Marketing, Advertisement & Brand Building

Paper Code: 
TJD 601
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment Strategies

Code

Title

 

 

 

 

TJD 601

 

 

 

Marketing , Advertisement & Brand Building

The students will  –

CO61:  Demonstrate an understanding of the overall role advertising plays in the business world.

CO62:  Distinguish the various advertising media.

CO63:  Demonstrate   knowledge   of   the   nature   and   processes   of   branding   and   brand management.

CO64:  Appraise  the  key issues  in  managing  a  brand  portfolio  and  making  strategic  brand decisions.

CO65: Evaluate jewellery market and concept of marketing.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

Learning activities for the students: Self learning Assignments, Effective questions.

 

Learning activities for the students: Self-learning assignments, Group discussion, Quiz, Topic presentation

Class test, Semester end examinations, Assignments, Presentation, Individual and group projects

 

 

9.00
Unit I: 
Marketing Communications
  •  Advertising, personal selling, sales promotion, public relations, and direct marketing
  •  Marketing of Jewellery:                     
  • 7P’s of Marketing      
  •  Product
  •  Price
  •  Promotion
  •   Place
  • Packaging
  •   People
  • Positioning

Sales promotion

  • Definition
  • Tips How to Increase Sales
9.00
Unit II: 
Advertisements
  • Advertising: Definition, Meaning & Importance.
  • Types of Advertising:
  • Local, National, Retail, Business, Trade,
  • Industrial, Social, Classified and Display Advertising.
  • Role of Advertisement in Jewellery trade.

 

9.00
Unit III: 
Advantages of Jewellery Exhibitions & Trade Fairs
  • Role of celebrity Endorsement in Jewellery Business           
  •  Branded jewellery
  • Non-Branded Jewellery   
  • Ecommerce                                                                       
9.00
Unit IV: 
Brand Management:
  • Importance of Brand
  • Types of Brand
  • Brand Positioning
  • Building Brand personality
  • Strengthening Online Identity
  • Brand Equity
  • Brand Loyalty

 

Essential Readings: 
  • De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2011). Marketing communications: A European perspective. Pearson education
  • Chunawalla, S. A., &Sethia, K. C. (2008). Foundations of Advertising: Theory & Practice. Himalaya Publishing House.
  • Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi

 

References: 
  • Wells, W., Burnett, J., Moriarty, S. E., Pearce, R. C., & Pearce, C. (2010). Advertising: Principles and practice. Englewood Cliffs, NJ: Prentice Hall.
  • Jaishri, J., &Shruti, J. (2006). Advertising Management. Oxford University Press, New Delhi, ISBN, 13, 978-0.
  • Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi. 2007
  • Verma, H. V. (2006). Brand management: Text and cases. Excel Books India.
  • Kotler, P. (2013). A framework for marketing management. Pearson Education India.

E-RESOURCES:

JOURNALS:

  • Journal of Gem & Jewellery Industry 
  • Art of Jewellery
  • Diamond World

 

 

 

 

 

 

 

 

 

Academic Year: 
2022-23
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