Executive Programme in Human Resources Management - 03


 The centrality of customer in organization’s success cannot be overemphasized. In the competitive world where any differentiation edge gets neutralized quickly, more and more organizations are enhancing customer value by adding service component to their products.

This program takes the customer oriented view about managing human resources in manufacturing, services, and sales organizations. Because of the centrality of customer in services, it has large service industry component. The program tries to address important issues of acquisition, retention, and management of talent and knowledge. It also deals with specific issues of representative industries like healthcare, IT/outsourcing, financial services/professional services, sales, and manufacturing.

Programme USP

The program is designed to be experiential through case method teaching. Further, the course takes more business/ line managerial perspective on HRM, a prerequisite for successful HRM and general management professionals today.

Learning Outcome

The course intends to enhance participants’ understanding of:

  •  Customer oriented view of managing organizations and Human resources.
  •  Differences and Complementariness in Product Manufacturing, Sales and Service work.
  •  Human Resource Management policies and practices of acquisition, compensation, rewarding, performance appraisal supporting the Customer Oriented Strategies.
  •  Developing a customer oriented service culture.
  •  Strategic Human Resource Management issues of “best practices”, “fit”, and “flexibility”.
  •  Role of Employees, especially the “frontline”, in high quality customer interface and the challenges they face.
  •  Managing Knowledge and Talent.
  •  Employee relation issues and role of trade unions in different industries.
  •  Strategic Human Resource Management issues in representative industries: IT/Business Process Outsourcing, Healthcare, financial service/professional services, Sales, and Manufacturing.


Duration: 1 Year.

Schedule: Fridays 5.15 pm – 8.15 pm (UAE time)

Who Should Attend

Executives looking forward to making a career in HRM or assuming senior management roles may apply.


  •  Applicants should be working professionals/self-employed
  •  Graduates (10+2+3) in any discipline with min. 50% marks [aggregate- considering results of all years (e.g. 3 or 4 together)] recognized by UGC/AICTE.
  • Screening and selection will be done solely by IIMC


Program Directors/ Faculty

Professor Amit Dhiman and Professor Rajiv Kumar will lead the programme along with select faculty from IIMC.

Course Details

A Macro Perspective HRM Challenge in Serving External Customer

  •  Differences in Product and Services, and Product – Service Mix Continuum in Industries.
  •  Product and Services Value Components in Total Customer Value.
  •  Critical Perspectives: McDonaldization, Customer Sovereignty, and Customer Oriented Bureaucracy.
  •  HRM Strategy/Policy Choices of Recruitment, Work Organization, Training, Compensation, Performance Appraisals, and Rewards in Service and Product (Manufacturing) Industry in view of Standardized Versus Variable Customer Expectations.
  •  Best Practices (Customer- Employee Satisfaction Mirror, High Involvement Work Systems), Best Fit (Customer Segmentation and HRM Policies), and Flexible HRM Systems (Handling customer needs/ expectations variability).
  •  Challenges of Managing Employees at Backend roles (Production) and Frontline roles (Sales and Services).
  •  Developing Customer Oriented Service Culture (Internal and External Customer).
  •  Employee Empowerment: Needs and Means to Empower.
  •  Role of Unions in influencing/ managing Management – Employee- Customer interfaces.
  •  BSC/Workforce scorecard


A Micro Perspective HRM and Employee as Internal Customer – Talent Management

  •  HRM Internal Customization- Managing Stars versus Solid Citizens.
  •  Clarifying and Managing Psychological Contract.
  •  Competency Mapping: Identifying appropriate Competencies on the job.
  •  Selecting Employees for Competencies: Assessment Centers etc.
  •  Developing and Motivating Employees: Development Centers, 360 Degree feedback, Mentoring, Coaching, and Rewarding Performance.
  •  HR Audit.
  •  Managing and Coping with Emotional Labor in Services.


Managing Knowledge Workers and their Knowledge: 4 Sessions

  •  Managing Explicit vs Tacit Knowledge.
  •  Managing Innovation and Creativity.


Few Industry Cases BPO, Healthcare, Manufacturing, Professional Services Firm: 4 Sessions

  •  BPO
  •  Healthcare
  •  Professional Services Firm
  •  Manufacturing



The pedagogy will be highly interactive. It will leverage use of technology. It will consist of a judicious blend of lectures, real life case studies, quizzes and assignments.

Course Structure

Classroom Component: This component forms the core of the programme and consists of 99 instructional hours through the Interactive Onsite Learning Mode

Campus Component: The in-campus component is held at the beginning, during or end of the 1-year program. This is a crucial component covering 3 days (approximately 15 hrs). It is compulsory for all participants.


Examination / Evaluation shall be conducted by the institute. An examination will be held for every course. To complete the program successfully participants will need to pass in all subjects (including projects).


IIM Calcutta will directly award the certificate of “Executive Program in Human Resource and Management” to participants who complete the programme successfully. IIMC will also offer Alumni status to its successful participants.

How to Apply

Application forms

Application forms can be obtained from the respective centers.

Applying to the programme does not confirm application acceptance/clearance of scrutiny.

Applications can be foreclosed anytime (at all or some select locations)