Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Leveraging AI to generate persona-focused web, email, and social media content
- Refining, quality checking, and maintaining brand voice consistency using AI tools
Public Relations and Reputation Management
- Tracking online reputation with AI-based listening solutions
- Proactive PR: Utilizing AI for media outreach and drafting press materials
- Crisis preparedness and response plans enhanced by AI-driven alerts
Digital Marketing Optimization and Analytics
- Audience segmentation and targeting via machine learning clustering
- Campaign A/B testing, uplift modeling, and attribution analysis
- Workflows for automated creative testing and budget optimization
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery
- Designing microcredentials, blended learning options, and AI-enabled services
- Frameworks for rapid prototyping and pilot evaluation
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student services
- Articulating program value using AI-generated evidence and outcomes
- Collaboration models with industry partners and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal support for AI initiatives
- Training, governance, and ethical considerations regarding AI usage
- Roadmaps for capability development and role adaptation
Events, Outreach, and Stakeholder Engagement
- Planning academic and outreach events enhanced by AI (logistics, personalization)
- School engagement strategies and relationship mapping informed by AI insights
- Assessing event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: Defining objectives, tools, KPIs, and rollout strategies
- Presentation of the strategic plan with peer feedback
- Roadmap for implementation and achieving quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing principles
- Prior experience with digital platforms is advantageous
- Willingness to embrace AI-driven tools and processes
Target Audience
- Marketing managers in higher education institutions
- 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.
