Course Outline
Positioning and AI-Assisted Content Creation
- Defining academic, institutional, and brand positioning
- Utilizing AI to draft persona-centric web, email, and social media content
- Editing, quality control, and maintaining brand voice consistency with AI tools
Public Relations and Reputation Management
- Monitoring online reputation using AI-driven listening tools
- Proactive PR: Leveraging AI for media outreach and drafting press materials
- Crisis planning and response playbooks supported by AI alerts
Digital Marketing Optimization and Analytics
- Segmentation and targeting using ML-based clustering
- Campaign A/B testing, uplift modeling, and attribution analytics
- Automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery
- Designing microcredentials, blended offerings, and AI-enabled services
- Rapid prototyping and pilot evaluation frameworks
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student services
- Communicating program value using AI-generated evidence and outcomes
- Partnership models with industry and AI vendors
Internal Communication, Change Management, and Digital Culture
- Building internal buy-in for AI initiatives
- Training, governance, and ethical considerations for AI use
- Roadmaps for capability-building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (logistics, personalization)
- School engagement strategies and relationship mapping with AI insights
- Measuring event impact and follow-up conversion with analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: define objectives, tools, KPIs, and rollout plan
- Presentation and peer feedback on the strategic plan
- Roadmap for implementation and quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing concepts
- Experience with digital channels is advantageous
- Readiness to adopt AI-powered tools and workflows
Target Audience
- Marketing managers in higher education
- Heads of institutional communications and public relations
- Program 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.
