Programme Overview
The program is designed for current and aspiring professionals in retail industries across various functions. It provides participants with immersive exploration of the evolving world of retail, from foundational marketing concepts to cutting-edge innovations driven by technology and consumer behavior. The programme aims to equip participants with a holistic understanding of how retail strategies are shaped, stores are designed, channels are chosen, and shopper experiences are curated across physical and digital environments. By the end of the programme, participants will be able to critically evaluate retail formats, understand the strategic role of marketing and communications, appreciate the impact of AI and analytics, and apply customer-centric thinking to drive innovation and performance in retail.
Programme Objective
The objectives of the Programme include –- Helping retail managers, aspiring leaders, and entrepreneurs to reassess their strategy, strengthen their marketing and brand presence, and improve decision- making skills.
- To enhance the learning experience of retail managers and leaders through rigorous inputs from faculty of IIM Calcutta and invited subject experts.
Programme Directors
Eligibility
- Applicants should be working professionals/self-employed
- Graduates (10+2+3) / Post graduates in any discipline with min. 50% marks [aggregate - considering results of all years (e.g. 3 or 4 together)] recognized by UGC/AICTE.
- Minimum 2 years of work experience (full-time paid employment) post completion of graduation as on Application Closure Date.
Programme Duration and Delivery
Online Component: This component forms the programme core. Spread over 9 months, the IOL component consists of approximately 84 instructional hours through the Interactive Onsite Learning Mode. Beyond the instructional hours, there would also be a capstone project which participants need to complete in groups.
Campus Component: The in-campus component, covered in two visits of 3 days each, brings the participants back to school. The in-class experience of face-to-face interaction with the faculty provides an opportunity of immersion in the Institute’s academic environment. The campus visits are mandatory for all participants. The campus modules will be conducted subject to the evolving pandemic situation and will depend on Government and Institute policies related to the same.
The programme is delivered through an online platform once a week (Monday- 6.45pm – 9.45pm)
Pedagogy
The pedagogy will be highly interactive. It will leverage use of technology and will consist of, depending on the subject, a judicious blend of lectures, real life case studies, quizzes and assignments.
On – Campus visit will include sessions on aspects which require greater face to face interaction and access to other subject experts at IIM Calcutta.
Programme Content
| Module I – Introduction to Retailing | |
| 1 | Fundamentals of Retail Marketing |
| 2. | Retailing Challenges in India |
| 3 | Fundamentals of Retail Operations |
| Module II – Managing Retail Formats | |
| 4 | Retail Formats from Hypermarkets to Pop-Ups |
| 5 | The Rise of Omnichannel: Retail, E-tail, Social, and Beyond |
| 6 | Choosing the Right Strategy: Physical vs Digital vs Phygital |
| 7 | The Future of Retail Experience |
| Module III – Retail Innovations and Shopper Marketing | |
| 8 | Assessing and Influencing Store Format Patronage |
| 9 | In-Store Consumer Behaviour |
| 10 | Understanding the Digital Consumer Journey |
| 11 | Crafting Effective Shopper Marketing Processes |
| 12 | Leveraging Social Media to Influence Shopper |
| 13 | Retail Market Research and Retail Analytics |
| Module IV – Retail Distribution | |
| 14 | Logistics and Supply Chain Management in Retail |
| 15 | Operational Excellence in Retail Industry |
| Module V – Product Assortment Planning | |
| 16 | Merchandising and Buying |
| 17 | Optimize product assortments |
| 18 | Sales Forecasting |
| 19 | Manage sales promotions |
| Module VI – Store Location and Design Strategy | |
| 20 | Choosing the Right Store Location |
| 21 | Store Layout and Design: Creating Immersive Spaces |
| 22 | Space Planning |
| Module VII – Managing the Retail Mix | |
| 23 | Understanding Consumer Behaviour and Creating Customer Value |
| 24 | Marketing Strategy to Differentiate in a Crowded Retail Market |
| 25 | Managing Products and Categories for Growth |
| 26 | Pricing Strategies for Profit Maximization |
| 27 | Managing Servicescapes to Create Memorable Experiences |
| 28 | Building and Managing Retail Brands & Private Labels |
| Module VIII – Retail Communications in a Hybrid World | |
| 29 | The Power of Retail Media: Owning the Shelf and the Screen |
| 30 | Retail Communications Mix for In-Store Commerce |
| Module IX –AI in Retail Decision Making | |
| 31 | Predictive & Prescriptive Analytics for Retail Leaders |
| 32 | Digital Transformation and AI in Retail |
| 33 | Personalization at Scale: From Data to Delight |
| 34 | Designing Immersive Luxury Brand Experiences |
| 35 | Using AI for Dynamic Retail Pricing |
| Module X – Financial Metrics in Retail | |
| 36 | Retail Financial Strategy & ROI |
| 37 | Managing Retail Metrics |
| Module XI – Digital and Social Commerce | |
| 38 | E-Commerce & Quick commerce Strategies |
| 39 | Social commerce |
| 40 | Case Studies in Digital commerce |
Alumni Status
- LDP participants who complete the programme successfully become the Alumni of IIMC Executive Education, which currently has over 33,000 members.
- LDP Alumni are given an email-id in the IIM Calcutta domain.
- LDP Alumni can register in the IIM Calcutta Alumni portal either with this email-id or with their personal email-ids. The IIM Calcutta Alumni portal is a common platform for Alumni of all programmes of the Institute to interact with each other and stay connected with the Institute.
- The Institute shares newsletters, important news and articles about the Institute and its activities, the achievements of the Institute's faculty, staff, students and alumni, upcoming events and programmes etc., on the portal.
- Alumni can post their achievements, write about jobs or LIVE project opportunities for other alumni to see.
- The IIM Calcutta alumni network can also be accessed on mobile phones through the mobile app.
- Executive Education Alumni are entitled to a discount of 5% on the programme fee if they opt to do another LDP.
- By using the different features of the IIM Calcutta portal, alumni across programmes can engage with each other in many meaningful ways. It is up to the alumni themselves to leverage the platform