Programme Overview

Marketers use a customer-centric approach for enhancing customer satisfaction, retention, and lifetime value, as well as in reducing costs and increasing operational efficiency, thereby increasing sales and profits. In retailing too, the application of IT/AI and other tools that are based on a data-driven customer-centric approach can result in a greater extraction of business value from the retail experiences of customers in brick-and-mortar store retailing in the current business environment.

Programme Objective

The program focuses on the concepts and tools that will allow managers to refine their customer-centric approach by employing effective targeting and appropriate planning methods. The program also endeavours to foster an understanding among participants regarding the utilization of operational data (e.g., inventory and supply chain-related), market data (e.g., market trends), sales data (e.g., transaction data), and customer data (e.g., demographics, psychographics, etc.) in order to enhance business value through operational excellence. The programme is focused on brick and mortar retailing but also covers e-commerce strategies.

Key Topics

The programme starts with a broad overview of the what is retailing, the retailing landscape in India, its challenges, opportunities, and scope for growth drivers, retail format classification, and subsequently delves into specific sessions listed below:

  1. Assortment Strategies
    • Variety and Assortment
    • Merchandise Category – The Planning Unit
    • Classification of Inventory and Categories
    • Evaluating Sales Performance
  2. Shopper Marketing
    • Shopper purchase cycles
    • Basket analyses
  3. Pricing Strategies
    • EDLP/High-Low
    • Mark-Down
    • Multiple Unit Pricing
    • Loss-leader Pricing
    • Zone Pricing
  4. Space Management
    • Space Allocated to merchandise Categories
    • Location of Merchandise Categories and Design Elements
    • Location of Merchandise within a Category
  5. Overview of E-Commerce
Programme Directors
Professor Ramendra Singh

Professor Ramendra Singh

Marketing

Who May Attend

The programme is aimed at managers at all levels in the organizations (including family business owners) who are looking to build skills and competencies in managing retail businesses.

Programme Duration and Delivery
  • From the morning of July 21, 2025 till the afternoon of July 24, 2025
  • Face to face - classroom based
Pedagogy

In this programme, a mix of pedagogical tools would be used such as case studies, simulations, role plays, industry experience sharing sessions, and group exercises.

How to Apply
  • You can apply/nominate your personnel by clicking on the “Apply Now” link corresponding to the particular MDP, as appearing on our online calendar available at: https://iimcal.ac.in/mdp/mdp-calendar
  • Once the candidature(s) is (are) approved, the sponsoring authority or participant (in case of self-nomination) will be intimated over email along with a Proforma Invoice seeking programme fees in advance.
  • Programme fees can be remitted online through Electronic Fund Transfer (NEFT/RTGS).
  • Upon remitting the fees online, kindly intimate CMDP office with the UTRNo. /relevant transaction details through email, so that we can connect your remittance to your nomination(s). Please note that confirmation of participation is subject to receipt of Programme fees by CMDP Office before commencement of the MDP.

For further assistance, please connect with:

Name: Ms. Payel Majumder
Number: +91 33 7121 6012
Email ID: program_mdp[at]iimcal[dot]ac[dot]in

Programme Brochure
MDP Brochure