Rural Management



 Rural Marketing – Paper 1st

 Rural Development – Paper 2nd

Curriculum of Rural Marketing – Paper 1st   (IIBM- E1073)

S.No Topics
1 Introduction:-Definition of Rural Marketing, Organization of the Book.
2 Rural Market Environment:-Population, Land Distribution, Developmental Programmes, Infrastructure facilities, Rural Credit Institutions, Rural Retail Outlets, Print Media in Rural Areas, Rural Ares Requirements.
3 Rural demand and Rural Market Index:-Thompson Rural Market Index, MICA Rural Market Index.
4 Problems in Rural Marketing:-Underdeveloped People and Underdeveloped Market, Lack of Proper Physical Communication Facilities, Media for Rural Communication, Multiplicity of Languages and Dialects, Vastness and Uneven Spread, Low per Capita Incomes, Logistics, Storage, Handling and Transport, Market Organization and Staff, Product Positioning, Hierarchy of markets, Low Levels of Literacy, Seasonal Demand.
5 Marketing of Agricultural Inputs:-Consumable inputs, Durable Inputs, Fertilizers, Agro-chemicals, Cattle, Poultry Tillers, Irrigation Equipment, Other Farm Machinery.
6 Marketing of Consumables, Durables and Services:-Product, Price, Distribution, Promotion, Product Redesign or Modification Needs.
7 Marketing of Agricultural produce, and Rural and Cottage Industry Products:-Marketing of Agricultural Produce, Marketing of Rural/Cottage Industry/Artisan Products.
8 Role of Financial Institutions in Rural Marketing:-Agricultural Productivity and Need for Credit, Rural Credit Institutions, Flow of Institutional Credit to Agriculture, impact on Rural Market, Impact of Loan Waiver Scheme on Rural Market.
9 Role of Cooperative Institutions in Rural Marketing:-Cooperatives as Organizations, Structure of Cooperative Organizations, types of Cooperative Organizations, Share of Cooperatives in National Economy, Impact of Cooperatives on Rural Marketing.
10 Rural Marketing Strategies:-Rural Market Segmentation, Product Strategies, Pricing Strategies, Distribution Strategies, Promotion Strategies.
11 Social Marketing and Corporate Social Responsibility:-Social Marketing, Corporate Social Responsibility.

Curriculum of Rural Development – Paper 2nd   (IIBM- E1074)

S.No Topics
1 Introduction:-Concepts and Connotations of Rural Development, Basic Elements of Rural Development, Growth Versus Development, Why Rural Development, Rising Expectations and Development, Development and Change, Human Beings as the Cause and Consequence of Development, Some Dilemmas in Development.
2 Rural Economy of India:-Introduction, Size and Structure of the Rural Economy, The Characteristics of the Rural Sector, The Role of the Agricultural Subsector, The Role of the Non Agricultural Subsector, Challenges and Opportunities.
3 Measure of Development:-Introduction ,Measures of Level of Rural Development, Measures of Income Distribution, Measures of Development Simplified, Concepts and Measures of Rural Poverty.
4 Some Paradigms of Rural Development:-Introduction, The Modernization Theory, The Dependency Theory of the Marxist School, Rosenstein-Rodan’s Theory of the ‘Big Push’, Leibenstein’s ‘Critical Minimum Effort Thesis’, Lewis’ Model of Economic Development, Gunnar Myrdal’s Thesis of ‘Spread and Backwash’ Effects, The Human Capital Model of Development, The Gandhian Model of Rural Development, Development Theory from Other Social Science.
5 Determinants of Rural Development:-Introduction, Changes in Output, Natural Resources, Human Resource, Capital, Technology, Organizational and Institutional Framework, Relation Between Rural Development and its Determinants.
6 Rural Development Policies:-Introduction, Freedom, Control and Public Policy, Need for a Rural Development Policy, Goals of Rural Development Policy, Hierarchy of Policy Goals, Rural Development Policies in India, Globalisation and Rural Development.
7 Strategies for Sustainable Development:-Introduction, The Concepts of Sustainability and Sustainable Development, Some Indicators of Non Sustainable Development, A Critical Review of India’s Strategies of Rural Development, Some Elements of a New Strategy for Sustainable Development.
8 Policy Instruments of Rural Development:-Introduction, A Conceptual Frame Work, An Action System, Policy Instruments.
9 Equity – Oriented and Growth–Oriented Programmes:-Introduction, Equity–Oriented Programmes, Growth –Oriented Programmes.
10 Poverty and Unemployment Eradication Programmes:-Introduction, Current Poverty Scenario and Trends, Rural Employment Scenario, Poverty and Unemployment Alleviation Programmes, Social Welfare-Oriented Programmes (SWOP).
11 Natural Resources and Infrastructure Development Programmes:-Introduction, Natural Resource-based Programmes Natural Agriculture Insurance Scheme (NAIS), Pilot Weather-based Crop Insurance Scheme (WBCIS), Infrastructure Development Programmes.
12 Planning for Rural Development:-Introduction, Levels and Functions of Planning, Decentralisation of Panning, Methodology of Micro-Level Planning, Methodology for Block and District-Level Planning.
13 Organising for Rural Development:-Introduction, A Detour to Organizational Models, The Search for a New Paradigm, Criteria for Designing an Appropriate Organization, Government Organizations Panchayati Raj Institutions  (PRIs), Cooperatives, Voluntary Agencies/Non –Government Organizations, Corporations and Rural Development.
14 Financing Rural Development:-Introduction, Domestics Institutional Sources, The Role of Non –Institutional Agencies, Deficit Financing or Controlled Inflation, Foreign Sources of Funds.
15 Implementation Monitoring and Evaluation:-Introduction, Project Implementation, Project Control Integration and Coordination, People’s Participation in Implementation, Project Monitoring, Project Evaluation.

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