Course Outline
Positioning and AI-Assisted Content Creation
- Defining academic, institutional, and brand positioning
- Utilizing AI to draft 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-driven listening tools
- Proactive PR: Employing AI for media outreach and drafting press materials
- Crisis planning and response strategies supported by AI alerts
Digital Marketing Optimization and Analytics
- Segmentation and targeting leveraging ML-based clustering
- Campaign A/B testing, uplift modeling, and attribution analytics
- 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
- Frameworks for rapid prototyping and pilot evaluation
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 support for AI initiatives
- Training, governance, and ethical considerations regarding AI usage
- Roadmaps for building capabilities and adapting roles
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (including logistics and personalization)
- Strategies for school engagement and relationship mapping using AI insights
- Measuring event impact and follow-up conversions using analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design session: defining objectives, tools, KPIs, and rollout plans
- Presentation of the strategic plan and peer feedback
- Implementation roadmap and identification of quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing principles
- Familiarity with digital channels is advantageous
- Willingness to embrace AI-driven tools and workflows
Target Audience
- Marketing managers in the higher education sector
- 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.
