Course Outline
Positioning and AI-Assisted Content Generation
- Establishing academic, institutional, and brand positioning strategies
- Utilizing AI to create persona-focused content for web, email, and social media
- Ensuring editing, quality assurance, and brand voice consistency through AI tools
Public Relations and Reputation Oversight
- Tracking online reputation using AI-powered listening platforms
- Proactive PR: Leveraging AI for media outreach and drafting press materials
- Developing crisis management plans and response protocols supported by AI alerts
Digital Marketing Refinement and Analytics
- Implementing segmentation and targeting through ML-based clustering techniques
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Automating creative testing and budget optimization processes
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery methods
- Creating microcredentials, blended learning offerings, and AI-enabled services
- Applying rapid prototyping and pilot evaluation frameworks
Enhancing Academic Programs with AI Distinctives
- Integrating AI features into curricula and student service delivery
- Communicating program value using AI-generated evidence and outcome data
- Developing partnership models with industry partners and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal alignment and support for AI initiatives
- Addressing training, governance, and ethical implications of AI usage
- Creating roadmaps for skill development and role adaptation
Events, Outreach, and Stakeholder Interaction
- Planning 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 rates using analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design session: defining objectives, selecting tools, setting KPIs, and planning rollout
- Presenting the strategic plan and receiving peer feedback
- Formulating an implementation roadmap and identifying quick wins
Recap and Subsequent Steps
Requirements
- Fundamental understanding of marketing principles
- Familiarity with digital platforms and channels
- Willingness to embrace AI-powered tools and workflows
Target Audience
- Marketing managers in the higher education sector
- Leads in institutional communications and public relations
- Program directors and innovation team members
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.
