Management Development

Programme

Retail Management Programme

in

Dubai from December 2011 May 2012

Indian Institute of Management Ahmedabad (IIMA)

Retail Management Programme

(A 15 days intensive programme delivered over 6 months)

(Last Date to submit your application is Nov 29, 2011)

BACKGROUND
The UAE's retail sector witnessed a great deal of change
over the past 20 years. Gross mall retail space has
mushroomed from 2 million in 1996 when the Dubai
Shopping Festival started to over 40 million today. Dubai
is a retail industry hub for the entire region. The region
therefore needs a comprehensive skill and capability
development program for retail industry professionals
who have honed their skills on the job. This is the prime
motive behind this program.
PROGRAMME OVERVIEW
Indian Institute of Management, Ahmedabad is Indias best Management School
(www.iimahd.ernet.in). This year the Indian Institute of Management, Ahmedabad (IIM-A)
is celebrating its Golden Jubilee Year. According to the latest Financial Times (FT) Business
School rankings for its Masters in Management programme 2011 and Global MBA
RANKINGS 2011, IIMA has been ranked # 7 (Seventh) for its two-year Postgraduate
Programme (PGP) and # 11 (ELEVEN) for its ONE Year Postgraduate Programme for
Executives (PGPX). IIM Ahmedabad is the only IIM ranked in this list.
IIMA has designed this 15 days long intensive Program in Retail Management, customized
for the executives of the region. The program will enable the working executives to return
to the classroom two days every month and acquire knowledge and specialized skill of the
retail industry.
OBJECTIVES
Most executives in the region have learnt retail management on-the-job. The program will
enable executives with work experience to return to the class room, acquire knowledge of
the different principles and frameworks that form the foundation of the retail industry,
reflect upon their practical experience, and develop a broad-based foundation to managing
their businesses. The delivery of the program is engineered to cross fertilize learning by
bringing together participants from various backgrounds, and experiences, developing
cross functional skills through intensive and practical curriculum taught by academics and
experienced industry professionals.

Testimonials of participants of Earlier Programmes on Retail in Dubai

My heartiest congratulations on completion of inaugural batch of MDP in Retail Management with IIM Ahmedabad. Prof
Piyush Sinha's indepth knowledge on Retail subjects and practical experience of Dr. Manoj Nakra in Retail Industry which
made the whole MDP a memorable experience. I will never forget the last session on Retail strategy at campus of IIMA
which has changed my outlook towards the Retail Management. This was the best possible opportunity for me to combine
my practical experience with the academics.

Deepak Goyal
Head of Marketing, Home Centre, Dubai - UAE
"I firstly want to congratulate for making such a wonderful course available to the professionals in Dubai and as a non
retailer I thoroughly enjoyed the faculty and the way the course was delivered was awesome...! I never would have
dreamt of being part of the world renowned institution IIM and its still a hair raising experience being in the campus and
undergoing the fantastic learning experience after been working now over 15years...! Knowledge is Power and that was
proven once again with the facility provided by Mr. Raj & Dr. Manoj...Kudos for all your guys....Cheers to my fellow
classmates and the one's who will be enthralled by their new decision...!"

Kesavan Mani Nair

Associate Vice President, Eurostar Group, Dubai - UAE

I take this opportunity to thank for arranging the Retail Management program in association with IIM-A. I feel great to be
associated with IIM-A. The course was indeed very fruitful and informative, enjoyed the time spent with the professors
from IIMA. This course helped us to know and understand more about all the dimensions of the Retail Sector in depth
and I am sure would prove to be an asset to the future batches who is going to enroll. Once again I express my whole
hearted gratitude to the staff of IIMA and SmartGlobal.

