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Subject: FT
- 406MMAJ RURAL, EVENT AND DIRECT MARKETING
Course Objectives:
The objective of this course is to expose the student to
various aspects of rural, event and direct marketing as an
integral part of marketing management, and develop an understanding
of rural, event and direct marketing.
Examination Scheme
The faculty member will reward internal marks out of 40
based on three assessments of 20 marks each of which best
two will be considered. The end semester examination will
be worth 60 marks having theory and cases/practical problems.
Course Contents:
- Rural Marketing : Concept, importance and scope
of rural marketing, Understanding rural market, rural environment,
infrastructure and rural trade practices, Rural consumer
behaviour, factors affecting consumer behaviour and psychology
of rural customers, Product, branding and packaging, Distribution
in the rural markets, types of rural channels, selection
and management of channels, factors influencing channel
decisions, retailing, transportation, warehousing, Promotion
in Rural Markets: role of advertising, sales promotion,
publicity and personal selling in rural markets.
- Event Management : Concept and significance of
events, Designing of an event, types of events, Event management
in rural and urban areas, Organizing the events, Sponsorship
and type and Event evaluation.
- Direct Marketing : Basic concepts and importance
of direct marketing in the changing marketing scenario,
Tools of direct marketing, Strategic planning of direct
marketing operations, Preparation of direct marketing,
Direct marketing strategies, Control and evaluation of
direct marketing.
Text Readings:
- CSG Krishnamacharyulu and Lalitha Ramakrishnan, "Rural
Marketing - Text and Cases", Singapore:
Pearson Education Asia.
- S.S. Gaur and S.V. Saggre, "Event Marketing & Management", Vikas
Publishing House.
- T.P. Gopalswamy, "Rural Marketing - Environmental
Problems and Strategies", Wheeler Pub.
Suggested Readings
- Mary Robert, "Direct Marketing Management", London:
Prentice Hall.
- Gordon Lewis, "Direct Marketing Strategies
and Tactics", New Delhi.
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