MK100 - Fundamentals of Jewellery Marketing

 

If you are in business, or planning to be - this vital course will help you to identify new areas of opportunities and strategies to cater for new demand. Be equipped with the skills to begin marketing successfully, contributing to above-the-line campaigns or developing grass-roots plans that incorporate referrals, social networking, community interest and viral message dispersal.

Not just a dazzling art form, jewellery is a billion dollar business. Students will understand jewellery marketing by learning about marketing fundamentals, interpret statistics, trends and customer research, recognise unique challenges associated with conveying quality, trust and cultural differences. Apply this information to analyse successful and failed marketing attempts and extract key concepts beneficial to businesses of all sizes. Jewellery designers will see how they can benefit from global trends and distribution patterns.


What will you learn

  • IDENTIFY YOUR BUYERS' PERSONA

    IDENTIFY YOUR BUYERS' PERSONA

    Identifying your target customer, their desires and your points of differentiation.

  • DEVELOP BRAND IMAGE

    DEVELOP BRAND IMAGE

    Use your target segment to name your company, refine your designs, create a presence.

  • PRICE YOUR DESIGNS AND ADD VALUE

    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 PURCHASE MOTIVATIONS

    UNDERSTAND PURCHASE MOTIVATIONS

    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

    USE ADVERTISING EFFECTIVELY

    Advertising can be expensive and bring you 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

    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.

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Course instructor

Alexander distills many years of experience in building businesses and assisting small businesses to grow as well as plenty of jewellery-specific experience. Beyond his two decades of hands-on marketing experiences, Alex imparts 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.

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    30 hours


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    SGD 1,800

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


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Course Summary

    • MK101: Marketing definitions and key concepts
    • MK102: The marketing mix
    • MK103: 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
  • One of the below proofs of proficiency in English is required:
    C6 in English at GCE O-Levels
    IELTS score of 5.5;
    TOEFL score of 500 (Paper based test);
    TOEFL score of 173 (Computer based test);
    TOEFL score of 61 (Internet based test);
  • SG$1,800 (Inclusive of GST and equipment)
    30 hours, divided into 5 lessons part-time or full -time.