Course Outline
Brand Positioning and AI-Assisted Content Development
- Establishing academic, institutional, and brand positioning frameworks
- Leveraging AI to draft persona-driven content for web, email, and social media
- Ensuring brand voice consistency, editing, and quality control using AI tools
Public Relations and Reputation Stewardship
- Monitoring online reputation using AI-powered social listening technologies
- Proactive PR strategies: utilizing AI for media outreach and drafting press materials
- Developing crisis response playbooks and planning supported by AI alert systems
Digital Marketing Refinement and Analytical Insights
- Applying machine learning-based clustering for audience segmentation and targeting
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Implementing automated creative testing and budget optimization processes
Innovating Educational Products and Services
- Identifying new product opportunities through data-driven market discovery
- Designing microcredentials, hybrid learning offerings, and AI-enabled services
- Applying rapid prototyping methods and pilot evaluation frameworks
Enriching Academic Programs with AI Distinctives
- Integrating AI capabilities into curricula and student support services
- Communicating program value through AI-generated evidence and outcome data
- Establishing partnership models with industry leaders and AI technology vendors
Internal Communications, Change Management, and Digital Culture
- Cultivating internal support and buy-in for AI initiatives
- Addressing training needs, governance structures, and ethical considerations in AI usage
- Creating roadmaps for building internal capabilities and adapting roles
Events, Outreach, and Stakeholder Interaction
- Designing academic and outreach events enhanced by AI for logistics and personalization
- Employing AI insights for school engagement strategies and relationship mapping
- Utilizing analytics to measure event impact and track follow-up conversions
Capstone Project: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design phase: defining objectives, selecting tools, setting KPIs, and outlining rollout plans
- Presenting the strategic plan and incorporating peer feedback
- Developing an implementation roadmap focused on quick wins
Recap and Future Action Steps
Requirements
- Fundamental understanding of core marketing principles
- Prior experience with digital marketing channels is advantageous
- Willingness to integrate AI-powered tools and workflows into daily operations
Target Audience
- Marketing managers within the higher education sector
- Leaders in institutional communications and public relations
- Program directors and innovation-focused 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.
