Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Leveraging AI to draft web, email, and social content based on persona insights
- Ensuring editing precision, quality control, and brand voice consistency using AI tools
Public Relations and Reputation Management
- Monitoring online reputation through AI-driven listening platforms
- Proactive PR: Utilizing AI for media outreach and drafting press materials
- Developing crisis planning and response protocols supported by AI alerts
Digital Marketing Optimization and Analytics
- Applying ML-based clustering for segmentation and targeting
- Conducting campaign A/B testing, uplift modeling, and attribution analytics
- Implementing automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery methods
- Designing microcredentials, blended learning offerings, and AI-enabled services
- Applying rapid prototyping and pilot evaluation frameworks
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student support services
- Communicating program value using AI-generated evidence and outcome data
- Developing partnership models with industry stakeholders and AI vendors
Internal Communication, Change Management, and Digital Culture
- Building internal consensus and support for AI initiatives
- Addressing training needs, governance, and ethical considerations in AI usage
- Creating roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI for logistics and personalization
- Implementing school engagement strategies and relationship mapping using AI insights
- Measuring event impact and follow-up conversion rates using analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design exercise: defining objectives, tools, KPIs, and rollout strategies
- Presenting the strategic plan and incorporating peer feedback
- Developing an implementation roadmap and identifying quick wins
Summary and Next Steps
Requirements
- Foundational knowledge of marketing principles
- Experience with digital marketing channels is beneficial
- A willingness to adopt AI-driven tools and workflows
Target Audience
- Marketing managers in higher education institutions
- Institutional communications and PR professionals
- Program directors and innovation teams
Testimonials (2)
I had never really used ChatGBT before. I will try to start using it more for projects or for the gathering of information
Hans Heydorn - Shining3D Technology GmbH
Course - ChatGPT for Productivity in Marketing Teams
Able to pivot upon audience suggestions - ie able to create a real AI agent scenario on the spot.
