Indian Institute of Management Ahmedabad, Dubai

IIM Dubai: Building an Enrolment Pipeline for Executive Education

Overview

IIM Ahmedabad, one of India’s most respected management institutions, chose Praxis to relaunch its Executive Education presence inDubai, covering the full enrolment ecosystem for their flagship GeneralManagement Programme – from demand generation to conversion. For three years, the programme has been fully booked, driven by a performance marketing and lead management framework built and executed by us.

The Challenge

Although IIM Ahmedabad carried strong brand equity among Indian professionals, it needed renewed visibility and a clear value narrative for the UAE market. The challenge was to generate high-quality leads and ensure consistent conversions across multiple admission cycles. The General Management Programme’s selective intake size meant every lead had to be nurtured with precision and care.

The Solution

Praxis designed and managed a complete enrolment engine for IIMA in Dubai – from full-funnel performance marketing, to targeted campaigns across digital channels, data-driven optimisation, and a structured lead management workflow. We acted as an extension of their admissions team, ensuring personalised communication and timely follow-ups. The result was a stable, predictable pipeline of high-intent professionals and three straight years of full cohorts for the General Management Programme.