Batch 6
Executive Programme in Marketing Strategy with AI
Integrated with GenAI
- 1 Live + Recorded Sessions by IIM Calcutta Faculty
- Real-World Case Studies and Capstone Project
- Simulation-Based Learning with Tools
- 8+ Industry-Relevant Tools and Platforms
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What is IIM Calcutta's Executive Programme in Marketing Strategy with AI About?
Executive Programme in Marketing Strategy with AI, (previously known as Strategic Marketing for Leaders: Leveraging AI for Growth) is an 20 week executive online programme from IIM Calcutta, designed to equip marketing professionals with advanced capabilities in strategic decision‑making and AI‑enabled marketing practices.
The programme combines core marketing fundamentals with applications of Generative AI, predictive analytics, omnichannel strategy, and customer journey mapping, enabling participants to understand and apply data‑driven approaches to marketing in evolving business environments. Through structured modules, case‑based learning, and practical tools, it supports the development of marketing strategies that integrate technology, customer insight, and business growth objectives.
AI and Generative AI in Marketing: A Game-Changer for Business Growth
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The IIM Calcutta Advantage
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Key Programme Highlights of IIM Calcutta’s Strategic Marketing for Leaders Programme
Recorded sessions by renowned IIM Calcutta faculty for real-world application
Business simulations, real-world case studies, and a capstone project for practical application
AI and GenAI strategies and applications to drive successful marketing strategies
An interactive live session by IIM Calcutta faculty for deeper insights
An exclusive oncampus networking event at IIM Calcutta to foster valuable industry connections*
Earn a prestigious IIM Calcutta certificate, a credential-builder in your resume
Live masterclass and doubt-clearing sessions led by an industry expert
Hands-on exposure to modern AI, analytics, automation, and digital marketing tools
Note:
The programme highlights presented above are approximate and subject to change depending on the availability and expertise of the teaching faculty, as well as the programme's desired outcomes.
*The fee for attending a networking event (without accommodation) on campus is INR 5,000 + GST** per day. Attending the event (with accommodation on twin sharing basis): INR 11000 plus GST**. Attending the event (with accommodation on a single occupancy basis): INR 13000 plus GST**.
**Or equivalent amount in the applicable currency at the time of payment plus applicable taxes, if any
Structured Learning Journey in AI‑Enabled Strategic Marketing by IIM Calcutta
Who is the IIM Calcutta Strategic Marketing Programme for?
Marketing & Brand Professionals
For professionals looking to develop end-to-end capabilities across customer insights, branding, pricing, digital commerce, and performance marketing to drive sustainable business growth.
Product, Growth, Revenue & Customer Experience Professionals
Designed for professionals responsible for customer acquisition, engagement, and monetisation who want to leverage data, analytics, machine learning, and generative AI to make better marketing decisions, enhance customer experiences, and improve business performance.
Business Leaders, Founders & Functional Heads
For senior managers, founders, business heads, and functional leaders looking to lead AI-enabled marketing transformation by integrating automation, experimentation, and modern marketing practices across their organisations.
Consultants & Business Strategy Professionals
Develop a strategic understanding of modern marketing, customer-centric growth, AI, and data-driven decision-making to advise organisations, solve complex business challenges, and lead transformation initiatives.
Note: This programme is designed for and will help professionals with 5+ years of work experience.
Real‑World Marketing Case Studies in IIM Calcutta’s Strategic Marketing Programme
Nike
Learn how Nike sets the gold standard in digital branding by using social media to inspire, engage, and build a global community.
Apple
Learn how Apple’s shift to a unified functional structure under expert leadership became the backbone of its innovation success.
Decathalon
Learn how Decathlon redefined sports retail with private labels, sustainability, and global reach.
Dove
Learn how Dove turned a soap brand into a social movement by championing real beauty through authentic, viral storytelling.
Virgin Mobiles
Learn rapid innovation and changing consumer demands reshape competitive landscapes
Ontela PicDeck
Learn how Ontela used data-driven segmentation to craft targeted positioning and drive value for both wireless carriers and end users.
