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IGNOU MS-611 - Rural Marketing

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IGNOU MS-611 Code Details

  • University IGNOU (Indira Gandhi National Open University)
  • Title Rural Marketing
  • Language(s) English
  • Code MS-611
  • Subject Marketing Management
  • Degree(s) MBA (MS)
  • Course Core Courses (CC)

IGNOU MS-611 English Topics Covered

Block 1 - Rural Markets—An Overview

  • Unit 1 - Rural Markets in India
  • Unit 2 - Understanding Rural Environment

Block 2 - Understanding the Rural Consumer

  • Unit 1 - Differential Aspects of Buying Behaviour and Major Influences on Rural Buying Behaviour
  • Unit 2 - Trends in Consumer Behaviour
  • Unit 3 - Rural Marketing Research

Block 3 - Product and Pricing Decisions for the Rural Markets

  • Unit 1 - Product Development, Adoption Process and Modification Decisions
  • Unit 2 - Pricing Decisions

Block 4 - Managing the Promotion

  • Unit 1 - Understanding Rural Media and Current Opportunities
  • Unit 2 - Message Design and Development for Rural Markets
  • Unit 3 - Rural Sales Promotion Effort

Block 5 - Accessing Rural Markets

  • Unit 1 - Physical Infrastructure and Dynamics of Distribution
  • Unit 2 - Participants in the Rural Distribution Process
  • Unit 3 - Physical Distribution Process

Block 6 - Understanding Rural Merketing Process–Case Studies

  • Unit 1 - Rural Communication: A Case Study of Philips Consumer Electronics
  • Unit 2 - Mass Media and Social Advertising
  • Unit 3 - Rural Distribution for the FMCG Sector - A Case Study of HLL
  • Unit 4 - Rural Buying Behaviour: A Case Study of Consumer In Jammu
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IGNOU MS-611 (July 2023 - January 2024) Assignment Questions

1. What are the specific challenges for marketers intending to make a bid for the rural markets? Explain with examples. 2. What kind of sampling techniques can be used for rural markets while undertaking research? Discuss. 3. Visit any nearby village in the vicinity of your town and observe the price differentials across product category if any. Attribute the reasons for the same. 4. What is the relevance of sales promotion to the rural markets? Design and develop a rural sales promotion programme for Motorcycle tyres. 5. Can self-help groups be utilized in an organized manner by manufacturers? What problems and opportunities do you see in this relationship? Explain.

IGNOU MS-611 (July 2022 - January 2023) Assignment Questions

1. Comment upon how the rural economic environment affects the marketing decisions for the rural market with suitable example. 2. Visit any nearby village in the vicinity of your town and spend half a day at any retail outlet. Identify the approaches of customer in buying and list them down based on the steps in the buyer behaviour process. 3. Do you agree that stripped down versions for rural markets at a lower cost or similar cost structures but smaller quantity can be effective as alternatestrategies? Comment. 4. Discuss `language' as a variable in message development in view of the multilingual, multi-ethnic nature of rural India. 5. How would the Thomson Market Index enable a marketer to take appropriate marketing decisions? Critically comment upon the utility of the tool.
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