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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Generation
- Establishing academic, institutional, and brand positioning strategies
- Leveraging AI to draft persona-driven content for web, email, and social media
- Refining quality and maintaining brand voice consistency using AI tools
Public Relations and Reputation Stewardship
- Monitoring online reputation utilizing AI-powered listening platforms
- Proactive PR: Using AI for media outreach and drafting press materials
- Developing crisis planning and response protocols supported by AI alerts
Digital Marketing Optimization and Analytics
- Applying segmentation and targeting through ML-based clustering
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Implementing 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 support 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
- Generating internal support and buy-in for AI initiatives
- Addressing training, governance, and ethical considerations in AI usage
- Creating roadmaps for skill development 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
- Evaluating event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Collaborative design: defining objectives, selecting tools, setting KPIs, and planning rollout
- Presentation of the strategic plan and receiving peer feedback
- Developing an implementation roadmap and identifying quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing principles
- Practical experience with digital channels is recommended
- Willingness to embrace AI-driven tools and workflows
Target Audience
- Marketing managers in higher education
- Leads in 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.
