Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Employing AI to draft persona-focused web, email, and social media content
- Maintaining editing standards, quality control, and brand voice consistency using AI tools
Public Relations and Reputation Management
- Tracking online reputation using AI-powered listening tools
- Proactive PR strategies: utilizing AI for media outreach and press material drafting
- Crisis planning and response protocols supported by AI-generated alerts
Digital Marketing Optimization and Analytics
- Segmentation and targeting through ML-based clustering techniques
- 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
- Rapid prototyping and pilot evaluation frameworks
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student services
- Communicating program value using AI-generated evidence and outcome data
- Developing partnership models with industry leaders and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal buy-in for AI initiatives
- Addressing training needs, governance structures, and ethical considerations for 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
- Assessing event impact and follow-up conversion rates through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design exercise: defining objectives, tools, KPIs, and rollout plans
- Presenting the strategic plan and receiving peer feedback
- Developing an implementation roadmap and identifying quick wins
Summary and Next Steps
Requirements
- Foundational knowledge of core marketing concepts
- Familiarity with digital channels is advantageous
- A willingness to embrace AI-driven tools and workflows
Target Audience
- Marketing managers in higher education institutions
- Heads of 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.
