Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Leveraging AI to draft persona-focused content for web, email, and social media
- Ensuring brand voice consistency and performing quality control through AI editing tools
Public Relations and Reputation Management
- Tracking online reputation using AI-powered listening tools
- Proactive PR: Utilizing AI for media outreach and drafting press materials
- Developing crisis planning and response playbooks supported by AI-driven alerts
Digital Marketing Optimization and Analytics
- Applying segmentation and targeting via ML-based clustering techniques
- Conducting A/B testing, uplift modeling, and attribution analysis for campaigns
- Implementing automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery processes
- Designing microcredentials, blended learning offerings, and AI-enabled services
- Establishing frameworks for rapid prototyping and pilot evaluations
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student service models
- 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
- Fostering internal buy-in for AI initiatives
- Addressing training, governance, and ethical considerations regarding AI use
- 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 tracking follow-up conversions through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Collaborative design: defining objectives, selecting tools, setting KPIs, and planning rollout
- Presenting the strategic plan and receiving peer feedback
- Outlining an implementation roadmap and identifying quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing concepts
- Familiarity with digital channels is advantageous
- Willingness to adopt AI-driven tools and workflows
Target Audience
- Marketing managers in the higher education sector
- Institutional communications and public relations leads
- 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.
