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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What is the Strategic Marketing for Leaders: Leveraging AI for Growth programme?
Strategic Marketing for Leaders: Leveraging AI for Growth is an 18 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
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**.
**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?
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.
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 and Platforms Used in IIM Calcutta’s Strategic Marketing 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 Strategic Marketing for Leaders Programme
Pillar I: Introduction- Data-Driven Marketing Decisions
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
Pillar II: Strategic Decision Making and AI
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
Pillar III: Marketing Research and Analytics
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
Pillar IV: Branding and Pricing Strategy
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
Pillar V: Digital Marketing Strategy
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
Pillar VI: Integrated Marketing Communications
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
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 of IIM Calcutta’s Strategic Marketing Programme are Saying
Learner Feedback on Strategic Marketing and AI‑Led Learning
Learners of the IIM Calcutta Strategic Marketing for Leaders: Leveraging AI for Growth programme 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 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 the IIM Calcutta Strategic Marketing 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 Strategic Marketing Programme from IIM Calcutta
What is the IIM Calcutta Strategic Marketing for Leaders: Leveraging AI for Growth programme?
The IIM Calcutta Strategic Marketing for Leaders programme is an 18 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 Strategic Marketing for Leaders 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 Strategic Marketing for Leaders programme?
The IIM Calcutta Strategic Marketing for Leaders programme 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 Strategic Marketing for Leaders Programme
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.
Who should enrol in the Strategic Marketing for Leaders: Leveraging AI for Growth programme by 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.
Will I receive an IIM Calcutta certification upon completing the Strategic Marketing for Leaders programme?
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.
How does the IIM Calcutta Strategic Marketing Programme compare with other marketing leadership programmes in India in 2026?
The IIM Calcutta Strategic Marketing Programme is positioned as a 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 Strategic Marketing for Leaders programme include practical learning components?
The IIM Calcutta Strategic Marketing for Leaders 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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