Brochure - Indian Institute of Management, Ahmedabad

February 16-20, 2015
Rural Marketing
February 16-20, 2015
Rural markets are gaining importance in emerging economies. A large number of businesses are involved
in the marketing of various products in the rural areas of India and elsewhere. The main objective of this
program is to develop a strong foundation of applied knowledge, concepts, approaches and analytical-skills
in the participants for successful marketing of products and services to rural consumers and users.
• Rural environment and rural markets
• State and scope of the rural market
• Rural buyer and user/consumer behaviour
• Rural market segmentation and BoP markets
• Rural product management strategy
• Pricing in rural markets
• Innovative rural distribution and channel management
• Rural communication and promotion
• Creating new rural and innovative markets
• Rural marketing strategy formulation
• Franchising for rural marketing
• Rural supermarkets
• Rural non-farm products marketing
The program- a fine blend of concepts and applications- will be delivered through lectures, case discussions,
guest speakers from industry, and group project presentations. It will utilize cases, case studies, research
papers, text book, and other reading materials.
Senior and middle level managers/executives/officers handling rural market functions like distribution,
product planning, test marketing, new market exploration or those assigned to develop their company’s
existing market further in rural areas across FMCG, service, and non-farm products. Executives from
companies/NGOs exploring new rural markets or trying new products in rural markets or marketing rural
food/non-farm products in urban markets will find this program useful.
• Vaibhav Bhamoriya (Coordinator), email: [email protected]
• Sukhpal Singh (Coordinator), email: [email protected]
Senior managers/executives from leading rural marketing agencies as guest speakers.
Venue and Accommodation
The programme will be held at the Indian Institute of Management, Ahmedabad. Participants get full board
and air-conditioned single room accommodation on the Institute campus.
Programme Fee
Rs.80,000 (+12.36% service tax) per person for participants from SAARC countries including India and US$
2,500 (+12.36% service tax) for participants from other countries. The fee includes tuition fees, cost of
teaching materials, and of board and lodging.
The programme fee should be received at the Executive Education Office before the programme
commencement date. In case of cancellations, the fee will be refunded only if a request is received at least
15 days prior to the start of the programme. If a nomination is not accepted, the fee will be refunded to
the person / organization concerned.
The programme fee can be paid in one of these three ways:
A. Demand draft/cheque payable at par at Ahmedabad
The cheque/draft should be in favour of “Indian Institute of Management, Ahmedabad.”
B. Electronic Fund Transfer. The relevant details are:
1. For credit to Savings Bank A/c No.032010100040460 or Current A/c No.032010200002660, IIM,
Ahmedabad Axis Bank, Vastrapur Branch (RTGS Code: UTIB0000032)
2. Name of Remitter:_____________(Please mention the name of the sponsoring organization)
3. Purpose of Remittance: Rural Marketing
4. IIMA Permanent Account Number (PAN): AAATI1247F
5. IIMA Tax Deduction Account Number (TAN): AHMI00189A
6. IIMA Service Tax Registration Number: AAATI1247FST001
C. Payment Gateway
Please visit IIMA website ( for more information.
If you pay online, please e-mail us the complete transaction details immediately so that we can connect your
remittance to your nomination.
Early Bird Discount: Nominations received with payments on or before January 27, 2015 will be entitled
to an early bird discount of 10%. Early submission of fee and nomination does not, however, guarantee
acceptance of application.
Group Discount: Any organization sponsoring five or more participants to a programme will be entitled
to a discount of 10% on the total fee payable provided that at least five participants actually attend the
Organizations can avail themselves of both the discounts subject to a maximum overall discount of 20%.
Nominations and Inquiries
Nominations should reach the Manager – Executive Education latest by February 2, 2015.
Organizational sponsorship is generally required but can be waived in case the participant is likely to gain
significantly from the programme for personal improvement or greater job effectiveness.
All nominations are subject to review and approval by the programme faculty (usually after the due date for
receiving nominations). A formal acceptance letter will be sent to selected nominees accordingly. Nominees
are requested to make their travel plans only after receiving the acceptance letter.
IIMA norms do not allow anyone to stay with the participants during the programme.
For nomination forms and more information, please contact:
Manager - Executive Education
Indian Institute of Management Ahmedabad, Vastrapur, Ahmedabad 380 015
Phone: 91-79-6632 4071/4072-78, 4081
Fax: 91-79-2630 0352 (Executive Education)/2630 6896 (General)
email: [email protected] • website:
Alumni Association
Please note that participants who are attending short-duration Executive Education Programmes for the
first time, on or after April 1, 2012, will have to attend a total of 21 days in one or more programmes to be
eligible for alumni status and alumni identity card, both of which will be awarded on payment of one-time
alumni fee of Rs.10,000.
