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Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning strategies.
- Utilizing AI to draft content for web, email, and social media based on defined personas.
- Editing, ensuring quality control, and maintaining brand voice consistency using AI tools.
Public Relations and Reputation Management
- Monitoring online reputation using AI-driven listening tools.
- Proactive PR activities: Leveraging AI for media outreach and drafting press materials.
- Developing crisis planning and response protocols supported by AI alerts.
Digital Marketing Optimization and Analytics
- Conducting segmentation and targeting through ML-based clustering techniques.
- Performing campaign A/B testing, uplift modeling, and attribution analytics.
- Automating creative testing and budget optimization workflows.
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery methods.
- Designing microcredentials, blended learning offerings, and AI-enabled services.
- Implementing rapid prototyping and pilot evaluation frameworks.
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student support services.
- Communicating program value through AI-generated evidence and outcome reporting.
- Establishing partnership models with industry leaders and AI technology vendors.
Internal Communication, Change Management, and Digital Culture
- Cultivating internal buy-in for AI-driven initiatives.
- Addressing training, governance, and ethical considerations associated with AI use.
- Developing roadmaps for capability building and role adaptation.
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (including logistics and personalization).
- Formulating school engagement strategies and relationship mapping using AI insights.
- Measuring event impact and follow-up conversion rates through analytics.
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: Defining objectives, tools, KPIs, and rollout plans.
- Presenting the strategic plan and receiving peer feedback.
- Creating a roadmap for implementation and identifying quick wins.
Summary and Next Steps
Requirements
- Fundamental understanding of marketing principles.
- Prior experience with digital marketing channels is beneficial.
- Willingness to adopt AI-powered tools and processes.
Target Audience
- Marketing managers within higher education institutions.
- Heads of institutional communications and public relations.
- Program directors and innovation teams.
14 Hours
Testimonials (1)
Able to pivot upon audience suggestions - ie able to create a real AI agent scenario on the spot.
