Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning strategies
- Leveraging AI to draft persona-centric content for web, email, and social media
- Maintaining brand voice consistency and quality control through AI editing tools
Public Relations and Reputation Management
- Utilizing AI-driven listening tools to monitor online reputation
- Proactive PR: Employing AI for media outreach and drafting press materials
- Developing crisis planning and response playbooks enhanced by AI alerts
Digital Marketing Optimization and Analytics
- Implementing segmentation and targeting via ML-based clustering
- Conducting A/B testing, uplift modeling, and attribution analytics for campaigns
- Streamlining automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery
- 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
- Establishing partnership models with industry players and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal buy-in for AI initiatives
- Addressing training, governance, and ethical considerations in AI usage
- Developing roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events with AI enhancements for logistics and personalization
- Employing school engagement strategies and relationship mapping informed by AI insights
- Measuring event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design project: defining objectives, selecting tools, setting KPIs, and creating a rollout plan
- Presenting the strategic plan and receiving peer feedback
- Outlining an implementation roadmap and identifying quick wins
Summary and Next Steps
Requirements
- Foundational knowledge of marketing principles
- Practical experience with digital channels is advantageous
- A willingness to embrace AI-driven tools and workflows
Target Audience
- Marketing managers within higher education institutions
- Leaders in institutional communications and public relations
- Program directors and members of 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.