Flintobox
Learn how Flintobox broke through market resistance and scaled subscriptions with a bold, education-driven marketing strategy
Chowman
Learn how Chowman scaled from startup to culinary empire through sharp digital marketing, social media mastery, and customer-focused innovation.
Southwest Airlines
Learn how Southwest Airlines drives market leadership through cost efficiency, workforce empowerment, and customer-first flexibility.
Notes:
All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.
The case studies mentioned are subject to change and will be finalised prior to the start of the programme
Tools Used in IIM Calcutta’s Marketing Strategy with AI Programme
Notes:
All product and company names mentioned are trademarks or registered trademarks of their respective holders. Use does not imply any affiliation or endorsement.
This session offers a tools overview only.
The tools and platforms referenced are free versions intended solely for educational or illustrative purposes.
The tools and platforms mentioned are subject to change and will be finalised prior to the start of the programme
Curriculum Structure of IIM Calcutta’s Marketing Strategy with AI Programme
Pillar 1: Foundations of Marketing & Strategy
Module 01 | Live Session: Marketing & Digital Strategy in Practice
How marketing and digital strategy come together
Linking customer, channel, and message
Brand vs performance trade-offs
Using data and AI in decisions
Live case: building a marketing plan
Module 02: Customer Segmentation, Targeting & Positioning Strategy
Segmentation frameworks
Persona development
Target selection
Positioning and differentiation
Multi vs single segment strategy
Module 03: Customer-Centric Strategy & Competitive Advantage
Customer needs and gaps
Competitive analysis
Blue vs Red Ocean
Strategy formulation
Case applications
Module 04: Strategic Decision-Making in Markets
Market and customer insights
Segment-led decisions
Pricing and entry strategy
Case-based thinking
Decision frameworks
Live Session : Growth Strategy in Practice
Identifying growth opportunities
Linking marketing to revenue
Channel trade-offs
Experimentation for growth
Case discussions
Pillar 2: Data, Analytics & AI Foundations
Module 05: Data-Driven Marketing: From Insights to Action
Descriptive to prescriptive analytics
Funnel analysis
Opportunity identification
Data to strategy
Growth decisions
Module 06: Machine Learning for Customer Insights
ML basics
Clustering and segmentation
Pattern discovery
Association learning
Business applications
Module 07: Predictive Modeling for Marketing
Supervised learning
Regression and classification
Model evaluation
Forecasting demand
Optimisation
Module 08: Generative AI for Marketing & Digital Applications
Generative AI fundamentals
RAG and context
Persona creation
Custom GPTs
AI agents and workflows
Pillar 3: Research & Experimentation
Module 09: Qualitative Research for Customer Insights with AI
Research design
Interviews and observation
Ethnography
AI-assisted analysis
Insight generation
Module 10: Quantitative Research & Experimentation with AI
Causality
Surveys
A/B testing
Experiment design
AI-assisted experimentation
Pillar 4: Core Marketing & Digital Strategy Levers
Module 11: Strategic Brand Building with AI
Brand identity
Emotional vs functional branding
Brand storytelling
Case studies
AI in branding
Module 12: Pricing Strategy & Revenue Decisions with AI
Pricing frameworks
Consumer behavior
Elasticity
Competitive pricing
AI in pricing
Module 13: Digital Commerce & Channel Strategy
Digital vs traditional
Omnichannel strategy
Marketplace vs D2C
Commerce stack
ROI measurement
Module 14: Performance Marketing & Optimisation with AI
SEM basics
Paid media
Ad effectiveness
Metrics and optimiation
AI in performance
Live Session: AI-Driven Workflows & Automation
AI agents basics
Identifying automation opportunities
Designing workflows
Tool integration
Real-world use cases
Pillar 5: Content, Campaigns & Execution
Module 15: Social Media & AI-Driven Content
Social strategy
AI content creation
Workflow automation
Competitive analysis
Linking to performance
Module 16: Content Strategy & Distribution
Content planning
Persona-led strategy
Platform optimisation
Distribution strategy
AI production
Module 17: Campaign Execution, Automation & AI Workflows
Campaign planning
Creative strategy
Automation tools
AI workflows
Performance tracking
Module 18 | Live Session: Growing Customers Over Time (Lifecycle Strategy)
Customer journey
Retention strategies
Cohort analysis
Personalisation
LTV optimisation
Pillar 6: Transformation & Application
Module 19 | Live Session: Leading AI Adoption in Your Organisation
AI use cases
Workflow redesign
Adoption challenges
Change management
Measuring impact
Module 20 | Capstone
Note:
Modules/topics are indicative only, and the suggested time and sequence may be dropped/modified/adapted to fit the total programme hours.
