Course Outline
Strategic Positioning and AI-Assisted Content Development
- Defining academic, institutional, and brand positioning strategies
- Leveraging AI to generate persona-driven content for web, email, and social media
- Maintaining brand voice consistency and quality control using AI editing tools
Public Relations and Reputation Stewardship
- Monitoring online reputation using AI-powered listening solutions
- Proactive PR: Utilizing AI for media outreach and drafting press materials
- Developing crisis planning and response frameworks supported by AI-driven alerts
Digital Marketing Refinement and Analytical Insights
- Implementing segmentation and targeting strategies using machine learning clustering
- Conducting campaign A/B testing, uplift modeling, and attribution analysis
- Establishing workflows for automated creative testing and budget optimization
Innovation in Educational Offerings and Services
- Identifying new product opportunities through data-driven discovery methods
- Designing microcredentials, blended learning models, and AI-enabled student services
- Applying rapid prototyping and pilot evaluation frameworks
Elevating Academic Programs through AI Differentiators
- Integrating AI capabilities into curricula and student support services
- Articulating program value using AI-generated evidence and outcome metrics
- Establishing partnership models with industry leaders and AI technology vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal buy-in for new AI initiatives
- Addressing training needs, governance structures, and ethical considerations for AI use
- Creating roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Interaction
- Designing academic and outreach events enhanced by AI for logistics and personalization
- Implementing school engagement strategies and relationship mapping informed by AI insights
- Evaluating event impact and tracking follow-up conversions through analytics
Capstone Project: Strategic Plan for an AI-Enabled Marketing Initiative
- Collaborative design: Defining objectives, selecting tools, establishing KPIs, and planning rollout
- Presenting the strategic plan and incorporating peer feedback
- Developing an implementation roadmap and identifying quick wins
Conclusion and Future Actions
Requirements
- A foundational understanding of marketing principles
- Prior experience with digital communication channels is advantageous
- A willingness to embrace AI-driven tools and operational workflows
Intended Audience
- Marketing managers within higher education institutions
- Heads of 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.
