JIMS Rohini organized a guest lecture on “Marketing Mix beyond 4Ps in AI Era” on 6th February, 2020 for the students of PGDM-Retail Management (Batch 2019-21). The resource person of the workshop was Mr. Hari Prakash Karcherla, Ex. Vice President (Retail) Valvoline Cummin Ltd. The objective of the workshop was to lay the foundation for the students for their corporate journey ahead. The workshop started with the discussion on the concepts and utility of Artificial Intelligence (AI) specifically in the field of retail. Mr. Karcherla focussed on how AI and machine learning has been helping big brands and how trend has been changing at a rapid pace. Discussion was held on the brand management and data analytics that help marketing managers in decision making. He mentioned that marketing mix is not restricted to 4Ps only but ethics and values also play an important role. At the end of the session some video clippings were shown to the students followed by questions and answers round. Overall it was a great practical and real life learning experience for the students.