*Includes a 90-minute live session by IIM Calcutta faculty on the Southwest Airlines Case Study.
What Participants of IIM Calcutta’s Strategic Marketing Programme are Saying
Learner Feedback on Strategic Marketing and AI‑Led Learning
Learners of the IIM Calcutta Executive Programme in Marketing Strategy with AI say the experience is both enriching and transformative, combining strong marketing fundamentals with the growing relevance of AI in modern business contexts. They highlight the structured curriculum, faculty insights, and case‑based discussions as key enablers of practical, real‑world application. Participants note significant improvement in strategic thinking, problem‑solving, and data‑driven decision‑making, along with a deeper understanding of customer behaviour and marketing strategy. Overall, the programme is recognised for building confidence, enhancing professional capability, and supporting long‑term career growth.
Faculty Teaching IIM Calcutta’s Strategic Marketing with AI Programme
Prof. Saravana Jaikumar
Associate Professor, Marketing
With an illustrious academic journey and a passion for redefining marketing in the digital age, Prof. Saravana brings unmatched expertise to this programme. An Associate Profe...
How IIM Calcutta's Marketing Strategy with AI Programme Addresses Key Marketing Leadership Challenges
Marketing & Leadership Challenge | How IIM Calcutta Addresses It | Professional Impact |
Marketing strategies rely on intuition rather than data‑driven decision‑making. | Builds capability in data‑driven marketing using analytics, machine learning, and AI‑enabled decision frameworks across modules. | Builds capability in data‑driven marketing using analytics, machine learning, and AI‑enabled decision frameworks across modules. Improves ability to make informed marketing decisions and optimise campaign performance at scale. |
Difficulty adapting to AI and Generative AI in modern marketing environments. | Covers Generative AI, predictive analytics, and AI applications across customer journeys, content creation, and strategic marketing. | Develops AI‑enabled marketing leadership capabilities and readiness for future‑focused marketing roles. |
Limited ability to connect digital marketing execution with strategic decision‑making. | Bridges digital execution with strategic marketing through modules on branding, pricing, omnichannel marketing, and integrated communications. | Enables transition from tactical roles to strategic marketing leadership positions. |
Challenges in understanding customer behaviour and creating effective engagement strategies. | Teaches customer journey mapping, consumer behaviour analysis, and omnichannel engagement using AI‑driven insights. | Strengthens ability to build customer‑centric strategies and improve engagement outcomes. |
Lack of hands‑on experience with marketing tools and real‑world applications. | Incorporates simulations, case studies, capstone projects, and tools like Google Ads, LinkedIn Ads, and AI‑based platforms. | Builds practical, job‑ready marketing skills and improves execution confidence in real business contexts. |
Need for credible certification and structured progression into senior marketing roles. | Offers an IIM Calcutta certificate with structured learning, real‑world projects, and faculty‑led instruction. | Enhances professional credibility and supports career progression into leadership roles. |
Receive a Globally Recognised Certification in Strategic Marketing and AI from IIM Calcutta
Participants who achieve a score of 65% or higher in the overall evaluation will be awarded a certificate of successful completion by IIM Calcutta. A participant with less than 65% of the score in the overall evaluation, or with incomplete programme components, will not be awarded any certificate.
Note:
The certificate shown above is for illustrative purposes only and may not be an exact prototype of the actual certificate.
IIM Calcutta reserves the right to change the certificate and specifications without notice.
How Does This Programme Help You Lead Marketing Strategy with AI?
Develop the ability to make data-driven marketing decisions by integrating traditional strategies with AI applications, machine learning techniques, and advanced analytics.
