Batch 4 | IIM Calcutta Certification | 6 Months | Interactive Live Online |

Download Brochure

40% of Marketing and Sales departments prioritize AI/ML for their success more than any other department.1

When AI is present, 49% of consumers are willing to shop more frequently, 34% to spend more money.2

Brand marketers must focus on targeting new potential audiences identified by AI-driven insights.3


Learn how to use AI to solve Real-world Marketing Challenges


  • Predict and Prevent Customer Churn AI analyses the changing behaviour of customers. The algorithms predict which customers are most likely to stop using your offerings. This helps in creating customer retention plans.

  • Know Your Customer AI combined with big data from marketing can help find your customer segments. The algorithms analyse various behavioural data points and help you understand the customer groups within your business.

  • Customer Lifetime Value (LTV) Prediction AI can help categorise customers according to their predicted LTV contributions. With this, you will discover profitable segments and tailor-make responses for better RoI.

  • Conversion Prediction (Lead Scoring) Firstly, based on sales history, AI can predict the probability of conversion of an opportunity into a customer. Secondly, it can predict the likelihood of purchase during a time period or an event.

  • Message Personalization Based on demography, interests, and behavioral data algorithms can help marketers create a personalized message. If the marketing message resonates with the problem a customer is looking to solve, he is more likely to buy.

Using AI to Solve Real-Life Marketing Challenges
Presentations by Participants


Feedback from Programme Participants


6 Reasons Why Marketing Professionals Prefer this Programme

  • IIM Calcutta AdvantageAccess world-class institutional knowledge
    of IIM Calcutta in Marketing and Deep Tech
    Master Mentors Learn from experts with deep research and experience in AI and Marketing
  • Executive Format Experience convenience of the faculty-led
    interactive live classes
    Case-based LearningLearn with highly interactive real-life industry case-based curriculum
  • Peer NetworkingJoin an elite community
    of professionals
    TalentSprint AdvantageBuild your expertise 24x7 with our
    best-in-class pracademic platform

Find out why AI is the new super-power of marketers

ET Brand Equity Interviews IIM Calcutta Programme Directors


About the Programme

The Advanced Programme in AI-Powered Marketing (APAIPM) helps Digital Marketers, Marketing Analysts, Market and Business Analysts, Consultants, Entrepreneurs and CMOs, leverage AI-driven analytics for taking marketing decisions.

With an explosion in the availability of data, powerful insights can be derived into individual consumer behaviour. AI makes personalised marketing-at-scale a present-day reality. It offers an opportunity to upsell, cross-sell and enhance RoI of marketing investments.

But there is an acute shortage of AI experts in Marketing. According to a recent PwC study, 72% of respondents viewed AI as a “business advantage”, however, research shows that 85% of AI projects fail due to risk, confusion and lack of upskilling among marketing teams.

The industry needs marketing professionals who can use AI to take marketing decisions on product positioning, competition analysis, and customer sentiment to enhance marketing yield and customer experience.

IIM Calcutta, with its edge in quantitative courses, marketing courses and analytics programmes, is the ideal destination to equip marketing and martech professionals with both the academic framework and the practical capabilities to help navigate the rapidly evolving world of AI-powered Marketing.



Programme Directors

  • debasish-saha

    Prof. Debashis Saha M.Tech., Ph.D., (IIT Kharagpur)
    Areas of Expertise: E-Commerce, ICT, IoT, Algorithms

    A Professor in the MIS (Management Information Systems) and Computer Science Group at IIM Calcutta. Prof. Debashis is acknowledged for his teaching, research and consulting expertise in the areas of Information Technology (IT), Strategic IT Architectures, E-Commerce, Business Process Re-engineering, ERP, Information & Communications Technologies (ICT) for Development, Industry 4.0, Internet of Things (IoT), ICT & E-Governance, Wireless Networking & Mobile Computing (WNMC), Network Operations, Management & Security (NOMS) and Business Data Communication & Networking (DCN). He has authored over 100 prestigious articles, research publications and book chapters such as "A Ranking Algorithm for Online Social Network Search" and "An Analytical Method to Identify Social Ambassadors for Mobile Service Providers' Brand Page on Facebook". Most of his research papers presented in national and international conferences have been awarded the 'Best Paper' award. Prof. Debashis Saha holds an M.Tech in Telecom and Ph.D. in Computer Science from IIT Kharagpur.

