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Beyond Urban Norms: The Cultural Nuances of Effective Rural Marketing

We all know what Marketing Management is — but is it the same as Rural Marketing?

Rural marketing involves strategies to identify, reach, and serve consumers in rural areas by tailoring market research and promotion to their unique needs.

Arguably, Rural Marketing is completely different! Unlike urban marketing, which leverages data to analyze customer behavior and preferences, rural marketing requires a nuanced understanding of socio-economic conditions, cultural values, and infrastructural challenges specific to rural areas.

Marketing in rural contexts involves distinct considerations in pricing strategies and distribution channels. Rural marketers are faced with challenges unique to rural areas such as inadequate transportation facilities and limited financial resources among rural consumers.

For example, rural consumer behavior can be very distinct from the field of consumer behavior, as we know it.

In rural communities, local leaders and traditions play a significant role in shaping consumer behavior, making it crucial for marketing strategies to incorporate and respect these dynamics. For instance, while urban marketing may rely more on digital platforms, rural marketing often benefits from traditional media like radio and local influencers.

The Significance of Rural Marketing in India

India’s rural market holds immense potential, with approximately 65% of its population residing in rural areas. This demography presents a lucrative opportunity for businesses due to increasing incomes and rising aspirations among rural consumers. The rural youth population, in particular, is open to new products and technologies, making them a valuable target for marketers.

Rural marketers should harbor the unique value of cultural sensitivity in order to appropriately harness this opportunity.

For example, good rural marketers understand the opportunity of product customization in such areas. Products that reflect local tastes, needs, and cultural nuances can significantly enhance appeal and acceptance.

PHI Learning’s text “Rural Marketing and Management – Gupta et al” explains such considerations in detail. It helps students understand the key concepts which could lead to innovative ideas like using local languages and symbols in packaging to boost product attractiveness.

Additionally, it explains in detail the processes involved in navigating challenges such as poor infrastructure—like inadequate road access or unreliable electricity—can give brands that address these issues a competitive edge.

Here’s another key difference between rural and urban marketing that will make you wonder how you never saw it this way before: Marketing channels are a huge factor when it comes to the difference between urban and rural areas. While urban consumers prefer digital interactions, rural consumers rely more on traditional media.

To leverage traditional media as a strategic move to reach rural consumers, Hindustan Unilever famously used rural radio shows, Godrej used mobile vans for direct interaction, and Tata Motors promoted the Tata Ace through local trade shows and community demonstrations.

PHI Learning’s book also covers some of the above cases like Hindustan Unilever to provide practical, real-world examples to support its theory.

Alignment with NEP 2020

PHI Learning’s publication “Rural Marketing and Management” by Gupta et al. is aligned with the National Education Policy (NEP) 2020, which aims to transform India’s educational landscape by promoting multidisciplinary learning, critical thinking, and practical applications.

Comprehensive Coverage: The book provides an in-depth exploration of rural marketing and management, including consumer behavior, trends, and government initiatives. This aligns with NEP’s emphasis on a holistic educational approach.

Practical Insights: Through case studies and real-life examples, the book offers practical lessons and hands-on learning, reflecting NEP’s focus on experiential education.

Innovation Focus: It includes chapters on Rural Digital Marketing, E-commerce, and Rural Entrepreneurship, preparing students for the evolving rural market landscape and supporting NEP’s vision of fostering creativity and innovation.

By equipping students with the knowledge and tools to excel in rural markets, “Rural Marketing and Management” serves as a valuable resource for MBA (Marketing), PG Diploma in Rural Marketing/Development, B.Com/M.Com, and B.Tech students, aligning with NEP’s goals of interdisciplinary and application-based education.

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Creating an Inclusive School - Empowering Every Learner with Inclusive Education

What is Inclusive Education?

Inclusive education, also known as inclusion, is founded on the principle that every child deserves access to quality education, including those with disabilities and special educational needs.

As highlighted by UNICEF, "Robbed of their right to learn, children with disabilities are often denied the chance to take part in their communities, the workforce, and the decisions that most affect them." Check out the full article here - https://www.unicef.org/belarus/en/inclusion-children-disabilities#:~:text=Robbed%20of%20their%20right%20to,numerous%20programs%20around%20the%20world.

The article emphasizes the need to support all students to help them contribute their talents and knowledge to society. We at PHI Learning couldn’t agree more!

Inclusive education aims to foster equality, encourage social interaction, and enhance learning outcomes for everyone. It’s not just about helping students with disabilities succeed but about harnessing their valuable contributions to society. It’s not just about accommodating students with disabilities but about enriching the educational experience for all students.

Essential Teaching-Learning Aids and Equipment

Creating an inclusive classroom involves equipping classrooms with the right teaching-learning aids to meet the diverse needs of students. These include:

Educational Videos and Interactive Software: Make learning engaging and accessible with videos, audio, and personalized interactive experiences.

Digital Textbooks: Features like text-to-speech and adjustable fonts help make content accessible to more students.

Screen Readers and Magnifiers: Help visually impaired students read digital content.

Hearing Aids and FM Systems: Enhance hearing for students with auditory impairments.

AAC Devices: Provide alternative communication methods for students with speech difficulties.

Graphic Organizers and Visual Schedules: Aid in organization and task execution.

