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Course Outline
Positioning and AI-Assisted Content Creation
- Defining academic, institutional, and brand positioning strategies
- Utilizing AI to draft persona-specific content for websites, email, and social media
- Editing, quality assurance, and maintaining brand voice consistency using AI tools
Public Relations and Reputation Management
- Monitoring online reputation with AI-powered listening tools
- Proactive PR: Leveraging AI for media outreach and drafting press materials
- Developing crisis planning and response playbooks supported by AI alerts
Digital Marketing Optimization and Analytics
- Segmentation and targeting using ML-based clustering techniques
- Conducting A/B testing, uplift modeling, and attribution analytics for campaigns
- Automating creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery
- Designing microcredentials, hybrid offerings, and AI-enabled services
- Establishing frameworks for rapid prototyping and pilot evaluation
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 partners and AI vendors
Internal Communication, Change Management, and Digital Culture
- Building internal buy-in for AI initiatives
- Addressing training, governance, and ethical considerations for AI use
- Creating roadmaps for capability-building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (logistics, personalization)
- Developing school engagement strategies and relationship mapping with AI insights
- Measuring event impact and follow-up conversion using analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: defining objectives, tools, KPIs, and rollout plans
- Presenting and receiving peer feedback on the strategic plan
- Establishing a roadmap for implementation and identifying quick wins
Summary and Next Steps
Requirements
- Foundational understanding of marketing principles
- Prior experience with digital channels is advantageous
- Willingness to embrace AI-driven tools and processes
Target Audience
- Marketing managers within higher education institutions
- Heads of institutional communications and public relations
- Program directors and innovation teams
14 Hours
Testimonials (1)
Able to pivot upon audience suggestions - ie able to create a real AI agent scenario on the spot.
