课程大纲

Positioning and AI-Assisted Content Creation

  • Defining academic, institutional, and brand positioning
  • Using AI to draft persona-led web, email, and social content
  • Editing, quality control, and brand voice consistency with AI tools

Public Relations and Reputation Management

  • Monitoring online reputation with AI-driven listening tools
  • Proactive PR: AI for media outreach and press-material drafting
  • Crisis planning and response playbooks supported by AI alerts

Digital Marketing Optimization and Analytics

  • Segmentation and targeting using ML-based clustering
  • Campaign A/B testing, uplift modeling, and attribution analytics
  • Automated creative testing and budget optimization workflows

Innovation in Educational Products and Services

  • Identifying product opportunities via data-driven discovery
  • Designing microcredentials, blended offerings, and AI-enabled services
  • Rapid prototyping and pilot evaluation frameworks

Enhancing Academic Programs with AI Differentiators

  • Embedding AI features into curricula and student services
  • Communicating program value using AI-generated evidence and outcomes
  • Partnership models with industry and AI vendors

Internal Communication, Change Management, and Digital Culture

  • Building internal buy-in for AI initiatives
  • Training, governance, and ethical considerations for AI use
  • Roadmaps for capability-building and role adaptation

Events, Outreach, and Stakeholder Engagement

  • Designing academic and outreach events enhanced by AI (logistics, personalization)
  • School engagement strategies and relationship mapping with AI insights
  • Measuring event impact and follow-up conversion with analytics

Capstone: Strategic Plan for an AI-Enabled Marketing Initiative

  • Group design: define objectives, tools, KPIs, and rollout plan
  • Presentation and peer feedback on the strategic plan
  • Roadmap for implementation and quick wins

Summary and Next Steps

要求

  • 对市场营销概念的基本了解
  • 具备数字渠道经验者更佳
  • 愿意采用AI驱动的工具和工作流程

受众

  • 高等教育领域的市场经理
  • 机构传播和公关负责人
  • 项目总监和创新团队
 14 小时

即将举行的公开课程

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