Jewellery Retailing

Paper Code: 
24CJWT501
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  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

 

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

COURSE CODE

COURSE TITLE

24CJWT 501

Jewellery Retailing

CO81:  Classify retailers based on their activities and understand various retail marketing strategies.

CO82:  Analyze the design, implementation, and assessment of retailing strategies based on consumer needs and develop the ways that retailers use marketing tools and techniques to interact with their customers.

CO83:  Apply marketing communication techniques specifically to the jewellery retailing sector.

CO84:  Learn the process of setting up a retail organization and analyze factors affecting the location of retail stores and techniques for location research.

CO85 : Understand the role of a visual merchandiser and apply visual merchandising techniques effectively.

CO86: 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, Simulation, Seminar presentation, Giving tasks, Field practical

 

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

 

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.

 

Academic Year: 
2024-2025
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