26 Feb 2020 15:05 IST

IIM Calcutta and TalentSprint to offer AI-powered marketing programme

The executive course includes visits to campus and live online sessions on edtech platform TalentSprint

The Indian Institute of Management Calcutta (IIM Calcutta), in partnership with edtech firm TalentSprint, will be offering an Advanced Programme in AI-Powered Marketing (APAIPM). The programme will commence from May 2020.

A Salesforce report shows that the adoption of AI by marketing professionals has grown by 44 per cent since 2017. According to a recent PwC study, 72 per cent respondents viewed AI as a “business advantage”, however, research shows that 85 per cent of AI projects fail due to risk, confusion and lack of upskilling among the marketing teams. Therefore, there is a massive demand for marketing professionals who can use AI and machine learning to amplify marketing yield and improve customer experience.

The programme will be delivered in an executive format with onsite visits to the IIM Calcutta campus and live online sessions via the TalentSprint digital platform. The curriculum will include data-driven marketing decisions, AI and ML using R, digital and social media marketing, AI and ML applications in marketing, and futuristic marketing.

For future marketers

Prof Saravana Jaikumar, co-programme Director, said: “Today, marketing professionals are exploring a long list of use-cases using AI including personalised customer journeys, dynamic landing pages, programmatic media buying, automated social interactions and improved customer segmentation. IIM Calcutta with its acknowledged expertise in analytics, marketing and information technology is pleased to partner with TalentSprint to offer this cutting-edge programme for the marketing professionals of tomorrow.”

Dr Santanu Paul, co-founder and CEO of TalentSprint, said: “AI is transforming every sector and marketing is no exception. AI-powered marketing has been gaining more attention because of its potential to offer unprecedented data-driven insights. We are delighted to partner with IIM Calcutta to bring this world-class programme to the market. With its innovative curriculum and networking opportunities, it will serve as a major launchpad for future marketing professionals.”