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Duration 14 hours
Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Utilizing AI to generate persona-centric content for web, email, and social media
- Maintaining brand voice consistency and ensuring quality control through AI tools
Public Relations and Reputation Management
- Tracking online reputation using AI-powered listening tools
- Proactive PR: Leveraging AI for media outreach and drafting press materials
- Developing crisis response plans supported by AI-generated alerts
Digital Marketing Optimization and Analytics
- Implementing segmentation and targeting via ML-based clustering
- Conducting A/B testing, uplift modeling, and attribution analytics
- Streamlining creative testing and budget optimization through automated workflows
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery
- Designing microcredentials, blended learning offerings, and AI-enabled services
- Applying rapid prototyping and pilot evaluation frameworks
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student services
- Communicating program value using AI-generated evidence and outcome data
- Developing partnership models with industry and AI vendors
Internal Communication, Change Management, and Digital Culture
- Generating internal support for AI initiatives
- Addressing training, governance, and ethical considerations in AI use
- Creating roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI for logistics and personalization
- Implementing school engagement strategies and relationship mapping using AI insights
- Measuring event impact and follow-up conversions through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design session: defining objectives, tools, KPIs, and rollout plans
- Presenting the strategic plan and receiving peer feedback
- Establishing an implementation roadmap and identifying quick wins
Summary and Next Steps
Requirements
- Familiarity with fundamental marketing concepts
- Experience with digital channels is advantageous
- Willingness to adopt AI-driven tools and workflows
Target Audience
- Marketing managers in the higher education sector
- Leaders in institutional communications and PR
- 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.
