B.A. in Multimedia and Mass Communication Rural Marketing and Advertising Syllabus - Mumbai University

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

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Syllabus for Rural Marketing and Advertising

Major elective · Semester 6 · TY BAMMC Advertising · 4 credits · 100 marks

Module I: INTRODUCTION TO RURAL MARKETING

Introduction, Scope and an overview of Rural Marketing. Evolution of Rural Marketing in India. Emerging trends of Rural Marketing in India. Rural Market Research Agricultural marketing: Marketing of Agricultural Produce. Rural Economy : Concept and characteristics of Rural Economy, Factors affecting rural economy, Basic needs of rural economy, Rural-Urban disparities and Policy interventions, Role of Agriculture in the economic development of India. Channels of Distribution like ITC E-choupal, Godrej Adhar, HUL ,Shakti and Trade Management, Rural Retailing

Module II: RURAL ENVIRONMENT

Demography
of Rural
marketing-
Population,
Occupation Pattern, literacy rate Income source, Expenditure Pattern, Rural Demand and Consumption
pattern,
Rural Infrastructure Housing,
Education, Electricity, Roads. Understanding Rural Consumer Behaviour: Rural
Society-
Demographic
Sociological,
cultural
perspective and lifestyle of Rural India. Factors
affecting
rural
consumer
behaviour-
Globalization/Modernization and Technological factors Rural consumer V/s Urban consumers- Understanding
basic difference between Rural and Urban consumers behavior, Understanding
nature
of competition
in Rural
marketing

Module III: MARKETING MIX STRATEGIES FOR RURAL CONSUMER

Rural market strategies with special reference to segmentation, targeting and positioning. Product and service strategies. Rural Product categories-FMCGs, Agriculture Goods and Service. Importance of Branding, Packaging and labeling. Pricing strategies, Promotional strategies. Segmentation, Targeting and Positioning for Rural marketing. Challenges and Innovative measures for Rural marketing

Module IV: RURAL COMMUNICATION METHODS AND RURAL ADVERTISING

Rural Communication: Meaning and scope. Communication strategies for rural market Advertising and Sales Promotion Strategies New Product launch Techniques for Rural Markets Different approaches of Rural communication in contemporary Rural Society- Rural radio. Community based Radio. Television. Audio Visual media. Rural Advertising. Meaning and definition of Advertising. Objectives of Advertising. Characteristics of Advertising. Effects of advertising on Society. Traditional Media- Puppetry, Dance-Drama, Rural Specific Art forms like ‘Harikatha’ etc. Decorated Bullock carts. Folk Theatre. Demonstration house to house. Hats and Mela. Wall paintings. Posters. Agricultural Games. Modern Media: Selecting Media mix- Radio. Television. Print Media. Cinema hall. Outdoor. POPs. Music Records. Study Classes.

Module V: ADVERTISING STRATEGIES FOR RURAL MARKETING

Understanding Rural Consumer. Effective use of Language and content. Copy writing and creative advertisement for Rural Consumer. Designing the Message. Determining Communication objects. Effective use of
Conventional and Non-Conventional media. Branding and Positioning. Case study- TATA Namak, Coco-Cola, Colgate toothpaste. Dabur Dantmanjan Tooth powder. Case study – Rural and Urban Babool Tooth Pest. Navratan Hail Oil.

References

1.Chaudhuri C.M, Rural Economics, Jaipur, Sublime Publication
2.Dutt, Rudra and Sundaram, Indian Economy, New Delhi
3.Kashyap Pradeepand Raut Siddhartha, (2009), Rural Marketing Biztantra Publishers.
ISBN: 978-81-317-6035-2
4 Dogra B. and Ghuman K. (2010), Rural Marketing Concepts and Practices, Tata McGraw- Hill. ISBN: 81-7992-085-2
5 Krishnamacharyulu C.S.G. and Ramakrishnan Lalitha (2011), Rural Marketing Text and Cases, Pearson Education ISBN:978-81-317-3263-2
6 Agricultural Marketing in India – S. S Acharya and N L Agarwal -Oxford and IBH Publishing Co Pvt. Ltd Calcutta.

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. 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.

PDF BAMMC SEM I & II (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read

PDF BAMMC Sem II HISTORY OF MEDIA (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read

PDF BAMMC Semester V and VI Syllabus (CBCS R-2019-20) Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM SEM 6 Contemporary Issue Only One Act Amended On Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM Sem VI AGENCY MANAGEMENT Sp Ad Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM Sem VI Broadcast Journalism Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM Sem VI Issues Of Global Media Revised Syllabus Dec 8 2016 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BMM III IV 2015 16 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF TYBMM Advertising Sem V 2015 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF TYBMM Journalism Sem V 2015 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF TYBMM Sem V And VI 2009 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF Advertising Sem VI Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF Journalism Sem VI Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

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