Course Objective :
The objective of the programme is to provide high quality manpower to the Indian retail sector, at the managerial and strategic decision-making levels, through a Post Graduate Diploma that is on par with MBA.
Need for the course :
The need for a course such as this was communicated by the Indian retail sector, taking into consideration the following points.
- Sustained and strong economic growth is expected to boost retail sales to cross US$400 billion, turning India into the biggest retail market in the world by 2010.
- New and innovative retail formats are set to replace old formats.
- Today, virtually every major consumer brand is sold through a variety of retail channels, including exclusive outlets. For most brands, their top 10 retail customers represent 50-75% of their total brand volume.
- Emergence of Retail Marketing as a critical element of the marketing mix.
Career Opportunities :
Students who take the Retail Marketing and Communication programme will gain employment in large and small retail organisations, both in India and in fast-developing retail markets such as Singapore , Malaysia , Greece , China , Taiwan and Dubai , at the managerial cadre, and will be MBA-equivalents for employment purposes. The course has been designed in such a way that they will also gain entry into other marketing or retail-related sectors.
What the course will cover :
This course will provide students with a solid understanding of the retail landscape, in general, and the Indian retail landscape, in particular. Specific attention will be paid to studying Shopper Behavior, Retail and Channel Marketing Strategy/Tactics, Retail Brand Positioning and Retail Communication, both on a general and channel/customer-specific level.
Specifically, the course will cover
- Existing and emerging retail formats, including store and non-store outlets
- Trends and current events in the retail industry, in India and worldwide
- Consumer vs. Shopper behavior and how it determines retail marketing strategies
- Supply chain management
- E-commerce and e- and m-tailing
- Merchandising and financial planning techniques
- Critical analysis of the retail business
Download Application Form
|
Admission Requirements :
Students applying for this programme should be able to demonstrate a well-defined interest in marketing, and in specific, retailing. A good degree (or equivalent professional qualification) in communication, business and management-related subjects represents the most suitable background for the course. Candidates with a good degree in other disciplinary areas, or mature non-graduate applicants with an appropriate level of relevant managerial experience, may also be considered for entry to the programme. Admission will be strictly on the basis of merit that will be judged through a written test, group discussion and interview.
The course will be a full-time Post Graduate Diploma programme with 12 months duration, including a three-month internship with a leading retailer.
The programme will consist of ten modules taught over two 20-week semesters plus a 15,000 word dissertation to be submitted at the end of the course, at the time of examinations, in April 2008.
The fees for this programme will be Rs.95,000.
Faculty :
The faculty for this programme will be marketing, advertising, retail and sales professionals, from the industry. The course directors will be drawn from various retailers, who will be professionals with high knowledge and experience.
The modules of the programme will be taught using a variety of teaching methods. In addition to lectures and tutorials, the programme makes use of case studies, role-playing, fieldwork exercises, site visits, guest speakers and company projects.
Much of the programme is examined by continuous assessment, which takes the form of reports, essays, case analyses and presentations, in various combinations. Assessed work is often conducted in groups, as developing team working and communication skills is seen as an important part of the programme. There will be a three-hour examination for each module at the end of each term. The dissertation has to be submitted after the internship followed by a viva voce that will be conducted after the final exams. |
