Artificial Intelligence and Machine Learning (AIML) enabled marketing decisions has the potential to create huge value for every business, specifically those in the B2C space. The evolution of Big Data and advanced analytic solutions have made it possible for marketers to build a clearer picture of their target audiences than ever before. AI powered marketing has been gaining more attention among marketers because of the insights it provides. According to a recent PwC study, 72% view AI as a "business advantage."
PROGRAMME OBJECTIVES
Offer a management programme that targets current and aspiring CXOs across multiple industry sectors, eg. Healthcare, Banking, Retail and Finance, and teach them how to make AI and ML powered marketing decisions that promote business growth and profitability. IIM Calcutta , with its edge on quantitative courses, marketing courses and analytics programme, is well placed to meet this need.
WHO SHOULD ATTEND
The programme is designed for executives who own revenue, marketing, customer acquisition, digital marketing, customer engagement, reputation management for their company /product/business line. Managers from other functional areas or a non marketing background with a supporting role for organization's marketing activities would also find the programme relevant.
These executives would represent varied industry sectors, eg. Healthcare, Banking, Retail and Finance with a focus on B2C business. The programme is also targeted at executives working in the IT sector who wish to learn AIML techniques and their marketing applications.
The Programme will cover the possibilities and approaches for using AI and ML technologies for enhancing the impact of marketing activities of their organization.
PROGRAMME DURATION & DELIVERY
This is a part-time 6 months programme.The online sessions will be primarily delivered through interactive direct-to-device platform. Part of the programme will be delivered through face-to-face sessions at campus. The sessions will be delivered through online platform twice weekly (Tuesday- 6.45PM to 9.45PM & Sunday 2PM to 5PM).Campus – 2 campus visit of 3 days each.
PEDAGOGY
The pedagogy will be highly interactive. It will leverage use of technology and will consist of, depending on the subject, a judicious blend of lectures, real life case studies, quizzes and assignments.
PROGRAMME CONTENT
Modules:
1.Data-Driven Marketing Decisions
2.Fundamentals of Artificial Intelligence and Machine Learning (AIML)
3.AI and ML using R
4.Digital and Social Media Marketing
5.AI, ML Applications in Marketing
6.Futuristic Marketing
Capstone Project
ELIGIBILITY
1.Working executives who are graduates (10+2+3 or equivalent)/postgraduates in any discipline with minimum 50% marks, with an experience profile of at least 2 years after graduation are eligible.
2.Eligible candidates will be selected on the basis of assessment of educational and professional background and motivation based on the application form submitted.
