Jewellery Marketing Fundamentals

Course details

Not just a dazzling art form, jewellery is a billion dollar business. The marketing of jewellery has many unique challenges associated with conveying quality and trust as well as many cultural differences to overcome. Students understanding jewellery marketing learn first about marketing fundamentals and learn to interpret statistics, trends and customer research. With this information, successful and failed marketing attempts are analysed and key concepts extracted and framed in a manner beneficial to businesses of all sizes. Jewellery designers will see how they can benefit from global trends and distribution patterns.

Classes are fast paced and interactive, ensuring concepts are learned quickly, allowing students to begin marketing successfully, whether contributing to above-the-line campaigns or developing grass-roots plans that incorporate referrals, social networking, community interest and viral dispersal.

Course Outline

• MK101 Marketing definitions and key concepts
• MK102 The marketing mixMK103 External marketing environment and competition
• MK104 Consumer buying behaviours
• MK105 Marketing research, processes and data collection
• MK106 Branding in communications and packaging
• MK107 Distribution channels and channel prioritization
• MK108 Above the line advertising: Objectives & media
• MK109 Below the line advertising: Objectives & options
• MK110 Public relations and effective use of publicity
• MK111 Community and social marketing options
• MK112 Marketing plans and measuring success