In today’s hyper-competitive business environment, the need for strategic, data-informed, and technology-integrated marketing leadership has never been greater. According to PwC’s 27th Annual Global CEO Survey 2024, 70% of Indian CEOs believe that Generative Artificial Intelligence (GenAI) will transform value creation within the next three years—particularly in areas such as personalised marketing, enhanced customer experience, and market intelligence. This shift is already visible in the marketing function, where personalised outreach, improved customer experience, and advanced market intelligence are emerging as key use cases. Simultaneously, EY’s The AIdea of India: 2025 report estimates a 41–45% productivity gain across content and marketing functions, with 71% of Indian retailers planning to adopt GenAI in the next 12 months. These shifts indicate a rising demand for marketing leaders who are not only fluent in strategic fundamentals but also capable of leveraging emerging technologies for sustainable growth.
In this context, strategic marketing is no longer just about brand positioning or promotional execution. It now sits at the intersection of data, technology, and customer-centric design. The Strategic Marketing for Leaders: Leveraging AI for Growth programme offered by the Indian Institute of Management Calcutta (IIM Calcutta) recognises this shift. It is designed to help experienced professionals harness both classical marketing foundations and cutting-edge tools such as predictive analytics, Generative AI, and omnichannel strategy to drive scalable business growth.
Inside the programme: Curriculum and delivery
Delivered through a mix of pre-recorded sessions and a 90-minute live session with IIM Calcutta faculty. Participants will learn from Professor Saravana Jaikumar, Associate Professor of Marketing at IIM Calcutta, who brings extensive academic and industry expertise.
He holds a PhD from IIM Ahmedabad, an MBA from Cardiff University, and a BE from PSG College of Technology. Furthermore, IIM-C is India’s only triple-accredited business school, holding accreditations from AACSB, EQUIS, and AMBA, reaffirming the global standards of its pedagogy. Learning unfolds through interactive modules featuring case studies, simulations, and a capstone project focused on real-world application. Enhancing this rigorous and immersive learning journey is an optional one-day, on-campus networking event at IIM Calcutta, further allowing for peer interaction and industry engagement.
Integrating AI and GenAI into the strategic marketing curriculum
A distinguishing feature of the programme lies in its emphasis on AI and Generative AI applications in marketing. Participants can explore how emerging technologies are being deployed to develop predictive insights, personalise engagement, and automate components of marketing strategy. This strategic integration prepares professionals to make data-informed decisions and lead agile marketing teams capable of delivering business growth in uncertain, competitive environments.
The curriculum’s focus on simulation-based learning, customer journey mapping, and omnichannel execution ensures a blend of analytical depth and creative strategy. In essence, the curriculum balances strategic concepts with hands-on applications, paving the path for a strategic shift in how leaders think, operate, and innovate in today’s AI-first world.
Who is this programme designed for?
The programme is crafted for experienced professionals. It serves a diverse set of roles, including marketing professionals, digital marketing specialists, consultants, category managers, and strategic advisors.
For mid-to-senior marketing professionals, it offers a 360-degree view of modern marketing practices, empowering them to lead AI-integrated campaigns and innovation agendas.
Senior professionals navigating complexity can gain from the programme’s practical application-driven approach, given the growing demand for real-world leaders who can translate data into actionable strategy.
For digital marketers, it provides a pathway to transition into strategic leadership roles by bridging tactical execution with data-led strategic thinking.
Meanwhile, consultants and startup founders, too, will find value in the focus on predictive analytics, customer acquisition strategies, and scalable growth models informed by AI insights.
Learning outcomes: From insight to impact
Upon completion, participants are expected to be better prepared to make evidence-based marketing decisions by integrating classical strategy frameworks with data analytics and AI. They will gain the strategic acumen to deploy advanced technologies such as Generative AI, predictive analytics, and omnichannel marketing approaches to drive sustainable business growth.
The curriculum ensures a strong grounding in marketing fundamentals—from brand and category management to pricing and performance marketing, empowering participants to lead in complex, dynamic environments. Through simulation-based modules and a comprehensive capstone project, professionals will be able to convert theory into practice and deliver measurable impact within their organisations.
Participants who secure a minimum of 65% in the programme’s cumulative evaluation will be awarded a certificate of successful completion by IIM Calcutta—recognition that adds credibility to their professional profile and supports future upskilling and career advancement prospects.
Looking ahead
As marketing continues to evolve from a creative function to a data-powered, customer-first growth driver, professionals must recalibrate their skills to remain effective. The Strategic Marketing for Leaders: Leveraging AI for Growth programme from IIM Calcutta offers an opportunity to do just that—by providing professionals with the tools, frameworks, and insights required to lead in a dynamic, AI-enabled business landscape.
