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Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning strategies.
- Utilizing AI to generate persona-driven content for websites, email, and social media.
- Employing AI tools for editing, quality assurance, and maintaining consistent brand voice.
Public Relations and Reputation Management
- Tracking online reputation using AI-powered listening tools.
- Proactive PR: Leveraging AI for media outreach and drafting press materials.
- Developing crisis planning and response protocols supported by AI alerts.
Digital Marketing Optimization and Analytics
- Implementing segmentation and targeting through ML-based clustering.
- Conducting campaign A/B testing, uplift modeling, and attribution analytics.
- Automating creative testing and budget optimization processes.
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery.
- Designing microcredentials, blended learning options, and AI-enabled services.
- Establishing frameworks for rapid prototyping and pilot evaluation.
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student services.
- Articulating program value using AI-generated evidence and outcomes.
- Exploring partnership models with industry leaders and AI vendors.
Internal Communication, Change Management, and Digital Culture
- Cultivating internal support for AI initiatives.
- Addressing training, governance, and ethical considerations for AI usage.
- Developing roadmaps for capability building and role adaptation.
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI for logistics and personalization.
- Formulating school engagement strategies and relationship mapping using AI insights.
- Measuring event impact and follow-up conversion through analytics.
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design activity: defining objectives, tools, KPIs, and rollout plans.
- Presenting the strategic plan and receiving peer feedback.
- Creating a roadmap for implementation and identifying quick wins.
Summary and Next Steps
Requirements
- Foundational understanding of marketing principles.
- Prior experience with digital channels is advantageous.
- Willingness to embrace AI-driven tools and workflows.
Target Audience
- Marketing managers in the higher education sector.
- Leaders in institutional communications and public relations.
- Program directors and innovation teams.
14 Hours
Testimonials (1)
Able to pivot upon audience suggestions - ie able to create a real AI agent scenario on the spot.
