RETAIL MARKETING & SALES PROMOTION

Paper Code: 
JWT 401
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Objective:

  1. To provide an understanding of World bullion market, how gold rates vary, retailing precious as well as costume Jewellery .
  2. To identify and understand the significance of retailing in the current business Environment 
  3. To provide comprehensive knowledge about marketing mix

 

9.00
Unit I: 
Retail Marketing

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

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:

Marketing Communications:                                                        

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

 

 

9.00
Unit IV: 
Marketing of Jewellery

·         Marketing of Jewellery :                                                                 ·         7P’s of Marketing                                                                                Product     

                      Price

·         Promotion

·         Place

·         Packaging

·         People

·         Positioning

                                                                                                                                           

·         Service Marketing

ECommerce 

9.00
Unit V: 
Sales Promotion:

Unit V :  

Sales Promotion:                                                                                  

  • Definition
  • Steps for  Increasing Sales

       Publicity

      Store Management

 

 

Essential Readings: 
  1. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi,Twelfth Edition.
  2. Balaji Tuli Srivastava : Retail Management , 2005
  3. 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
  4. .PACO UNDERHILL -WHY WE BUY - Art of Jewellery

 

References: 
  1. Stone, E. & Samples., J.A., Fashion Merchandising- An introduction, Mc Graw Hill 1985.
  2. Easey, Mike., Fashion Marketing, Blackwell Science Ltd, London 1995.
  3. Kotler,P., Marketing Management: Analysis, Planning, Implementation a Control(9th Ed), Prentice Hall, New Delhi 1998.

 

 

Academic Year: 
2014-2015
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