Bachelor of Management Studies (B.M.S.) Rural Marketing Syllabus - Mumbai University
This is the SY BMS syllabus under NEP 2020, in force from the academic year 2025-26, examined under form 2225161. The University still sets the earlier Choice Based papers alongside it — forms 2M00155 and 2M00156, whose documents are below — so check which scheme your exam form names before you revise.
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Syllabus for Rural Marketing
Module I: Introduction
- Introduction to Rural Market, Definition & Scope of Rural Marketing.
- Rural Market in India - Size & scope, rural development as a core area, Efforts put for Rural development by government (A brief Overview).
- Emerging Profile of Rural Markets in India,
- Problems of rural market.
- Constraints in Rural Marketing and Strategies to overcome constraints
- Product Strategies, Rural Product Categories-FMCGs, Consumer Durables, Agriculture Goods & Services; Importance of Branding, Packaging and Labelling.
- Pricing Strategies & objectives
- Nature of Competition in Rural Markets, the problem of Fake Brands
Module II: Rural Market
- Rural Consumer Vs Urban Consumers– a comparison.
- Characteristics of Rural Consumers.
- Rural Market Environment:
- Demographics – Population, Occupation Pattern, Literacy Level;
- Economic Factors - Income Generation, Expenditure Pattern, Rural Demand and Consumption Pattern, Rural Market Index; Land Use Pattern,
- Rural Infrastructure - Rural Housing, Electrification, Roads
- Rural Consumer Behaviour: meaning, Factors affecting Rural Consumer Behaviour-Social factors, Cultural factors, Technological factors, Lifestyle, Personality
- Communication & Promotional Strategies. Strategy. Challenges in Rural Communication, Developing Effective Communication, Determining Communication
- Objectives, Designing the Message, Selecting the Communication Channels. Creating Advertisements for Rural Audiences. Rural Media- Mass media, Non-Conventional Media, Personalized media
Text Books
- 1 Badi & Badi : Rural Marketing
- 2 Mamoria, C.B. & Badri Vishal : Agriculture problems in India
- 1 Arora, R.C. : Integrated Rural Development
- 2 Rajgopal : Managing Rural Business 5. Gopalaswamy, T.P. : Rural Marketing
Reproduced from the University of Mumbai syllabus for Bachelor of Management Studies (B.M.S.) under NEP 2020, in force from the academic year 2025-26. 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.