Course Outline
Positioning and AI-Assisted Content Development
- Establishing academic, institutional, and brand positioning frameworks
- Utilizing AI to generate persona-focused web, email, and social media content
- Maintaining editing standards, quality assurance, and consistent brand voice using AI tools
Public Relations and Reputation Oversight
- Tracking online reputation using AI-powered listening platforms
- Proactive PR: Leveraging AI for media outreach and drafting press materials
- Developing crisis planning and response protocols supported by AI-based alerts
Digital Marketing Refinement and Analytics
- Applying ML-based clustering for segmentation and targeting
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Implementing automated creative testing and budget optimization processes
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery methods
- Creating microcredentials, blended learning options, and AI-enabled services
- Employing rapid prototyping and pilot evaluation frameworks
Strengthening Academic Programs with AI Differentiators
- Integrating AI capabilities into curricula and student support services
- Articulating program value using AI-generated evidence and outcome data
- Developing 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 aspects of AI usage
- Creating roadmaps for building capabilities and adapting roles
Events, Outreach, and Stakeholder Interaction
- Designing academic and outreach events enhanced by AI for logistics and personalization
- Formulating school engagement strategies and relationship mapping using AI insights
- Evaluating event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Collaborative design: defining objectives, tools, KPIs, and implementation plans
- Presenting the strategic plan and receiving peer feedback
- Developing a roadmap for execution and identifying quick wins
Recap and Subsequent Steps
Requirements
- Fundamental understanding of marketing principles
- Familiarity with digital channels is advantageous
- Willingness to embrace AI-driven tools and processes
Target Audience
- Marketing managers within higher education institutions
- Leaders in institutional communications and public relations
- Program directors and members of 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.
