Course Outline
Positioning and AI-Assisted Content Generation
- Establishing academic, institutional, and brand positioning
- Leveraging AI to draft persona-focused content for web, email, and social platforms
- Ensuring editing accuracy, quality control, and brand voice consistency using AI tools
Public Relations and Reputation Oversight
- Tracking online reputation using AI-powered social listening tools
- Proactive PR: Utilizing AI for media outreach and drafting press materials
- Developing crisis planning and response protocols supported by AI alerts
Digital Marketing Enhancement and Analytics
- Implementing segmentation and targeting through ML-based clustering
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Automating creative testing and budget optimization processes
Innovation in Educational Products and Services
- Uncovering product opportunities through data-driven discovery methods
- Developing microcredentials, blended learning options, and AI-enabled services
- Applying rapid prototyping and pilot evaluation frameworks
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student service offerings
- Articulating program value through AI-generated evidence and outcomes
- Establishing partnership models with industry partners and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal support for AI initiatives
- Addressing training, governance, and ethical considerations in AI usage
- Creating roadmaps for skill development and role adaptation
Events, Outreach, and Stakeholder Interaction
- Planning academic and outreach events enhanced by AI (e.g., logistics, personalization)
- Developing school engagement strategies and relationship mapping using AI insights
- Assessing event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group project: Define objectives, tools, KPIs, and implementation plan
- Presenting the strategic plan and gathering peer feedback
- Formulating a roadmap for execution and identifying quick wins
Recap and Future Actions
Requirements
- Foundational knowledge of marketing principles
- Prior experience with digital platforms is advantageous
- A receptive attitude toward integrating AI-based tools and workflows
Target Audience
- Marketing managers within the higher education sector
- Leaders in 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.
