IIM-C Certification | 6 Months Programme | Interactive Live Online Programme | Programme starts in February 2021

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Next Selection Review on Oct 27, 2020

Alibaba generated 20% higher conversion
on personalized landing pages with
recommendation engines on Singles’ Day.

Netflix uses AI to curate recommendations
to keep users engaged. And also retain
or renew their subscription.

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 the elite community of IIMC
    global executive alumni base
    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

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.

  • 50+ Years of
    Academic Excellence

  • Globally Ranked
    in Top 25

  • Ranked
    #3 in Asia

  • Unmatched
    Alumni Network


Programme Directors

  • Debashis Saha Professor, IIM Calcutta

    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.

    Saravana JaikumarProfessor, IIM Calcutta

    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.


Format and Curriculum

Highlights

  • 6 Month Executive Programme

    Faculty from IIM Calcutta

    Certificate by IIM Calcutta

  • Online Sessions Twice a Week

    Campus Visit

    Capstone Projects

Modules

  • Data-Driven Marketing
    Decisions
    Fundamentals of
    AI/ML
    AI/ML
    using R
  • Digital and Social Media
    Marketing
    AI/ML Applications
    in Marketing
    Futuristic
    Marketing

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 here

Schedule

Live Online Sessions

Faculty-led Interactive Sessions

Convenient Schedule

Direct to Device

View Details

Programme starts in February 2021

Campus Visit Scheduled in 2021
The final decision will be taken keeping the safety of participants in mind. Fees will be based on actuals

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

Who should join

Current and aspiring business and marketing professionals with large consumer base and who own revenue targets / marketing budgets and will find this programme most suitable.

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.

Participant Profile

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
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."

"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."

"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."

"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."

"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."

"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."

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


Fee

Details Domestic Participants International Participants
Programme Fee ₹3,00,000 $5,000
24-month interest-free EMI
EMI Details
₹14,750 /Month

Campus visit fee to be borne by participants. Will be based on actuals.


About IIM Calcutta

The Indian Institute of Management Calcutta (IIMC) 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 brings high-end and deep-tech education to aspiring and experienced professionals. It partners with world-class academic institutions and global corporations to develop and offer disruptive programmes. TalentSprint's hybrid platform delivers unique online and onsite experiences that help build cutting-edge expertise, for today and tomorrow. Funded by Nexus Venture Partners and the NSDC, it is the recipient of several national and international awards including Dream Company To Work For 2017, Best Innovative Technology Organisation In Education Sector Award 2016, World HRD Congress HR Tech Leader Award 2014, CIO Review Company of the Year Award 2014, Silicon India Industry Performer of the Year Award 2014 and others. For more information please visit www.talentsprint.com.


FAQ

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.