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課程簡介
Positioning and AI-Assisted Content Creation
- Defining academic, institutional, and brand positioning
- Using AI to draft persona-led web, email, and social content
- Editing, quality control, and brand voice consistency with AI tools
Public Relations and Reputation Management
- Monitoring online reputation with AI-driven listening tools
- Proactive PR: AI for media outreach and press-material drafting
- Crisis planning and response playbooks supported by AI alerts
Digital Marketing Optimization and Analytics
- Segmentation and targeting using ML-based clustering
- Campaign A/B testing, uplift modeling, and attribution analytics
- Automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying product opportunities via data-driven discovery
- Designing microcredentials, blended offerings, and AI-enabled services
- Rapid prototyping and pilot evaluation frameworks
Enhancing Academic Programs with AI Differentiators
- Embedding AI features into curricula and student services
- Communicating program value using AI-generated evidence and outcomes
- Partnership models with industry and AI vendors
Internal Communication, Change Management, and Digital Culture
- Building internal buy-in for AI initiatives
- Training, governance, and ethical considerations for AI use
- 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
最低要求
- 對市場營銷概念的基本瞭解
- 具備數字渠道經驗者更佳
- 願意採用AI驅動的工具和工作流程
受衆
- 高等教育領域的市場經理
- 機構傳播和公關負責人
- 項目總監和創新團隊
14 時間: