Strategic Marketing for Leaders: Leveraging AI for Growth (SML)

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

Saravana Jaikumar L.

Who Should Attend

Mid-Senior Marketing Professionals

Designed for experienced marketing professionals seeking a comprehensive understanding of marketing with AI-driven integrations. This programme provides a strategic 360-degree perspective, equipping participants with the expertise to lead AI-powered marketing initiatives effectively.

Digital Marketing Professionals

Ideal for digital marketing specialists aiming to transition into core marketing leadership roles. The curriculum bridges the gap between digital execution and strategic marketing, enabling professionals to drive data-led decision-making and business growth.

Consultants, Startup Founders, and Strategy Professionals

Tailored for business leaders and consultants looking to harness AI-driven insights for market expansion, customer acquisition, and competitive differentiation. Participants will explore predictive analytics, Generative AI applications, and scalable marketing strategies to drive innovation and business success.

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

S No.	Module name	Topics
1	Introduction and Data-Driven Marketing Decisions	Rediscovering Segmenting, Targeting and Positioning
		Customer Centricity and Marketing Strategy (with a 90 mins sync session by IIMC faculty on Southwest Airlines-Case Study)
		Formulating Marketing Strategy
2	Strategic Applications of AI ML in Marketing	Predictive and Prescriptive Analytics in Sales and Marketing
		Machine Learning and its Applications in Marketing
		How to Leverage Gen AI in Marketing?
3	Marketing Research and Analytics	Marketing Research: Qualitative Research Methods
3	Marketing Research and Analytics	Marketing Research: Quantitative Research Methods
4	Product and Brand Management	Branding - Beyond Brand Logo and Taglines
		Brand Management
		Growth and Performance Marketing - Challenges and Approach
		Product Development - Leadership Challenges
5	Pricing Strategy	Pricing Strategies for Businesses
		Revenue Management and Dynamic Pricing
		Consumer Evaluation of Prices
6	AI Driven Digital Marketing Strategy	Traditional vs Digital Marketing
		Digital Marketing Strategy
		Omnichannel vs Multichannel
		Search Engine and Social Media Marketing
7	Integrated Marketing Communications with AI	Content Marketing
		AI Tools for Marketing and Communications
		Practical Applications: Hands-on Exercises with AI
8	Capstone Project: AI-Driven Strategic Marketing and Growth Plan	Develop a comprehensive marketing strategy
8		Complete the marketing management simulation

Programme Sample Certificate

How to Apply

For further details and for downloading the application form please visit -
https://iimcalcutta.emeritus.org/iimc-strategic-marketing-for-leaders-leveraging-ai-for-growth?utm_source=IIMC&utm_campaign=school_website&utm_medium=website
Contact No: Whatsapp Number-+918657038243*
Email ID: iimc.execed@emeritus.org
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