Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Leveraging AI to draft persona-focused content for web, email, and social media
- Managing editing, quality assurance, and brand voice consistency using AI tools
Public Relations and Reputation Management
- Tracking online reputation using AI-powered listening solutions
- Proactive PR: Utilizing AI for media outreach and drafting press materials
- Developing crisis planning and response protocols supported by AI alerts
Digital Marketing Optimization and Analytics
- Applying segmentation and targeting through ML-based clustering
- Conducting A/B testing, uplift modeling, and attribution analysis for campaigns
- Implementing automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Discovering product opportunities through data-driven insights
- Designing microcredentials, blended learning offerings, and AI-enabled services
- Utilizing frameworks for rapid prototyping and pilot evaluation
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student support services
- Communicating program value using AI-generated evidence and outcome metrics
- Structuring partnership models with industry partners and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal support for AI initiatives
- Addressing training, governance, and ethical implications of 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 mapping relationships using AI insights
- Analyzing event impact and follow-up conversion rates
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Collaborative design: Defining objectives, tools, KPIs, and rollout strategies
- Presenting the strategic plan and incorporating peer feedback
- Developing an implementation roadmap focused on quick wins
Summary and Next Steps
Requirements
- Foundational knowledge of marketing principles
- Prior experience with digital channels is advantageous
- A willingness to integrate AI-driven tools and workflows
Target Audience
- Marketing managers in higher education
- Leaders in institutional communications and public relations
- Program directors and innovation team members
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.
