Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Leveraging AI to draft web, email, and social content centered on specific personas
- Utilizing AI tools for editing, quality assurance, and maintaining brand voice consistency
Public Relations and Reputation Management
- Monitoring online reputation using AI-driven listening solutions
- Proactive PR: Employing 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
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Implementing workflows for automated creative testing and budget optimization
Innovation in Educational Products and Services
- Identifying product opportunities through 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
- Developing 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 usage
- Creating roadmaps for capability development and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (including logistics and personalization)
- Developing school engagement strategies and relationship mapping using 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 rollout strategy
- 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
- A willingness to embrace AI-powered tools and workflows
Target Audience
- Marketing managers within higher education institutions
- Program directors and teams focused on innovation
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.
