The Indian Institute of Management Calcutta (IIM Calcutta), ranked fifth nationally by NIRF 2024 and among India’s few triple-accredited B‑schools (AACSB, AMBA, EQUIS), has introduced a new 18‑week online executive programme titled Strategic Marketing for Leaders: Leveraging AI for Growth. Launched in partnership with Emeritus, it aims to help mid‑ to senior‑level professionals blend traditional marketing strategies with AI-driven tools and data analytics.
Designed for Working Professionals
Marketing executives, digital marketing specialists, consultants, and startup founders with at least seven years of experience are the program's target audience. Designed for sectors like retail, FMCG, IT, e-commerce, media, and consulting, it connects omnichannel strategy, strategic marketing, predictive analytics, and generative AI applications.
Course Highlights at a Glance
- Duration & Delivery: Begins June 30, 2025, online over 18 weeks, with a mix of recorded and live sessions.
- Faculty & Format: Led by Prof Saravana Jaikumar of IIM Calcutta, the course includes case discussions, simulations, live doubt‑clearing, and a capstone project.
- Capstone & technologies: Practical application of AI and marketing technologies like Google Ads, ChatGPT, Midjourney, and Canva; real-world case studies from companies like Nike, Apple, Starbucks, Dove, and Southwest Airlines.
- On‑Campus Networking: Optional one-day campus event with networking opportunities in Kolkata, available for an additional fee.
Why It Matters
Surveys by PwC (Global CEO Survey 2024) and EY’s “AIdea of India: 2025” report reveal that around 70 percent of CEOs anticipate Generative AI will reshape marketing and customer experience, with 71 percent of Indian retailers planning AI adoption soon. This programme directly addresses that growing demand for AI‑literate marketing leaders.
Eligibility & Fees
Open to graduates or diploma holders (10+2+3), especially those in marketing, strategy, consulting, or business development roles. The fee is ₹1,30,000 + GST. Successful participants receive an IIM Calcutta certificate with 65 percent or above performance.
Final Thoughts
The Strategic Marketing for Leaders programme positions participants to lead in today’s AI‑driven marketing environment. With a mix of strategic insight, real‑world applications, and top-tier guidance, it offers an undeniable opportunity for professionals to stay ahead in an ever-changing field.
