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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Utilizing AI to draft persona-centric web, email, and social media content
- Maintaining brand voice consistency through AI-driven editing and quality control
Public Relations and Reputation Management
- Monitoring online reputation using AI-powered listening tools
- Proactive public relations: Employing AI for media outreach and drafting press materials
- Developing crisis planning and response playbooks supported by AI-generated alerts
Digital Marketing Optimization and Analytics
- Implementing segmentation and targeting through ML-based clustering
- Conducting campaign A/B testing, uplift modeling, and attribution analytics
- Streamlining automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying 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 using AI-generated evidence and outcome data
- Establishing partnership models with industry partners and AI vendors
Internal Communication, Change Management, and Digital Culture
- Building internal alignment and buy-in 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 for logistics and personalization
- Implementing 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 phase: defining objectives, tools, KPIs, and rollout plans
- Presentation and peer feedback on the strategic plan
- Developing a roadmap for implementation and identifying quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing concepts
- Experience with digital channels is beneficial
- Willingness to adopt AI-driven tools and workflows
Intended Audience
- Marketing managers in higher education
- 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.
