, Growth Drivers of Rural Markets, Components & Classification of Rural Markets, Rural vs. Urban Markets: Potential, Size & Differences, Rural Consumer Profile: Expenditure Pattern, Literacy Levels, Development Programs, Infrastructure & Credit Institutions, Rural Retail Outlets, Print Media, Rural Demand & Market Index, Key Challenges in Rural Marketing

MODULE 02: RURAL MARKETING MIX & CONSUMER BEHAVIOR

Segmenting Rural Markets & Positioning Strategies, Rural Product Strategies: Branding, Packaging, Innovations, Rural Pricing Strategies: Affordable Pricing, Microfinancing, Govt. Interventions, Rural Distribution Strategies: ITC E-Choupal, HUL Shakti, Godrej Aadhar, Mahindra Samriddhi, Rural Consumer Behavior: Buying Models, Influencing Factors, Rural Promotional Strategies: Mass Media & Rural Media Innovation, Non-Conventional Media (Melas, Haats, Wall Paintings, Mobile Vans) Challenges in Rural Communication.

MODULES 03: RURAL MARKETING STRATEGIES & GOVERNMENT INITIATIVES

Opportunities in Rural Markets: Food Processing, Agri-Tech, Social Entrepreneurship, Market Research in Rural India: Thomson Rural Market Index, Census Reports,Rural Consumer Finance & Public-Private Partnerships, E-Rural Marketing & Digital Interventions, Government Initiatives:,NREGA, Jan Dhan Yojana, Ayushman Bharat, Skill Development, Sanitation & Education Programs, Corporate Initiatives in Rural Markets (CSR in Rural Areas).

MODULES 04: AGRI-MARKETING & EXPORT POTENTIAL

Agricultural Marketing: Scope, Product Classification, Distribution Networks, Managing Rural Distribution & Supply Chains, Government-Led Agri-Marketing Incentives: Krishimarata Vahini, Online Trading, Agri Markets, Rural Credit & Finance: NBFCs, Banking, Cooperative Farming, Export Potential of Agri-Products:, Role of APEDA, Global GAP, International Marketing & Export Processes, Commodity Markets, Post-Harvest Management, Cold Chains & Future Trading.

MODULES 05: FUTURE OF RURAL MARKETING & TECHNOLOGY TRENDS

Future Trends in Rural Marketing: Contract Farming, Horticulture, Poultry Farming, Role of Information Technology in Rural & Agri-Marketing, E-Choupal, Project Shakti, Webcasting & Online Training for Farmers, Online Marketplaces & Digital Marketing in Rural India, Emerging Challenges & Growth Opportunities in Rural Markets.

PEDAGOGY

Class teaching augmented with relevant case studies. Field trips and live projects are compulsory in the light of understanding the practicality of the subject.