This course provides you with theoretical and practical knowledge from key business fields. You’ll apply and deepen your understanding of the technical terms and professional communication skills necessary for the workplace in a practical context. You’ll then be introduced to the topic of brand marketing. Key strategies for brand management and communication, influencer marketing, tools for measuring success, and the use of artificial intelligence will be covered.
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Certificates: Goethe-Test PRO" certificate
Brand Marketing" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Goethe-Test PRO -
Teaching Times: Full-timeMonday to Friday from 8:30 a.m. to 3:35 p.m. (in weeks with public holidays from 8:30 a.m. to 5:10 p.m.)
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Language of Instruction: German
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Duration: 12 Weeks
Job-related German language support for the commercial and technical sector
Professional Communication in the Workplace (approx. 1 day)
Communication in Typical Professional Situations
Using job-related technical terms in a work context
Understanding job-related texts, work instructions, and company information
Understanding Conversations and Meetings in a Professional Context
Business Correspondence (approx. 2 days)
Layout and Design of Business Letters
Modern salutations and opening lines
Writing Customer-Focused Letters and Emails
AI-powered writing assistance for emails and letters
Reporting in the Workplace
Creating Cover Letters in Accordance with DIN 5008
Artificial Intelligence (AI) in Professional Communication (approx. 1 day)
Overview of AI Tools in the Professional Workplace
Using AI to Support Professional Correspondence
Creating and Optimizing Professional Texts with AI
Opportunities and Limitations of AI in Everyday Work
Professional field of communication management (approx. 3 days)
Communication in the company
Forms of communication in teams
Meetings and presentations
Conflict management
Conducting appraisal interviews
Conducting job interviews
Sales and consultation meetings
Writing offers
Trade fairs and product presentations
Processing complaints
Business Field (approx. 6 days)
Fundamentals of Human Resources, Management, and Labor Law
Fundamentals of Finance and Controlling
Structure and Content of Payroll Processing
Understanding and Interpreting Operational Analyses, Charts, and Statistics
Professional field of marketing (approx. 6 days)
Basics of advertising
Market analysis and market research
Online marketing and e-commerce
Marketing communication
Use of AI in the creation of marketing texts
Business Processes (approx. 7 days)
Restructuring and Process Management
Process Changes Within the Company
Digital Transformation
Energy Management and
Environmental Protection in the Company
Project Management
Occupational field logistics and trade (approx. 8 days)
Production and
Purchasing and procurement
Delivery and transportation
Retail trade
Project work, certification preparation and certification exam "Goethe-Test PRO" (approx. 6 days)
Brand Marketing
Brand Building and Brand Strategy (approx. 4 days)
Brand Identity, Brand Values, and Brand Positioning
Corporate Identity and Brand Design
Target Audience Analysis, Customer Insights, and Customer Experience
Brand Personality, Brand Promise, and Differentiation
Design Options with Canva and AI
Limbic Map
Prompting for Research, Idea Generation, and Brand Concepts
Legal Foundations, Trademark Protection, and AI (approx. 1 day)
Brand Development and Brand Protection
Claims, Logos, and Visual Brand Elements
Trademark Registration and Monitoring
Copyright, Usage, and Data Protection Law
Legally Compliant Use of Generative AI in Marketing
Digital Branding (approx. 3 days)
Brand Management in Digital Channels
Online Marketing Mix and Customer Journey
Creating Personas and Touchpoint Management
AI-powered content, image, and idea development
Conversational Branding and Social Listening
Brand Communication and Content Creation (approx. 2 days)
Content Marketing and Storytelling
Brand Voice and Emotional Brand Communication
Content Creation with AI
User-Generated Content and Community Management
Crisis Communication (Positive and Negative Backlash)
Brand-Consistent Communication via Website, Social Media, Newsletters, and Chat
Performance Measurement and Brand Analytics (approx. 2 days)
Brand KPIs and Brand Tracking
Social Media and Web Analytics
Monitoring, Controlling, and Dashboards
Reporting and Data-Driven Optimization
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Influencer Marketing (approx. 4 days)
Fundamentals of Influencer and Creator Marketing
Development and Management of Influencer Campaigns
Selecting Suitable Creators and Brand Ambassadors
Community Management and Brand Fit
Contract Drafting and Disclosure Requirements
Budgeting, Performance Measurement, and Reporting
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Changes are possible, the course content is updated regularly.
The course provides you with the necessary know-how for employment as a commercial and technical specialist, including job-related German language training, in order to achieve successful integration into the German labor market.
You will also know how a brand is built and what constitutes successful and targeted brand communication. You will be able to create visual content with Canva and learn about different factors and channels, such as influencer marketing. After the course, you will also be able to measure the success of a brand using various tools.
This course is aimed at people from the fields of marketing, communication or social media and anyone who wants to gain a professional foothold in marketing or successfully market their company. The course is also suitable for lateral entrants, e.g. from technical professions.
The course is also aimed at international professionals with a business or technical background who wish to improve their technical and job-related communication skills in order to enter the German job market.
Brand marketing managers are sought after in companies of all sizes and are in high demand on the job market. It is always important for companies to maintain a good image and to continuously and conscientiously cultivate the brand as well as the development and implementation of advertising measures.
In addition, the course provides you with job-specific German language training so you can draft business correspondence in accordance with current guidelines and communicate confidently with both internal and external stakeholders. With the “ alfatraining ” certificate, you can demonstrate the professional skills you’ve acquired, making it easier for you to enter the workforce and advance in your career.
Your meaningful certificate provides a detailed insight into the qualifications you have acquired and improves your career prospects.
Didactic concept
Your lecturers are highly qualified both professionally and didactically and will teach you from the first to the last day (no self-study system).
You will learn in effective small groups. The courses usually consist of 6 to 25 participants. The general lessons are supplemented by numerous practical exercises in all course modules. The practice phase is an important part of the course, as it is during this time that you process what you have just learned and gain confidence and routine in its application. The final section of the course involves a project, a case study or a final exam.
Virtual classroom alfaview®
Lessons take place using modern alfaview® video technology - either from the comfort of your own home or at our premises at Bildungszentrum. The entire course can see each other face-to-face via alfaview®, communicate with each other in lip-sync voice quality and work on joint projects. Of course, you can also see and talk to your connected trainers live at any time and you will be taught by your lecturers in real time for the entire duration of the course. The lessons are not e-learning, but real live face-to-face lessons via video technology.
The courses at alfatraining are funded by Agentur für Arbeit and are certified in accordance with the AZAV approval regulation. When submitting a Bildungsgutscheinor Aktivierungs- und Vermittlungsgutschein, the entire course costs are usually covered by your funding body.
Funding is also possible via Europäischen Sozialfonds (ESF), Deutsche Rentenversicherung (DRV) or regional funding programs. As a regular soldier, you have the option of attending further training courses via Berufsförderungsdienst (BFD). Companies can also have their employees qualified via funding from Agentur für Arbeit (Qualifizierungschancengesetz).