Course Outline
Strategic Positioning and AI-Driven Content Development
- Establishing academic, institutional, and brand positioning frameworks
- Leveraging AI to generate persona-focused content for web, email, and social media
- Maintaining brand voice consistency and quality through AI-assisted editing and control
Public Relations and Reputation Stewardship
- Tracking online reputation using AI-powered listening platforms
- Proactive PR strategies utilizing AI for media outreach and drafting press materials
- Developing crisis response plans and playbooks supported by AI alert systems
Digital Marketing Refinement and Analytical Insights
- Applying machine learning clustering for precise segmentation and targeting
- Conducting A/B testing, uplift modeling, and attribution analysis for campaigns
- Implementing automated creative testing and budget optimization processes
Innovation in Educational Offerings and Services
- Identifying new product opportunities through data-driven discovery methods
- Designing microcredentials, hybrid learning models, and AI-integrated services
- Utilizing rapid prototyping and pilot evaluation frameworks
Enriching Academic Programs with AI Distinctives
- Integrating AI functionalities into curricula and student support services
- Articulating program value using AI-generated evidence and outcome data
- Establishing collaborative models with industry partners and AI technology providers
Internal Communication, Change Leadership, and Digital Culture
- Cultivating internal support and buy-in for AI initiatives
- Addressing training, governance, and ethical implications of AI usage
- Creating roadmaps for skill development and role evolution
Events, Outreach, and Stakeholder Interactions
- Planning academic and outreach events enhanced by AI for logistics and personalization
- Developing school engagement strategies and relationship mapping using AI insights
- Assessing event impact and follow-up conversions through analytical tools
Capstone: Strategic Framework for an AI-Enabled Marketing Initiative
- Collaborative design: Setting objectives, selecting tools, defining KPIs, and planning rollout
- Presenting the strategic plan and incorporating peer feedback
- Defining an implementation roadmap with immediate actionable results
Conclusion and Future Directions
Requirements
- Fundamental understanding of marketing principles
- Prior experience with digital channels is advantageous
- Willingness to embrace AI-driven tools and processes
Target Audience
- Marketing directors within higher education institutions
- Leaders in institutional communications and public relations
- Program heads and teams focused on innovation
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.
