Please take a note of the fact that ARS Study component is financially supported by KSRM(exceptfor expenses to be incurred by students for field work) and we will continue to do so. We seek yourcooperation and support in fulfilling the objectives of this segment.

Prof. (Dr.) L. K. VaswaniDirector, KIIT School of Rural ManagementKIIT University, Bhubaneswar

Prof. Damodar JenaARS Coordinator, KSRMKIIT University, Bhubaneswar

Message from the ARS Coordinator

KSRM in last 8 years journey has made serious attemptsto translate its vision to use knowledge driven approachto become a leading global academic institution in thefield of Rural Management. Given the fact that we are ayoung institution, we are satisfied with our achievementsso far but we are also aware that we have to go long wayto achieve desired level of excellence.

The redesigned ARS which successfully went through the field test in 2013 and 2014 will continuein the same format this year as well. Our review suggests that we have been able to make ARS moreobjective both for the host organization and students.

This brochure highlights the details of Action Research Segment for the batch of MBA (RuralManagement),2015-17. The ARS has two components namely Micro Planning and Social Mobilization.

Message from the Director

In this endeavor of grooming the students as committed professional, the role of the facilitating(host) organization is very vital. We appreciate all the host organizations for their facilitating rolein providing suitable learning atmosphere to the students throughout the ARS segment in field.With this we look for the continued cooperation of the host organizations in ARS segment.

KSRM, through its MBA (RM) programme, facilitates the younggraduates in sharpening their knowledge, orienting their attitude andenhancing their practice by exposing them into different challengingfield segments along with classroom segments during the two-yearcourse. Action Research Segment (ARS) is the first field segment, whichprimarily meant for applying the lessons that they (the students) learntfrom the first semester classroom segment on two broad components,viz. micro planning, and social mobilization. This segment is focusedon learning by doing with the community. Students will be exposed todifferent context and development challenges.

The host organization must do objective grading of student’swork carried during ARS.

The host organization’s reporting officer to facilitateundertaking of both the components through monitoringthe work progress of students.

As the students have to stay in villages we expect hostorganizations to facilitate them in finding paying guestaccommodation.

The ARS study component is financially supported by KSRM.However, field expenses incurred by the students in courseof carrying the assignments are to be reimbursed to studentsby the host organization.

We request all our partner organizations to engage studentsprimarily in these two tasks. With three months old into thecourse the student may not be prepared for relatively difficultassignments.

(i) Micro-planning and(ii) Social Mobilization

The KSRM students utilize Participatory Action Research (PAR-a - subset of action research) for completing the tasks assignedto them in ARS component. The two components are:

01

Guidelines for Students’engagement in ARS

02

KIIT School of Rural Management (KSRM), an initiative of KIIT University caters to the needs of therural enterprises, rural development organizations, voluntary sector and corporate houses with ruralbusiness interests. It was established on 20th November 2006 at the hands of Dr. A. Samanta,Founder KIIT and KISS group of institutions and Late Dr. V. Kurien, father of White Revolution inIndia to offer MBA (Rural Management) and other short term programmes for personnel engagedin rural sectors. Its flagship programme, MBA (RM) was launched in 2007. The institute is strivingto add value to the organizations by building need based contemporary academic programmes inrural management.

Introduction

MBA (Rural Management)

KIIT School of Rural Management

Action Research Segment of MBA (RM) 2015-17 BatchKIIT University, Bhubaneswar

MBA (RM): Curriculum

The seven batches of students totaling to 395 were placed successfully with the support of growinguniverse of partner organizations. The eighth batch is in the final year of study. The ninth batch ofMBA (RM) 2015 - 17 is preparing to participate in the Action Research Segment from 21stSeptember, 2015 -17th November, 2015.

The MBA (RM) curriculum comprises of core management disciplines like Marketing, Finance andHR strategically aligned with numerous sub-disciplines in rural management. The experientialcomponents through its unique content and sequencing provide students with much needed exposureto rural management practice.

MBA (RM) Programme is designed to balance academics with experiential learning. The two importantcomponents of the programme include Class Room Segments (CRSs) spread over 56 credits and,Field Work Segments (FWSs) of 36 credits across four semesters over two years. The studentsspend almost 10 weeks in each of the three field segments which are designed to achieve progressivelearning. The Action Research Segment (ARS) in first semester is followed by Case Study Segment(CSS) and Management Traineeship Segment (MTS) in second and third semester respectively.

