Indian Institute of Management Calcutta

Marketing Applications of Machine Learning and Artificial Intelligence – What can ml and AI do for Your Organization?

Available dates

Dec 16—20, 2019
5 days
Kolkata, India
INR 85000 ≈USD 1184
INR 17000 per day


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About the course

Computer-enhanced artificial intelligence has been around since the 1950s, but recent hardware innovations and technological disruptions have reinvigorated the field. New sensors help machines to be more accurate sight, hear sounds, and understand location. Powerful processors can help computers make complex decisions, sort through possibilities, plan outcomes, and learn from mistakes. The possibilities are thrilling; the implications are vast.

The field of Machine Learning (ML) and Artificial Intelligence (AI) includes a collection of tools, techniques and methods that are of relevance to today’s corporate managers. These techniques help to support decision-making in this VUCA (volatile, uncertain, complex and ambiguous) world. The techniques combine the best of the statistics and computer science world to solve the real world corporate problems. It is all about analyzing data with a lens that is unique and provide useful insights. ML and AI techniques such as ANNs, Genetic Algorithms and Decision Trees are now widely used in data mining and analytics fields. The AI agents created using such techniques find wide range of applications in today’s corporate space and the best is yet to come.


This management development programme will introduce you to some of the key concepts behind machine learning and artificial intelligence, including the differences between Strong and weak AI. This MDP will explain the different approaches to AI, including machine learning, and the practical applications for new AI-enhanced technologies. With the help of business frameworks, understand how these prediction machines can be built in your business context.

Key Topics

This MDP will introduce the participant to the following key topics and help them understand how artificial intelligence can make a difference in the businesses they operate:

  • Overview of Artificial Intelligence
    • Introduction to AI
    • Goals of Artificial Intelligence
    • Evolution of Artificial Intelligence
    • Triggers for Development of AI
  • Economics of AI
    • The World of Prediction problems
    • AI Canvas - Address your company’s problem using structured AI framework
  • Hands on Activity
  • Cognitive Technologies
    • Knowledge Representation & Reasoning
    • Automated Planning
    • Learning
    • Perception
    • Physical Action
  • Machine Learning
    • Types of Learning approaches
    • Supervised Learning
    • Unsupervised Learning
    • Reinforcement Learning
    • Introduction to Deep Learning
  • Corporate case studies on how AI is implemented in different industries
  • AI Toolkits
  • Ethics of AI
  • Let’s understand the AI Market
    • Key Players in the Market
    • The Future of Artificial Intelligence
    • Jobs and Career Options in the Market

Who should attend

Professionals / practitioners (specifically Mid-Level to Senior-Level Managers) who are interested in learning about the potential applications of Machine Learning and Artificial Intelligence. This MDP is targeted at professionals and practitioners who would like to spear head their organization when the firm decides to adopt ML and AI to assist in decision making and marketing initiatives. This MDP is also relevant to people working in startups in domains including, digital marketing, social media marketing, marketing analytics and market research.

Trust the experts

Saravana Jaikumar

Prof. Saravana Jaikumar is Assistant Professor in Marketing area at IIM Calcutta. He is a Fellow (Ph.D.) of Marketing from IIM Ahmedabad and MBA from Cardiff Business School, UK. His research work has been published in reputed international journals including Journal of Advertising Research, Jour...


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