IIM Calcutta and Emeritus launch executive program on strategic marketing using AI

The Indian Institute of Management Calcutta, in partnership with Emeritus, has introduced a new executive education program called “Strategic Marketing for Leaders: Leveraging AI for Growth.”

This 18-week online course targets mid- to senior-level professionals who want to incorporate AI-driven strategies into their marketing roles.

The program responds to the rising need for marketing experts skilled in artificial intelligence.

The PwC Global CEO Survey 2024 reports that 70% of Indian CEOs believe generative AI will greatly transform value creation and delivery, especially in marketing and customer experience.

EY’s report, “The AIdea of India: 2025,” also highlights that 71% of Indian retailers plan to adopt generative AI within the next year.

Ranked fifth by NIRF 2024 and accredited by AMBA, EQUIS, and AACSB, IIM Calcutta offers training that covers predictive analytics, generative AI applications, omnichannel strategy, and customer journey mapping.

The course is designed for professionals working in marketing, digital strategy, consulting, category management, and business development in sectors such as retail, FMCG, technology, e-commerce, and media.

The curriculum blends asynchronous video lectures with live sessions led by Professor Saravana Jaikumar of IIM Calcutta.

Participants will study case examples involving brands like Nike, Apple, and Southwest Airlines, take part in simulations, and complete a capstone project.

There is also an option to join a one-day networking event on the IIM Calcutta campus.

Key skills taught include using traditional marketing frameworks alongside AI and data analytics, developing customer-centric strategies, and managing marketing initiatives in evolving business environments.

The program also addresses branding, pricing, performance marketing, and strategy formulation.

Graduates and diploma holders with at least 10+2+3 education can apply. The course is meant for mid- to senior-level marketing, digital marketing, consulting, and business strategy professionals.

It is suitable for those aspiring to move into strategic leadership roles or enhance their AI-driven marketing expertise.

It also benefits professionals responsible for customer engagement, market growth, and data-driven strategies across various industries.

Avnish Singhal, Executive Vice President and Head of India and APAC at Emeritus, said, “The program aims to meet the growing industry requirement for marketing leaders capable of integrating strategic insight with AI technologies.”