Jewellery Markets and Merchandising (Theory)

Paper Code: 
JWD 231
Credits: 
2
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  1. To learn  the basic skills like safety and care of jewellery  
  2. To understand the main features of major international and indian markets
  3. To understand  the role of advertisement & brand building   in Jewellery trade.
  4. To provide an understanding of World bullion market, how gold rates vary, retailing precious as well as costume Jewellery .

Learning outcomes (COs):

Course

Course outcomes

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

JWD 231

Jewellery Markets & Merchandising

Student will:

CO1:  Evaluate their understandings of indigenous jewellery and its importance in different cultures.

CO2:  Appraise  the  key issues  in  managing  a  brand  portfolio  and  making  strategic  brand decisions.

CO3:  Evaluate jewellery market and concept of marketing..

CO4:  Marketing strategies and how they are best used to meet client needs

 

Approach in teaching:

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

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

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects
 

 

12.00
Unit I: 
• Main features of Jewellery of major international markets
  • Italy
  • Germany
  • France
  • USA
  • Japan
  • Dubai
12.00
Unit II: 
• Main features of Jewellery in Indian market
  • Rajasthan
  • Gujrat
  • North Kashmir
  •  Bengal
  • Madras
  • Maharastra

·       Traditional Jewellery

  • Definition/ meaning
  • Filigree

·       Kundan Meena

o   Kundan jewellery –

Concept & Basic Manufacturing Process

o   Enameling –

           Meaning Composition & Process of Enameling

12.00
Unit III: 
· Merchandising

 Concept of  Merchandising

·       Marketing of Jewellery

          Meaning & 7P’s Of Marketing

  • §  Product
  • §  Price
  • §  Promotion
  • §  Place
  • §  Packaging
  • §  People
  • §  Positioning

·       Sales Promotion

·       Tips  How to Increase Sales                                                                                   

Publicity

12.00
Unit IV: 
Brand Management
  •  
    • Importance Of  Brand
    • Types Of Brand
    • Brand Positioning
    • Building Brand personality
    • Strengthening online identity
  • Brand Equity
  • Brand Loyalty
  • Branded jewellery
  • Non Branded Jewellery

 

Unit V: 
Advertisement
  • Importance Of  Advertisement
  • Types Of Advertiseme
  •  Points To Keep In Mind for Prefect Jewellery Collection                         
  • Advantages of Jewellery Exhibitions & Trade Fairs
  • celebrity Endorsement 
Essential Readings: 
  1. Chunawalla, S. A., & Sethia, K. C. (2008). Foundations of Advertising: Theory & Practice. Himalaya Publishing House.
  2. Verma, H. V. (2006). Brand management: Text and cases. Excel Books India
  3. Sayed, N. A. (2015). Mughal Jewellery: A Sneak Peek of Jewellery Under Mughals. Partridge Publishing.

 

References: 
  1. Kotler, P. (2013). A framework for marketing management. Pearson Education India.
  2. Bates, K. F. (2011). Enameling Principles and Practice. Read Books Ltd.

 

 

Academic Year: 
2021-2022
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