Jewellery Retailing

Paper Code: 
CJWT- 501
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to –

  1. Provide an understanding of World bullion market, how gold rates vary, retailing precious as well as costume Jewellery.
  2. Identify and understand the significance of retailing in the current business Environment 
  3. Provide comprehensive knowledge about marketing mix

 

12.00
Unit I: 
Retail Marketing

                                                                                            

  • Definition and Scope of Retailing – Growth of Retailing Industry –
  • Characteristics of Retailing
  • Activities of Retailers & Classification of Retailers
  •  Retail marketing strategies

 

12.00
Unit II: 
Functions of Retailing

                                                     

  • Importance of Retail Sector
  • Retailing Scenario at Global and Indian Context.
  • Relationship Marketing in Retailing
  • Consumer Behaviour in the Retail Context
  • E-Commerce

 

12.00
Unit III: 
Marketing Communications:
  •         Advertising, personal selling, sales promotion, public relations, and direct marketing
  • Marketing of Jewellery                                                                                         
  • 7P’s of Marketing                                                                                                 
  • Service Marketing.

 

12.00
Unit IV: 
Store Management

                                                                                 

  • Store Management
  • Responsibilities of Store Manager,
  • Setting up Retail organization,
  • Size and space allocation,
  • location strategy,
  • factors affecting the location of Retail,
  • Retail location Research and Techniques,
  • Objectives of Good store Design.

 

12.00
Unit V: 
Store Layout and Space planning

                                                     

  • Types of Layouts, role of Visual Merchandiser
  • Visual Merchandising Techniques
  • Controlling Costs and Reducing Inventories Loss
  • Exteriors and Interiors

 

Essential Readings: 
  • Levy, M., Weitz, B. A., & Grewal, D. (2004). Retailing management. New York: McGraw-Hill Irwin.
  • Bhatia, S. C. (2008). Retail management. Atlantic Publishers & Dist.
  • Pradhan, S. (2012). Retailing Management: Text and Cases, Tata McGraw-Hill Publishing Company, New Delhi, Ed. 2nd.

 

References: 

SUGGESTED READINGS:

  • Vedamani, G. G. (2008). Retail management. Jaico, Ed. 3rd.
  • Madaan, K. V. S. (2009). Fundamentals of retailing. Tata McGraw-Hill Education.
  • Chevalier, M., &Gutsatz, M. (2012). Luxury retail management: How the world's top brands provide quality product and service support. John Wiley & Sons.
  • Kapoor, R., &Madichie, N. (2012). Consumer Behaviour. June, Tata McGraw-Hill, Noida, India.

E-RESOURCES:

JOURNALS:

  • Global Business Review
  • Journal of Entrepreneurship & Innovation in Emerging Economics
  • Indian Journal Of Marketing
  • The IUP Journal of brand Management
  • Prabandhan
  • IISU  Journal of Commerce and Management

 

 

 

 

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