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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Creation
- Defining academic, institutional, and brand positioning
- Drafting persona-driven web, email, and social content using AI
- Maintaining brand voice consistency and performing quality control with AI tools
Public Relations and Reputation Management
- Monitoring online reputation using AI-driven listening tools
- Proactive PR: Utilizing AI for media outreach and press material drafting
- Developing crisis planning and response playbooks supported by AI alerts
Digital Marketing Optimization and Analytics
- Segmentation and targeting via ML-based clustering
- Conducting campaign A/B testing, uplift modeling, and attribution analytics
- Implementing automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery
- Designing microcredentials, blended offerings, and AI-enabled services
- Applying rapid prototyping and pilot evaluation frameworks
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student services
- Communicating program value using AI-generated evidence and outcomes
- Developing partnership models with industry and AI vendors
Internal Communication, Change Management, and Digital Culture
- Building internal buy-in for AI initiatives
- Addressing training, governance, and ethical considerations for AI use
- Creating roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (logistics, personalization)
- Implementing school engagement strategies and relationship mapping with AI insights
- Measuring event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: Define objectives, tools, KPIs, and rollout plans
- Presenting the strategic plan and receiving peer feedback
- Developing a roadmap for implementation and quick wins
Summary and Next Steps
Requirements
- Basic understanding of marketing principles
- Experience with digital channels is beneficial
- Willingness to adopt AI-driven tools and workflows
Audience
- Marketing managers in higher education
- Institutional communications and PR leaders
- 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.
