News
3 Days Workshop on MarTech and AI Driven Marketing
3-Days Workshop on MarTech and AI-Driven Marketing
Session Date: 10/11/2025 – 12/11/2025
Session Venue: E-2, 10:00 AM-04:00 PM
Department: JBS
Contact Person: Dr. Garima Srivastav, Dr. Archana Shrivastava (Coordinators)
Speaker: Prof. (Dr.) Ajay Chauhan
Profile: He is an academician and the driving force behind Research Shiksha, an initiative that offers end-to-end support in research and data science. His professional journey includes serving as Director-FPM at UBS Mumbai and working as a full-time faculty member at IMT Ghaziabad, experiences that strengthened his expertise in quantitative research. Known globally for his command over analytical methods, he is regularly invited to teach at institutions such as MDI, IMT, NMIMS, IIFT, and NIT. Dr. AjayChauhan is also highly regarded for his extensive training work, having led more than 1,000 workshops across India and abroad on areas like econometrics, time series modelling, machine learning, SEM, and panel data techniques.
Objective: The 3-Day Workshop on MarTech and AI-Driven Marketing was designed to equip students with a solid understanding of how modern technologies and artificial intelligence are transforming marketing practices today. Its purpose was to familiarize participants with emerging digital tools, automation systems, and AI-based applications that support informed decision-making and personalized customer engagement. Throughout the sessions, students explored the practical use of CRM platforms, predictive analytics, content-generation tools, and automated customer journey processes. By blending theory with hands-on activities, the workshop helped bridge academic concepts with actual industry usage of AI tools. It aimed to strengthen digital competencies, analytical thinking, and readiness to apply MarTech solutions in crafting effective marketing strategies.
DAY-1:
A strong foundation in understanding consumer behaviour and data-driven marketing practices. Students explored how planned and impulse purchase behaviours influence buying decisions and learned the role of brand equity in shaping customer trust and loyalty. The session also strengthened their understanding of the consumer decision-making process and how technology supports each stage. Additionally, participants gained practical exposure to data-driven analysis and learned to operate SPSS software, enabling them to interpret consumer data and apply insights in real marketing scenarios.
DAY-2:
The practical application of MarTech and AI tools in modern marketing activities. Students gained hands-on experience with AI-driven platforms used for content creation, customer segmentation, automated email campaigns, and real-time targeting. The sessions demonstrated how analytics dashboards, CRM systems, and marketing automation tools streamline digital marketing workflows and enhance customer engagement. Participants also explored case studies of leading brands to understand how AI optimizes advertising, personalizes product recommendations, and improves campaign performance.
DAY-3:
The workshop introduced students to key concepts in Natural Language Processing (NLP) and text mining, helping them understand how textual data is processed and analyzed in modern marketing. Students learned how tokenization breaks text into meaningful units, while stemming and lemmatization simplify words to their root forms for easier analysis. The session demonstrated how these NLP techniques are used to interpret customer reviews, social media comments, and feedback data, enabling marketers to extract insights, track sentiments, and understand consumer perceptions more effectively. To enhance students’ ability to work with unstructured data and strengthen their understanding of how AI-driven text analysis supports smarter marketing decisions.
Key Points Covered:
- To introduce students to the latest AI-driven marketing tools used in marketing, such as data driven analysis, content generators, predictive analytics, and value based adoption model.
- To help students practice hands-on applications of marketing automation platforms like SPSS software, AI Julius, and customer segmentation dashboards.
- To strengthen analytical thinking by teaching students how to interpret marketing data and insights generated through AI tools.
Importance of Workshop on MarTech and AI-Driven Marketing:
Understanding MarTech and AI-driven marketing is vital in the current digital-first business landscape, where companies depend significantly on automation, data analysis, and smart tools to engage their customers effectively. This workshop was essential in assisting students in acquiring the practical skills and technological knowledge necessary to thrive in an ever-evolving environment. By exploring how AI improves personalization, streamlines marketing workflows, and enhances decision-making, attendees gained valuable perspectives on contemporary industry practices. The sessions also boosted digital confidence, familiarized students with advanced tools, and equipped them to swiftly adapt to future innovations in marketing.
