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Course Outline
Positioning and AI-Assisted Content Creation
- Defining academic, institutional, and brand positioning.
- Using AI to draft persona-led content for websites, emails, and social media.
- Editing, quality assurance, and maintaining brand voice consistency with AI tools.
Public Relations and Reputation Management
- Monitoring online reputation using AI-driven listening tools.
- Proactive PR: Utilising AI for media outreach and drafting press materials.
- Crisis planning and response protocols supported by AI alerts.
Digital Marketing Optimisation and Analytics
- Segmentation and targeting using machine learning-based clustering.
- Campaign A/B testing, uplift modelling, and attribution analytics.
- Automated creative testing and budget optimisation workflows.
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery.
- Designing micro-credentials, blended offerings, and AI-enabled services.
- Rapid prototyping and pilot evaluation frameworks.
Enhancing Academic Programmes with AI Differentiators
- Integrating AI features into curricula and student services.
- Communicating programme value using AI-generated evidence and outcomes.
- Partnership models with industry players and AI vendors.
Internal Communication, Change Management, and Digital Culture
- Building internal buy-in for AI initiatives.
- Training, governance, and ethical considerations for AI use.
- Roadmaps for capability-building and role adaptation.
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (logistics, personalisation).
- School engagement strategies and relationship mapping using AI insights.
- Measuring event impact and follow-up conversion with analytics.
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: defining objectives, tools, KPIs, and rollout plans.
- Presentation and peer feedback on the strategic plan.
- Roadmap for implementation and quick wins.
Summary and Next Steps
Requirements
- Basic understanding of marketing principles.
- 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 public relations.
- Programme 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.
