Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Leveraging AI to draft persona-driven web, email, and social media content
- Maintaining editing quality and brand voice consistency using AI tools
Public Relations and Reputation Management
- Tracking online reputation using AI-powered listening tools
- Proactive PR: Utilising AI for media outreach and drafting press materials
- Developing crisis planning and response protocols supported by AI alerts
Digital Marketing Optimisation and Analytics
- Implementing segmentation and targeting through ML-based clustering
- Conducting campaign A/B testing, uplift modelling, and attribution analytics
- Establishing workflows for automated creative testing and budget optimisation
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery
- Designing microcredentials, blended learning offerings, and AI-enabled services
- Applying rapid prototyping and pilot evaluation frameworks
Enhancing Academic Programmes with AI Differentiators
- Integrating AI features into curricula and student services
- Articulating programme value through AI-generated evidence and outcomes
- Developing partnership models with industry bodies and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal buy-in for AI initiatives
- Addressing training, governance, and ethical considerations in AI usage
- Creating roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI for logistics and personalisation
- Implementing school engagement strategies and relationship mapping using AI insights
- Assessing event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design phase: Defining objectives, tools, KPIs, and rollout plans
- Presenting the strategic plan and incorporating peer feedback
- Developing a roadmap for implementation and identifying quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing principles
- Prior experience with digital channels is advantageous
- Willingness to embrace AI-driven tools and workflows
Target Audience
- Marketing managers within higher education institutions
- Leaders in institutional communications and public relations
- Programme 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.
