Advertisement & Brand Building (Theory)

Paper Code: 
TJD-601
Credits: 
T 3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

1.     Understand the role of advertisement & brand building   in Jewellery trade.

  1. Provide an understanding of World bullion market, how gold rates vary, retailing precious as well as costume Jewellery.

Course Outcomes (COs): 



Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

 

 

 

 

TJD 601

 

 

 

Marketing , Advertisement & Brand Building

The students will be able to –

 

CO51: Demonstrate an understanding of the overall role advertising plays in the business world.

CO52: Identify and understand the various advertising media.

CO53: Demonstrate   knowledge   of   the   nature   and   processes   of   branding   and   brand management.

CO54: Appraise  the  key issues  in  managing  a  brand  portfolio  and  making  strategic  brand decisions.

CO55: Understand about jewellery market and concept of marketing.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

Learning activities for the students: Self learning Assignments, Effective questions.

 

Learning activities for the students: Self-learning assignments, Group discussion, Quiz, Topic presentation

Class test, Semester end examinations, Assignments, Presentation, Individual and group projects

 

 

5.00
Unit I: 
Marketing Communications:
  • Advertising, personal selling, sales promotion, public relations, and direct marketing
     
10.00
Unit II: 
Marketing of Jewellery :
  • 7P’s of Marketing    

i.    Product
ii.    Price
iii.    Promotion
iv.    Place
v.    Packaging
vi.    People
vii.    Positioning

  • Sales promotion:

Definition
Tips  How to Increase Sales
 

10.00
  • Advertising: Definition, Meaning & Importance.
  • Types of Advertising:
    • Local, National, Retail, Business, Trade,
    • Industrial, Social, Classified and Display Advertising.
  • Role of Advertisement in Jewellery trade.
5.00
Unit IV: 
Advantages of Jewellery Exhibitions & Trade Fairs
  • Role of Celebrity endorsement in Jewellery Business
  • Branded Jewellery
  • Non Branded Jewellery
15.00
Unit V: 
Brand Management :
  • Importance of  Brand
  • Types of Brand
  • Brand Positioning
  • Building Brand personality
  • Strengthening Online Identity
  • Brand Equity
  • Brand Loyalty
Essential Readings: 

         BOOKS RECOMMENDED:

  • DavidAkkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
  • Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House,
  • Mumbai.
  • The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral
  • Why We Buy - Paco Underhill
  • Ultimate Guide to Your Profitable Jewelry Booth by Rena Klingenberg
References: 

 

Academic Year: 
2020-21
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