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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Creation
- Establishing clear academic, institutional, and brand positioning
- Leveraging AI to draft persona-centric content for web, email, and social media
- Using AI tools for editing, quality assurance, and maintaining consistent brand voice
Public Relations and Reputation Management
- Tracking online reputation using AI-powered listening tools
- Proactive public relations: Utilizing AI for media outreach and drafting press materials
- Developing crisis planning and response playbooks supported by AI-generated alerts
Digital Marketing Optimization and Analytics
- Refining segmentation and targeting through machine learning-based clustering
- Implementing campaign A/B testing, uplift modeling, and attribution analytics
- Streamlining automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying new 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 services
- Communicating program value effectively using AI-generated evidence and outcome data
- Developing partnership models with industry leaders and AI vendors
Internal Communication, Change Management, and Digital Culture
- Cultivating internal buy-in and support for AI initiatives
- Addressing training, governance, and ethical considerations related to AI usage
- 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
- Refining 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
- Group design exercise: defining objectives, selecting tools, setting KPIs, and planning rollout
- Presentation and peer feedback sessions on the strategic plan
- Developing an implementation roadmap with a focus on quick wins
Summary and Next Steps
Requirements
- Foundational knowledge of core marketing concepts
- Prior experience with digital marketing channels is advantageous
- A willingness to embrace AI-driven tools and workflows
Target Audience
- Marketing managers working in higher education
- Leads 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.
