As AI redefines the marketing landscape, organisations are seeking leaders who can bridge data, creativity, and customer-centricity to drive growth. According to PwC’s Global CEO Survey 2024, 70% of Indian CEOs believe Generative AI will significantly impact how businesses create and deliver value, especially in areas like personalised it and customer experience. Additionally, 71% of Indian retailers plan to adopt Generative AI in the next 12 months, increasing the demand for AI-savvy marketing and sales professionals as per EY’s ‘The AIdea of India: 2025’ report. These trends highlight the growing need for marketing professionals who can combine strategic thinking with AI-driven insights to stay competitive and drive business growth.
Recognising the urgent need for it leaders who can adapt to AI-led disruption, IIM Calcutta, one of the leading B-schools in India, ranked 5th by NIRF 2024, has launched Strategic Marketing for Leaders: Leveraging AI for Growth programme in collaboration with Emeritus. Backed by Triple Crown accreditation (AMBA, EQUIS, AACSB), the institute is widely recognised for its academic strength in marketing strategy, analytics, and digital transformation. This 18-week programme equips professionals with practical skills in predictive analytics, omni-channel strategy, Generative AI applications, and customer journey mapping. With a strong focus on application and outcomes, it prepares participants to lead data-driven marketing initiatives and provides comprehensive understanding of core marketing pillars.
The programme is specifically tailored for those in mid- to senior-level roles across marketing, digital marketing, consulting, and business strategy. It is well-suited for marketing professionals looking to transition into strategic leadership, as well as digital marketers aiming to strengthen their expertise in AI-led marketing practices. The programme also caters to consultants, category managers, and strategy professionals who are focused on driving market expansion, customer engagement, and business growth through data-driven insights. This programme equips professionals across sectors including retail, FMCG, technology, e-commerce, or media with the advanced tools and frameworks needed to lead AI-integrated marketing initiatives in a fast-changing business environment.
Speaking on the launch of the programme, Avnish Singhal, Executive Vice President, Head India & APAC, Emeritus, said, “As AI continues to reshape consumer behaviour and redefine how businesses engage with markets, there is a growing need for marketing leaders who can combine strategic insight with technological fluency. This programme empowers professionals to harness AI-driven tools and data-led strategies to build impactful marketing campaigns, drive growth, and lead with confidence in an increasingly digital-first world.”
The programme combines recorded sessions with a live online class led by Prof. Saravana Jaikumar, esteemed faculty at IIM Calcutta, offering a balance of flexibility and expert-led interaction. Participants engage in immersive case study discussions on brands like Nike, Apple and Southwest Airlines, live doubt-clearing sessions, hands-on simulations, tools, and a capstone project to apply concepts in real-world business contexts. The curriculum addresses key areas such as predictive analytics, Generative AI applications, customer journey mapping, and omnichannel strategy equipping professionals with actionable tools to lead modern marketing initiatives. An optional one-day networking event at the IIM Calcutta campus further enriches the experience through peer networking, interactive learning, and engagement with faculty and industry professionals across sectors.
Learning Outcomes
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Develop strategic marketing acumen by integrating classical frameworks with modern AI and data analytics to support informed, evidence-based decisions
- Harness advanced technologies, including predictive analytics, Generative AI, and omnichannel marketing to drive scalable and sustainable business growth
- 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
Programme Details:
- Start Date: June 30, 2025
- Duration: 18 weeks
- Mode: Online
- Eligibility: Graduate/diploma holder (10+2+3)
- Fee: INR 1,30,000 + GST
- Certification: Upon successful completion of the programme with a minimum grading of 65%, participants will receive a certificate of completion from IIM Calcutta.
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