Overview

MICA released a press announcement detailing its new 26‑week online Executive Programme in Marketing Technology (MarTech) and Artificial Intelligence (AI), scheduled to commence on 22 December 2026. The programme is aimed at marketing professionals, digital marketers, brand managers, growth specialists, and business leaders seeking to enhance AI‑driven marketing capabilities.

Market Context

The release notes that, according to Salesforce’s 2026 State of Marketing research, 81 % of marketers in India have already adopted AI, yet fragmented customer data and poor data quality limit effective personalization. This gap underscores the need for structured learning to translate AI adoption into measurable business outcomes.

Programme Structure and Curriculum

  • Duration and Delivery: The course spans 26 weeks, delivered entirely online, with a weekly time commitment of 4–6 hours.
  • Start Date: 22 December 2026.
  • Curriculum Topics:
  • MarTech strategy, covering marketing technology platforms, CRM, customer lifecycle management, personalization, retention, and technology investment decisions.
  • Generative AI and Agentic AI applications in content creation, search, social media, email marketing, customer journeys, and automated campaign workflows.
  • Data‑driven marketing, focusing on AI‑powered insights, forecasting, audience targeting, and pricing decisions.
  • Emerging technologies and responsible adoption, including immersive marketing, privacy, security, and broader implications of evolving tech.
  • Learning Experience: Combines pre‑recorded faculty lectures with weekly live sessions led by industry experts, supplemented by industry use cases, mini‑projects, and assignments. Live demonstrations of Generative AI and Agentic AI tools provide practical integration context.
  • Capstone Project: Participants design a full‑funnel, AI‑powered MarTech stack covering acquisition, engagement, retention, and loyalty, culminating in an executive‑level deliverable.
  • Alumni Status: Graduates receive MICA Executive Alumni status.

Eligibility and Fees

  • Eligibility: Candidates must hold a bachelor’s degree or a 10+2+3 qualification in any discipline.
  • Programme Fee: ₹1,29,500 plus GST.

Strategic Rationale

The announcement emphasizes that while AI technology can accelerate content creation and predictive analytics, successful outcomes depend on integrating AI with robust data, clear ROI measurement, and adherence to privacy and responsible AI principles. The programme is positioned as a bridge between traditional marketing expertise and emerging AI‑driven capabilities, enabling participants to move from campaign execution to technology‑enabled marketing leadership.

Disclaimer

The press release is provided under an arrangement with NRDPL; PTI assumes no editorial responsibility.