Course Outline
Positioning and AI-Assisted Content Generation
- Establishing academic, institutional, and brand positioning
- Leveraging AI to draft persona-centric content for web, email, and social media
- Maintaining brand voice consistency, editing, and quality control using AI tools
Public Relations and Reputation Oversight
- 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 with support from AI alerts
Digital Marketing Optimization and Analytics
- Segmentation and targeting via 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
- Frameworks for rapid prototyping and pilot evaluation
Elevating Academic Programs with AI Differentiators
- Integrating AI features into curricula and student services
- Articulating program value using AI-generated evidence and outcomes
- Partnership models involving industry players and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal support for AI initiatives
- Training, governance, and ethical considerations regarding AI usage
- Roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Interaction
- Designing academic and outreach events enhanced by AI (e.g., logistics, personalization)
- School engagement strategies and relationship mapping leveraging AI insights
- Measuring event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: Define objectives, tools, KPIs, and rollout plans
- Presentation and peer feedback on the strategic plan
- Implementation roadmap and identification of quick wins
Summary and Future Steps
Requirements
- Foundational knowledge of marketing principles
- Familiarity with digital channels is beneficial
- Willingness to embrace 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.