Skills Gained and Knowledge Acquired:
Through this workshop, students gained a strong blend of technical, analytical, and strategic marketing skills. They learned how to use AI-powered tools for content creation, customer segmentation, campaign automation, and data interpretation, which enhanced their confidence in working with modern digital platforms. Students also developed practical skills in analyzing consumer behavior patterns, understanding marketing analytics dashboards, and applying insights to improve targeting and personalization. Additionally, they acquired knowledge about CRM systems, predictive analytics, SPSS software, and the overall MarTech ecosystem, allowing them to better understand how technology supports real-world marketing decisions. The experience strengthened their problem-solving abilities and prepared them to effectively use AI-driven solutions in future marketing roles.
Integration Benefits:
Integrating MarTech tools with AI-driven marketing solutions offers several significant benefits that enhance both efficiency and effectiveness in marketing activities. The combination of automation platforms, CRM systems, analytics tools, and AI enables seamless coordination across different marketing functions, ensuring smoother workflows and better customer experiences. Students learned how integrated systems help unify customer data from multiple touchpoints, resulting in more accurate insights and consistent communication across channels. This integration also improves campaign performance by enabling real-time personalization, predictive targeting, and automated responses, which reduce manual effort and increase marketing precision.
Learning Outcomes and Practical Return on Learning (ROL):
The workshop equipped students with valuable learning achievements that significantly improved their readiness for technology-focused marketing positions. Attendees acquired practical experience with AI tools, marketing automation software, and data analytics dashboards, enabling them to comprehend the operation of contemporary MarTech systems within real-world business contexts.
Conclusion:
The three-day workshop provided students with in-depth insights into the changing dynamics of technology-focused marketing, enabling them to link theoretical ideas with practical applications in the industry. Throughout all sessions, attendees gained a richer understanding of how consumer behavior, data analysis, AI technologies, and NLP methods work together to influence contemporary marketing strategies. The workshop not only improved their analytical and technical skills but also prompted them to critically evaluate how technology enhances decision-making, customer interaction, and business performance.
Recommendation:
- Include more hands-on practice sessions with real marketing datasets and live AI tools.
- Encourage students to work on mini research projects using SPSS, NLP tools, or text-mining techniques introduced in the workshop.
- Provide downloadable datasets so students can continue practicing SPSS, text mining, and NLP techniques independently.
Overall, the workshop was insightful and practical, enriching learning experience that equipped students with essential digital, analytical, and technological competencies. The knowledge and skills gained will support their academic growth and enhance their readiness for future careers in modern marketing.
Participants from the MBA Batch 2023-25
Number of Attendees: 30
|
S.No. |
Enrollment Number |
Student Name |
|
1. |
2406090032 |
GAURI SHARMA |
|
2. |
2406090078 |
ISHA SHARMA |
|
3. |
2406090041 |
ANKIT SHARMA |
|
4. |
2406090038 |
ABHIMANYU MALIK |
|
5. |
2406090069 |
SUMIT KUMAR JAYANT |
|
6. |
2406090045 |
KRITIK MISHRA |
|
7. |
2406090068 |
TANOUSHKA RAWAT |
|
8. |
2406090034 |
MUSKAN RAJPUT |
|
9. |
2406090057 |
HARSH RAJ |
|
10. |
2406090021 |
SIDDHARTH SETHI |
|
11. |
2406090063 |
AVISHIKA DWIVEDI |
|
12. |
2406090073 |
ANANT TYAGI |
|
13. |
2406090066 |
SHAGUN THAKUR |
|
14. |
2406090076 |
DISHA JUREL |
|
15. |
2406090072 |
SHUBHANGI SINGH |
|
16. |
2406090079 |
KAPIL KUMAR SINGH |
|
17. |
2406090060 |
RAGHVENDRA PRATAP |
|
18. |
2406090040 |
VAISHALI SHARMA |
|
19. |
2406090029 |
AYUSH KUMAR |
|
20. |
2406090024 |
ARCHITA SONI |
|
21. |
2406090016 |
SONALIKA SINGH |
|
22. |
2406090050 |
NISHA |
|
23. |
2406090019 |
SAYANTIKA ROY |
|
24. |
2406090047 |
ANJALI GUPTA |
|
25. |
2406090044 |
ARSHIYA VERMA |
|
26. |
2406090035 |
SHOURYA BHARDWAJ |
|
27. |
2406090052 |
SHIKHA SINGH |
|
28. |
2406090018 |
SHASHWAT SADHNA |
|
29. |
2406090056 |
PANCHAKSHRI CHAUHAN |
|
30. |
2406090065 |
INDRADEV |
