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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Drafting persona-centric web, email, and social content using AI
- Ensuring editing, quality control, and brand voice consistency with AI tools
Public Relations and Reputation Management
- Tracking online reputation using AI-driven listening tools
- Proactive PR: 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 ML-based clustering
- Implementing campaign A/B testing, uplift modeling, and attribution analytics
- Streamlining 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 services
- Communicating program value using AI-generated evidence and outcome data
- Developing partnership models with industry stakeholders and AI vendors
Internal Communication, Change Management, and Digital Culture
- Cultivating 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 for logistics and personalization
- Formulating school engagement strategies and relationship mapping with AI insights
- Measuring event impact and follow-up conversion through 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
- Experience with digital marketing channels is beneficial
- Willingness to adopt AI-driven tools and workflows
Target Audience
- Marketing managers in the higher education sector
- Leaders in institutional communications and public relations
- Program directors and innovation team members
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.
