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RIM-R12
PGDM-RM 2012-14: Term-III

Rural & Inclusive Marketing
Facilitator: Jeevan J Arakal

Introduction & Objectives
This course seeks to introduce participants to the exciting world of rural and inclusive marketing. It is vital that we approach rural citizens both as consumers and producers; this course encourages participants to appreciate the linkages between production and consumption. The role of rural marketing as a tool for wealth creation and poverty eradication is the underlying theme of this course. Given this background, this course has the following objectives:

· Familiarizing students with the adaptations of marketing principles to rural situations and challenges
· Appreciating and empathizing with the complexities and peculiarities associated with rural consumption and production
· Introducing course participants to the rural market realities through appropriate field assignments
Learning & Evaluation Process
The course will consist of lectures, case discussions, field projects, student presentations & an end –term examinations. Course participants are expected to use field based assignments to internalize the concepts discussed in class.
Session Plan
No of sessions: 14
Session No
Topic for Discussion
Coverage of the session
1
Understanding the scope of Rural & Inclusive Marketing
· What is rural & inclusive marketing?
· Schools of thought in rural marketing
· Issues and emerging trends
Module I-Understanding Rural Consumption & Usage
2
Understanding the Rural Consumer
· Introduction to Rural Consumer Behaviour
· Segmentation, targeting & Positioning in Rural Markets
3
Harnessing Rural Consumption – I
· Rural Product Development & Pricing
4
Harnessing Rural Consumption – II
· Rural Promotions & Distribution Management
5
Case Discussion- I : “ Cavin Care Private Limited: Serving Low Income Customers”
· Class discussion on questions and issues in the case
· Connecting practice to concepts discussed in session 1, 2, 3 & 4
6
Rural Consumption & Service Provision
· Rural services – Types & Evolution
· Emerging Oppurtunities in rural service provisioning
Module II – Understanding Rural Production & Inclusive Value Chains
7
Understanding the Rural Producer
· Nature and characteristics of the rural producer
· Need for inclusive rural value chains
8
Social Enterprise & Community Based Organisations in Rural Marketing – I
· Role of NGOs, Producer Cooperatives and Companies in Rural Marketing
9
Social Enterprise & Community Based Organisations in Rural Marketing – II
· Organisational Development Approach Vs Market Development Approach
· Case of International Development Enterprises
10
Case Discussion-II: “ Sarvodaya Samiti”
· Class discussion on questions and issues in the case
· Connecting to concepts discussed in session 7, 8 & 9
12
Crafts & Rural Markets
· Craft Marketing- Issues & Challenges
· Case of Khumbham Murals
13
Presentation of Field Reports – I
· Presentation by groups
· Questions & Answers
14
Presentation of Field Reports – II
· Presentation by groups
· Questions & Answers

Evaluation Criteria
Sr. No
Evaluation Component
Weightage (%)
1
Class Presence & Participation
10
2
Quiz(Surprise- No Make Up Quiz Allowed)
10
3
Field Report
20
4
Presentation
20
End – Term
40
6
Total
100
*Number of groups – 6

Guidelines for Field Project- Haat Study

Field based assignments are critical for a well rounded understanding of rural market realities. The weightage given for this component reflects the importance accorded to field based learning. Groups must study one rural haat in Bhubaneswar or Cuttack:
Stage 1
Stage 2
Stage 3
· Haat Selection
· Preparation of research plan with timelines
· Development of survey instruments
· Feedback from course facilitator 		· Field visits to Haats
      ( at least 3 visits)
· Preparation of detailed Haat Profiles
· Drafts of 2 case studies of rural buyer and seller 		· Finalization of group report with inclusion of key learnings
· Presentation of the group report

No two groups must visit the same Haat; reports should be printed in A 4 size paper, Times New Roman Font size 12 with 1.5 spacing. The deadline is March 8th, 2013, soft copies of the report and presentation must be emailed to Jeevan@ximb.ac.in . The total number of pages for the report including cover should not be more than 21 pages.

References

1. The Rural Marketing Book, Text and Practices- Pradeep Kashyap & Siddhartha Raut, 2006 Edition, Biztantra Publications
2. The Fortune at the Bottom of the Pyramid – Dr. C K Prahalad, 2005 Edition, Wharton School Publishing
3. Rural Marketing, Marketing to the Non – Urban Consumer – Sanal K Velayudhan, 2005 Edition Response Books
******************************Best of Luck******************************
Created By: Debasis Mohanty on 12/21/2012 at 09:19 AM
Category: PGPRM-I Doctype: Document

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