Kiran S. Nair
Retail Marketing Specialist-MEEA, Imation Middle East FZE, Dubai - UAE
In the midst of a busy professional life, very rarely life provides you with an opportunity to enhance your intellectual as
well as professional capabilities side by side. The Retail Management Program is such a rarity. Having done my MBA 17
years ago, I needed a refresher as well as a forum to learn the new management techniques and on both the accounts I
would definitely rate this program a complete success. The program also provided me with an opportunity to share
opinions from varied & experienced industry professionals, thereby enriching ones knowledge not only in the retail
sector, but also getting an insight into various industry dynamics. If time permits, I would not hesitate to join similar
programs in the future. Full marks for offering such an academically stimulating and professionally enriching program.
Anyone considering to join, dont be a fence sitter, just do it you will not regret at all. As a matter of fact, you might
end up writing a testimony such as this

Sujeet Mitra
Director, Uniworld Group of Companies, Dubai UAE

Learning is a powerful incentive for employee attraction and retention at our firm. And, in my experience, there are few
Institutes that understand that better or have the education programs to draw upon for senior executives and managers
of large firms, than IIM-A. The coaching provided by IIMA Professors is unique in providing me a trusted, high integrity,
very senior discussion partner with whom I could regularly discuss ideas, ask opinions, and get insightful, outsider
feedback which I find quite valuable.
It was indeed a knowledgeable experience for my further studies in your esteemed Institute. The course material &
faculty are world-class thought leaders and experts in executive learning. They understand, as we do, that our workforce
of the near future must be more agile, collaborative, data-driven (including analytics), business savvy, intuitive,
entrepreneurial, persuasive, and technology-friendly. I really valued the way faculty interacted with us to create programs
that are focused on achieving critical business outcomes. Their courses are leveraged by practical knowledge, with
plentiful Cases and Exercises, incorporating a strong action learning approach.
I am thankful for an excellent experience thru the design of curriculum to strengthen peer networks throughout the
program and their unparalleled quality of the details of the event, down to the venue, food, and other pre- and post-class
arrangements, they do a first-class job.

Mahesh Chotrani
Purchase Manager, JACKYS ELECTRONICS, Dubai U.A.E

WHO SHOULD ATTEND?

The course is appropriate for mid-career professional having 5 years of work experience in retail
organization and seeking to revitalize their careers. The course is fairly intensive and the
participants will need to commit a certain time every week for self-learning.
The earlier programmes have been attended by the participants from companies such
as: Carrefour, E-Max, Jackys, Adidas, Pfizer, HP, Harvey Nichols, Home Centre, Imation, Eurostar
Group, MAF Fashions, Gulf Optics, Max, FineFair, ALDO, Book Plus, Apparel Group, Baskin Robbins,
Toshiba, Kamal Osman Jamjoom, Shattaf Group, Shoemart, AFTRON, Uniworld, United Furniture,
Landmark Group, Choithram, IFFCO, 3M Gulf, EROS Group, Sharaf Retail, Sultan Centre-Kuwait,
etc.

PROGRAM DESIGN:
The program is uniquely designed to enhance learning by
judiciously mixing class room contact with practical
assignments that the participants can implement at their
work place. This will enable the participants to implement
their class-room learning in the field and realize the
practical value and relevance of the learning. Rather the
value of the program to the employers will be the tangible
impact or value-addition.
Keeping in view the requirements of the target audience
and given the objectives of providing quality education and
delivering the same in a cost effective and convenient
manner, the program design comprises learning through
both class room contacts and work-place based
assignments. The program consists of 12 modules that
cover the strategic as well operational aspect of retail
management. Each module would be supported by textual
readings, cases and exercises relevant to the participants.
During the intervening period between the direct class
room sessions, when there will be no face to face contact
with the faculty, the participants will still have to be in
contact with the faculty through email and telephone for
guidance and discussion.
The program is spread over 6 months. The program would
be delivered in 15 days through sessions on 2 days (Fri
Sat) every month (for 5 months), on pre-announced dates.
The last module (5 days) of the program will be delivered in
the IIMA campus in Ahmedabad. Specific preparations and
requirements for each of the sessions would be provided
prior to holding of the modules. The program is intensive in
nature and will require students to prepare one project report
on businesses in the area of their interest.

PROGRAM CONTENTS
Module /
Dates

1
Dec 16 17

Topic
Understanding Retail
Business

a. Retail Decision Areas

b. Retail Industry Study
c. Analyzing Competitive Strategies

Retail Consumer

d. Shoppers and Their Behavior

e. Segmentation and targeting shoppers
f. Positioning of Retail Outlets/Chain

Finance Management

g. Concept of Cost
h. Managing Working Capitals
i. Understanding Financial Statements

Assessing Potential of
Stores

j.
k.
l.

