Course Pre-requisites: Basic Knowledge of Marketing. Course Outcomes: 1. Developed understanding of the Indian rural economy. 2. Identification of challenges and opportunities in rural marketing 3. Exposure to the rural marketing environment and rural markets 4. Application of the rural marketing mix (4 A’s) 5. Understanding the applications of marketing to rural marketing Following modules will be covered in this course:  Rural Marketing: A Conceptual Framework  Rural Market: Introduction and Segmentation  Rural Marketing Research  Rural Consumer Behaviour  Rural Marketing Mix  Marketing Strategies for Indian Rural Market  Rural Marketing of Financial Services