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Executive Programme in Integrated Retail Management (EPIRM)
Indian Institute of Management Calcutta

Executive Programme in Integrated Retail Management (EPIRM)

Indian Institute of Management Calcutta, Maheshtala
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hybrid · Instructor-Led · Kolkata Campus | Online
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$4,311

All-inclusive program fee

About This Program

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.

Why Indian Institute of Management Calcutta?

IIM Calcutta carries a particular authority in Indian management education that comes simply from being first — the oldest IIM in the country, founded in collaboration with MIT Sloan and the Government of India, in a city that has historically produced some of India's most rigorous intellectual traditions. For senior professionals who want academic depth alongside a genuinely global research pedigree, few institutions on the subcontinent can match its credentials.

Your Profile

  • 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.

Benefits

  • Critically evaluate retail formats from hypermarkets to omnichannel and select the right physical, digital, or phygital strategy.
  • Apply predictive and prescriptive analytics and AI tools to retail pricing, personalization, and operational decisions.
  • Design shopper marketing processes and manage retail communications across in-store and digital channels.
  • Manage product assortment planning, merchandising, buying, and retail financial metrics for profit maximization.

What You'll Learn

  • Module I - Introduction to Retailing: Fundamentals of Retail Marketing; Retailing Challenges in India; Fundamentals of Retail Operations.
  • Module II - Managing Retail Formats: Retail Formats from Hypermarkets to Pop-Ups; The Rise of Omnichannel: Retail, E-tail, Social, and Beyond; Choosing the Right Strategy: Physical vs Digital vs Phygital; The Future of Retail Experience.
  • Module III - Retail Innovations and Shopper Marketing: Assessing and Influencing Store Format Patronage; In-Store Consumer Behaviour; Understanding the Digital Consumer Journey; Crafting Effective Shopper Marketing Processes; Leveraging Social Media to Influence Shopper; Retail Market Research and Retail Analytics.
  • Module IV - Retail Distribution: Logistics and Supply Chain Management in Retail; Operational Excellence in Retail Industry.
  • Module V - Product Assortment Planning: Merchandising and Buying; Optimize product assortments; Sales Forecasting; Manage sales promotions.
  • Module VI - Store Location and Design Strategy: Choosing the Right Store Location; Store Layout and Design: Creating Immersive Spaces; Space Planning.
  • Module VII - Managing the Retail Mix: Understanding Consumer Behaviour and Creating Customer Value; Marketing Strategy to Differentiate in a Crowded Retail Market; Managing Products and Categories for Growth; Pricing Strategies for Profit Maximization; Managing Servicescapes to Create Memorable Experiences; Building and Managing Retail Brands and Private Labels.
  • Module VIII - Retail Communications in a Hybrid World: The Power of Retail Media: Owning the Shelf and the Screen; Retail Communications Mix for In-Store Commerce.
  • Module IX - AI in Retail Decision Making: Predictive and Prescriptive Analytics for Retail Leaders; Digital Transformation and AI in Retail; Personalization at Scale: From Data to Delight; Designing Immersive Luxury Brand Experiences; Using AI for Dynamic Retail Pricing.
  • Module X - Financial Metrics in Retail: Retail Financial Strategy and ROI; Managing Retail Metrics.
  • Module XI - Digital and Social Commerce: E-Commerce and Quick commerce Strategies; Social commerce; Case Studies in Digital commerce.

Frequently Asked Questions

How to Apply

  1. 1

    Check your eligibility

    Review the entry requirements listed on this page. Most executive programs require 8–15 years of professional experience.

  2. 2

    Compare programs

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  3. 3

    Contact the school

    Send a message directly to Indian Institute of Management Calcutta via Gradia to request a brochure or speak with an admissions advisor.

  4. 4

    Prepare your application

    Gather your CV, reference letters, and any required test scores. Many EMBA programs waive standardised tests for senior candidates.

  5. 5

    Submit your application

    Apply directly through Indian Institute of Management Calcutta's official application portal.

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