Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Leveraging AI to generate persona-focused content for web, email, and social media
- Ensuring editing, quality assurance, and brand voice consistency using AI tools
Public Relations and Reputation Management
- Tracking online reputation through AI-powered listening tools
- 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 segmentation and targeting via ML-based clustering
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Implementing automated creative testing and budget optimization processes
Innovation in Educational Products and Services
- Uncovering product opportunities through data-driven discovery methods
- Creating 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
- Generating internal support for AI initiatives
- Addressing training, governance, and ethical aspects of AI usage
- Creating roadmaps for skill development and role evolution
Events, Outreach, and Stakeholder Engagement
- Planning academic and outreach events with AI enhancements (logistics, personalization)
- Developing school engagement strategies and relationship mapping using AI insights
- Assessing event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design exercise: setting objectives, selecting tools, defining KPIs, and planning rollout
- Presenting the strategic plan and receiving peer feedback
- Drafting an implementation roadmap and identifying quick wins
Summary and Next Steps
Requirements
- Foundational knowledge of marketing principles
- Familiarity with digital channels is advantageous
- Willingness to adopt AI-centric tools and processes
Target Audience
- Marketing managers within the higher education sector
- Leaders in institutional communications and public relations
- 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.