The Indian Institute of Management (IIM) Calcutta has launched a new executive education programme titled Strategic Marketing for Leaders: Leveraging AI for Growth, in collaboration with Emeritus, . The 18-week online programme is designed for mid- to senior-level professionals aiming to integrate AI-driven strategies into their marketing functions. The new course is aimed at addressing the increasing demand for marketing professionals with AI expertise.
According to the PwC Global CEO Survey 2024, 70% of Indian CEOs expect Generative AI to significantly reshape value creation and delivery, particularly in marketing and customer experience. EY’s The AIdea of India: 2025 report also notes that 71% of Indian retailers intend to adopt Generative AI in the next year.
Offered by IIM Calcutta, ranked 5th by NIRF 2024 and accredited by AMBA, EQUIS, and AACSB, the programme provides training in predictive analytics, Generative AI applications, omnichannel strategy, and customer journey mapping. It is aimed at professionals in marketing, digital strategy, consulting, category management, and business development across industries such as retail, FMCG, technology, e-commerce, and media.
The curriculum combines asynchronous video lectures with live online sessions conducted by Prof Saravana Jaikumar of IIM Calcutta. Learners will engage in case studies involving brands like Nike, Apple, and Southwest Airlines, along with simulations and a capstone project. Participants also have the option to attend a one-day networking event at the IIM Calcutta campus.
Key learning outcomes include applying classical marketing frameworks alongside AI and data analytics, building customer-centric strategies, and managing marketing initiatives in dynamic business environments. The course also covers core topics like branding, pricing, performance marketing, and strategy development.
Who can apply for the Strategic Marketing for Leaders programme?
The Strategic Marketing for Leaders: Leveraging AI for Growth programme is open to graduates and diploma holders with a minimum educational qualification of 10+2+3. It is designed for mid- to senior-level professionals working in marketing, digital marketing, consulting, business strategy, and related areas. Individuals looking to transition into strategic leadership roles, as well as those aiming to strengthen their expertise in AI-driven marketing, are eligible to apply.Professionals across industries such as retail, FMCG, technology, e-commerce, and media who are responsible for customer engagement, market expansion, and data-led growth strategies will also find the programme relevant.
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Avnish Singhal, Executive Vice President, Head India & APAC at Emeritus, stated that the programme aims to meet the growing industry requirement for marketing leaders capable of integrating strategic insight with AI technologies.
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