Advanced Programme in AI-Powered Marketing
Advanced Programme in
AI-Powered Marketing
Interactive Live Online Programme
For Marketers, Business Heads, Analysts, Consultants, Entrepreneurs and CXOs.
AI is changing digital marketing for the better
It is any marketer’s dream to understand the specific needs of every consumer and position the products/services accordingly. With an explosion in the availability of consumer data, deep insights can be derived into individual consumer behavior. With continuous development in the fields of Machine Learning and Deep Learning, AI makes personalised marketing-at-scale, a present day reality.
However, acute shortage of expertise is one of the major challenges in the adoption of AI in Marketing. According to a recent PwC study, 72% 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.
Therefore, there is a considerable demand-supply gap for professionals who can use AI to influence, guide or take marketing decisions related to product positioning, competition analysis,customer sentiment analysis to enhance marketing yield and customer experience.
The Advanced Programme in AI-Powered Marketing (APAIPM) helps current and aspiring CXOs, business heads, and marketing professionals, leverage the power of AI in taking data-driven marketing decisions.
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.
Prof. Debashis Saha received his Ph.D. in Computer
Science from IIT Kharagpur. He is the author of more
than one hundred prestigious articles, papers 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. He is an
acknowledged expert and industry consultant in the
fields of E-Business, E-Commerce, Mobile Commerce,
Artificial Intelligence, Data Warehousing,and
Internet of Things.
Prof. Saravana Jaikumar received his Ph.D. in
Marketing from IIM Ahmedabad. He is the author of
several papers and articles such as How do
Consumers choose Sellers in e-Marketplaces and
Celebrity Endorsement and Branding Strategies. He
is a university gold medalist from Cardiff Business
School where he received his MBA, and an emerging
expert on e-Marketplaces, Consumer Behavior,
Global Branding, Celebrity Endorsements, Drug Price
Control, Effect of Social Capital, and Consumer
Loyalty and Satisfaction.
Faculty-led Interactive Sessions
Convenient Schedule
Direct to Device
Programme starts in September 2021.
3-day IIM Calcutta Campus Visit towards the end of the programme depending on the pandemic situation.
Compelling Profile
Priority Career Access
Elite Community
Startup Mentorship
*Selection for the Programme will be done by IIM Calcutta and is strictly based on education, work experience and motivation of the participants.
"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.
Improving marketing yield is a top priority of CEOs across B2C and B2B2C businesses. With the explosion of data gathered from leads, prospects, customers and the tracking of customer behaviour across websites, mobile apps and others, companies now have more data than before. Once paired with the power of AI, it can create real value for businesses.
66% of the marketing leaders believe that in 2020, AI is critical for their marketing success. Use cases in AI for marketing are likely to increase by 257% in the next two years. Hence professionals who can deploy AI to make marketing decisions will become highly valuable for businesses.
The AI-powered Marketing Programme enables marketing professionals to adopt the power of AI in their decision-making process. The key benefits of marketing powered by AI include:
If you are someone, keen on exploring the future of marketing, this Programme is for you.
The Programme equips professionals with both academic, research insights coupled with practical knowledge and helps navigate the fast-evolving world of marketing armed with the power of artificial intelligence.
Exposure to AI tools and applications to help influence, guide or take marketing decisions related to campaigns, budgets, creating marketing USP and more.
You will learn from the leading Faculty of IIM Calcutta and work on interesting use-cases and research projects.
Network and associate with current and future marketing leaders.
It is a dream of every marketer to personalize their message by understanding the needs of their prospects and customers. With an explosion in the availability of consumer data, deep insights can be derived into consumer behaviour, enabling to,
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:
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
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.
Karthi heads marketing efforts for all the business verticals of Kotak Mahindra Bank, one of India’s largest private sector banks. His role encompasses brand launches, marketing problem solving, usability engineering, marketing partner development, and marketing strategy development.
He started his career as a copywriter. Prior to Kotak, he co-founded Sharekhan and held key positions at South Asian Television, and Marshan, the world's leading insurance broker and risk adviser.
Detailed curriculum here
