Course Outline
Positioning and AI-Assisted Content Generation
- Establishing academic, institutional, and brand positioning strategies
- Leveraging AI to draft persona-centric content for web, email, and social platforms
- Ensuring editing accuracy, quality control, and consistent brand voice using AI tools
Public Relations and Reputation Stewardship
- Tracking online reputation using AI-powered listening solutions
- Proactive PR: Utilizing AI for media outreach and drafting press materials
- Developing crisis planning and response protocols supported by AI-generated alerts
Digital Marketing Optimization and Data Analytics
- Applying segmentation and targeting through ML-based clustering techniques
- Executing A/B testing for campaigns, uplift modeling, and attribution analysis
- Implementing automated creative testing and budget optimization processes
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery methods
- Developing microcredentials, blended learning options, and AI-enabled services
- Applying rapid prototyping and pilot evaluation frameworks
Strengthening Academic Programs with AI Differentiators
- Integrating AI features into curricula and student support services
- Articulating program value using AI-generated evidence and outcome metrics
- Establishing partnership models with industry sectors and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal consensus and buy-in for AI initiatives
- Addressing training, governance, and ethical considerations regarding AI usage
- Creating roadmaps for capability development and role adaptation
Events, Outreach, and Stakeholder Interaction
- Planning academic and outreach events enhanced by AI for logistics and personalization
- Developing school engagement strategies and relationship mapping using AI insights
- Assessing event impact and follow-up conversion rates using analytics
Capstone: Strategic Planning for an AI-Enabled Marketing Initiative
- Group design exercise: defining objectives, selecting tools, setting KPIs, and outlining the rollout plan
- Presenting the strategic plan and receiving peer feedback
- Developing an implementation roadmap and identifying quick wins
Summary and Future Directions
Requirements
- Fundamental knowledge of core marketing principles
- Familiarity with digital channels is advantageous
- Willingness to embrace AI-driven tools and operational workflows
Target Audience
- Marketing managers within higher education institutions
- Leaders in institutional communications and public relations
- Program directors and members of 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.
