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
Retail marketing strategies
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
E-Commerce
9.00
Unit III:
Marketing Communications:
Advertising, personal selling, sales promotion, public relations, and direct marketing
Marketing of Jewellery :
7P’s of Marketing
Service Marketing
9.00
Unit IV:
Store Management
Store Management,
Responsibilities of Store Manager,
Setting up Retail organization,
Size and space allocation,
location strategy,
factors affecting the location of Retail,
Retail location Research and Techniques,
Objectives of Good store Design.
9.00
Unit V:
Store Layout and Space planning
Types of Layouts, role of Visual Merchandiser
Visual Merchandising Techniques
Controlling Costs and Reducing Inventories Loss
Exteriors and Interiors.
Essential Readings:
Marketing Management by Kotler/Keller/Koshy/Jha
Retail Management by Balaji Tuli Srivastava
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott
Why we buy - Art of Jewellery by Paco Underhill
Retail management by J.K. Nayak
References:
Fashion Merchandising- An introduction, by Stone, E. & Samples., J.A
Fashion Marketing, Blackwell Science Ltd, by Easey, Mike
Marketing Management: Analysis, Planning, Implementation a Control by Kotler,P
