Post Graduate Certificate Programme in Visual Merchandising

Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus and in perspective too. It educates the customers, creates desire and finally augments the selling process. This is a nascent area of the Indian retail industry, therefore a professional program on Visual Merchandising will go a long way in addressing this gap. The success of the program will be reflected in the better presentations, displays, indoor and outdoor communication about the stores. This course would be a niche specialization in the booming retail sector. Visual Merchandising achieves the following:

• Educates the customers about the products and services offered creatively and effectively.

• Enables a successful selling process, from browsing to buying.

• Establishes a creative medium to present merchandise in a lifelike 3-D environment, thus creating a strong impact and recall value.

• Sets the context of the merchandise.

• Establishes the linkage between fashions, product design and marketing by keeping the focus on the product.

• Draws the attention of the customers and help them match their needs with the visually merchandised product.

VISUAL MERCHANDISING AT MICA:

MICA in association with RAMMS India Pvt Ltd,(link to their website .in) leading consultants in the retail sector, has developed a six-months’ professional programme in Visual Merchandising & Retail Communications (VMRC) for the first time in India.

MICA had a very successful experience with the Retail Communications Management (link to RCM page) program, which is in its third batch of the programme currently and also the success of the first batch of Professional Programme in Visual Merchandising and Retail Communications (VMRC). Building upon MICA’s capabilities in creative communications training, a combination of retail management and creative communications learning is brought about in the form of Visual Merchandising and Retail Communications program. The programme combines the learning of the approaches currently used in the retail industry with communication expertise of MICA. The programme consists of some core modules in Retailing and Visual Merchandising, strongly supported by consumer behavior and shopper behavior studies, visual literacy and retail research in addition to a large number of field projects.

PEDAGOGY:

This programme incorporates lectures, discussions, case studies, interactive sessions, workshops, live projects, creative presentations and assignments. A variety of learning tools ranging from lectures and interactive sessions to multimedia presentations, computer simulations and internet explorations will be used for effective pedagogy.