Customer Centricity and Data-Driven Digital Strategy
Module Overview:
This module lays the foundation for AI-empowered marketing by combining customer insight with digital strategy. Participants explore the end-to-end process of designing customer-centric campaigns and applying predictive and prescriptive analytics for measurable impact.
Topics
Customer Centricity in the Digital Age
Crafting Effective Digital Strategy
Google Paid Search Marketing
Campaign Optimization: Data and Design
Predictive and Prescriptive Analytics
Introduction to Machine Learning Applications
No-Code ML with Orange
Tools
Orange, Semrush, Similarweb, Spyfu
Generative AI and Intelligent Brand Building
Module Overview:
This module introduces participants to the fundamentals of generative AI and its transformative potential in marketing strategy and automation. From creating custom GPTs to implementing AI in branding and social media, participants learn how to build intelligent marketing processes.
Topics
Fundamentals of Generative AI
Creating Custom GPTs and AI Personas
Identifying Bottlenecks and Designing AI Automation Flows
Branding and Social Media Strategy
Case Study: Lulu Group’s AI-Driven Marketing Strategy
Tools
Custom GPTs, ChatGPT Actions, Gemini Gems & Notebook LM, Claude Skills, Claude Artifacts
Building AI-Powered Digital Marketing Applications
Module Overview:
Participants will move from concept to execution — ideating, developing, and deploying marketing tools using AI. This module integrates hands-on practice with Google’s marketing ecosystem and explores regional trends shaping digital marketing in the MENA region.
Topics
Advanced Social Media Marketing Strategy
AI in Application Development for Marketing
Rapid Ideation and Deployment with AI
Google Ecosystem: Ads, Analytics 4, Merchant Center, Tag Manager
Current Digital Marketing Trends in the MENA Region
Tools
Base 44, Loveable, Replit, Google Ads, Google Analytics 4, Google Merchant Center, Google Tag Manager
Marketing Automation, Content Creation, and Platform Synergy
Module Overview:
This hands-on module brings together the most advanced automation and generative tools. Participants learn to design intelligent workflows across platforms and use AI to enhance content creation, advertising efficiency, and cross-platform strategy.
Topics
Marketing Automation using OpenAI Agent Builder, n8n, and Zapier
Meta Platform Optimization Strategies
LinkedIn and YouTube Marketing with Generative AI
Image & Video Generation using AI
Combining Platforms for Maximum ROI
Tools
OpenAI Agent Builder, n8n, Zapier, Meta Business Suite, LinkedIn, YouTube, Nano Banana, Canva, Sora, Veo, Invideo, Kling AI
Enterprise AI Deployment and Model Integration
Module Overview:
This module transitions participants from user-level AI to builder-level mastery. Focusing on enterprise AI services, participants learn to deploy models, create APIs, and integrate multiple AI services to power scalable digital marketing solutions.Topics
Microsoft Azure AI Services Overview Setup and Common AI Service Deployments Deploying AI Models for API Access Working with OpenAI API Building Standalone AI Applications Creating Multi-Service AI Workflows Open Source Models vs. Platform APIs: Comparative InfrastructureTools
Microsoft Azure AI Studio, OpenAI API, LangChain, Hugging Face, FastAPI, DockerStrategic Integration and Scaling AI in Marketing
Module Overview:
(On-campus at IIM Calcutta – 15 hours) The final module integrates all concepts to help participants design scalable AI marketing strategies. Using real-world business cases, participants explore pricing, content, and consumer education while formulating enterprise-level AI roadmaps.Topics
Pricing in the Digital World Educating Consumers with AI-Enhanced Content Enterprise AI Strategy Viral and Influencer Marketing Content Strategy for Digital Scale Scaling in Search and Social Media Integrating All Elements: The Capstone StrategyAI & Automation Tools
| Tool / Platform | Description |
|---|---|
| n8n / Zapier / OpenAI Agent Builder | Workflow automation and AI orchestration tools. |
| LangChain / FastAPI / Docker | Frameworks for AI app development, deployment, and integration. |
Digital Marketing & Analytics Platforms
| Tool / Platform | Description |
|---|---|
| Google Ads & GA4 | End-to-end digital advertising and analytics ecosystem. |
| Semrush | Competitor intelligence and SEO/SEM tool for keyword and campaign optimization. |
| Similarweb | Web analytics platform for traffic, engagement, and audience benchmarking. |
| Spyfu | PPC intelligence and competitor ad strategy analyzer. |
| Meta, LinkedIn, YouTube | Major social platforms for AI-assisted marketing and ad optimization. |
Enterprise & Development Tools
| Tool / Platform | Description |
|---|---|
| Microsoft Azure AI Studio | Enterprise AI service suite for deploying and managing custom models. |
| Hugging Face | Open-source AI model repository and integration toolkit. |
| Base 44 / Loveable / Replit | Rapid prototyping platforms for building marketing apps. |
Generative & Creative Tools
| Tool / Platform | Description |
|---|---|
| Custom GPTs | Create personalized AI assistants within ChatGPT. |
| Gemini Gems & Notebook LM | Google AI tools for knowledge management and document-linked reasoning. |
| Claude Skills & Artifacts | Tools to design and deploy specialized AI functions in Claude. |
| Nano Banana / Canva / Sora / Veo / Invideo / Kling AI | AI tools for text-to-image and text-to-video content creation. |