Bachelor of Commerce (B.Com.) Rural Marketing Syllabus - Mumbai University
This is the TY BCOM syllabus under NEP 2020, in force from the academic year 2026-27. The University still sets the earlier Choice Based syllabus below alongside it for ATKT candidates, so check which scheme your exam form names before you revise.
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Syllabus for Rural Marketing
Module I: Overview of Rural Marketing (15)
- Unit I: Introduction to Rural Marketing
- Rural Marketing new Discipline, Concept and Scope, Nature of Rural market, Importance of Rural Marketing
- Taxonomy of Rural market, Significance of rural market
- Unit II: Consumer Behavior
- Challenges, Rural customer characteristics, Brand loyalty of Indian Rural customer
- Buying Decision Process, factors affecting consumer behavior.
Module II: Rural Marketing – Applications (15)
- Unit I: Product Strategy
- Concept and significance, Scope, Product Mix Decision, product life cycle,
- Stages of new product development process, developing market mix for rural markets.
- Unit IV: Pricing Strategy
- Concept, Pricing Objectives, Pricing Policy, pricing methods, factors affecting pricing decisions,
- Distribution and Promotion decisions affecting rural marketing.
Reference Books
- Dinesh Kumar,Punam Gupta (2019), Rural Marketing: Challenges and Opportunities, FirstEdition Sage.
- Krishnamacharyulu (2010), Rural Marketing, Text and Cases,2e.
- Marketing Management by Dr.C.B.Gupta and Dr.Rajan Nair Publication Sultan Chand & Sons, New Delhi
- Rural Marketing by C S G krishnamacharlyulu and Lalitha Ramkrishnan Publication , Pearson Education Asia
- Marketing Management by Shrinivashan and Radhaswami
- Publication ,Sultan Chand & Sons, New Delhi.
- Rural Marketing by Sukhpal Singh, Vikas Publishing House.
- Dogra,Balram&Ghuman,Karminder: Rural Marketing,TataMegraw Hill, Delhi
Reproduced from the University of Mumbai syllabus for Bachelor of Commerce (B.Com.) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.