Syllabus of National Institute of Technology - Tiruchirappalli (NIT-T) MBA - MB761 Rural Marketing

Agriculture marketing Definition, Scope-Importance of Agricultural sector for the National economy. Impact of Green revolution and upcoming of industries in rural and backward areas and the resultant impact on rural marketing.

Characteristics of Rural Marketing in India: Influencing factors like population, etc. Rural Vs Urban Marketing: Nature - Intricacies - Prospects - Issues

Marketing Surplus, estimation, Factors affecting Marketable surplus, Regulated Markets, Co-op. Marketing, role of Government and Statutory mechanisms, Socio -economic and political environment and its impact on Rural Marketing.

Problems and Challenges of Rural marketing -Communications, Transportation and Purchasing Power. Marketing of Consumer Products and Consumer Durable in rural set up.

1.Agribusiness - A systems Approach. 2. Cases, mini projects to illustrative concept.

Books:

1. Gopalsamy, T.P., "Environment, Problems and Strategies", Wheeler Publishing l Edn.,1998.

2. Krishnamacharyulu, C.S.G. and Ramakrishnan, Lalitha, "Rural Marketing - Text and cases", l edition, Pearson Education (Singapore) pte. Ltd., Indian Branch, Delhi, 2002.

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