Beautiful Nature

M 103

Rural Marketing

A.Objectives of the course

The objective of the course is to develop and sharpen skills of the marketers in the ever growing rural markets and Bottom of the Pyramid (BOP) markets. The course will also have an orientation on Agri-Business marketing. The course will provide understanding of the differences between rural marketing and urban form of marketing, and develop skills to evaluate the different forms of rural marketing and their strategies, analyse the rural marketing inputs role in shaping rural marketing strategies and develop rural marketing plans for some selected products  

B. Target participants

This course is targeted at  junior and middle level executives in organizations which are into rural marketing or who have plans to “go rural” or working in the  social sector or agribusiness companies. 

C. Duration

15 hours (10 sessions of 90 minutes each) over a period two months

D. Pedagogy

The pedagogy of the course is focused on hands-on learning of the concept and application of rural marketing fundamentals through discussion, cases and exercises/ activities.

E. Session details

Session No.                   Topic

1. Rural marketing fundamentals

2. The Rural marketing Environment

3. Rural Market Segmentation: Targeting and Segmentation

4. Rural Consumer Behaviour

5. Rural  marketing Mix

6. Rural market and Brand Management

7. Rural marketing of Consumer Durables, FMCG products

8. Agribusiness Marketing: Marketing of Agricultural Inputs and Products, market extension role and functions.

9. Cooperative Marketing in rural markets.

10. CSR and Rural marketing

F. Course Director and Core Faculty

Name of Faculty: Dr. Pinaki Ghosh

Brief Profile

Dr. Pinaki Ghosh is an Associate Professor in Marketing Management at XISS (Ranchi) with a demonstrated history of working in the education management industry for the last 16 years. He is holding a PhD degree in Marketing. He 

obtained dual qualification in Management – a PG Diploma in Management and a PG Degree in Marketing Management from Pondicherry University. He joined XISS after working for two years in the corporate sector in the sales and distribution function. His teaching and research interests are in brand and marketing communication, rural marketing and consumer behaviour. He published papers in national and international peer-reviewed journals.