21st September - 17th November, 2015

03

Semester-wise Course Details of MBA (RM) 2015-17

Action Research Segment (ARS) MBA (RM) 2015 -17 KIIT School of Rural Management, KIIT University

Strategic Management Strategic Marketing Legal Environment & Business Ethics Development Theory & Practice Rural Entrepreneurship Policy & Programme Interventions in Rural Development Strategic Issues in Development Organizations

Micro Economic AnalysisAccounting for ManagersRural Production and LivelihoodsQuantitative TechniquesManagerial Analysis & CommunicationDevelopment Research MethodsAction Research Segment (ARS)

Semester Module Course Type Title of the CourseCompulsoryClassroomI

Field

Compulsory

Compulsory

Optional **( limited to8.0 credits)

II

CompulsoryClassroom

III

IV

Credit*

Semester Total

2.02.02.02.02.02.0

12.024.0

Field Compulsory

Macro Economic AnalysisFinance for Managers Marketing ManagementRural SociologyMarket ResearchRural Finance & Commercial Banking

Natural Resource ManagementCase Study Segment (CSS) 12.0

2.02.02.02.02.02.0

Classroom

Project ManagementOrganizational BehaviorRural MarketingAgri- Business ManagementCSR ManagementICTs for DevelopmentHuman Resource Development (HRD)Micro FinanceCommodity Trading and MarketingManagement Information SystemsCo-operative ManagementClimate Change- Challenges & AdaptationFinancing Agricultural Value ChainsInternational Trade in Agriculture

Semester Total 24.0

2.02.02.02.02.02.02.02.0Classroom Compulsory

Field

Optional **( limited to2.0 credits)

Semester Total 22.0

2.02.02.02.02.02.0

2.02.0

2.0

Management Traineeship Segment (MTS) 12.0Compulsory

Semester Total 22.0

2.02.02.0

2.0Optional (limitedto 2 credits)**

2.0

04

Action Research Segment

Participation in Action Research Segment (ARS): Open InvitationKSRM invites all partner organizations ranging from NGOs, corporate houses with business portfolioand commitment to rural sector, cooperatives, and social enterprises involved in rural developmentsector to participate in our 10 week long ARS, scheduled between 21st September to 17th November,2015. As KSRM continues to expand its horizons in the country even new organizations who havenot participated in our field segments are welcome to participate.

Action Research Components

Action Research Segment (ARS) MBA (RM) 2015 -17 KIIT School of Rural Management, KIIT University

Action research directly addresses the problem of the division between theory and practice byintegrating the development of practice with the construction of research knowledge in a cyclicalprocess.Further, the Participatory Action Research (PAR) is considered as a subset of action research, whichis the “systematic collection and analysis of data for the purpose of taking action and making change”by generating practical knowledge. Ideally, the purpose of all action research is to impart socialchange, with a specific action (or actions) as the ultimate goal.PAR is not only research that is followedby action; it is action that is researched, changed, and re-researched within the research processby the students and participants.

The PAR has been utilized in agriculture, industry, education, social work, and health. The KSRMstudents utilize PAR for Micro-planning and Social Mobilization.(a) Micro Planning (28 Days)A Micro-plan is a plan of activities for developmentand management of the resources available ina village for the economic and social developmentof all the villagers including the poor and deprivedsections. The Micro-planning is a comprehensiveplanning approach where in the communityprepares development plans themselvesconsidering the priority needs of the village. Theparticipation of all sections of the community iscentral to micro-planning.PAR is more than a scientific method, in that community participation in the research process facilitatesa more accurate and authentic analysis of ground reality. The PAR will allow our students to becomecommitted participants, facilitators, and learners in the research process.The final output is a document detailing the village level perspective plan prepared by using participatorytools. For village development to be sustainable, it is imperative that the community owns its villagedevelopment plans and that the community ensures that development is in consonance with its needs.The community groups, in collaboration with our students can determine what the existing issuesare, and which one(s) they want to eliminate or change. This in turn creates a greater awareness inindividuals’ own resources which help our partner organizations to engage and mobilize communitiesfor self-reliant development.

05

Action Research Segment (ARS) MBA (RM) 2015 -17 KIIT School of Rural Management, KIIT University

(b) National Service Scheme (3 Days)Students undertake voluntary work in the villages in consultation with the host organization.

