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Certificates: Brand Marketing" certificate
E-Commerce" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
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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: 8 Weeks
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
E-Commerce
Basics of e-commerce (approx. 2 days)
Introduction to e-commerce and digital commerce
Business models and framework conditions
Players and enablers in e-commerce
Online sales channels and multi-channel strategies
Legal aspects (approx. 2 days)
Legal principles in online trading
Imprint, general terms and conditions and right of withdrawal
Data protection and DSGVO
International B2C online trade
EU product safety regulation: General Product Safety Regulation (GPSR)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Online store systems and design (approx. 3 days)
Store systems and comparison of providers
Functionalities and design
Usability and user experience (UX)
Product presentations and descriptions
Checkout process optimization
Online marketing and customer acquisition (approx. 3 days)
Search engine marketing (SEA) and optimization (SEO)
Social media marketing and content strategies
Email marketing and newsletter optimization
Affiliate marketing and influencer cooperations
Display advertising and retargeting
Payment systems and finance (approx. 2 days)
Payment methods and providers in e-commerce
Risk management and fraud prevention
Debt collection and receivables management
Controlling and key figures in online retail
Logistics and fulfillment (approx. 2 days)
E-commerce logistics and shipping options
Warehouse and merchandise management systems
Returns management and optimization
International logistics and customs clearance
Customer service and CRM (approx. 2 days)
Customer service strategies in e-commerce
CRM systems and customer loyalty measures
Complaint management and conflict resolution
After-sales service and customer feedback
Web controlling and data analysis (approx. 2 days)
Web analytics tools and their use
Conversion optimization and A/B testing
Data analysis and interpretation
KPI tracking and reporting
Project work (approx. 2 days)
Conception and implementation of an e-commerce project
Presentation of the project result
Changes are possible, the course content is updated regularly.
After completing this course, you’ll be able to strategically develop and position brands and communicate them in a targeted manner through digital channels. You’ll learn to create brand-aligned content using Canva and AI-powered applications, to implement content and influencer marketing in a way that’s tailored to your target audience, and to evaluate the success of brand initiatives using appropriate metrics and analytics tools. In doing so, you’ll take legal frameworks into account and apply modern marketing tools in a practical manner.
After this course, you will also have a sound understanding of all the important aspects of online retail. You will be familiar with the legal principles, have mastered the selection and design of store systems and be able to develop effective online marketing strategies.
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.
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.
After completing the course, you will also have acquired a broad basic knowledge that will enable you to enter various fields of activity in online retail.
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).