Programme Overview and Objective
AI and Generative AI are transforming marketing into a dynamic, tech-driven, customer-first ecosystem. For senior marketing professionals to leaders, embracing AI strategies is essential to staying competitive, driving growth, and stepping into future leadership roles. IIM Calcutta’s Strategic Marketing for Leaders: Leveraging AI for Growth programme combines timeless marketing fundamentals with advanced tools like predictive analytics, Generative AI, omnichannel marketing, and customer journey mapping, offering a distinct edge through its unique modules.
Programme Directors
Who Should Attend
Mid to Senior level professionals with 10 to 25 years of work experience in Marketing, Revenue, Growth looking to
- gain holistic perspective of Marketing, Sales and Growth, to solidify their strategic skills, and
- master the new-age leadership traits with the help of AI, Gen AI which enhance productivity and efficiency thereby increasing the revenue and profitability of the organization
Eligibility
Minimum Graduate or Diploma Holder (10+2+3) in any discipline
Pedagogy
The program is delivered asynchronously using a blend of pedagogical methods including interactive lectures, real-world case studies, marketing simulations, and hands-on projects. Sessions are primarily conducted online, complemented by an optional on-campus networking session. Participants engage in practical exercises and collaborative learning to apply AI tools in strategic marketing contexts.
Programme Content
| Sl No. | Pillar | Modules | Sub-Topics | Duration: 18 weeks |
|---|---|---|---|---|
| 1 |
Introduction- Data-Driven Marketing Decisions |
Customer Segmentation, Targeting & Positioning Strategy |
• Segmentation frameworks • Persona development • Target selection • Positioning and differentiation • Multi vs single segment strategy |
3 |
| Customer-Centric Strategy & Competitive Advantage |
• Customer needs and gaps • Competitive analysis • Blue vs Red Ocean • Strategy formulation • Case applications |
|||
| Strategic Decision-Making in Markets |
• Market and customer insights • Segment-led decisions • Pricing and entry strategy • Case-based thinking • Decision frameworks |
|||
| 2 | Strategic Decision Making and AI | Data-Driven Marketing: From Insights to Action |
•Descriptive to prescriptive analytics • Funnel analysis • Opportunity identification • Data to strategy • Growth decisions |
4 |
| Machine Learning for Customer Insights |
• ML basics • Clustering and segmentation • Pattern discovery • Association learning • Business applications
|
|||
| Predictive Modeling for Marketing |
• Supervised learning • Regression and classification • Model evaluation • Forecasting demand • Optimization
|
|||
| Generative AI for Marketing & Digital Applications |
• GenAI fundamentals • RAG and context • Persona creation • Custom GPTs • AI agents and workflows
|
|||
| 3 | Marketing Research and Analytics | Qualitative Research for Customer Insights with AI |
• Research design • Interviews and observation • Ethnography • AI-assisted analysis • Insight generation |
2 |
| Quantitative Research & Experimentation with AI |
• Causality • Surveys • A/B testing • Experiment design • AI-assisted experimentation |
|||
| 4 |
Branding and Pricing Strategy |
Strategic Brand Building with AI |
• Brand identity • Emotional vs functional branding • Brand storytelling • Case studies • AI in branding |
2 |
| Pricing Strategy & Revenue Decisions with AI |
• Pricing frameworks • Consumer behavior • Elasticity • Competitive pricing • AI in pricing |
|||
| 5 |
Digital Marketing Strategy |
Digital Commerce & Channel Strategy |
• Digital vs traditional • Omnichannel strategy • Marketplace vs D2C • Commerce stack • ROI measurement |
3 |
| Performance Marketing & Optimization with AI |
• SEM basics • Paid media • Ad effectiveness • Metrics and optimization • AI in performance |
|||
| Social Media & AI-Driven Content |
• Social strategy • AI content creation • Workflow automation • Competitive analysis • Linking to performance |
|||
| 6 | Integrated Marketing Communications | Content Strategy & Distribution |
• Content planning • Persona-led strategy • Platform optimization • Distribution strategy • AI production |
2 |
| Campaign Execution, Automation & AI Workflows |
• Campaign planning • Creative strategy • Automation tools • AI workflows • Performance tracking |
|||
| 7 | Capstone | 2 | ||
Programme Sample Certificate
How to Apply
For further details and for downloading the application form please visit -
AI in Marketing Course for Leaders | IIM Calcutta
Contact No: Whatsapp Number-+918657038243*
Email ID: iimc.execed@emeritus.org
*This number does not accept any calls. Please message your queries.