Coming soon
Retail Marketing & Sales Promotion
Paper Code:
JWT 401
Credits:
03
Contact Hours:
45.00
Max. Marks:
100.00
Objective:
- To provide an understanding of World bullion market, how gold rates vary, retailing precious as well as costume Jewellery .
- To identify and understand the significance of retailing in the current business Environment
- To provide comprehensive knowledge about marketing mix
9.00
Unit I:
Retail Marketing
- Definition and Scope of Retailing – Growth of Retailing Industry –
- Characteristics of Retailing
- Activities of Retailers & Classification of Retailers
9.00
Unit II:
Functions Of Retailing
- Importance of Retail Sector
- Retailing Scenario at Global and Indian Context.
- Relationship Marketing in Retailing
- Consumer Behavior in the Retail Context
- Retailing precious as well as costume Jewellery
9.00
Unit III:
Marketing Communications:
- Advertising, personal selling, sales promotion, public relations, and direct marketing
9.00
Unit IV:
- Marketing of Jewellery :
- 7P’s of Marketing
- Product
- Price
- Promotion
- Place
- Packaging
- People
- Positioning
- Service Marketing
- ECommerce
9.00
Unit V:
Sales Promotion:
- Definition
- Steps for Increasing Sales
- Personal Selling
- Publicity.
Essential Readings:
- Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi,Twelfth Edition.
- Balaji Tuli Srivastava : Retail Management , 2005
- David Meerman Scott -The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
- .PACO UNDERHILL -WHY WE BUY - Art of Jewellery
References:
- Stone, E. & Samples., J.A., Fashion Merchandising- An introduction, Mc Graw Hill 1985.
- Easey, Mike., Fashion Marketing, Blackwell Science Ltd, London 1995.
- Kotler,P., Marketing Management: Analysis, Planning, Implementation a Control(9th Ed), Prentice Hall, New Delhi 1998.
Academic Year:
