Executive Programme in Marketing Strategy with AI (EPMSAI)

Indian Institute of Management Calcutta

Programme Content

Sl No. Pillar Modules Sub-Topics Duration: 18 weeks 1 Introduction- Data-Driven Marketing Decisions Customer Segmentation, Targeting & Positioning Strategy

• Segmentation frameworks

• Persona development

• Target selection

• Positioning and differentiation

• Multi vs single segment strategy

3 Customer-Centric Strategy & Competitive Advantage

• Customer needs and gaps

• Competitive analysis

• Blue vs Red Ocean

• Strategy formulation

• Case applications

Strategic Decision-Making in Markets

• Market and customer insights

• Segment-led decisions

• Pricing and entry strategy

• Case-based thinking

• Decision frameworks

2 Strategic Decision Making and AI Data-Driven Marketing: From Insights to Action

•Descriptive to prescriptive analytics

• Funnel analysis

• Opportunity identification

• Data to strategy

• Growth decisions

4 Machine Learning for Customer Insights

• ML basics

• Clustering and segmentation

• Pattern discovery

• Association learning

• Business applications

Predictive Modeling for Marketing

• Supervised learning

• Regression and classification

• Model evaluation

• Forecasting demand

• Optimization

Generative AI for Marketing & Digital Applications

• GenAI fundamentals

• RAG and context

• Persona creation

• Custom GPTs

• AI agents and workflows

3 Marketing Research and Analytics Qualitative Research for Customer Insights with AI

• Research design

• Interviews and observation

• Ethnography

• AI-assisted analysis

• Insight generation

2 Quantitative Research & Experimentation with AI

• Causality

• Surveys

• A/B testing

• Experiment design

• AI-assisted experimentation

4 Branding and Pricing Strategy Strategic Brand Building with AI

• Brand identity

• Emotional vs functional branding

• Brand storytelling

• Case studies

• AI in branding

2 Pricing Strategy & Revenue Decisions with AI

• Pricing frameworks

• Consumer behavior

• Elasticity

• Competitive pricing

• AI in pricing

5 Digital Marketing Strategy Digital Commerce & Channel Strategy

• Digital vs traditional

• Omnichannel strategy

• Marketplace vs D2C

• Commerce stack

• ROI measurement

3 Performance Marketing & Optimization with AI

• SEM basics

• Paid media

• Ad effectiveness

• Metrics and optimization

• AI in performance

Social Media & AI-Driven Content

• Social strategy

• AI content creation

• Workflow automation

• Competitive analysis

• Linking to performance

6 Integrated Marketing Communications Content Strategy & Distribution

• Content planning

• Persona-led strategy

• Platform optimization

• Distribution strategy

• AI production

2 Campaign Execution, Automation & AI Workflows

• Campaign planning

• Creative strategy

• Automation tools

• AI workflows

• Performance tracking

7 Capstone 2

Pedagogy

The program is delivered asynchronously using a blend of pedagogical methods including interactive lectures, real-world case studies, marketing simulations, and hands-on projects. Sessions are primarily conducted online, complemented by an optional on-campus networking session. Participants engage in practical exercises and collaborative learning to apply AI tools in strategic marketing contexts.

Programme Audience

Mid to Senior level professionals with 10 to 25 years of work experience in Marketing, Revenue, Growth looking to

gain holistic perspective of Marketing, Sales and Growth, to solidify their strategic skills, and

master the new-age leadership traits with the help of AI, Gen AI which enhance productivity and efficiency thereby increasing the revenue and profitability of the organization

Testimonials

"My experience in the IIM Calcutta Strategic Marketing for Leaders: Leveraging AI for Growth programme has been both enriching and transformative. The programme offers a well-rounded perspective by combining strong marketing fundamentals with the growing relevance of AI in todays business landscape. The structured curriculum, insightful faculty, and engaging case discussions helped translate concepts into practical, real-world applications. Beyond knowledge, the programme enhanced my strategic thinking, problem-solving approach, and ability to look at marketing challenges through a more data-driven and future-focused lens. It has strengthened my confidence as a marketing professional and equipped me with capabilities that I can directly apply in my role. Overall, it has been a valuable learning experience that will continue to support my long-term professional growth."

Dhruvi Mehta

Senior Research Analyst - Borderless Access

"One of the biggest takeaways for me was understanding customer behaviour at a deeper level. It has changed how I think about targeting, messaging, and overall customer experience."

Rajesh Kumawat

Senior Marketing Manager - CIMET

Testimonial Source

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Contact us for the further details

Speak with an Advisor

About Programme
Programme Objective
Programme Benefits
Brochure

Prashansa Uttam

Programme Advisor

+91 9403890085contact@echomind.oneMon – Fri, 9am – 5pm IST

Indian Institute of Management Calcutta

Executive Education Office

https://www.iimcal.ac.in

Kolkata, India

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