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

Course  Code

Course Title

JWD 231

Jewellery Markets & Merchandising

The students will –

CO11: Demonstrate an understanding of the overall role advertising plays in the business world.

CO12: Distinguish the various advertising media

CO13: Demonstrate   knowledge   of   the   nature   and   processes   of   branding   and   brand management.

CO14: Interpret their understandings of indigenous jewellery and its importance in different cultures.

CO15: Evaluate the developments on indigenous jewellery designs and manufacturing processes.

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
 

 

Unit I: 
Main features of Jewellery of major international markets
  • Italy
  • Germany
  • France
  • USA
  • Japan
  • Dubai

 

Unit II: 
Main features of Jewellery in Indian market
 
  • Rajasthan
  • Gujrat
  • North Kashmir
  •  Bengal
  • Madras
  • Maharashtra

·         Traditional Jewellery

  •  Definition/ meaning
  • Filigree

·          Kundan jewellery –

  • Concept & Basic Manufacturing Process
  • Enameling 
  •  Meaning Composition & Process of Enameling
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                                                                   
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 Advertisement
  • ·         Points To Keep In Mind for Prefect Jewellery Collection                                    
  • ·         Advantages of Jewellery Exhibitions & Trade Fairs
  • celebrity Endorsement 
Essential Readings: 
  • Ganguly, W. (2009).  Indian Jewellery. Delhi : B.R. Publishing Corporation
  • Sharma,R., Varadarajan,M.(2008). Handicrafted Indian Enamel Jewellery, Lustre Press Pvt. Ltd.
  • Price,J. (2004). Masterpieces of American Jewellery, London : Running Press
  • Price,J. (2006). Masterpieces of French Jewellery, London : Running Press

 

References: 
  • Barnard, N. (2012). Indian jewellery and nineteenth-century Britain. Re-Use-The Art and Politics of Integration and Anxiety.
  • Speel, E. (2018). Dictionary of Enamelling: history and techniques. Routledge.

E-RESOURCES:

JOURNALS:

  • Journal of Gem & Jewellery Industry 
  • Art of Jewellery
  • Diamond World
Academic Year: 
2022-23
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