The Social Mobilization Component primarily involves communities by the students to achieve agiven development objective. The rural sector in the country suffers from serious governance deficitin delivery of development programmes designed for benefit of those who need them most. SocialMobilization is a broad scale movement to engage peoples’ participation and create a supportiveenvironment in achieving specific development goals. It has emerged as an effective way to achievebehavior change by changing the knowledge, attitude and practices (KAP) of the target beneficiaries.

(c) Social Mobilization (30 Days)

Social Mobilization process encompasses dialogue and partnership with a wide spectrum of societalelements. The process involves mobilizing individual and groups to build communities to createcapacities for change. This also involves empowering communities through building progressiveorganizations which work to promote their interest. The outcomes should be people’s active involvementranging from identifying a need to implementation in achieving the development objectives. It alsocalls for a journey among partners and results in the successful transformation of development goalsinto societal action.KSRM expects the host organization to engage students in social mobilization exercise wherein theywish to improve KAP of the target beneficiaries to address any important social or economic problemsconfronting them. In turn the students will engage and motivate all the concerned stakeholders toraise awareness of and demand for a particular development objective through face-to-face dialogue.

B.TechBCABBAB.Sc.B.A.B.Com.

Bengali

Hindi

Marathi

Odia

Telugu

Andhra PradeshBiharJharkhandMaharashtraOdishaRajasthanTripuraWest Bengal

0104050214010103

040311060403

04

12

02

12

01

06

Profile of the Students

Action Research Segment (ARS) MBA (RM) 2015 -17 KIIT School of Rural Management, KIIT University

Students Preparations for the Task :We would like to assure our partner organizations that our students have been preparedwell for the ARS component through a mix of research courses and live field trainingin using tools and techniques of Action Research.

A brief profile of the current batch of MBA (RM) students in terms of Academic Background, LanguageProficiency and State of Domicile is given below:

10.

1. Receiving Project offers & location from the 1st September, 2015

Host Organizations

2. Allocation of Project and Host Organizations 5th September, 2015

3. Micro- Planning Workshop 16th - 17th September, 2015

4. Reporting of Students at the Organizations 21st September, 2015

5. Draft Report Presentation and submission to 13th - 14th November, 2015

the Host Organizations

6. Relieving of Students from Host Organization 15th November, 2015

7. Reporting at KSRM, debriefing with faculty guides 17th November, 2015

and finalization of Reports

8. Report presentation at KSRM Seminar 25th - 26th November, 2015

9. ARS Exhibition at KSRM To be integrated with Event

Submission of Final Report and ARS Diary 5th December, 2015

ARS DATELINES21st September 2015 - 17th November 2015

Academic Background Language Proficiency Domicile

07

Action Research Segment (ARS) MBA (RM) 2015 -17 KIIT School of Rural Management, KIIT University

Name of the Project: Social Mobilization of SHG with marketing strategiesName of the Host Organization: West Bengal State Rural Livelihood Mission (WBSRLM)Project Location: District Rural Development Cell (DRDC), MaldaName of the Students: Arpan Kumar Mitra and Mahadev Prasad SahaNational Rural Livelihood Mission (NRLM) has 17290 SHGs registered in the district of Malda, West Bengal.The SHGs are producing good quality handicrafts and, have mastered the art of processing mangoes intodifferent products. The products do not have regular access to the market, despite being of good quality. Inorder to develop a marketing strategy and to assess he training required, a Training Need Analysis (TNA) wasundertaken. One of the strategies is to bring the products to the market by establishing a brand name called“Anandadhara”. During the Durga Puja, different stalls were setup to promote the products made by the SHGs.The findings from the project are:· SHGs are in need of different trainings and need to be trained as per the grading system.· Overall ownership of the strategies lie with the SHGs, where as WBSRLM is just an initiator.

Name of the Project: Develop an action plan for the improvement of livelihood status ofsurrounding villages of plant area at Barbil, Keonjhar.Name of the Host Organization: Arya Group (Arya Group Foundation)Name of the Students: Malaya Ranjan Tripathy & Sanjay Kumar DashObjective of the study was to:i) Understand the village scenario and socio cultural pattern of Barpada village, Keonjhar.ii) Understand a village level micro planningiii) Analyze causes and effects of the major issues of the village.

Methodology of the study-Participatory Rural Appraisal techniques were employed in the study area such as Historical TimeLine, SocialMapping, Resource Mapping and Venn-diagram. Secondary data was collected from Anganwadi Centre andSarpanch. Village transect walk and one to one interaction was also carried out. 50 households were surveyedthrough structured and unstructured interview.

The study brought out the problems in the village-

According to the problems identified in the village; an action plan was developed and given to the hostorganization to work on.

