AI & GenAI Marketing Skills: Lead with Confidence
Source: hindustantimes.com
IIM Calcutta Programme: Strategic Marketing with AI
IIM Calcutta's Strategic Marketing for Leaders programme blends traditional marketing with modern tools like Generative AI, predictive analytics, and omnichannel strategies. It aims to provide participants with practical modules designed to drive real marketing impact.
The Changing Job Market
The Future of Jobs Report 2025 by the World Economic Forum suggests that 22% of jobs will be disrupted by 2030. While 92 million roles may disappear, 170 million new ones could emerge. Technology, demographics, and economic pressures are noted as driving this transformation. The report also mentions that 39% of current skill sets will transform or become outdated by 2030. Senior professionals must learn how to use AI tools to make informed decisions and stay competitive.
GenAI Impact on Marketing
According to EY, companies are using generative AI to improve marketing and customer service. PwC’s 2024 Global CEO Survey indicates that 70% of Indian CEOs believe Gen AI will reshape value creation within three years, particularly in personalised marketing and customer experience.
Programme Highlights
The programme, taught by Prof. Saravana Jaikumar, includes interactive learning, case studies, and a certificate. It focuses on AI and GenAI in marketing, covering data-driven marketing, AI/ML applications, analytics, and brand strategy. Participants will gain hands-on experience through simulations and real-world case studies, such as Nike, Starbucks, Apple, and Southwest Airlines, plus a capstone project.
Learning Experience
The programme includes 90-minute live sessions with IIM Calcutta faculty and doubt-clearing sessions with Subject Matter Experts. Participants will learn to use tools like Meta Ads, LinkedIn Ads, Zapier, and Shopify. There is also an on-campus networking event. A certificate from IIM Calcutta is awarded upon scoring 65% or higher.
Programme Details
The programme starts on June 30, 2025, and lasts 18 weeks online. The programme fee is ₹1,30,000, and eligibility requires a minimum graduate or diploma.
Why IIM Calcutta?
IIM Calcutta is ranked India’s No.1 B-School (BT-MDRA 2024) and No.2 by Fortune (2024). It is triple-accredited.
Who Should Enrol?
The programme is designed for mid-senior marketing professionals, digital marketers, consultants, and founders.
Programme Differentiators
This programme combines marketing principles with AI and GenAI applications, strategic thinking, and real-world case studies. It blends frameworks with data-driven approaches and hands-on learning, empowering participants to lead customer-centric initiatives.
Curriculum Highlights
The curriculum addresses marketing in the age of AI and digital disruption, covering data-driven marketing, AI/ML applications, analytics, brand and pricing strategy, and AI-enhanced communications.
Hands-on Learning
The programme provides practical learning through simulations, case studies (Nike, Starbucks, Apple, Southwest Airlines), and a capstone project.
Faculty and Tools
Participants will learn from IIM Calcutta faculty and use tools like Meta Ads, LinkedIn Ads, Zapier, and Shopify to drive marketing strategies.
Networking and Recognition
The programme offers an on-campus networking event and a certificate from IIM Calcutta.