Course Outline
Institutional Identity and AI-Integrated Content Development
- Establishing strategic alignment across academic, organizational, and brand identity
- Leveraging AI tools to generate stakeholder-focused content for web, email, and social platforms
- Ensuring editorial integrity, quality assurance, and consistent brand voice through AI-assisted review
Public Relations and Reputation Governance
- Monitoring public sentiment and brand perception using AI-powered listening technologies
- Executing proactive communications strategies via AI-assisted media outreach and draft production
- Developing crisis response protocols informed by real-time AI alert systems
Digital Marketing Optimization and Performance Analytics
- Applying machine learning clustering techniques for precise audience segmentation and targeting
- Conducting A/B testing, uplift modeling, and attribution analysis to inform strategy
- Implementing automated workflows for creative evaluation and resource allocation optimization
Innovation in Educational Products and Services
- Identifying service opportunities through data-driven market discovery
- Developing microcredentials, hybrid learning models, and AI-enhanced service offerings
- Establishing frameworks for rapid prototyping and pilot program evaluation
Enhancing Academic Programs with AI Differentiators
- Integrating AI capabilities into curricula and student support services
- Communicating program efficacy using AI-generated evidence and outcome metrics
- Formulating collaboration frameworks with industry partners and AI technology providers
Internal Communication, Change Management, and Digital Culture
- Cultivating organizational alignment and stakeholder buy-in for AI initiatives
- Addressing training needs, governance standards, and ethical considerations in AI deployment
- Developing roadmaps for capability development and workforce role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events optimized for logistics and personalization via AI
- Strategizing school engagement and mapping relationships using AI-derived insights
- Measuring event efficacy and subsequent conversion rates using analytical frameworks
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Collaborative design of objectives, tool selection, KPIs, and deployment schedules
- Presenting strategic plans and incorporating peer review feedback
- Establishing implementation roadmaps and identifying immediate actionable opportunities
Summary and Next Steps
Requirements
- Foundational understanding of marketing principles
- Proficiency with digital communication channels is advantageous
- Willingness to adopt AI-driven tools and operational workflows
Audience
- Marketing managers in higher education
- Institutional communications and public relations leads
- 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.