People don’t have private toilet.Don’t have secondary education facility.Water Pollution is due to nearby factories and mines.The village road is not good.Village doesn’t have Street lights.Environment pollution is high in the village.Most of the people’s income sources are uncertain either they get wage work or sit idle due to the uncertainmining work.

Action Research Segment 2014 - 16: Landmark Projects

08

Action Research Segment (ARS) MBA (RM) 2015 -17 KIIT School of Rural Management, KIIT University

Name of the Project: Integrated Village DevelopmentName of the Host Organization: Mrida Renergy & Development Pvt LtdName of the Students: Angel Prasad & Madhurima Gupta

Name of the Project: Documentation of case study and best practices of CRPs and beneficiaries.Name of the Host Organization: Deepak FoundationName of the Students: Preeti Tiwari and Hrishikesh ShindeA study of documentation of case study and of best practices of CRPs and beneficiaries were taken up in twodistrict of Gujarat for Deepak Foundation. A sample size of 52 CRPs consisted of 60 beneficiaries under eachCRPs were surveyed through a structured questionnaire and with the help of group discussion between theCRPs. With the help of all these, it was seen that the trainings which was provided by Deepak Foundation wasvery helpful for the CRPs. Deepak Foundation provided trainings for intercropping, making organic manureat home for crops .It was observed that CRPs attended meetings regularly and were able to provide the trainingto other beneficiaries as well. The result showed that the cost for making organic manure at home was betweenRs 200-300. Kitchen garden also provided economic as well as health benefits’.Demo-plot of 1 acre was provided to the CRPs by Deepak Foundation for organic cropping and intercropping.Earlier only one crop used to be grown in a land. With inter crop training becoming profitable, 80% of farmersadopted intercropping techniques.

Agragamee Arya GroupCohesion Foundation TrustDAGVT - NLRINIDIUP SRLMWB SRLM

AMPLCEECSISADeepak FoundationMrida GroupUdyamaVIB

ARS Host Organizations MBA (RM) 2015 - 17 Batch

Mrida Renergy & Development Pvt Ltd works as a CSR for the company Rockman situated at Haridwar. It hasintroduced various livelihood activities for the women of the villages to have a suatainable income generationactivity. Three groups of women have been formed and they are engaged in the work like stitching, candlemaking etc.A E-Hub Centre has been made by the organisation which fulfils the demand of entertainment, education andE-Commerce. This centre has provided employment to few villagers who look after this and run it successfully,and also through this now villagers can watch movies, get information from the internet, children can prepareprojects, can get answers about their queries, villagers can also book their train and bus tickets easily andprint their important documents etc. The whole centre works on solar electricity and has proved to be of greatbenefit. An E-Rickshaw has also been introduced in the village which has made it easy for the villagers totravel within short distances and has also given employment to a farmer from the vil lage itself.The training at Mrida was full of practical experience. The study conducted by the students was to find outhow a village can be converted into a model for other villages in the country. Three villages under the DistrictBhadrabaad have now turned into a model village. The villages are now using with solar street lights and lightsin some of the houses.

Mr. Krishna KumarMSc (Ag) CAIIBCurrent Position: Advisor BasixPast Exp: DGM & Principal BoB, MD BoBMutual FundCourse: Micro Finance

Visiting Faculties

Prof. Dinesh AgarwalB.Com(Hons), PGDRM- IRMA, PursuingPhD- KIIT UniversityCurrent Position: CMD- Garg Group ofCompanies, KolkataPast Exp: DRDA, PRADANCourse: Financial Accounting

Mr. Chandrakant SahooCA, MBACourse: Banking and Financial Services

Mr. G. K. AyitamBSc, AICWA; Advanced Agri BusinessManagement- Cornell University, NY, USACurrent Position: Management ConsultantAgri Biz India, SecunderabadPast Exp: Asst. Vice President, Consulting Services,BASICS, Hyderabad.;Course: Agribusiness Management/Cooperative Management

Mr. Premjeet SodhiPGDBM,IRMACurrent Position: COO Lintas Media Group,MumbaiCourse: Integrated MarketingCommunication (IMC)

Mr. Rajesh SinghCurrent Position: Director & Co-FounderIndo empower, Gurgaon;Consultant FAO/World BankPast Exp: Former VP, Hindustan Times;Branch Operation Manager HLLCourse: Rural Marketing

