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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Generation
- Defining academic, institutional, and brand positioning strategies
- Leveraging AI to draft persona-specific web, email, and social media content
- Utilizing AI tools for editing, quality assurance, and maintaining brand voice consistency
Public Relations and Reputation Management
- Tracking online reputation using AI-powered social listening tools
- Proactive public relations: employing AI for media outreach and drafting press materials
- Developing crisis planning and response protocols supported by AI-driven alerts
Digital Marketing Optimization and Analytics
- Applying ML-based clustering for audience segmentation and targeting
- 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 insights
- 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 through AI-generated evidence and outcome data
- Exploring partnership models with industry stakeholders and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal support for AI initiatives
- Addressing training, governance, and ethical considerations in AI usage
- Creating roadmaps for capability development and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI for logistics and personalization
- Developing school engagement strategies and relationship mapping using AI insights
- Measuring event impact and follow-up conversion rates through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design exercise: defining objectives, selecting tools, setting KPIs, and planning rollout
- Presenting the strategic plan and receiving peer feedback
- Developing an implementation roadmap and identifying quick wins
Summary and Next Steps
Requirements
- Fundamental knowledge of marketing principles
- Prior experience with digital channels is advantageous
- Willingness to integrate AI-driven tools and workflows
Target Audience
- Marketing managers in higher education institutions
- Leads in institutional communications and public relations
- Program directors and 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.
