Include Rural Marketing In Management Syllabus

A News Item Which Appeared In The Hindu – Education Plus (Oct 9, 2006)

“Include rural marketing in management syllabus”

During an interaction with management students of Sri Sai Ram Engineering College near Tambaram, R.V. Rajan, managing director of advertising firm Anugraha Madison, stressed the importance of a compulsory course for students on rural marketing.

Delivering the keynote address at MANFEST, an annual students’ meet organised by the Department of Management, he said it is one aspect that was ignored by many in the industry and educational institutions.

Recalling his experience in working in rural areas for marketing fast moving consumer goods, Mr. Rajan said marketing such products in villages is difficult. “But once the consumers here start buying your product, he becomes very loyal,” he remarked. Rural areas have a vast untapped potential for marketing, and management students should be exposed to the basic concepts of rural marketing. A paper on rural marketing should be made mandatory for all students of management at the postgraduate level.

A large number of educated youth came from rural places; many of them gave up the traditional vocations followed by their ancestors in search of greener pastures, while still keeping in touch with their native places, he said.