Marketing , Advertisement & Brand Building (Theory)

Paper Code: 
TJD 601
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 
  1. To understand  the role of advertisement & brand building   in Jewellery trade.

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

9.00
Unit I: 
I. Marketing Communications
  • Advertising, personal selling, sales promotion, public relations, and direct marketing

 

9.00
Unit II: 
II. Marketing of Jewellery
  • 7P’s of Marketing                                                                                        
    1. Product
    2. Price
    3. Promotion
    4. Place
    5. Packaging
    6. People
    7. Positioning
  • Sales promotion:Definition
  • Tips  How to Increase Sales
9.00
Unit III: 
III. Advertisements:
  • Advertising: Definition, Meaning & Importance.
  • Types of Advertising:
    • Local, National, Retail, Business, Trade,
    • Industrial, Social, Classified and Display Advertising.
  • Role of Advertisement in Jewellery trade.
9.00
Unit IV: 
IV. Advantages of Jewellery Exhibitions & Trade Fairs

Role of celebrity Endorsement in Jewellery Business 

Branded jewellery

       Non Branded Jewellery  

         Ecommerce                                                                      

9.00
Unit V: 
V. Brand Management
  • Importance of  Brand
  • Types of Brand
  • Brand Positioning
  • Building Brand personality
  • Strengthening Online Identity
  • Brand Equity
  • Brand Loyalty
Essential Readings: 
  1. Chunawala S.A., Sethia K.C., Foundations of Advertising Theory & Practice,
  2. Marketing and Online Media to Reach Buyers Directly by David Meerman Scott

 

 

References: 
  1. DavidAkkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
  2. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House,
  3. Mumbai.
  4. The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral
  5. Why We Buy - Paco Underhill
  6. Ultimate Guide to Your Profitable Jewelry Booth by Rena Klingenberg
Academic Year: 
2015-2016
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