Retail Marketing & Sales Promotion

Paper Code: 
JWT 401
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 
  1. To provide an understanding of World bullion market, how gold rates vary, retailing precious as well as costume Jewellery .
  2. To identify and understand the significance of retailing in the current business Environment 
  3. 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
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
  • Retailing precious as well as costume jewellery
9.00
Unit III: 
Marketing Communications
  • Advertising, personal selling, sales promotion, public relations, and direct marketing
9.00
Unit IV: 
Marketing of Jewellery
  • 7P’s of Marketing
  • product
  • price
  • promotion
  • place
  • packaging
  • people
  • positioning
  • Service Marketing
  • E-Commerce
9.00
Unit V: 
sales promotion
  • definition
  • steps for increasing sales
  • publicity
  • store management
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: 
2017-2018
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