Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning.
- Utilizing AI to draft persona-focused content for web, email, and social media platforms.
- Maintaining brand voice consistency through AI-assisted editing and quality control.
Public Relations and Reputation Management
- Monitoring online reputation using AI-driven listening tools.
- Proactive PR strategies: Leveraging AI for media outreach and drafting press materials.
- Developing crisis planning and response playbooks supported by AI alerts.
Digital Marketing Optimization and Analytics
- Applying machine learning-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.
- Designing microcredentials, blended 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 players and AI vendors.
Internal Communication, Change Management, and Digital Culture
- Building internal consensus and buy-in for AI initiatives.
- Addressing training, governance, and ethical considerations for AI usage.
- Developing 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
- Collaborative design phase: Defining objectives, tools, KPIs, and rollout plans.
- Presenting the strategic plan and receiving peer feedback.
- Creating an implementation roadmap focused on 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
Audience
- Marketing managers in higher education
- Institutional communications and PR leads
- 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.
