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Objective: Unit Topics

This document provides information about a marketing course titled "Marketing of Services and Rural Marketing". It is a specialization course for marketing students with no prerequisites. The objective is to make students comfortable with concepts of service and rural marketing and their practical implications. The course is worth 3 credits and will be evaluated through internal and end semester exams weighing different activities like assignments, attendance and participation. The course content will cover two main units - the first on nature of services, challenges in service business, service consumer behavior and quality issues. The second unit will discuss rural markets in India, factors influencing rural marketing, attitudes of rural consumers, and marketing of goods and services in rural areas with reference to product planning, distribution channels and personal selling

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Swamick Choudhury
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66 views1 page

Objective: Unit Topics

This document provides information about a marketing course titled "Marketing of Services and Rural Marketing". It is a specialization course for marketing students with no prerequisites. The objective is to make students comfortable with concepts of service and rural marketing and their practical implications. The course is worth 3 credits and will be evaluated through internal and end semester exams weighing different activities like assignments, attendance and participation. The course content will cover two main units - the first on nature of services, challenges in service business, service consumer behavior and quality issues. The second unit will discuss rural markets in India, factors influencing rural marketing, attitudes of rural consumers, and marketing of goods and services in rural areas with reference to product planning, distribution channels and personal selling

Uploaded by

Swamick Choudhury
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Course Code Course Name Course Type Prere uisites Objective Credit (%aluation

: 3061 : Marketing of Services and Rural Marketing : Specialisation (Marketing) : None : T!e course !as "een designed to make students com#orta"le $it! t!e concepts o# Ser%ice marketing and rural marketing and t!eir practical implication in "usiness& : 3 (3 ' 0 ' 0) : Internal assessment: )0 marks (* Sessional (+aminations ' 10 marks eac! totaling *0 marks, -ttendance . marks, Class Participation ' 1. marks)/ End Semester Examination: 60 marks

Unit 1 *

Topics Nature o# Ser%ices, 0oods and Ser%ices Marketing, Marketing C!allenges in Ser%ice 1usiness, T!e Ser%ice Consumer 1e!a%iour, Ser%ice Management Trinity 2uality 3ssues and 2uality Model, 4eco%ery Management and 4elations!ip Marketing& Nature, Potential and C!aracteristics o# 4ural Markets in 3ndia, Socio5Cultural, (conomic and ot!er en%ironmental 6actors e##ecting 4ural Marketing& -ttitudes and 1e!a%iour o# t!e 4ural Consumers and 6armers& Marketing o# Consumer 7ura"les and Non5dura"le goods and Ser%ices in t!e 4ural Markets $it! special re#erence to product planning, Media Planning, Planning o# 7istri"ution C!annels and 8rgani9ing Personal Selling in 4ural Markets in 3ndia, Marketing o# -gricultural inputs and outputs/ 8rganisation and #unctions o# 4ural Marketing in 3ndia&

Suggested Readings: :eit!mal, 1itner: Ser%ices Marketing, 3ntegrating Ser%ices Marketing -cross t!e 6irm, Tata Mc0ra$ ;ill -pte: Ser%ices Marketing, 8+#ord Pu"lis!ing 1!attac!ar<ee C : Ser%ices Marketing, (+cel "ooks Nargundkar 4a<endra : Ser%ices Marketing, Tata Mc0ra$ ;ill Mat!ur =& C: 4ural Marketing5 Te+t and Cases, (+cel "ooks S!anker 4: Ser%ices Marketing5 t!e 3ndian perspecti%e, (+cel "ooks Ne$ton M&P& Payne, -&: T!e (ssence o# Ser%ices Marketing, P;3 >erma,;&>&: Marketing o# Ser%ices, 0lo"al 1usiness Press , Ne$ 7el!i 7esai, >asnat: 4ural 7e%elopment, ;imalaya, 1om"ay 4udra -s!ok: 3ndian -gricultural (conomics5 Myt!s and 4ealities, -llied Srini%asan 4: Ser%ices Marketing5 T!e 3ndian conte+t, P;3

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