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Course Outline
Positioning and AI-Assisted Content Creation
- Defining academic, institutional, and brand positioning.
- Utilizing AI to draft persona-centric content for web, email, and social media.
- Refining content, ensuring quality control, and maintaining brand voice consistency using AI tools.
Public Relations and Reputation Management
- Monitoring online reputation using AI-powered listening tools.
- Proactive PR: Leveraging AI for media outreach and drafting press materials.
- Developing crisis planning and response protocols supported by AI alerts.
Digital Marketing Optimization and Analytics
- Segmentation and targeting using machine learning-based clustering.
- Conducting A/B testing, uplift modeling, and attribution analytics for campaigns.
- Implementing automated creative testing and budget optimization workflows.
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery.
- Designing microcredentials, blended learning offerings, and AI-enabled services.
- Establishing rapid prototyping and pilot evaluation frameworks.
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student support services.
- Communicating program value using AI-generated evidence and outcomes.
- Exploring partnership models with industry partners and AI vendors.
Internal Communication, Change Management, and Digital Culture
- Building internal buy-in for AI initiatives.
- Addressing training, governance, and ethical considerations for AI use.
- Creating roadmaps for capability building and role adaptation.
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (logistics, personalization).
- Developing school engagement strategies and relationship mapping with AI insights.
- Measuring event impact and follow-up conversion rates using analytics.
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: Defining objectives, tools, KPIs, and rollout plans.
- Presenting and receiving peer feedback on the strategic plan.
- Developing an implementation roadmap and identifying quick wins.
Summary and Next Steps
Requirements
- Fundamental understanding of marketing concepts.
- Previous experience with digital channels is advantageous.
- Willingness to adopt AI-driven tools and workflows.
Target Audience
- Marketing managers within higher education institutions.
- Institutional communications and public relations leaders.
- Program directors and innovation teams.
14 Hours
Testimonials (1)
Able to pivot upon audience suggestions - ie able to create a real AI agent scenario on the spot.
