Indian Institute of Management Ahmedabad, Dubai

IIM Dubai: Building an Enrollment Pipeline for Executive Education

Overview

IIM Ahmedabad, one of India’s most respected management institutions, chose Praxis as its partner to relaunch its Executive Education presence in Dubai. Our mandate covered the full enrollment ecosystem for their flagship General Management Programme, from demand generation to conversion. For three consecutive years, the programme has been fully booked, driven by a performance marketing and lead management framework built and executed by Praxis.

The Challenge

Although IIM Ahmedabad carried strong brand equity among Indian professionals, its Executive Education offering in Dubai needed renewed visibility and a clear value narrative for the UAE market. The challenge was not only to generate high quality leads for a premium executive programme, but to maintain momentum across multiple admission cycles and ensure consistent conversion outcomes. The programme’s select intake size meant that every lead had to be nurtured with precision and care.

The Solution

Praxis designed and managed a complete enrollment engine for IIMA in Dubai. This included full funnel performance marketing, targeted campaigns across digital channels, data driven optimisation, and a structured lead management workflow focused on qualification, nurturing, and conversion. Our team acted as an extension of the admissions function, ensuring personalised communication and timely follow up across every step of the journey. The result was a stable, predictable pipeline of high intent professionals and three straight years of fully subscribed cohorts for the General Management Programme.