Retail Marketing

Paper Code: 
JWT 401
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 
  • To provide an understanding of World bullion market, how gold rates vary, retailing precious as well as costume Jewellery .
  • To identify and understand the significance of retailing in the current business Environment 
  • To provide comprehensive knowledge about marketing mix
9.00
Unit I: 
Retail Marketing

                                                                                    

  • Definition and Scope of Retailing – Growth of Retailing Industry –
  • Characteristics of Retailing
  •  Activities of Retailers & Classification of Retailers 
  • Retail  marketing strategies
9.00
Unit II: 
:Functions Of Retailing

                                                    

  • Importance of Retail Sector
  • Retailing Scenario at Global and Indian Context.
  • Relationship Marketing in Retailing
  • Consumer Behavior in the Retail Context
  • E-Commerce
9.00
Unit III: 
Marketing Communications:

                                                                       

  • Advertising, personal selling, sales promotion, public relations, and direct marketing
  • Marketing of Jewellery :                                                                               
  • 7P’s of Marketing                                                                                   
  • Service Marketing
9.00
Unit IV: 
Store Management

                                                                                               

  • Store Management,
  • Responsibilities of Store Manager,
  • Setting up Retail organization,
  • Size and space allocation,
  • location strategy,
  • factors affecting the location of Retail,
  • Retail location Research and Techniques,
  • Objectives of Good store Design.

 

9.00
Unit V: 
Store Layout and Space planning

                                          

  • Types of Layouts, role of Visual Merchandiser
  • Visual Merchandising Techniques
  • Controlling Costs and Reducing Inventories Loss
  • Exteriors and  Interiors.
Essential Readings: 
  1. Marketing Management by Kotler/Keller/Koshy/Jha
  2. Retail Management by Balaji Tuli Srivastava
  3. The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by  David Meerman Scott
  4. Why we buy - Art of Jewellery by Paco Underhill
  5. Retail management by J.K. Nayak
References: 
  1. Fashion Merchandising- An introduction, by Stone, E. & Samples., J.A
  2. Fashion Marketing, Blackwell Science Ltd, by Easey, Mike
  3. Marketing Management: Analysis, Planning, Implementation a Control by Kotler,P
Academic Year: 
2019-2020
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