MBA Agriculture Allahabad University

What is the fee structure for application form for admission in MBA Agriculture Program of Allahabad University? Is there any Entrance Examination conducted by this University? I have B.SC Degree in Agriculture and now I want to apply for MBA Program. So is it possible for me for this Master Degree Course from Allahabad University?

Sir I am doing MBA form the Allahabad University so can you tell about some good books for the agriculture part of the MBA course in Allahabad University and the course also

[Quick Sam]

The University of Allahabad, informally known as Allahabad University, is a public central university located in Allahabad, Uttar Pradesh, India

The content related to the agriculture comes in the Marketing specialisation of MBA course in the Rural and Industrial Marketing subject so I am giving you the detail for the same


MBA 4th Semester

404 – A: Rural and Industrial Marketing


Some good books to study

1. Corey, E Raymond: Industrial Marketing: Cases and Concepts, 3rd

2. Gross, A. C. etc.: Business Marketing, Boston, Houghton Miffin.

ed. Englewood Cliffs,

New Jersey, PHI

3. Hill, Richard etc.: Industrial Marketing, Homewood Illinois, Richard D. Irwin

4. Reeder, Robert E etc.: Industrial Marketing: Analysis, Planning and Control,
Englewood

Cliffs, PHI, New Jersey

5. Webster, F. E.: Industrial Marketing Strategy, 2nd

6. Arora, EC: Integrated Rural Development, S. Chand, New Delhi

Ed., John Wiley, New York

7. Desai, Vasant: Rural Development, Himalaya, Mumbai

8. Mishra, S. N.: Politics and Society in Rural India, Inter India, Delhi

9. Porter, Michael E. : Competitive Strategy, Free Press, New York

10. Rudra, Ashok: Indian Agricultural Economics: Myths and Realities, Allied, New
Delhi.

11. Stalk, George: Competing Against Time, Free Press, New York.



404 – A: Rural and Industrial Marketing

Objective:
The paper is designed to serve the twin objectives of (i). exposing the students to the rural

market environment and the emerging challenges in the globalization of the
economies; and (ii).

Laying a foundation for an understanding of the complex dimensions of the industrial
marketing.

Unit - I:

Rural and Industrial Marketing – Nature and Importance and Nature, Emerging
Scenario and

Environmental issues, Consumer Behavioural Issues.

Unit - II:

Rural Marketing Management: Rural Market Segmentation, Targeting and
Positioning, Rural

Marketing Strategy, Defects and Lines of Improvement in Agriculture Marketing.

Decision Areas – Rural Product, Pricing Objectives and Techniques, Rural
Distributions

Channel, Criteria for Channel Selection, Rural Communication, Media Planning Sale-
force

Management.

Unit - III:

Industrial Marketing Management: Meaning and Features of Industrial Marketing,
Marketing

Environment, Classification of Industrial Products, Buying Behaviour, Segmentation,
Targeting

and Positioning, Market Planning and Strategy.

Industrial Product Planning and Development, Pricing Policy and Decisions,
Advertising and

Sales Promotion, Project Marketing, Logistics and Marketing Control Channel,
Decision and

Alternatives.

Unit - IV:

Case Study on Rural Marketing
Unit – V
Case Studies an Industrial Marketing.


Note: A one page single case relating to the issues detailed under one or more of the
first two

units shall be given as Unit IV and similarly a one page single case relating to the
issues detailed

under third Unit shall be given as Unit IV. As far as possible the theoretical questions and the

case should not relate to the same issues / topics.

Suggested Readings: