MES COLLEGE OF ARTS & COMMERCE, ZUARINAGAR, GOA

Bachelor of Business Administration

Course Outline
Batch : 2009 Subject: Rural Marketing (Elective H) Term : XI Instructor: Ms. Lalita Joshi

Objectives At the end of the course, the students will be able to identify the unique nature of rural economy in India, its challenges and the application of the suitable marketing policies.
Objective in Terms of Competence to be Developed Learning Methodology Planned for each of the Competencies in Column 1: The Activities will Involve Case Discussions, Presentations, Project/s, Article Critiques, Problem Solving Sessions, Other Experiential Sessions, etc. Implemented Reasons for Deviations

Develop a perspective for understanding rural economy and its challenges. Develop ability to apply suitable marketing mix.

Presentation / Assignment

YES

Assignment / Open Book Test/ Case Analysis

YES

Items

Planned

Planned

Implement ed Group / Individual Evaluation

Implement ed Weight: Total ______

Reasons for Deviations

Competence Assessed

Evaluation Methodology Planned

Group / Individual Evaluation

Weight : Total __100_

Ability to analyse rural economy and identify its challenges.

Presentation Assignment Assignment

Group Individual Group Individual Individual

20% 15% 20% 25% 20%

YES

YES

YES YES YES YES

YES YES YES YES

Ability to apply suitable marketing mix.

Open Book Test Case Analysis

Item Session No 1 Topic Objective Reading Material

Learning Methodology

Planned Date: Significance of Rural Marketing Ability to connect emerging trends & developments to Rural Marketing The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 1 7. / Article India Today Aug. 2010 Discussion

Implemented

YES

Item Sessions No : 2 & 3 Topic Objective Reading Material Learning Methodology

Planned Date: Rural Marketing Environment To develop ability to trace evolution of rural marketing. The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 8 26. Group Presentations

Implemented

YES

Item Session No : 4 & 5 Topic Objective Reading Material Learning Methodology

Planned Date: Rural Economy Analyse the rural economy & understand the relevance of marketing in changing environment. The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 27 53. Discussion / Open Book Test

Implemented

YES

Item Session No : 6 & 7 Topic Objective Reading Material Learning Methodology

Planned Date: Consumer Behaviour Analyse the characteristics of rural consumers & impact of Socio-Cultural factors The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 58-75. Discussion

Implemented

YES

Item Session No : 8 Topic Objective Reading Material Learning Methodology

Planned Date: Marketing Mix Challenges Ability to develop suitable Marketing Mix The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 126 128. Article Bharat Buying Discussion

Implemented

YES

Item Session No : 9 Topic Objective Reading Material Learning Methodology

Planned Date: Product in Rural Marketing To formulate suitable offering to meet the needs of rural market. The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 129 142. Discussion

Implemented

YES

Item Session No : 10 Topic Objective Reading Material Learning Methodology

Planned Date: Branding in Rural India Identify problems about bravely. The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 147 152. Debate ( Marketers have failed to control fake brands in rural India)

Implemented

YES

Item Session No : 11 & 12 Topic Objective Reading Material Learning Methodology

Planned Date: Pricing Develop suitable pricing strategy for rural market. The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 156-171. Discussion

Implemented

YES

Item Session No : 13 & 14 Topic Objective Reading Material Learning Methodology

Planned Date: Distribution Strategy Trace the evolution of Rural Distribution System. The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 176-184. Presentations

Implemented

YES

Item Session No : 15 Topic Objective Reading Material Learning Methodology

Planned Date: New Developments in distribution. Examine the latest developments in rural distribution system. The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 198-206. Discussions

Implemented

YES

Item Session No : 16 & 17 Topic Objective Reading Material Learning Methodology

Planned Date: Communication Develop effective communication strategy. The Rural Marketing Book Pradeep Kashyap & Siddharth Raut by Biztantra Publication pg. 208-215, 241-253.. Discussions

Implemented

YES

Item Session No : 18 Topic Objective Reading Material Learning Methodology

Planned Date: Social & Ethical Implication of Marketing Examine the social & Ethical Implication of Rural Marketing Article Probe Magazine MES Discussions

Implemented

YES

Item Session No : 19 Topic Objective Reading Material Learning Methodology

Planned Date: Rural Marketing Strategy Analyse successful strategies in Rural Marketing Case Dabur ref. Rural Marketing text & cases S.L. Gupta Class Assignment

Implemented

YES

Item Session No : 20 Topic Objective Reading Material Learning Methodology

Planned Date: HRD in Rural Marketing Identify the need for HRD in Rural Marketing Article Advance Age September 2009 Discussions

Implemented

YES