Taught by JDMIS director and entrepreneur, Alex Zupancich, this course distils many years of experience building businesses and assisting small businesses grow as well as plenty of jewellery-specific experience. Beyond his two decades of hands-on marketing experiences, alex also summarises the most relevant theories and best practices learned from studying marketing management in the USA and from his Masters In Business Administration from INSEAD in Singapore, France and UAE

Alex has packed this course with examples and ideas covering everything you need to get started:

  • Identify who you are as a designer:
    Identifying your target customer, their desires and your points of differentiation
  • Develop a brand around this image:
    Using your target segment to name your company, refine your designs, create a presence
  • Price your designs and add value:
    Pricing your jewellery pieces is much more than simply applying a formula!To be profitable you must know your costs, keeping an eye on your competitors, and add value to ensure your customers want to purchase from you!
  • Understand why we buy:
    Understanding consumer buying behaviour and sales psychology can help you plan your sales strategies, customer interactions and marketing messages to be more successful.
  • Use advertising effectively:
    Advertising can be expensive and hard to link to sales... Understand different advertising media, including online advertising, what you can request of vendors and how to save money when on a budget!
  • Implement unconventional marketing tactics:
    Most new designers have limited resources, but they have more time and creativity that the bigger players! Learn low- and no-cost avenues to grow your business via publicity, community and social marketing.

If you are in business, or planning to be - this is a vital course that will help you identify new areas of opportunity and strategise how to effectively shape your business to meet this new demand!

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 message 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 and media
  • MK109: Below the line advertising: Objectives and options
  • MK110: Public relations and effective use of publicity
  • MK111: Community and social marketing options
  • MK112: Marketing plans and measuring success
  • Duration


    30 hours

    1 week (Full-time), or
    5 weeks (Part-time)

    JDMIS runs week-day, weekend and weeknight courses for this popular course. JDMIS also has flexible make-up schedules and graduates can return without cost for refresher courses (subject to availability).

  • Course fee

    Course fee

    SGD 1,800

    Course fee is inclusive of GST and reference materials provided during the course

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