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Course Outline
Positioning and AI-Assisted Content Creation
- Defining positioning for academic programmes, the institution, and brand identity.
- Utilizing AI to generate content for web, email, and social media tailored to specific personas.
- Editing, quality assurance, and maintaining brand voice consistency using AI tools.
Public Relations and Reputation Management
- Monitoring online reputation using AI-powered listening tools.
- Proactive PR strategies: Leveraging AI for media outreach and drafting press materials.
- Crisis planning and response protocols supported by AI alert systems.
Digital Marketing Optimization and Analytics
- Segmentation and targeting using machine learning-based clustering techniques.
- Campaign A/B testing, uplift modelling, and attribution analytics.
- Automated creative testing and budget optimization workflows.
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery processes.
- Designing microcredentials, blended learning offerings, and AI-enabled services.
- Rapid prototyping and framework for pilot evaluation.
Enhancing Academic Programmes with AI Differentiators
- Integrating AI features into curricula and student support services.
- Communicating programme value using AI-generated evidence and outcomes.
- Partnership models with industry partners and AI vendors.
Internal Communication, Change Management, and Digital Culture
- Building internal buy-in for AI initiatives.
- Training, governance, and ethical considerations for AI usage.
- Roadmaps for capability-building and role adaptation.
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (logistics, personalization).
- School engagement strategies and relationship mapping with AI insights.
- Measuring event impact and follow-up conversion with analytics.
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: Define objectives, tools, KPIs, and rollout plan.
- Presentation and peer feedback on the strategic plan.
- Roadmap for implementation and quick wins.
Summary and Next Steps
Requirements
- Fundamental understanding of marketing principles.
- Prior experience with digital channels is advantageous.
- Willingness to adopt AI-driven tools and operational workflows.
Target Audience
- Marketing managers within higher education.
- Leads for 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.