Category Management

m. Understanding Categories
n. Developing Category Strategies
o. Designing Plans for the Categories

Pricing

p.
q.
r.
s.

Pricing Strategies and Policies

Understanding Reference Pricing
Price Wars
Communicating Prices

Supply Chain Management

t.
u.
v.
w.

Understanding SCM
Logistics Management
Inventory Management
Demand Forecasting

Retail Marketing - Building

Retail Brands

x.
y.
z.

Understanding Branding
Developing Strategies for Store Branding
Evaluating Brand Performance

Buying & Merchandising

aa. Developing a Process of Efficient Buying

bb. Developing Buying Strategies
cc. Developing Buying Plans

Retail Planning & Analysis

dd. Role of Retail Planning & Analysis

ee. Using POS Data for CRM

Retail Strategy and

Implementation

ff. Developing Retail Strategies

gg. Implementing Retail Strategies & Performance Management
hh. Research Methods for Retail

2
Jan 13 14
3
Feb 3 4

4
Mar 16 17

5
Apr 13 14

IIMA
Campus
(5 Days)
May 1 5

Details

Identifying Demand Drivers

Choosing the Correct Format
Evaluating and choosing the locations

Although every care will be taken to hold classes on the above dates but schedule can change for any unforeseen
reasons and new dates will be informed well in advance

PROGRAM FACULTY
Professors from Indian Institute of Management, Ahmedabad (IIMA) and Industry Professionals
would deliver the programme. It would be co-ordinated by Prof. Piyush Kumar Sinha, Professor
Retailing & Marketing; Chairperson - Marketing Area; and Chairperson - Centre for Retailing, IIMA.

CERTIFICATE
A certificate of Successful Participation will be issued by Indian Institute of Management, Ahmedabad
(IIMA) to the participants who have completed all the requirements of the program including
attendance of at least 80% of the direct class room contacts and submission of all assignments.

PROGRAM DETAILS
Dates : Program will start on Dec 16 17, 2011 & will be delivered on dates mentioned above.
Timings: 10:00 AM to 5:30 PM
Venue : Dubai with concluding sessions in IIM Ahmedabad Campus.

REGISTRATION PROCESS

Interested candidates are requested to submit the completed application form before Nov 29, 2011.
Enrollments are based on first-come-first serve basis. Seats are limited hence apply asap which will
help to reserve your seat in this Most-In-Demand Program.
Registration Timelines are :
Last Date to submit Application
Enrollment Confirmation to Applicants
Course Fee Payment by Participants
Course Material Distribution to Participants
Course Inauguration & 1st Module Class

:
:
:
:
:

Nov 29, 2011

Dec 1, 2011
Within 5 days of Confirmation
Dec 8, 2011
Dec 16 17, 2011

PROGRAM FEE
Fee includes Course Material, Lunch, Tea, Coffee, Snacks, & Certificate.
Full Payment :
Installments :

AED. 18,000.00 (Full Fee to be paid within 5 days of confirmation)

AED. 19,500.00 (PDCs need to be submitted within 5 days of confirmation)
- AED. 5,500.00 (within 5 days of confirmation)
- AED. 3,500.00 monthly payments paid every month for 4 months
(cheques dated 5th of every month starting Jan 2012)

IIMA Campus Stay for 6 days will be extra, based on actual & charges will be around AED. 2,000.00. Flight
Tickets need to be booked by the participant as per the convenience of Airline, Sectors and Class.

ALUMNI ASSOCIATION
Participants will become members of the IIMA Alumni Association on completion of the programme.
The alumni enjoy certain benefits with regard to the Institutes publications, facilities, and activities.

CONTACT INFORMATION
For Registration and any other information, please contact:
Rajender Bali
Program Manager
SmartGlobal FZ LLC
P.O. Box 500701
Knowledge Village, Dubai, UAE
T : +971 4 367 2244; 050 6521767
E : bali@smartglobalme.com
W: www.iimaindubai.org

Ms. Revathi Srinivasan

MDP Manager
Indian Institute of Management, Ahmedabad (IIMA)
Vastrapur, Ahmedabad - 380015
Gujarat, India
T: +91 79 6632 4071
E: revathi@iimahd.ernet.in; mdp@iimahd.ernet.in
W: www.iimahd.ernet.in