Centre for Management in Agriculture (CMA)
The Centre for Management in Agriculture (CMA) at IIMA is an interdisciplinary group which was set up in 1963
and designated as a Centre in 1971. The Centre has currently 6 primary and 3 secondary faculty members. CMA is
actively engaged in applied policy and problem-solving research on issues related to management in agribusiness
sector including farm inputs, farm production, processing, marketing and facilitation in crop and allied sectors
which are relevant to practitioners and policy planners and are of concern for the society at large. The Centre
encompasses a broad range of research interests related to farm production, marketing of farm inputs, agricultural
commodities, and food products. The CMA faculty have carried out extensive research in areas of agri-food policy,
supply chain management, agri-inputs such as seeds, fertilizers, agro-chemicals, irrigation, farm machinery, rural
and microfinance, vertical coordination in agro-food industry and contract farming, food retailing and wholesaling,
organic produce chains, commodity trading, international trade, agricultural innovations, producer or farmer
companies, management of technology in arid areas, intellectual property rights, biodiversity conservation,
biotechnology, and GMOs and food safety issues. Every year, a large number of research projects are carried out
for the Ministry of Agriculture, Government of India. Outputs of research are published in a monograph series
(over 245 now). In addition, teaching materials are developed for use in educational and training programmes. This
activity is supplemented by case research carried out exclusively to develop cases. CMA has over 800 teaching
cases and notes.
The CMA faculty are involved in teaching in Post-Graduate Programmes in Agri-Business Management and general
management and (doctoral level) Fellow Programme in Management with emphasis on Agriculture/agribusiness.
The Centre also conducts short duration Management Development Programmes (MDPs) for industry leaders
and managers, policy planners, and other stakeholders in food and agri-business sector. Important ones besides
Rural Marketing include Agricultural Input Marketing, and Managing Contract Farming. CMA provides consultancy
services to public, private, cooperative, voluntary, and international organizations. Many CMA faculty members are
on the boards of public/private/cooperative/civil/non-government organizations/institutions.
IIMA was set up by the Government of India in collaboration with the Government of Gujarat and Indian industry as
an autonomous institution in 1961. The Institute provides education, training, consulting, and research facilities in
The Institute conducts the following major programmes:
• Two-Year Post-Graduate Programme in Management (equivalent to MBA)
• Two-Year Post-Graduate Programme in Agri-business Management (equivalent to MBA)
• Fellow Programme in Management (equivalent to Ph.D.)
• One-year Post-Graduate Programme in Management for Executives (PGPX, equivalent to MBA)
• Executive Education Programmes (EEP) for industry, business, agricultural and rural sectors, and public systems
covering education, health, transport, and population.
• Faculty Development Programme for teachers in universities and colleges
The Institute has about 90 faculty members working in the following management areas and sectors:
DISCIPLINARY AREAS • Business Policy • Communications • Economics • Finance and Accounting • Information
Systems • Marketing • Organizational Behaviour • Personnel and Industrial Relations • Production and Quantitative
INTERDISCIPLINARY CENTRES AND GROUPS • Centre for Innovation, Incubation, and Entrepreneurship • Centre
for Infrastructure Policy and Regulation • Centre for Management in Agriculture • Centre for Management of Health
Services • Centre for Retailing • Gender Resource Centre • IIMA-Idea Telecom Centre of Excellence • Insurance
Research Centre • Public Systems Group • Ravi J. Matthai Centre for Educational Innovation
Kasturbhai Lalbhai Management Development Centre (KLMDC), located on the IIMA main campus, and International
Management Development Centre (IMDC), located on the new campus, provide an academic and learning environment
for participants of the Management Development Programmes. All rooms at KLMDC and IMDC are air-conditioned and
have internet connectivity. They have separate dining halls, a reading lounge, classrooms and auditorium (with audiovisual and computer projection facilities), syndicate rooms and computer lab. The campus is wi-fi enabled. Recreation
facilities exist for indoor and outdoor games (badminton, TT, carom, chess, volleyball and cricket). Participants can also
take advantage of the Institute’s library.
Phone: 91-79-6632 4072-78, 4081, Fax: 91-79-2630 0352 (Executive Education)/2630 6896 (General)
email: [email protected], website: