IIM Calcutta Certification | 6 Months Programme | Interactive Live Online Programme |

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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

Marketing Roles that need AI expertise

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

AI is changing digital marketing for the better

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By 2020, 85% of customer interactions will be handled without a human.

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

Nearly 40% of CMOs are planning to reinvent customer experiences with AI.


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.

  • 50+ Years of
    Academic Excellence

  • Globally Ranked
    in Top 25

  • Ranked
    #3 in Asia

  • Unmatched
    Alumni Network



Programme Directors

  • debasish-saha

    Debashis Saha Professor, IIM Calcutta

    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

    Saravana JaikumarProfessor, IIM Calcutta

    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
    AIML
    using R*
  • AIML Applications
    in Marketing
    AIML in Digital and
    Social Media Marketing
    Futuristic
    Marketing

* Option to submit exercises in Python

Some of the 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

detailed-curriculum Detailed curriculum here

Schedule

Interactive Online Classes

Faculty-led Interactive Sessions

Convenient Schedule

Direct to Device

View Details

Programme start date will be announced shortly.

3-day IIM Calcutta Campus Visit towards the end of the programme depending on the pandemic situation.

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

Career Accelerator

  • kaggle logo Compelling Profile
    Build a compelling professional profile with a DeepTech edge
  • kaggle logo Priority Career Access
    Get priority access to career opportunities in the industry
  • kaggle logo Elite Community
    Become a member of an exclusive community of DeepTech experts
  • kaggle logo Startup Mentorship
    Boost your startup ideas with professional mentorship

Know More


Who should join

Marketing professionals keen to

  • orange-arrowLeverage AI-driven analytics
  • orange-arrowGenerate powerful insights on trends and behaviour
  • orange-arrowDiscover new customers and opportunities to sell
  • orange-arrowPredict and prevent customer churn

Eligibility

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

Role: Experience of at least 2 years

No prior programming knowledge is required.


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.

Feedback from Programme Participants

The programme provides a structured and detailed learning experience with projects and case studies.
Neha Dhanda, Analytics Manager, VISA

It was an amazing learning experience from IIM Calcutta. A promising journey towards something bigger and better.
Sunil Gopinath, Head of Marketing, Carl Zeiss India

As a professional from a non-technical background, this programme helps in giving an edge to my profile.
Rohit Nair, Corporate Strategy Lead, Bosch India

Attending this programme was the best decision I have ever made for my career.
Neil Mammen, Manager - Creative Services, DXC Technology

A transformational programme with an excellent line-up of IIM Calcutta Faculty.
Ravesha Bakshi, Senior Marketing Manager, Hitachi Consulting

Learning about AI-powered Marketing hands-on with projects was the most exciting part of the programme.
Arijit Chatterji, Chief Business Officer, Z-Centrix

Excellent teaching methodology designed for the programme.
Sharanbir Kaur, Digital Marketing Manager, Hyundai Motor India Limited

My key takeaways from this programme: curriculum, projects, and learning with an exceptional peer group.
Nehal Naphade, Associate Research Manager, Kantar

Professionals must explore this programme to have a 360-degree view of AI applications in Marketing.
Jayeeta Saha, Senior Manager - Marketing, Reliance General

The knowledge of a lifetime, that ensures promising curriculum, information that is set to better your career.
Zulkarnain Sheikh, Sr. Digital Marketing Manager, Cogent Infotech

The course will teach you everything that's relevant in today's world and help speed up your learning habit.
Kumar Gyanam, Chief Operating Officer, Pixstory Interface Pvt Ltd

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

Find out why professionals want to join the programme

"I am looking for a career switch within my strength - advertising and marketing but for a product/technology company. This programme would be a stepping stone for career progression."
Srikant Mangu, Media

"I'm a digital marketer working on projects for the Banking domain. As I’ve been involved in a slew of Digital Wealth and API based journeys in my current organization, I was curious about the impact of AI on digital banking solutions, marketing campaigns and product launches."
Ronojoy Bhuyan, BFSI

"I am AVP Corporate Relations and Acquisitions for employee banking. Owing to my technical background I have always been keen to understand how current technology can help leverage business processes. I wanted to understand how evolving technology can transform traditional marketing."
Sandipan Sarkar, BFSI

"Given my job role in the current organization, I find great relevance with the objectives and listed outcomes of this programme. I am also confident that this programme will also go a long way in enabling me to excel in senior leadership roles."
Gurpreet Singh, Gaming

"I am an entrepreneur running an e-commerce portal selling fashion jewellery. I am currently looking forward to understanding how emerging technologies like AI can bolster the company's marketing plan for growth. This programme has answers to my curiosity and will help me become an efficient marketer."
Aanchal Rathee, Media

"I look after Strategic Account Relationship in my present enterprise, supporting brands to build customer engagement strategies and implement them. The programme and its content will give me a platform to learn new skills and drive greater value to my clients."
Neha, BFSI

Note: These are edited versions based on the details submitted by various programme applicants.


Fee

Details Domestic Participants International Participants
Programme Fee ₹3,45,000 $5,600

18-Month 0% EMI GST as applicable


About IIM Calcutta

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 www.iimcal.ac.in.


About TalentSprint

TalentSprint, a National Stock Exchange (NSE) Group Company, brings transformational high-end and deep-tech learning programs to emerging and experienced professionals in partnership with top academic institutions and global corporations. Its patent-pending, AI-powered, digital learning platform enables a perfect blend of high-end academics and industry-leading practitioner experience. Its programs have consistently seen a high engagement rate and customer delight. For more information, visit www.talentsprint.com.


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.