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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Development
- Establishing academic, institutional, and brand positioning
- Utilizing AI to draft persona-centric web, email, and social media content
- Ensuring editing, quality control, and consistent brand voice using AI tools
Public Relations and Reputation Stewardship
- Monitoring online reputation through AI-driven social listening tools
- Proactive PR: Leveraging AI for media outreach and press material creation
- Developing crisis planning and response playbooks supported by AI alerts
Digital Marketing Optimization and Analytics
- Segmentation and targeting via machine learning-based clustering
- Campaign A/B testing, uplift modeling, and attribution analytics
- Workflows for automated creative testing and budget optimization
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery
- Designing microcredentials, blended learning offerings, and AI-enabled services
- Frameworks for rapid prototyping and pilot evaluation
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student services
- Communicating program value using AI-generated evidence and outcome data
- Partnership models with industry partners and AI vendors
Internal Communication, Change Management, and Digital Culture
- Building internal consensus for AI initiatives
- Training, governance, and ethical considerations for AI usage
- Roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI for logistics and personalization
- 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: Defining objectives, tools, KPIs, and rollout plans
- Presentation and peer review of the strategic plan
- Roadmap for implementation and identifying quick wins
Summary and Next Steps
Requirements
- Fundamental knowledge of marketing principles
- Prior experience with digital channels is beneficial
- A willingness to adopt AI-driven tools and workflows
Target Audience
- Marketing managers in 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.
