Syllabus (BUSINESS ADMINISTRATION)

Course Type: ME-7

Semester: 7

Course Code: BBBAMEA47T

Course Title: Rural Management

(L-P-Tu): 3-0-1

Credit: 4

Practical/Theory: Theory

Course Objective: Course Objectives Aim of this course is to familiarise the students with the concepts, tools & techniques that are useful to a manager or entrepreneur in the field of rural management and administrator in rural development.

Learning Outcome: Course Outcomes The course will familiarize the students so that they can know basic concepts, function and importance of Rural Management, their role as rural manager and rural administrator, be aware of different schemes and different institutions of rural dealings, have idea of Rural entrepreneurship and Rural Enterprise, get strategy for doing efficient rural marketing, acquire concept of  Rural Development and do for identification and efficient utilization of rural resources

SEMESTER VII

Paper 1: Rural Management

(4 Credits)

Course Objectives

Aim of this course is to familiarise the students with the concepts, tools & techniques that are useful to a manager or entrepreneur in the field of rural management and administrator in rural development.

Course Outcomes

The course will familiarize the students so that they can know basic concepts, function and importance of Rural Management, their role as rural manager and rural administrator, be aware of different schemes and different institutions of rural dealings, have idea of Rural entrepreneurship and Rural Enterprise, get strategy for doing efficient rural marketing, acquire concept of Rural Development and do for identification and efficient utilization of rural resources

Course Content

Unit 1: Introduction to Rural Management (Lectures: 10)

Concept, background, objectives, scope and importance of Rural Management; Concept of Village; Role and Quality of Rural Manager; Rural and Micro Finance; NGO; Cooperatives; Self Help Group; Rural Society and Institutions; Rural Economy and its Structure; Concept of Digital Village.

Unit 2: Rural Entrepreneurship in Indian Context (Lectures: 10)

Problems and Prospects of Rural Entrepreneurship and trend of Rural Entrepreneurs in India; Entrepreneurial training, motivation, Registration and legal Formalities for rural enterprises; Handicrafts and Rural artisans; Rural Industrial Estate; Import and Export of Rural Entrepreneurship Products; Gandhian Approach to Rural Industrialization; Small and Micro Rural Enterprises.

Unit 3: Rural Marketing (Lectures: 15)

Concept and importance of Rural Marketing Strategies; Rural Marketing Mix (Products, Price, distribution, promotion); New product development and product modification in Rural area; Marketing by Gramin Haat, Mandi and Van; Developing rural communication; Rural Brand Awareness; Media planning and Personal selling in rural market; Jan Dhan Yojna, Aysuhman Scheme, 4A’s of rural marketing;.

Unit 4: Rural Development (Lectures: 15)

Concept and perspectives of Rural Development, Sectoral Issues in Rural development: Agriculture, Industries and Land Reforms; Institutions: Planning Commission, Ministry of Rural Development, Ministry of Panchayati Raj, NABARD, State Planning Board; Prerequisites for Rural Development; Obstacles to Rural Development; Factors Governing Rural Development.

Unit 5: Introduction to Rural Resources (Lectures: 10)

Concept of rural resource and natural resource; Classification of rural and natural resources; Importance of rural resources; Efficient utilization of rural resources; Factors Influencing availability of rural and natural resources; Distribution and uses of natural resources; Concept and principles of sustainable development; Livelihood support systems.

Suggested Readings:

Maniraju, S. B. & Kumar, M., Encyclopedia of Rural Management, Astral International

R.K Lekhi, The Economics of Development and Planning, Kalyani Publishers, New Delhi.

Desai,Vasant. Fundamentals of Rural Development. New Delhi: Rawat Publications, 1991

SatyaSundaram, I., Rural Development: Himalaya, 2002.

Prasad, B.K. Rural Development: Concept, Approach and Strategy. Sarup& Sons, 2003.

Singh, Sukhpal: Rural Marketing Management, Vikas Publishing House, New Delhi.

Gupta, S.L: Rural Marketing, Wisdom Publication, New Delhi.

Pradeep Kashyap :The Rural Marketing; Pearson

R. Krishnamoorthy: Introduction to Rural Marketing; Himalaya Publishing House

K.V.Sundaram, M.Moni, Arityumjay M Jha. Natural Resources Management and livelihood

Security. Survival strategies and sustainable Development.

Namboodiri, D. B. (2006). Unleashing Rural Entrepreneurship. The ICFAI University Press.

Mohamed Issa and V Venkatakrishnan; Rural entrepreneurship; Lambert Academic Publishing

Gyanmudra, D. (2013). Development of Rural Women Entrepreneurship (An Analysis of Social

and Psyhological Dimensions). New Delhi, India: Daya Publishing House A Division of Astral

International (P) Ltd.