Programme Overview

Digital & AI-Driven Marketing is a hands-on program focused on strategy and execution, equipping participants with practical insights and actionable skills for mastering today’s AI-enhanced digital landscape. Aimed to address the rapid integration of AI into marketing, this program empowers participants to leverage cutting-edge tools and practices to transform their digital marketing strategies, optimize campaigns, and deliver measurable results.
The program delves into Search Engine Marketing, examining how AI is reshaping search algorithms and consumer behavior. As generative AI becomes central to how people search for information, participants will learn to adapt their strategies to this new landscape, building content that caters to both traditional search engines and AI-driven models like ChatGPT. The focus extends to creating search-friendly content that maximizes visibility and engagement in an increasingly AI-dominated ecosystem.

Programme Objective
  • The program provides a comprehensive understanding of Social Media Marketing, covering strategy, execution, and analytics.
  • The Analytics part introduces advanced techniques in AI-driven data interpretation, focusing on audience segmentation, predictive modeling, and real-time performance analysis.
  • AI-Driven Content and Media Generation explores practical applications of AI in creating impactful marketing materials.
  • Participants will gain hands-on experience with tools to generate text, visuals, video, and audio, equipping them with the skills to drive innovation and creativity in digital marketing efforts.
Programme Directors
Professor Saravana Jaikumar L.

Professor Saravana Jaikumar L.

Marketing

Professor Ramendra Singh

Professor Ramendra Singh

Marketing

Who Should Attend
  • Applicants should hold a Graduate (10+2+3), Diploma (10+2+3), or Post-graduate (10+2+3) degree with at least 50% in Graduation.
  • A minimum of 2 years of work experience is required
  • Mid and Early-Career Professionals in marketing, branding, or sales who want to build a strong foundation in digital and AI-driven marketing to advance their careers.
  • Mid to Senior-Level Professionals responsible for spearheading digital marketing initiatives within their organizations, whether through in-house resources or agency partnerships, aiming to drive growth and customer acquisition with advanced strategies.
  • Entrepreneurs and Startup Founders seeking to leverage digital and AI-driven marketing tools to establish and scale their ventures effectively, ensuring sustainable business growth in a competitive landscape.
Programme Duration and Delivery

It is a 6 months programme.

Classroom Component: The online classes will be delivered through the D2D platform of Leadup Universe ( Saturdays 6:45 PM to 9:45 PM) once a week.

Campus Component: The in-campus component, covered in two visits of 3 days ( one at the start and one at the conclusion of the program ) in total. It is compulsory for all participants.

Pedagogy

The program is highly experiential, integrating real-world examples and proven strategies from successful firms, along with lessons from initiatives facing challenges in India. The course combines strategy, application, and in-depth discussions to equip participants with actionable skills directly relevant to the evolving digital landscape

Programme Content

Module 1: Foundations of AI-Driven Digital Marketing

1. Introduction to AI- Driven Digital Marketing

2. Marketing Strategy and Digital Transformation

3. Consumer Digital Personas

4. Key Case Studies in Digital Marketing

5. Consumer Behavior in the AI-Enhanced Digital Landscape

6. Branding in the Digital and AI World

Module 2: Search Engine Marketing and Generative AI

7. AI in Search Algorithms and Consumer Behavior

8. Keyword Research and Strategy

9. Ad Copy and Campaign Design

10. Web Design Frameworks and Landing Page Optimization

11. Omnichannel eCommerce Setup and Management

Module 3: Content Strategy in the Age of Generative AI

12. AI in Content Creation: Tools and Techniques

13. Evaluating and Refining AI-Generated Content

14. Educating Consumers with Digital Content

15. Pricing Strategies in the Digital Era

Module 4: Social Media Marketing: Strategy, Execution, and Analytics

16. Social Media Strategy Development and Role of AI

17. Meta Platforms (Instagram, Facebook, and WhatsApp)

18. LinkedIn for B2B and Professional Networking

19. YouTube and X (formerly Twitter): Video and Microblogging Strategies

20. Social Media Campaign Optimization and Retargeting

21. Social Media Analytics and Reporting

Module 5: Advanced Analytics and Predictive Insights

22. Predictive Analytics and Customer Segmentation

23. AI-Driven Performance Marketing and Campaign Optimization

24. Sentiment Analysis and Customer Engagement Metrics

25. Advanced CRM and Personalization Strategies

26. Block Chain and Smart Contracts in Marketing

Module 6: AI-Driven Content and Media Generation

27. Creating Custom AI Applications for Marketing (GPTs, etc.)

28. Using AI for Image, Video, and Audio Content

29. Innovations and Future Trends in AI and Marketing

30. Tying It All Together: Strategic Integration in Digital & AI-Driven Marketing

Capstone Project and Simulations

1. Digital Marketing Simulation

2. Social Media Marketing Simulation

3. Micro-AI Simulation: AI in Marketing

4. Capstone Project

Programme Sample Certificate
Alumni Status
  • LDP participants who complete the programme successfully become the Alumni of IIMC Executive Education, which currently has over 30,000 members.
  • LDP Alumni are given an email-id in the IIM Calcutta domain.
  • LDP Alumni can register in the IIM Calcutta Alumni portal either with this email-id or with their personal email-ids. The IIM Calcutta Alumni portal is a common platform for Alumni of all programmes of the Institute to interact with each other and stay connected with the Institute.
  • The Institute shares newsletters, important news and articles about the Institute and its activities, the achievements of the Institute's faculty, staff, students and alumni, upcoming events and programmes etc., on the portal.
  • Alumni can post their achievements, write about jobs or LIVE project opportunities for other alumni to see.
  • The IIM Calcutta alumni network can also be accessed on mobile phones through the mobile app.
  • Executive Education Alumni are entitled to a discount of 5% on the programme fee if they opt to do another LDP.
  • By using the different features of the IIM Calcutta portal, alumni across programmes can engage with each other in many meaningful ways. It is up to the alumni themselves to leverage the platform