Marketing , Advertisement & Brand Building (Theory

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

Objective:

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

 

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

 

5.00
Unit I: 
Marketing Communications
  1. Marketing Communications:                                                           
  • Advertising, personal selling, sales promotion, public relations, and direct marketing

 

 

10.00
Unit II: 
Marketing of Jewellery
  1. Marketing of Jewellery :                                                                    
  • 7P’s of Marketing                                                                                          
    1. Product
    2. Price
    3. Promotion
    4. Place
    5. Packaging
    6. People
    7. Positioning
  • Sales promotion:

Definition

Tips  How to Increase Sales

 

10.00
Unit III: 
Advertisements
  1. 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.

 

 

5.00
Unit IV: 
Advantages of Jewellery Exhibitions & Trade Fairs
  1. Advantages of Jewellery Exhibitions & Trade Fairs

Role of celebrity Endorsement in Jewellery Business           

Branded jewellery

Non Branded Jewellery   

Ecommerce                                                                    

 

15.00
Unit V: 
Brand Management
  1. Brand Management :                                                                         
  • Importance of  Brand
  • Types of Brand
  • Brand Positioning
  • Building Brand personality
  • Strengthening Online Identity
  • Brand Equity
  • Brand Loyalty

 

 

Essential Readings: 

 Essential Readings:-

  1. Chunawala S.A., Sethia K.C., Foundations of Advertising Theory & Practice,
  2. Marketing and Online Media to Reach Buyers Directly by David Meerman Scott

 

 

References: 
  1. DavidAkkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
  2. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House,
  3. Mumbai.
  4. The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral
  5. Why We Buy - Paco Underhill
  6. Ultimate Guide to Your Profitable Jewelry Booth by Rena Klingenberg

 

 

Academic Year: 
2014-2015
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