Manipulatives and Hands-On Materials: Support kinesthetic learners and students with cognitive disabilities.

Traditional Textbooks: Comprehensive and structured but may not meet all learners' needs, especially those with visual impairments or dyslexia.

The Role of Teachers in Inclusive Education

The role of teachers is crucial in ensuring inclusive education for all learners. Teachers must learn to be both empathetic and receptive when dealing with a classroom full of students with varying capabilities.

For this reason, we believe that the subject of teacher education is among the most important courses being taught in universities today.

Teachers are crucial to inclusive education but need ongoing training to learn how to effectively use teaching aids and equipment.

PHI Learning’s textbooks on the subject are designed to help educators enhance their teaching strategies and contribute to a more inclusive educational experience.

At PHI Learning, we are committed to the belief that education has the power to uplift and empower every student. This view underpins our choice to publish books that help incorporate inclusive education into the curriculum of B.Ed. and M.Ed. programs.

In India, most undergraduate and postgraduate Teacher Education courses include modules on inclusive education — and PHI Learning is committed to catering to their curriculum needs.

PHI Learning offers two bestsellers on this subject that provide comprehensive coverage for course requirements:

Creating An Inclusive School by Asthana

Creating An Inclusive School by Mangal

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Recruitment Analytics for an Academic Publishing House

In the rapidly evolving landscape of scholarly publishing companies need committed individuals with the right talent to help grasp the intricacies of the field.

At PHI Learning, our hiring process is designed to ensure we bring on board individuals who are not only skilled but also aligned with our mission and values. Our meticulous hiring process ensures that we help onboard individuals who are genuinely interested so as to create a mutually beneficial relationship between the company and the new hire.

We believe that our stringent process is helpful to everyone — the company and the new entrant, who, we know, must be looking for a suitable place to invest their efforts in too!

The Hiring Process at PHI Learning

Our recruitment process begins with advertising vacancies through social media, job search websites, and online newsletters. Once interested applicants send us their CVs, these are thoroughly reviewed and shortlisted. The process involves:

An initial email interaction

A telephone interview

An in-person test for relevant roles

A final in-person interview at our office

During the interview, candidates are introduced to our company, products, mission, and culture. They are asked about their commitment to our vision, their knowledge and experience related to the publishing industry, and their passion for the industry. These questions are asked across all touchpoints during the hiring process - via the phone during the initial telephonic interview, via email, and during the in-person interviews to ensure compatibility with the role.

At this stage, it is impractical to emphasize the candidate’s commitment to the role — both from the perspectives of the interviewer and the interviewee.

Many-a-times suitable candidates who appear quite energetic, knowledgeable, and carrying a fresh perspective, lose out when asked about the company and its products.

Remember, your interviewers are, after all, making the effort to conduct this interview because of how invested they are in the company and its success. If they didn’t care about the company as much as you care about the skills you have written about on your resume, they wouldn’t be here interviewing you!

So impress your interviewers by talking about what matters to them the most.

In our company, during the hiring process for an editorial assistant role, a promising candidate — impressive qualifications and creative hobbies but lost out because she failed to provide relevant information about our company. Despite her potential, she was not selected because knowing about our products is crucial in a role where understanding the books and syllabi is essential.

At this stage, it is helpful to provide information about the company’s products through your own prior research and link it to how the skills you have developed are relevant to the development of the company’s products.

At PHI Learning, we advise candidates to demonstrate a genuine interest in the company as this shows their commitment and understanding of the role.

Leveraging Recruitment Analytics

Interested in learning more about recruitment strategies to ensure your company has hired the right talent to meet its aims and objectives?

PHI Learning’s title HR Analytics: The Future of HR offers a comprehensive overview of HR analytics, vital for HR professionals aiming to enhance their strategic capabilities. It covers key aspects such as recruitment, performance management, employee engagement, and DEI analytics, along with ethical considerations and practical tools like employee attitude surveys and KPI dashboards. The book provides valuable insights into predictive analytics, machine learning, and statistical modeling, addressing both ethical and legal aspects of HR analytics. It highlights emerging trends such as Agile HR Analytics and emphasizes the need to stay updated.

The above example outlines just one out of many criteria - commitment to the company values - which may be important to recruiters. This book equips HR professionals with essential tools and knowledge to effectively utilize HR analytics so that they can hire appropriately aligned individuals.

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New Arrival - Brand Management

We announce the release of our new book Brand Management written by Vibha Mathur and Saloni Arora according to the National Education Policy (NEP).

Go to our website to secure your copy https://www.phindia.com/Books/BookDetail/9789354439124/brand-management-mathur-arora

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Announcing New Arrivals 2024

Idea and Institutions in Indian Political Thought

By Shubhra Parmar and Tanni Moitra

Written according to NEP Syllabus

The book offers insights into the diverse theories, principles, and philosophies that structured ancient Indian society. By focusing on institutional history, the text delves into various components of the state as an institution, illustrating how these encompassed not only political but also social, economic, religious, and ethical dimensions of governance and statecraft.

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Announcing our Annual Foundation Day Offer! Buy any book from our website www.phindia.com Get 30% off + No Freight Charges on Saturday and Sunday Use the code PHI62Years Now is the time to get that book for your shelf you have been postponing to buy.

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