    saravana-jaikumar

    Prof. Saravana JaikumarMBA (Cardiff Business School, UK), Ph.D., (IIM Ahmedabad)
    Areas of Expertise: Marketing Analytics, Digital Marketing, Public Policy

    A Professor in the Marketing Group at IIM Calcutta, Prof. Saravana's research work is primarily in the nexus of Public Policy, Development and Marketing. He is a subject-matter expert in Marketing Analytics, AI, Machine Learning and Digital Marketing. He has authored several papers in journals of international repute, including Journal of Advertising Research, Journal of Business Research, Marketing Letters, International Journal of Information Management, Information Management Frontiers, and Journal of Product and Brand Management. His research work has been cited in several policy documents, including the Economic Survey of India and the United States Library of Congress Foreign Digital Materials. Prof. Saravana has developed and served as the incumbent director for Analytics and Digital Marketing programmes for executives. He has won several research awards, including the Outstanding Research on Development by Global Development Network. He holds an MBA (Gold Medalist) from Cardiff Business School, UK and received his Ph.D. in Marketing from IIM Ahmedabad.


Format and Curriculum

Highlights

  • 6 Month Executive Programme

    Faculty from IIM Calcutta

    Certificate by IIM Calcutta

  • Online Sessions Twice a Week

    3-day Visit to IIM Calcutta Campus

    Capstone Projects

Modules

  • Data-Driven
    Marketing Decisions
    Fundamentals of
    AI and ML
    Marketing
    Applications
  • Marketing Strategies
    for the Digital World
    Futuristic
    Marketing

* Option to submit exercises in Python

detailed-curriculum Detailed curriculum

Capstone Projects

  • Identifying Potential
    Customer Churn using
    Past Customer Data

  • Building a
    Recommendation System
    based on Customer Data

  • Sales Forecasting
    based on Effectiveness of
    Promotions

  • AI Product and Content
    Recommendations


  • Chatbots to
    streamline new requests

  • Visual and
    Voice Search Tools

  • Campaign
    Optimization


What should you expect from this Programme?

  • LearnLearn from Leading IIM Calcutta Faculty
  • ReinforceReinforce learning by applying concepts
  • NetworkNetwork with Current and Future Marketing Leaders
  • CertificateExecutive Programme Certificate by IIM Calcutta
  • AlumniBecome an Alumni of IIM Calcutta Executive Education
iimc-certificate-sample

Eligibility

Education: Graduation or Post Graduation with at least 50% Marks

Experience: Minimum 2 years

Programming Skills: No prior knowledge required. Coding assistance will be provided.

Marketing Roles that need AI expertise

  • Digital Marketers
  • Brand Marketers
  • Marketing Analysts
  • SEO Analysts
  • Social Media Analysts
  • SEM Analysts
  • Business Analysts
  • Consultants
  • Entrepreneurs
  • CMOs

Enrollment Process

  • Application

    Apply for
    Programme

  • Block Your Seat

    Submit
    Documents

  • Enrollment

    Await
    Selection*

  • Enrollment

    Join
    Programme

*Selection for the Programme will be done by IIM Calcutta and is strictly based on education, work experience and motivation of the participants.

Participant Profile

  • 13+Industries

  • 85+Companies

  • 38%Startups

  • 56% 10+ Years of Experience

  • 45%Managers

  • 22%Women

From Diverse Job Roles

Area Sales Manager
Associate Product Marketing Manager
Category Manager
CEO
Chief Marketing Officer
Country Manager
Creative Head
Data Analyst
Digital Marketing Executive
Digital Marketing Specialist
Director
Founder
Manager
Managing Partner
Marketing Account Manager
PR Consultant
Proprietor
Regional Marketing Manager
Regional Trade Marketing Manager
Research Executive
Senior Project Manager
Software Engineer
Territory Manager

