Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning strategies
- Leveraging AI to draft web, email, and social media content focused on specific personas
- Managing editing, quality control, and brand voice consistency using AI tools
Public Relations and Reputation Management
- Monitoring online reputation through AI-driven listening tools
- Proactive PR: Utilizing AI for media outreach and drafting press materials
- Developing crisis planning and response playbooks supported by AI alerts
Digital Marketing Optimization and Analytics
- Applying ML-based clustering for segmentation and targeting
- Conducting campaign A/B testing, uplift modeling, and attribution analytics
- Implementing automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery methods
- Designing microcredentials, blended learning offerings, and AI-enabled services
- Utilizing 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 metrics
- Developing partnership models with industry partners and AI vendors
Internal Communication, Change Management, and Digital Culture
- Building internal consensus for AI initiatives
- Addressing training, governance, and ethical considerations for AI usage
- Creating roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (including logistics and personalization)
- Developing school engagement strategies and relationship mapping using 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
- Presenting the strategic plan and gathering peer feedback
- Formulating a roadmap for implementation and identifying quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing principles
- 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 PR leaders
- 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.
