Jewellery Markets and Merchandising (Theory) Jewellery Markets and Merchandising (Theory

Paper Code: 
JWD 231
Credits: 
2
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course will enable the students to –

  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 (COs):    

Course

Course outcomes

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

JWD 231

Jewellery Markets & Merchandising

Student will be able to:

CO1:  Explain 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:  Understand about 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
  • 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
  • Main features of Jewellery in Indian market
    • Rajasthan
    • Gujrat
    • North Kashmir
    • Bengal
    • Madras
    • maharastra
  • Traditional Jewellery
    • Definition/ meaning
    • Filigree
  • Kundan Meena
    • Kundan jewellery –
      • Concept & Basic Manufacturing Process
    • Enameling –
      •  Meaning Composition & Process of Enameling

 

12.00
Unit III: 
• Merchandising
  • 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
  • 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

 

12.00
Unit V: 
Advertisement

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  • 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: 

Book recommended

 

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

 

References: 

 

 

 

Academic Year: 
2020-2021
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