From Top Organizations

Maruti Suzuki
Mahindra & Mahindra
OYO
Raymond
Vicco Group
Amazon
American Express
Barclays
Colgate-Palmolive
CavinKare
WhiteHat Jr
Welspun
Tata Sky
Royal Enfield Motorcycles
Godrej
Hitachi Consulting
Hindustan Times
Havells
JPMorgan Chase

From Indian and Global Locations

Vadodara
Surat
Mysore
Mahabaleshwar
Kottayam
Indore
Gurgaon
Ghaziabad
Ahmedabad
Dubai
Mumbai
Bengaluru
Chennai
Pune
Hyderabad
Delhi
Noida
Kolkata

Fee

Details Amount
Programme Fee* ₹3,84,000

12-Month 0% EMI availableNominate your Employee to Avail Special BenefitsGST as applicable


About IIM Calcutta

  • 50+ Years of
    Academic Excellence

  • Ranked #2
    in India

  • Ranked #3
    in Asia**

  • Ranked #59
    Globally*

  • Triple Accredited
    AMBA, EQUIS, AACSB

  • Unmatched
    Alumni Network

The Indian Institute of Management Calcutta was established as the first national institute for Post Graduate Studies and Research in Management by the Government of India in November 1961, in collaboration with Alfred P. Sloan School of Management (MIT), the Government of West Bengal, The Ford Foundation, and the Indian Industry. Over the years, IIM Calcutta has grown into a mature institution with a global reputation, imparting high-quality management education. It has been playing a pioneering role in professionalizing Indian management through its Post Graduate and Doctoral level Programmes, Executive Training Programmes, Research and Consulting Activities. It is ranked at #3 Management Business School in Asia and under Top 25, globally. For more information please visit IIM Calcutta website.

*Financial Times Executive Education Ranking 2022

**Financial Times Masters in Management Rankings 2020


PARTNERS

About TalentSprint

  • 10 Years of
    Excellence
  • 200K Empowered
    Professionals
  • 95% Completion
    Rate
  • 85 Net Promoter
    Score

Established in 2010, TalentSprint is a part of NSE group and a global edtech company that brings transformational high-end and deep-tech learning programs to young and experienced professionals. The company’s digital learning platform ipearl.ai offers a hybrid onsite/online experience to seekers of deep technology expertise. TalentSprint partners with top academic institutions and global corporations to create and deliver world class programs, certifications, and outcomes.Its programs have consistently seen a high engagement rate and customer delight. It is a leading Innovation Partner for the National Skill Development Corporation, an arm of the Ministry of Skill Development and Entrepreneurship, Government of India. A recipient of various prestigious accolades, TalentSprint was recently honored with the Indian Achievers Award 2022, for its excellence in building deeptech talent in India. For more information about TalentSprint, visit TalentSprint website


Frequently Asked Questions

It is a fact that COVID19 has altered the business landscape extensively. Many of the changes in business are fundamental in nature. Also, the pace of change is unprecedented.

Even after the world overcomes this pandemic, it is expected that many of these changes will be permanent. Three key themes that are driving the change are:

  • Going Digital
  • Data-Driven Decisions
  • Extreme Automation

In this background, Marketing being the area which is extremely critical for business is no different. These 3 themes will impact marketing more than other areas.

AI-Powered Marketing was designed as a programme for marketing professionals of the future. Being the first of its kind programme from a top management institution in India, the objective was to get marketing professionals ready for the future. However, the current situation has already moved us into the future. Hence, the need for marketing professionals to get armed with the power of AI is not just important but also urgent in today’s context

Technology adoption normally follows a curve of 5 stages as brought out in the graph below

Graph

Using AI extensively for marketing was in the domain of innovators like Google, Amazon, Netflix and was moving towards early adopters. Many startups and large retail organizations started testing out AI for their marketing. Given the current situation, the adoption rate is expected to fast forward and will not only cover the early adopters but also move towards the early majority.

If you are keen to be ahead in your career as a marketing professional with the power of AI, it is the right time to build the requisite expertise and this programme will provide the necessary edge towards achieving the same.

The safety of our faculty and participants is of utmost importance. Keeping in mind the same, we are starting the programme in June with interactive online classes that can be attended from the safety of home. The campus visits will be scheduled once it is safe to travel and gather in the campus-based on Government advisory.