Batch 4 | IIM Calcutta Certification | 6 Months | Interactive Live Online |
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.
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.
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.
* Option to submit exercises in Python
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
*Selection for the Programme will be done by IIM Calcutta and is strictly based on education, work experience and motivation of the participants.
56% 10+ Years of Experience
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.
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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.
AI will be increasingly used to create a "360-degree" view of the customer. By 2025, even B2B companies, almost 20% of them will be using AI to impact customer journeys during digital commerce interactions. 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.