With applications now open and the programme fee set at INR 130,000 plus GST, the offering is both timely and relevant for professionals seeking to step confidently into marketing leadership.
For more details on programme takeaways and business case studies, and to learn more about the programme highlights, modules, and flexible fee options, visit the programme website
Disclaimer: This content was authored by the content team of ET Spotlight team. The news and editorial staff of ET had no role in the creation of this article.
In this context, strategic marketing is no longer just about brand positioning or promotional execution. It now sits at the intersection of data, technology, and customer-centric design. The Strategic Marketing for Leaders: Leveraging AI for Growth programme offered by the Indian Institute of Management Calcutta (IIM Calcutta) recognises this shift. It is designed to help experienced professionals harness both classical marketing foundations and cutting-edge tools such as predictive analytics, Generative AI, and omnichannel strategy to drive scalable business growth.
Inside the programme: Curriculum and delivery
Delivered through a mix of pre-recorded sessions and a 90-minute live session with IIM Calcutta faculty. Participants will learn from Professor Saravana Jaikumar, Associate Professor of Marketing at IIM Calcutta, who brings extensive academic and industry expertise.
He holds a PhD from IIM Ahmedabad, an MBA from Cardiff University, and a BE from PSG College of Technology. Furthermore, IIM-C is India’s only triple-accredited business school, holding accreditations from AACSB, EQUIS, and AMBA, reaffirming the global standards of its pedagogy. Learning unfolds through interactive modules featuring case studies, simulations, and a capstone project focused on real-world application. Enhancing this rigorous and immersive learning journey is an optional one-day, on-campus networking event at IIM Calcutta, further allowing for peer interaction and industry engagement.
Integrating AI and GenAI into the strategic marketing curriculum
A distinguishing feature of the programme lies in its emphasis on AI and Generative AI applications in marketing. Participants can explore how emerging technologies are being deployed to develop predictive insights, personalise engagement, and automate components of marketing strategy. This strategic integration prepares professionals to make data-informed decisions and lead agile marketing teams capable of delivering business growth in uncertain, competitive environments.
The curriculum’s focus on simulation-based learning, customer journey mapping, and omnichannel execution ensures a blend of analytical depth and creative strategy. In essence, the curriculum balances strategic concepts with hands-on applications, paving the path for a strategic shift in how leaders think, operate, and innovate in today’s AI-first world.
Who is this programme designed for?
The programme is crafted for experienced professionals. It serves a diverse set of roles, including marketing professionals, digital marketing specialists, consultants, category managers, and strategic advisors.
For mid-to-senior marketing professionals, it offers a 360-degree view of modern marketing practices, empowering them to lead AI-integrated campaigns and innovation agendas.
Senior professionals navigating complexity can gain from the programme’s practical application-driven approach, given the growing demand for real-world leaders who can translate data into actionable strategy.
For digital marketers, it provides a pathway to transition into strategic leadership roles by bridging tactical execution with data-led strategic thinking.
Meanwhile, consultants and startup founders, too, will find value in the focus on predictive analytics, customer acquisition strategies, and scalable growth models informed by AI insights.
Learning outcomes: From insight to impact
Upon completion, participants are expected to be better prepared to make evidence-based marketing decisions by integrating classical strategy frameworks with data analytics and AI. They will gain the strategic acumen to deploy advanced technologies such as Generative AI, predictive analytics, and omnichannel marketing approaches to drive sustainable business growth.
The curriculum ensures a strong grounding in marketing fundamentals—from brand and category management to pricing and performance marketing, empowering participants to lead in complex, dynamic environments. Through simulation-based modules and a comprehensive capstone project, professionals will be able to convert theory into practice and deliver measurable impact within their organisations.
Participants who secure a minimum of 65% in the programme’s cumulative evaluation will be awarded a certificate of successful completion by IIM Calcutta—recognition that adds credibility to their professional profile and supports future upskilling and career advancement prospects.
Looking ahead
As marketing continues to evolve from a creative function to a data-powered, customer-first growth driver, professionals must recalibrate their skills to remain effective. The Strategic Marketing for Leaders: Leveraging AI for Growth programme from IIM Calcutta offers an opportunity to do just that—by providing professionals with the tools, frameworks, and insights required to lead in a dynamic, AI-enabled business landscape.
With applications now open and the programme fee set at INR 130,000 plus GST, the offering is both timely and relevant for professionals seeking to step confidently into marketing leadership.
For more details on programme takeaways and business case studies, and to learn more about the programme highlights, modules, and flexible fee options, visit the programme website
Disclaimer: This content was authored by the content team of ET Spotlight team. The news and editorial staff of ET had no role in the creation of this article.
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