MK100 - Jewellery Marketing Fundamentals

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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.

Course Details

Course Duration : 34 hours
Course Fees : $1,700 

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.

Lessons in this course of study include:

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



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