lesson plan rm

1. LESSION PLAN
Course Title: RURAL MARKETING
Credit: 3 credits
PGDM: 2011-2013
Term: second (2nd year)
Faculty: Prof.(Dr.) S. P. Singh
Course Objective:
The objectives of the course are
• to provide an overview of rural markets and emerging perspectives of rural marketing.
• to share the experiences of institutions engaged in rural marketing in the form of case studies.
• to understand and study rural Marketing as an emerging area within the marketing discipline
particularly in the context of a large rural economy like India.
Pedagogy: This course will be delivered using interactive lecture sessions, class discussions, case studies and
assignments.
Session Details
Session Topic Chapter reading
/ppt/handouts etc
Case/Assignment
1 & 2 The evolution of rural marketing ppt Discussion
3 &4 rural marketing environment:
demographic, physical economic, social &
cultural, political ,technological,
ppt Discussion/Class
assignment
5 Con’td ppt Discussion
6 structure of Indian rural markets - rural
markets,
Ppt+handout Discussion and
assignment
7 problems in rural marketing
classification,
ppt Discussion
8 rural markets: the changing scenario-
changing profile of rural consumer
case study
ppt Discussion/ Class
assignment
9 Understanding the rural consumer, Ppt+handout Discussion/ Class
assignment
10 factors affecting purchase decision,
buying decision process, opinion
leadership process diffusion of innovation
& brand loyalty.
Case study
Ppt+case reading Discussion/ Class
assignment
MID TERM EXAMS
11& 12 Assessing & capturing markets, rural
market research
ppt Discussion / Class
assignment
13& 14 STP approach, rural marketing strategies-
marketing strategy planning, execution &
ppt Discussion / Interactive
session

2. implementing.
15 Understanding rural marketing mix,
product, pricing, promotion & place
strategies
ppt Discussion / Class
assignment
16 Cont’d Ppt+handout Presentation
assignment
17 & 18 Agricultural marketing, marketing of
agricultural inputs (micro financing),
agricultural outputs
Ppt+case reading Presentation
assignment
19 -20 Revision
END TERM EXAMS
1 session=90 minutes
Read the relevant chapters/ materials before attending the sessions.
Sl.no Evaluation Plan % / Marks
1 Internal Assessment 30%
2 Mid Term Examination 30%
3 End Term Examination 40%
Total 100%
Details of Internal Assessment
1 Class participation and Attendance 5
2 Quizzes/extempore speaking 15
3 Presentation & Assignment 10
Total 30
Text books
1. 1. The Rural Marketing Book by Kashyap Pradeep Raut and Siddhartha Raut,Biztantra
Publication.
Reference books:
1. New Perspectives in Rural & Agricultural Marketing by Ramkishen Y , Jaico Books
2. Rural Marketing in India- Strategies & Challenges by Ruchika Ramakrishna, New Century
Publications
3. Rural marketing Text & Cases by Krishnamacharyaulu C.S.G, Ramakrishnan Lalitha Pearson
education