Mr. Vishal ThomasPGDRM, IIRM Jaipur; MA(Sociology)Current Position: Brand Manager, ICICI SecuritiesPast Exp: Ogilvy & Mather; MICACourse: Strategic Marketing/ Rural Marketing

Mr. S.N.DashACMA,CAIIBCurrent Position: Banking TrainerPast Exp: BankerCourse: Rural Finance and Commercial Banking

Prof. Sailabala DebiM.A, M.Phil, PhD in EconomicsConsultant, Centre for Children StudiesUNICEF - KIIT UniversityCurrent Interest - Business Environment

Dr. A P DasNABARDCurrent Interest: Financing Agri Value Chain

Mr. Manas Kumar MishraLintas Media GroupCurrent Interest: Integrated MarketingCommunication

Prof. Prodyut BhattacharyaDean, University School ofEnvironment ManagementCurrent Interest: Scope of MarketMechanism & Conflict over NRM

Resource Faculties

Mr. Prabhjot SodhiNational Coordinator, UNDP CEECurrent Interest: Croporate Social Responsibilty

Prof. Partho Sarathy SenguptaB.A. (Stephen’s College), M.A. (Delhi University),PGPM & IR (XLRI)Current Interest: Human Resource Managementand Organizational Behaviour

Prof. Sumita MishraMSW (TISS), FPM (MDI, Gurgaon)Current Interest: Human Resource Managementand Organizational Behavior

Prof. Subrat SarangiB. Tech (Govt. College of Engg., Trivandrum,Kerala University), PGDM (XIMB),Pursuing Executive Fellow Program atXLRI, JamshedpurCurrent Interest: Strategic Management

Faculties from KSOM

F a c u l t y P r o f i l e sKSRM Faculties

Prof. Damodar JenaPh.D. (Analytical & Applied Economics)Utkal UniversityExp: 15 years+Current Interest: Micro & Macro EconomicAnalysis, Development Research

Dr. Ajith PFPM (MDI, Gurgaon, Haryana)Exp: 14 years+ across India(8 years in Industry and 6 years in Academics)Current Interest: Services Marketing,Rural Marketing, Sales and Distribution,Strategic Marketing & Business Ethics.

Prof. H S. GaneshaPGDRM, IRMA, Anand, Gujarat.Bachelor of Veterinary Sciences (B.V.Sc)Exp: 18 years+Current Interest: Quantitative Analysis,DSS using Excel, Project Finance andCommodity Derivatives

Prof. Prasanta ParidaPhD (Management) at Utkal University,BhubaneswarExp: 12 years+Current Interest: Social Research andMarketing

Dr. L. K. VaswaniPhD (Agriculture), HAU, 1976Exp: 38 years+Current Interest: Agribusiness Management,Rural Marketing and CSR

Prof. Madhumita RayPhD (Anthropology), Utkal UniversityExp: 14 years+ across India(8 years in Industry and 6 years in Academics)Past Exp: Program Manager, Action Aid,BhubaneswarCurrent Interest: Development Theoryand Practice

Prof. Avijit MajumderM.B.A (Pt. Ravi Shankar Sukla University,Chhattisgarh)Exp: 12 years+Current Interest: Accounting

Prof. Sumita SindhiPursuing FPM (5th Yr.) at Xavier Institute ofManagement, BhubaneswarExp: 10 years+Current Interest: Corporate Social andEnvironmental Responsibility, SustainableDevelopment and Natural Resource Management

Prof. Ajit ManiExp: 30 years+Current Interest: Project Management andResearch Methodology

(Adjunct Faculty) KSRM

More than a decade ago, it pulled at my heartstrings to seethe pain and misery, of the sick and suffering.

The look of hope, at the remotest sign of relief.To see countless youth in vain search of a quality education.Such was the fate of my people, that I couldn’t rest in peace.I sought to give my dreams the framework for the future.

Thus was bornThe Kalinga Institute of Industrial Technology (KIIT).As I look upon the future,many more dreams beckon.

There is so much more to achieve.As one reaches a single goal, many more call.

Come. Let us do it together.

(Dr. Achyuta Samanta)Founder Secretary, KIIT University

For further information contact :

Prof. Damodar Jena, ARS CoordinatorEmail: damodarjena@ksrm.ac.in , Mobile: 9556430163

KIIT School of Rural ManagementKrishna Campus No.7, At / Po: KIIT University, Bhubaneswar - 751024

Kalyani Tripathy, Executive (Field Work & MDP Cell)Email: kalyani@ksrm.ac.in , Mobile: 08908534440