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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Creation
- Defining academic, institutional, and brand positioning strategies
- Utilizing AI to draft persona-driven content for web, email, and social media
- Implementing editing, quality control, and brand voice consistency using AI tools
Public Relations and Reputation Management
- Monitoring online reputation with AI-powered listening tools
- Proactive PR: Leveraging AI for media outreach and drafting press materials
- Developing crisis planning and response playbooks supported by AI alerts
Digital Marketing Optimization and Analytics
- Segmentation and targeting through ML-based clustering
- Conducting campaign A/B testing, uplift modeling, and attribution analytics
- Executing automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying product opportunities via 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 players and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal buy-in for AI initiatives
- Addressing training, governance, and ethical considerations regarding AI use
- Developing roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (logistics, personalization)
- Implementing school engagement strategies and relationship mapping with AI insights
- Measuring event impact and follow-up conversion using analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: Defining objectives, tools, KPIs, and rollout plans
- Presenting the strategic plan and incorporating peer feedback
- Creating an implementation roadmap and identifying quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing concepts
- Experience with digital channels is advantageous
- Willingness to adopt AI-driven tools and workflows
Target Audience
- Marketing managers in higher education
- Heads of institutional communications and PR
- 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.
