ISB Hyderabad

STRATEGIC RETAIL MANAGEMENT

Programme Director: Prem N Shamdasani April 26-28, 2004 at GTC, Dubai Introduction: Customer-centric marketing pervades the core of every modern business enterprise. A firm's proficiency in understanding markets and creating customer value is a primary determinant of its long-term performance. This programme provides an in depth understanding of consumers and retail markets, with a focus on the Asia-Pacific region in particular. The programme is designed to equip participants with necessary conceptual and analytical tools to better face the strategic and competitive challenges of retailing in the new millennium. The focus of the programme is to drive learning in core strategic retailing areas. Case studies and anecdotal evidence from Asia, Europe, and North America will be used to facilitate learning as well as to challenge executive mindsets about retail paradigms. For: The programme is especially designed for experienced retailing and marketing executives, general managers, and managing directors who want to improve their strategic thinking and skills. The programme will help update their knowledge on retail marketing strategies needed to be successful in an increasingly global and competitive business environment. This programme is suitable for both, small and medium sized retailers, as well as international retailers, and is not limited to any particular retail industry or format. Greater learning emphasis is placed on the 'process' of effective decision-making in retailing. Contents:
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Developing and Delivering the Right Retail Value Proposition Consumer Environment: Values and Consumption Economics Retail Market Structure Analysis and Life Cycle Trends Changing Retail Taxonomy and Marketing Strategy Managing Relationships within the Channel and with Key Accounts Segmentation and Positioning in Competitive Retail Environments Creating the Right Retail Service Mindset Distribution and Channel Strategy Managing the Retailer and Manufacturer Brand Mix Strategies for Penetrating Difficult Retail Markets

For more information, contact: Marketing Services, Centre for Executive Education, Indian School of Businss, ISB campus, Gachibowli, Hyderabad - 500 019. Email: execed@isb.edu Call: +91 40 2300 7041/42 Check: http://www.isb.edu/execed Refer: CoolAvenues.com MDP Alert

Curriculum Details* Term 1 - RETAIL ENVIRONMENT - RETAIL CUSTOMER 1. 2. 3. 4. Introduction to the Retail Environment and Retail Economics, Strategic Marketing in the Retail Environment, Introduction to Projects Leading as a General Manager & Ethical Leadership Business Statistics Management Accounting

Term 2 - RETAIL OPERATIONS & RETAIL MARKETING 1. 2. 3. 4. Global Supply Chain Management, Mass Customization and Supplier-Retailer e-Commerce Strategic Thinking & Execution in Retail Sector Negotiations Strategic Thinking & Execution in Retail Sector

Term 3 - RETAIL OPERATIONS AND STRATEGIC MANAGEMENT 1. 2. 3. Store assortment, CRM, eCommerce, Shopper marketing, Private label, Project briefing Operations management Negotiations

Term 4 - RETAIL FINANCIAL ANALYSIS AND RETAIL MANAGEMENT 1. 2. 3. Market research, pricing & promotions Financial management, strategic profit model Services Marketing and Loyalty Programmes

Term 5 - RETAIL MARKETING 1. 2. 3. Branding, and Integrated Marketing Communications, Buying and Merchandising Rural Marketing and Distribution Franchising and Project Presentations

Programme Calendar 2012 Term Term 1 Term 2 Term 3 Term 4 Term 5 International Study Tour Dates June 23 - 27, 2012 July 18 - 22, 2012 August 17 - 21, 2012 October 17 - 21, 2012 December 12 - 16, 2012 November 2012 Days Saturday - Wednesday Wednesday - Sunday Friday - Tuesday Wednesday - Sunday Wednesday - Sunday

PEDAGOGY
Pre-Course Reading Material Pre-course reading materials which are in the form of text books, cases, articles etc. will be made available to all participants in advance. Participants are expected to spend 8 to 10 hours per week studying these materials before they come for classes each term. Online assessments and pre-course projects are also incorporated in the programme to ensure academic rigour. Industry Speakers/Visits An integral part of the CSRM is the speaker series and visits that will be regularly organised throughout the course. Speaker sessions by industry leaders and visits to various industries will be part of almost each module and will be designed to enhance the understanding of the concepts of the module from a practitioners perspective and thus making it easier to assimilate for immediately application.

International Study Tour Participants will experience best global retail practices through a one week international study tour conducted as part of the programme. The Coca-Cola - ISB Retail Academy will partially sponsor the expenses for the study tour.

Simulations Simulations help maximise classroom learning as the decisions that the participants have to make in these simulations replicate the kind of decisions they would encounter in their respective organisations. They let participants apply the management theories learnt in class to a simulated business environment and evaluate the results of their decisions. Action Learning Action learning is an important pedagogical tool that is designed to give participants a chance to practice their management theories in real life scenarios. There will be an action learning project which will be performed either individually, under a mentor/ guide from ISB. This will be performed by the participant individually and will either be selected by the participant on his own or will be given to the participant from the individuals organisation

PROGRAMME FORMAT
The programme is designed on a schedule that minimises disruption of work and personal pursuits. Participants will typically be on campus for a 5 day schedule of classroom learning once every term, which would typically be planned to include a weekend. CSRM is a rigourous and challenging programme. The schedule will include full days of teaching and evenings will be used for guest lectures, projects, and group work. Participants will be required to stay on campus during those 5 days.