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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Generation
- Establishing academic, institutional, and brand positioning
- Leveraging AI to draft persona-driven content for web, email, and social platforms
- Maintaining brand voice consistency and quality control using AI editing tools
Public Relations and Reputation Stewardship
- 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
- Executing segmentation and targeting via ML-based clustering
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Implementing automated creative testing and budget optimization workflows
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 Programs with AI Differentiators
- Integrating AI features into curricula and student services
- Communicating program value through AI-generated evidence and outcomes
- Developing partnership models with industry stakeholders and AI vendors
Internal Communication, Change Management, and Digital Culture
- Cultivating internal buy-in for AI initiatives
- Addressing training, governance, and ethical considerations for AI usage
- Creating roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (logistics and personalization)
- Formulating school engagement strategies and relationship mapping using AI insights
- Measuring event impact and follow-up conversions through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: Defining objectives, tools, KPIs, and rollout plans
- Presentation and peer review of the strategic plan
- Formulating implementation roadmaps and identifying quick wins
Summary and Future Steps
Requirements
- Fundamental understanding of marketing principles
- Proficiency with digital channels is advantageous
- Willingness to embrace AI-driven tools and workflows
Target Audience
- Marketing managers within higher education institutions
- Leads in institutional communications and PR
- 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.
