Marketing, Advertisement & Brand Building

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

Course Objectives:

This course will enable the students to -

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

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

 

 

Marketing Communications:                                                                          09 hrs

  • 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: 

BOOKS RECOMMENDED:

 

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

 

Academic Year: 
2021-2022
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