Batch 5
Strategic Marketing for Leaders: Leveraging AI for Growth
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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Marketing Mastery Starts at IIM Calcutta
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.
AI and Generative AI in Marketing: A Game-Changer for Business Growth
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41-45%
71 %
The IIM Calcutta Advantage
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Why Choose This IIM Calcutta Marketing Certification?
Recorded sessions by renowned IIM Calcutta faculty for real-world application
Simulations, 7+ case studies, and a capstone project for hands-on learning
AI and GenAI applications to drive successful marketing strategies
90 minutes of interactive live session by expert IIM Calcutta faculty
Exclusive on-campus networking event at IIM Calcutta*
Earn a prestigious IIM Calcutta certificate to strengthen your resume
Live doubt-clearing sessions with Subject Matter Experts
Build hands-on expertise using tools like Google Ads, Writesonic, LinkedIn Ads, and Canva
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.
The Programme Journey
Who Is This Programme For?
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.
Note: This programme is designed for and will help professionals with 7+ years of work experience.
Insights from Business Case Studies
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 and Platforms
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
Programme Modules
Module 01: Customer Segmentation, Targeting & Positioning Strategy
Segmentation frameworks
Persona development
Target selection
Positioning and differentiation
Multi vs single segment strategy
Module 02: Customer-Centric Strategy & Competitive Advantage
Customer needs and gaps
Competitive analysis
Blue vs Red Ocean
Strategy formulation
Case applications
Module 03: Customer-Centric Strategy & Competitive Advantage
Market and customer insights
Segment-led decisions
Pricing and entry strategy
Case-based thinking
Decision frameworks
Module 04: Data-Driven Marketing: From Insights to Action
Descriptive to prescriptive analytics
Funnel analysis
Opportunity identification
Data to strategy
Growth decisions
Module 05: Machine Learning for Customer Insights
ML basics
Clustering and segmentation
Pattern discovery
Association learning
Business applications
Module 06: Predictive Modeling for Marketing
Supervised learning
Regression and classification
Model evaluation
Forecasting demand
Optimization
Module 07: Generative AI for Marketing & Digital Applications
GenAI fundamentals
RAG and context
Persona creation
Custom GPTs
AI agents and workflows
Module 08: Qualitative Research for Customer Insights with AI
Research design
Interviews and observation
Ethnography
AI-assisted analysis
Insight generation
Module 09: Quantitative Research & Experimentation with AI
Causality
Surveys
A/B testing
Experiment design
AI-assisted experimentation
Module 10: Strategic Brand Building with AI
Brand identity
Emotional vs functional branding
Brand storytelling
Case studies
AI in branding
Module 11: Pricing Strategy & Revenue Decisions with AI
Pricing frameworks
Consumer behavior
Elasticity
Competitive pricing
AI in pricing
Module 12: Digital Commerce & Channel Strategy
Digital vs traditional
Omnichannel strategy
Marketplace vs D2C
Commerce stack
ROI measurement
Module 13: Performance Marketing & Optimization with AI
SEM basics
Paid media
Ad effectiveness
Metrics and optimization
AI in performance
Module 14: Social Media & AI-Driven Content
Social strategy
AI content creation
Workflow automation
Competitive analysis
Linking to performance
Module 15: Content Strategy & Distribution
Content planning
Persona-led strategy
Platform optimization
Distribution strategy
AI production
Module 16: Campaign Execution, Automation & AI Workflows
Campaign planning
Creative strategy
Automation tools
AI workflows
Performance tracking
Capstone Project
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 are Saying
Programme Faculty
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...
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
FAQ's
The Strategic Marketing for Leaders: Leveraging AI for Growth programme by IIM Calcutta is an 18-week online course designed for mid to senior-level professionals. This IIM Calcutta Marketing with AI course blends classical marketing strategy with Generative AI, predictive analytics, and digital tools to help leaders drive innovation and growth. It’s ideal for those seeking a marketing leadership certification from one of India’s top B-schools.
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 strategic marketing 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.
The Strategic Marketing for Leaders: Leveraging AI for Growth 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.
The Strategic Marketing for Leaders: Leveraging AI for Growth programme 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.
Yes, upon successfully completing the Strategic Marketing for Leaders: Leveraging AI for Growth programme 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.
Early registrations are encouraged. Seats fill up quickly!
Flexible payment options available.
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