IIM Calcutta, Emeritus Unveil AI-Led Strategic Marketing Course

• IIM Calcutta launches AI-driven marketing course for executives.
• Course covers predictive analytics, omnichannel strategy, and AI.
• Includes case studies, simulations, and a networking event on campus.

The Indian Institute of Management Calcutta (IIM Calcutta) has announced the launch of a new executive education programme titled Strategic Marketing for Leaders: Leveraging AI for Growth, in partnership with Emeritus.

It is an 18-week online programme designed for mid- to senior-level executives who aim to apply AI-enabled strategies in their marketing work. This new course is intended to respond to the rising demand for marketing professionals equipped with knowledge of AI.

According to the PwC Global CEO Survey 2024, 70% of Indian CEOs expect that Generative AI will transform value creation and delivery, especially in marketing and customer experience. EY’s The AIdea of India: 2025 report also notes that 71% of Indian retailers expect to implement Generative AI next year.

The programme offered by IIM Calcutta, ranked 5th by NIRF 2024, and with accreditations from AMBA, EQUIS, and AACSB, will teach predictive analytics, Generative AI, omnichannel strategy, and customer journey mapping. The aim at professionals working in marketing, digital strategy, consulting, category management, and business development across sectors such as retail, FMCG, technology, e-commerce, and media.

The course consists of recorded video lectures that learners can use asynchronously and several live online sessions with Prof Saravana Jaikumar of IIM Calcutta. The case studies focus on brands such as Nike, Apple, and Southwest Airlines, along with simulations and a capstone project. Additionally, participants can attend a one-day networking event at the IIM Calcutta campus.

Key learning outcomes associated with the course include applying classical marketing frameworks with AI and data analytics, building customer-centric strategies, and effectively operating marketing management in dynamic business contexts. The course will also present the core subjects of branding, pricing, performance marketing, and strategy development.

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The course is intended for mid to senior-level managers and senior professionals whose roles are directly or indirectly related to marketing, digital marketing, consulting, business strategy, and related areas. Individuals seeking strategic leadership roles, as well as those aiming to strengthen their expertise in AI-driven marketing, are eligible to apply.

Avnish Singhal, Executive Vice President, Head India & APAC, Emeritus, stated that the program aims to meet the increasing industry demand for marketing leaders who can integrate strategic insight with AI technologies.

The program will also benefit professionals in industries, including retail, FMCG, technology, e-commerce, and media, who work on customer engagement, market expansion, and are pursuing digitally assisted growth strategies.