Course Outline
Positioning and AI-Assisted Content Creation
- Defining academic, institutional, and brand positioning strategies
- Leveraging AI to draft persona-specific content for web, email, and social media
- Maintaining brand voice consistency and ensuring quality control through AI tools
Public Relations and Reputation Management
- Monitoring online reputation using AI-powered listening tools
- Proactive PR strategies: utilizing 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 machine learning-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 product opportunities through data-driven discovery
- Developing microcredentials, blended learning offerings, and AI-enabled services
- Establishing frameworks for rapid prototyping and pilot evaluation
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student services
- Communicating program value using AI-generated evidence and outcome data
- Exploring partnership models with industry partners and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal buy-in for AI initiatives
- Addressing training, governance, and ethical considerations for AI usage
- Creating roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI for logistics and personalization
- Developing school engagement strategies and relationship mapping informed by AI insights
- Measuring event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design exercise: defining objectives, tools, KPIs, and the rollout plan
- Presenting the strategic plan and receiving peer feedback
- Developing a roadmap for implementation and identifying quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing principles
- Familiarity with digital channels is advantageous
- Willingness to embrace AI-driven tools and workflows
Audience
- Marketing managers in the higher education sector
- Leaders 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.
