Course Outline
Strategic Positioning and AI-Driven Content Generation
- Establishing academic, institutional, and brand positioning strategies
- Leveraging AI to generate persona-centric content for web, email, and social media
- Utilizing AI tools for editing, quality assurance, and maintaining brand voice consistency
Public Relations and Reputation Stewardship
- Tracking online reputation using AI-powered listening technologies
- Proactive PR strategies: employing AI for media outreach and drafting press materials
- Developing crisis planning and response protocols backed by AI alerts
Digital Marketing Optimization and Advanced Analytics
- Applying machine learning-based clustering for segmentation and targeting
- Conducting A/B testing, uplift modeling, and attribution analysis for campaigns
- Implementing workflows for automated creative testing and budget allocation optimization
Innovation in Educational Offerings and Services
- Uncovering product opportunities through data-driven discovery methods
- Designing microcredentials, hybrid offerings, and AI-enabled services
- Utilizing rapid prototyping and pilot evaluation frameworks
Elevating Academic Programs with AI Differentiators
- Integrating AI capabilities into curricula and student support services
- Articulating program value through AI-generated evidence and outcome data
- Developing partnership models with industry stakeholders and AI vendors
Internal Communications, Change Management, and Digital Culture
- Fostering internal support for AI initiatives
- Addressing training, governance, and ethical implications of AI usage
- Creating roadmaps for skill development 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 using AI insights
- Measuring event effectiveness and post-event conversion through analytics
Capstone: Strategic Planning for an AI-Powered Marketing Initiative
- Group design session: defining objectives, selecting tools, establishing KPIs, and outlining the rollout strategy
- Presenting the strategic plan and receiving peer feedback
- Developing an implementation roadmap and identifying quick wins
Conclusion and Future Directions
Requirements
- Foundational understanding of marketing principles
- Familiarity with digital channels is advantageous
- Willingness to embrace AI-powered tools and workflows
Target Audience
- Marketing managers within higher education institutions
- Heads of institutional communications and public relations
- Program directors and teams focused on innovation
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.
