Course Outline
Positioning and AI-Assisted Content Generation
- Establishing academic, institutional, and brand positioning strategies
- Employing AI to draft persona-driven content for web, email, and social media
- Maintaining brand voice consistency and ensuring quality control through AI editing tools
Public Relations and Reputation Stewardship
- Monitoring online reputation using AI-driven listening platforms
- Proactive PR: Leveraging AI for media outreach and drafting press materials
- Developing crisis planning and response frameworks supported by AI alerts
Digital Marketing Refinement and Analytics
- Implementing segmentation and targeting using machine learning-based clustering
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Automating creative testing and optimizing budget allocation workflows
Innovation in Educational Products and Services
- Discovering product opportunities through data-driven analysis
- Designing microcredentials, blended learning offerings, and AI-enabled services
- Establishing frameworks for rapid prototyping and pilot evaluation
Elevating Academic Programs with AI Differentiators
- Integrating AI features into curricula and student support services
- Communicating program value using AI-generated evidence and outcome data
- Developing partnership models with industry stakeholders and AI vendors
Internal Communication, Change Management, and Digital Culture
- Cultivating internal support for AI initiatives
- Addressing training needs, governance, and ethical considerations regarding AI use
- Developing roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (including logistics and personalization)
- Implementing school engagement strategies and relationship mapping informed by AI insights
- Assessing event impact and follow-up conversion rates using analytics
Capstone: Strategic Planning for an AI-Enabled Marketing Initiative
- Collaborative design: defining objectives, tools, KPIs, and rollout plans
- Presenting the strategic plan and incorporating peer feedback
- Formulating a roadmap for implementation and identifying quick wins
Conclusion and Future Directions
Requirements
- Fundamental understanding of marketing principles
- Prior experience with digital channels is advantageous
- Willingness to adopt AI-driven tools and workflows
Target Audience
- Marketing professionals in higher education settings
- Leaders in institutional communications and public relations
- Program directors and members of 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.
