Jewellery Markets and Merchandising (Theory)

Paper Code: 
25JWD231
Credits: 
2
Contact Hours: 
30.00
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.

 

Course Outcomes: 

Course

Course outcomes

Learning and teaching strategies

Assessment Strategies

Course  Code

Course Title

25JWD  231

Jewellery Markets & Merchandising

CO1: Analyze the history and the cultural aspects of various jewellery markets.

CO2: Evaluate the developments on indigenous jewellery designs and manufacturing processes.

CO3: Apply marketing communication techniques specifically to the jewellery retailing sector.

CO4: Demonstrate   knowledge   of   the   nature   and   processes   of   branding   and   brand management.

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

CO5: Demonstrate an understanding of the overall role advertising plays in the business world. Distinguish the various advertising media

CO6 : Contribute effectively in course-specific interaction

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
 

 

6.00
Unit I: 
• Main features of Jewellery of major international markets
  • Italy
  • Germany
  • France
  • USA
  • Japan
  • Dubai

 

6.00
  • Main features of Jewellery in Indian market
    • Rajasthan
    • Gujrat
    • North Kashmir
    • Bengal
    • Madras
    • Maharashtra
  • Traditional Jewellery
    • Definition/ meaning
    • Filigree
  • Kundan Meena
    • Kundan jewellery –
      • Concept & Basic Manufacturing Process
    • Enameling –
      •  Meaning Composition & Process of Enameling

 

6.00
  • 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

 

6.00
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

 

6.00
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.

 

 

Academic Year: 
2025-2026
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