Course Outline
Positioning and AI-Assisted Content Creation
- Establishing academic, institutional, and brand positioning
- Utilising AI to draft persona-focused web, email, and social media content
- Editing, quality assurance, and maintaining brand voice consistency using AI tools
Public Relations and Reputation Management
- Tracking online reputation via AI-driven listening tools
- Proactive PR: Using AI for media outreach and drafting press materials
- Crisis planning and response frameworks supported by AI alerts
Digital Marketing Optimisation and Analytics
- Segmentation and targeting leveraging ML-based clustering
- Campaign A/B testing, uplift modelling, and attribution analytics
- Automated creative testing and budget optimisation workflows
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven discovery
- Designing microcredentials, blended learning offerings, and AI-enabled services
- Rapid prototyping and pilot evaluation frameworks
Enhancing Academic Programmes with AI Differentiators
- Integrating AI features into curricula and student services
- Communicating programme value using AI-generated evidence and outcomes
- Partnership models with industry and AI vendors
Internal Communication, Change Management, and Digital Culture
- Building internal consensus for AI initiatives
- Training, governance, and ethical considerations regarding AI use
- Roadmaps for capability building and role adaptation
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI (logistics, personalisation)
- School engagement strategies and relationship mapping using AI insights
- Measuring event impact and follow-up conversion through analytics
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design: defining objectives, tools, KPIs, and rollout strategy
- Presentation and peer feedback on the strategic plan
- Roadmap for implementation and quick wins
Summary and Next Steps
Requirements
- Fundamental understanding of marketing principles
- Willingness to embrace AI-driven tools and workflows
Target Audience
- Marketing managers within higher education institutions
- Programme 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.
