Marketing , Advertisement & Brand Building (Theory)

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

 

v  To understand  the role of advertisement & brand building   in Jewellery trade.

v To provide an understanding of World bullion market, how gold rates vary, retailing precious as well as costume Jewellery .

9.00
Unit I: 
Marketing Communications

 

             I.      Marketing Communications:                                                               

  •            Advertising, personal selling, sales promotion, public relations, and direct marketing

 

9.00
Unit II: 
Marketing of Jeweller

    II.   Marketing of Jewellery :

            7P’s of Marketing                                                                                            

                                                              i.      Product

                                                            ii.      Price

                                                          iii.      Promotion

                                                          iv.      Place

                                                            v.      Packaging

                                                          vi.      People

                                                        vii.      Positioning         

                     Sales promotion

          i. Definition

          ii. Tips  How to Increase Sales

 

9.00
Unit III: 
Advertisements

            III.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 IV: 
Advantages of Jewellery Exhibitions & Trade Fairs

 

             IV.      Advantages of Jewellery Exhibitions & Trade Fairs

  •     Role of celebrity Endorsement in Jewellery Business   
  •     Branded jewellery
  •     Non Branded Jewellery
  •     Ecommerce                                                                       

 

9.00
Unit V: 
Brand Management

 

             V.      Brand Management :  

  •   Importance of  Brand
  •   Types of Brand
  •   Brand Positioning
  •   Building Brand personalit
  •  Strengthening Online Identity
  •   Brand Equity
  •   Brand Loyalty

Essential Readings: 
  1. Chunawalla, S. A., & Sethia, K. C. (2008). Foundations of Advertising: Theory & Practice. Himalaya Publishing House.
  2. Wells, W., Burnett, J., Moriarty, S. E., Pearce, R. C., & Pearce, C. (1989). Advertising: Principles and practice (Vol. 328). Englewood Cliffs, NJ: Prentice Hall.
  3. Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi
  4. Jaishri, J., & Shruti, J. (2006). Advertising Management. Oxford University Press, New Delhi, ISBN, 13, 978-0.
  5. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi.,2007
  6. Verma, H. V. (2006). Brand management: Text and cases. Excel Books India.
  7.  Kotler, P. (2013). A framework for marketing management. Pearson Education India.

 

References: 
  1. Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi
  2. Clow, K. E. (2016). Integrated advertising, promotion, and marketing communications. Pearson Education India.
  3. Jain, Subash C, International Marketing Management, CBS publishers New Delhi.
  4. Batra, Myers, Aaker, Advertising Management, Prentice Hall of India, New Delhi
  5. Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur
Academic Year: 
2018-2019
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