IIM Calcutta launches strategic marketing course blending AI and business strategy
The Indian Institute of Management (IIM) Calcutta has launched a new executive programme titled Strategic Marketing for Leaders: Leveraging AI for Growth, in partnership with Emeritus. The 18-week online course is designed for mid- to senior-level professionals looking to combine marketing knowledge with artificial intelligence (AI) tools to improve business performance.This new offering comes in response to a growing demand for marketing professionals skilled in AI. According to the PwC Global CEO Survey 2024, about 70% of Indian CEOs believe that Generative AI will reshape how companies deliver value, especially in marketing.advertisementRanked fifth by NIRF 2024 and internationally accredited by AMBA, EQUIS, and AACSB, IIM Calcutta is offering this course to upskill professionals in areas such as predictive analytics, omnichannel strategy, customer journey mapping, and AI-driven marketing.
The course features a mix of self-paced video lectures and live online classes led by Prof Saravana Jaikumar from IIM Calcutta. Learners will work on case studies featuring brands like Nike, Apple, and Southwest Airlines.They will also take part in simulations and complete a capstone project. An optional one-day networking session will be held at the IIM Calcutta campus.Applicants must have at least a diploma or a graduate degree (10+2+3 format) and should ideally be working in areas such as marketing, digital strategy, consulting, or business development.Professionals from retail, FMCG, e-commerce, and tech industries will particularly benefit from this course.advertisementAvnish Singhal, Executive Vice President, Head India & APAC at Emeritus, said the programme will help professionals align strategic thinking with the power of AI, which is becoming essential in today's competitive market.Another report by EY, The AIdea of India: 2025, states that 71% of Indian retailers plan to adopt Generative AI within the next year.
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