Learn to apply omnichannel marketing strategies and leverage Generative AI for creating consumer personas, evaluating strategic options, automating processes, and producing content across text, image, and video formats.
Gain a robust understanding of marketing fundamentals—from branding and pricing to performance marketing—designed specifically for senior professionals navigating complex market environments
Translate learning into impact through structured simulations, real-world case studies, and a capstone project focused on delivering measurable organisational outcomes
Lead transformative, customer-centric initiatives by leveraging emerging technologies and adapting proactively to dynamic market conditions
Frequently Asked Questions About the Marketing Strategy with AI Programme from IIM Calcutta
What is the IIM Calcutta Executive Programme in Marketing Strategy with AI?
The IIM Calcutta Executive Programme in Marketing Strategy with AI is a 20 week executive online programme focused on building strategic marketing capability through the integration of AI, analytics, and customer‑centric marketing approaches. It combines foundational marketing frameworks with applications of Generative AI and data‑driven decision‑making.
It is designed for mid‑ to senior‑level marketing professionals, digital specialists, consultants, and business leaders seeking to strengthen strategic marketing capability and transition into leadership roles.
Why is a Strategic Marketing programme important?
A strategic marketing programme is essential for professionals aiming to excel in leadership roles, as it equips them with cutting-edge skills in marketing strategy, AI-powered marketing, digital marketing, and data-driven decision-making.
This Marketing Strategy with AI programme by IIM Calcutta bridges the gap between traditional and digital marketing strategy, empowering leaders to craft effective strategic marketing plans, implement omnichannel marketing approaches, and apply the best marketing strategies to drive business growth and stay ahead in a fast-evolving, competitive landscape.
How is AI and GenAI integrated into the IIM Calcutta Marketing Strategy with AI programme?
The IIM Calcutta Executive Programme in Marketing Strategy with AI incorporates AI and Generative AI across modules, covering applications such as customer journey mapping, content development, marketing automation, and predictive analytics for decision‑making.
Through its extensive curriculum and blend of AI and GenAI, this programme helps develop skills and capabilities in strategic marketing, data‑driven decision‑making, branding and pricing strategy, customer insight analysis, and AI‑enabled marketing execution.
What is the mode of the IIM Calcutta’s Marketing Strategy with AI programme?
The Executive Programme in Marketing Strategy with AI by IIM Calcutta is an online marketing programme with a blend of live and recorded sessions. Participants can also opt for an on-campus immersion for hands-on networking and learning at IIM Calcutta.
Who should enrol in the Executive Programme in Marketing Strategy with AI by IIM Calcutta?
The Executive Programme in Marketing Strategy with AI by IIM Calcutta is ideal for mid to senior marketing professionals, consultants, category managers, and business leaders who want to gain advanced skills through a top strategic marketing programme by a leading business school. This marketing certification is perfect for those seeking to lead with strategy, data-driven insights, and AI-powered marketing, while mastering digital marketing, omnichannel marketing, and the tools needed to thrive in a digital-first business environment.
Will I receive an IIM Calcutta certification upon completing the Marketing Strategy with AI programme?
Yes, upon successfully completing the Executive Programme in Marketing Strategy with AI by IIM Calcutta with a minimum score of 65% in all evaluations, you will receive a prestigious marketing certification from IIM Calcutta that will boost your career.
How does the IIM Calcutta Marketing Strategy with AI programme compare with other strategic marketing and leadership programmes in India in 2026?
The IIM Calcutta Marketing Strategy with AI programme is positioned as a strategic marketing and leadership‑focused programme that integrates AI, Generative AI, and data‑driven marketing strategy. Compared to other marketing leadership programmes in India, it combines academic rigour with applied learning through case studies, tools, and capstone projects, while emphasising AI‑enabled decision‑making.
Does the IIM Calcutta Marketing Strategy with AI programme include practical learning components?
Yes, The IIM Calcutta Marketing Strategy with AI programme includes applied learning through case studies, simulations, and a capstone project, supporting the translation of marketing concepts into real‑world business applications.
Early registrations are encouraged. Seats fill up quickly!
Flexible payment options available.
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