University of Mumbai, Maharashtra, Marketing Semester 4, Rural Marketing Syllabus

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Unit - 1 Introduction to Rural Market

1.1 Introduction to rural market

1.2 Definition and scope of rural marketing

1.3 Rural markets in India – size and scope

1.4 Rural development as a core area

1.5 Effort put for rural development by government

1.6 Emerging profile of rural marketplace in India

1.7 Problems in rural market

1.8 Constrain in rural marketing Strategies to overcome constrains

Unit - 2 Rural Market

2.1 Rural consumer vs. urban consumer – a comparison

2.2 Characteristics of rural consumer

2.3 Rural marketplace environment Demographic

2.4 Economic factor and various factors of economic environment

2.5 Rural infrastructure

2.6 Rural consumer behavior Meaning 

2.7 Factors affecting rural consumer behavior

Unit - 3 Rural Marketing Mix

3.1 Relevance of marketing mix for rural market consumers

3.2 Product strategies

3.3 Rural product categories

3.4 Importance of Branding Packaging labeling

3.5 Nature of competition in rural markets

3.6 Problem of fake brands

3.7 Pricing strategy Objectives

3.8 Promotional strategies segmentation targeting and positioning in rural market

Unit - 4 Rural Marketing Strategies

4.1 Distribution strategies of rural consumers

4.2 Distribution models of FMCG

4.3 Distribution networks

4.4 Ideal distribution model for rural market

4.5 Communication strategy Challenges in rural communication

4.6 Developing effective communication

4.7 Determining communication objective

4.8 Designing the message

4.9 Selecting the communication channels

4.10 Creating advertisements for rural audiences

4.11 Rural media

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Other Subjects of Semester-4
Foundation course-iv
Business economics-ii
Business research methods
Integrated marketing communication
Production and total quality management
Information technology in business management-ii
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