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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
Job-related language skills in the work context (approx. 1 day)
Repetition of important grammatical structures for professional communication
Application of complex linguistic structures in a professional context
Reading and understanding work-related texts, global and selective reading comprehension
Understanding work instructions, conversations and meetings
Correspondence in a professional environment (approx. 2 days)
Layout and design of professional letters
Contemporary salutations and letter introductions
Writing customer-oriented letters and emails
AI-supported formulation aids for emails and letters
Reporting in the company
Creating cover letters in accordance with DIN 5008
Artificial intelligence (AI) in professional communication (approx. 1 day)
Overview of AI tools in the professional working environment
Support for professional correspondence through AI
Creation and optimization of professional texts with AI
Opportunities and limitations of AI in everyday working life
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 career field (approx. 6 days)
Fundamentals of human resources, management and labor law
Fundamentals of finance and controlling
Structure and content of payroll accounting
Understanding and describing evaluations, diagrams 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 in 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 specialists from the commercial and technical fields, taking into account an integrative component.
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.
The course also provides you with work-related German language support to enable you to write business correspondence in accordance with current regulations and to communicate confidently both internally and externally. The informative Goethe-Test PRO will give you a detailed insight into the language skills you have acquired, making it easier for you to enter 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).