AI and GenAI Marketing Skills

IIM Calcutta Programme: Strategic Marketing with AI

IIM Calcutta has introduced a groundbreaking programme that combines traditional marketing principles with cutting-edge AI technologies. The Strategic Marketing for Leaders programme is designed to equip professionals with the skills needed to navigate the complexities of modern marketing, leveraging tools like Generative AI, predictive analytics, and omnichannel strategies.

Led by Prof. Saravana Jaikumar, the programme offers a comprehensive curriculum that includes interactive learning sessions, real-world case studies, and networking opportunities with industry peers. Participants will gain hands-on experience through simulations and a capstone project, focusing on companies like Nike, Starbucks, Apple, and Southwest Airlines.

AI-Driven Marketing

The programme places a strong emphasis on AI-driven marketing, teaching participants how to integrate AI and Generative AI into their strategies. This includes using data-driven approaches to enhance decision-making and improve marketing outcomes. The curriculum covers a wide range of topics, from data analytics to AI-enhanced communications, ensuring participants are well-equipped to lead in the digital age.

Industry-Aligned Curriculum

The curriculum is carefully crafted to align with industry demands, focusing on marketing in the age of AI and digital disruption. Participants will learn about data-driven marketing, AI/ML applications, brand and pricing strategies, and the use of AI in communications. This holistic approach ensures that graduates are prepared to tackle the challenges of a rapidly evolving marketing landscape.

Hands-On Learning

Practical learning is a cornerstone of the programme. Participants will engage in simulations, case studies, and a capstone project to apply their knowledge in real-world scenarios. This hands-on approach ensures that graduates are not only theoretically sound but also practically skilled in implementing AI-driven marketing strategies.

Expert Faculty

The programme is taught by IIM Calcutta’s esteemed faculty, who blend academic knowledge with real-world business insights. Participants will benefit from live, interactive 90-minute sessions led by faculty and doubt-clearing sessions with Subject Matter Experts. This ensures a deep understanding of the subject matter and its practical applications.

Marketing Tools

Participants will learn to use industry-standard tools like Meta Ads, LinkedIn Ads, Zapier, and Shopify to drive AI-powered marketing strategies. This hands-on training ensures that graduates are proficient in the tools necessary to execute effective marketing campaigns in the digital age.

Networking

The programme includes an on-campus networking event, providing participants with the opportunity to connect with peers and faculty. This networking opportunity is invaluable for building professional relationships and gaining industry insights.

IIM Calcutta Recognition

Upon completion of the programme, participants can earn a certificate from IIM Calcutta by scoring 65% or higher. This recognition is a testament to the participant’s expertise in AI-driven marketing strategies and their readiness to lead in the industry.

Programme Details

The programme starts on June 30, 2025, and lasts for 18 weeks. It is conducted online, with a fee of ₹1,30,000. The minimum eligibility requirement is a graduation or diploma (10+2+3) in any field, making it accessible to a wide range of professionals.

Who Should Enroll?

The programme is ideal for mid-senior marketing professionals, digital marketers, consultants, and founders who wish to enhance their skills in AI-driven marketing. It provides a comprehensive understanding of the latest marketing tools and strategies, empowering participants to lead initiatives and navigate market challenges.

Programme Advantages

The programme combines traditional marketing principles with AI and Generative AI applications, strategic thinking, and case studies. It blends frameworks with data-driven approaches and hands-on learning, empowering participants to lead initiatives and navigate market challenges effectively. This holistic approach ensures that graduates are well-prepared to excel in the modern marketing landscape.