Beruflich Dokumente
Kultur Dokumente
Time: 3 Hrs
M.Marks:100
Theory:
Internal Assessments:
60
40
Note: The question paper covering the entire course shall be divided into three sections as
follows:Section-A
It will consist of 10 very short answer questions with answers to each question up to maximum
five lines in length. All questions shall be compulsory. Each question shall carry two marks; total
weightage of the section shall be 20 marks.
Section-B
It will consist of essay type questions with answers to each question up to maximum 7 pages in
length. Four questions shall set by the examiner from Part-I of the syllabus and the candidate
shall be required to attempt two. Each question shall carry ten marks; total weightage of the
section shall be 20 marks.
Section-C
It will consist of essay type questions with answers to each question up to maximum 7 pages in
length. Four questions shall set by the examiner from Part-II of the syllabus and the candidate
shall be required to attempt two. Each question shall carry ten marks; total weightage of the
section shall be 20 marks.
Course input:
Part- I
Nature and scope of rural marketing with special reference to India. Buying behaviour in rural
markets, Rural marketing information system, exploring the rural markets, Rural communication,
Rural large format retail stores.
Part- II
Study of rural markets with special reference to product strategy, pricing strategy, promotion
strategy and distribution strategy. Information technology for rural markets. Rural market
research.
Recommended books for main reading
1.
2.
3.
4.
Reference:
1. Kotler, Philip
2. Stanton, William, J.
3. Neelamegham, S.
4. J.C. Gandhi
Marketing Management
Fundamentals of Marketing
Marketing in India
Marketing
Internal Assessment:
30 Marks
Green, Tull and Album, Research for Marketing Decision, Prentice-Hall of India, New Delhi, 7th
Edition.
Instructions
The external paper will carry 50 marks and would be of three hours duration. The question paper
will be divided into three groups, i.e., I, II, III. The question paper will consist of four questions
each in group I and II. Each question in these groups carries 10 marks. Candidates will be
required to attempt four questions in all from section I and II selecting not more than two
questions from each of these group. The III group shall be a case study of 10 marks and shall be
compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks