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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Creation
- Defining academic, institutional, and brand positioning
- Drafting persona-driven web, email, and social content using AI
- Maintaining brand voice consistency through AI-assisted editing and quality control
Public Relations and Reputation Management
- Tracking online reputation using AI-powered listening tools
- Proactive PR: utilizing AI for media outreach and drafting press materials
- Developing crisis planning and response playbooks supported by AI-driven alerts
Digital Marketing Optimization and Analytics
- Applying ML-based clustering for segmentation and targeting
- Conducting A/B testing, uplift modeling, and attribution analytics for campaigns
- Implementing automated creative testing and budget optimization workflows
Innovation in Educational Products and Services
- Uncovering product opportunities through data-driven discovery
- Designing microcredentials, blended learning offerings, and AI-enabled services
- Utilizing 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
- Establishing partnership models with industry leaders 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 for logistics and personalization
- Strategizing school engagement 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 session: defining objectives, tools, KPIs, and the rollout plan
- Presenting the strategic plan and receiving peer feedback
- Developing an implementation roadmap focusing on quick wins
Summary and Next Steps
Requirements
- Foundational knowledge of core marketing concepts
- Experience with digital marketing channels is advantageous
- Willingness to adopt AI-driven tools and workflows
Target Audience
- Higher education marketing managers
- Leads in institutional communications and public relations
- 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.
