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Certificates: Brand Marketing" certificate
Certificate "Graphic Design with Adobe CC"
Certificate "Web design with HTML/CSS/Dreamweaver"
Certified Content Marketing Manager" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Certified Content Marketing Manager:in -
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: 20 Weeks
Brand Marketing
Brand Building (approx. 4 days)
Definition of the brand concept
Characteristics of a brand (identity, values)
Target definition
Target positioning and corporate identity
Design options with Canva
Target group analysis
Limbic map
Customer insights, customer experience (CX)
Brand Values
Brand Personality
Positioning
Legal basics and trademark protection (approx. 1 day)
Name development
Claims, logos, key images & Co.
Trademark registration
Trademark monitoring in digital media
Claims for trademark infringements
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Digital branding (approx. 3 days)
Choosing the right channels
Brand positioning
Online marketing mix
Customer journey
Creating personas
Touchpoint management
Brand Communication (approx. 2 days)
content marketing
Agenda setting and storytelling
Emotionalization
User-generated content
Lovestorm and shitstorm
Brand communication with chats
Success measurement and evaluation (approx. 2 days)
brand awareness
Brand loyalty
Perceived quality
Monitoring and controlling
Success indicators in the brand process (KPIs)
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Influencer marketing (approx. 4 days)
Impact factor of influencer marketing
Insight into playbooks
Online campaigns
Criteria for the right brand ambassadors
Evaluating reach
Micro vs. macro influencers
Community management
Costs and budget planning
Contract design
production
Labeling obligations
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Graphic design with Adobe CC - cross-media work digital/print/web
Introduction to the Adobe Creative Cloud (approx. 2 days)
Desktop programs at a glance: Photoshop, Illustrator, InDesign
Adobe mobile apps for graphic design
Creative Cloud libraries
Color trends and inspirations (e.g. Adobe Stock, Adobe Color)
Adobe Bridge, Adobe Exchange
Basics (approx. 1 day)
Art vs. design
Design disciplines, design principles
Design process
Design laws of perception
Eye movement and arrangement
Figure-ground relationship
Optical illusions and phenomena
Interference effects, Hick's law
Perspective and spatial effect
Shape and color (approx. 2 days)
Point, line and surface
Arrangement and weighting
Format, proportions and aspect ratios
Color theory and color systems
Properties, effect and meaning
Color design (harmonies, contrasts)
Attention through form and color
Creating and editing shapes (signs, pictograms, icons)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Images (approx. 3 days)
Image competence and image quality
Pixel and vector graphics
Research, idea, mood board
Eye-catchers and storytelling
The human being as a motif
Images in corporate communication
Image design and image editing
Typography and layout (approx. 5 days)
Anatomy of letters
Font history, font classification
Font blending
Reading typography, detailed typography
Workflow: Layout
Basic rules of good layouts
Type area and design grid
Dramaturgy, visual direction and focus
Implementing and presenting layout ideas
Overview of file output (print, digital)
Corporate Design (approx. 2 days)
Corporate design vs. corporate identity
Basic building blocks
Logo design, signets and brands
Implementation - word-image-brand
The corporate design manual (style guide)
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the project results
Web design with HTML, CSS and Dreamweaver
HTML (approx. 5 days)
Basic framework
Tags for text creation (h1-h6, p, br)
Basics of CSS
Text format commands
Scaffolding HTML tags (e.g. header, nav)
Integrating graphics and preparing them in Photoshop
Favicons
Links
Internal, external, phone, mailto links
Lists and tables
Forms in HTML
Form elements
Integration of video and audio elements
Integration of YouTube and Google Maps
Differences between XHTML and HTML
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Basics CSS (approx. 5 days)
Basics of Dreamweaver
Integration options for CSS specifications (internal, external, inline style)
Text design with CSS
CSS attributes for designing borders and spacing (padding, margin)
Background design with CSS
Float/clear basics
Column spacing with float
Colors with CSS
Clearfix
Pseudo elements (::before/::after)
Pseudo-classes (:nth-of-type)
List/display/link pseudo-classes
Navigation with ul/li (horizontal/vertical)
CSS Flexbox (approx. 5 days)
Columns with Flex
Alignment of elements with Flex
Columns in columns with Flex
Using individual fonts (@font-face)
Fonts with Dreamweaver
Dreamweaver - CSS Designer
CSS position
Positions: relative/absolute/fixed
Possibilities for form design via CSS
CSS color gradients
CSS - transition/transform
Responsive web design (approx. 6 days)
Breakpoints, viewport, media queries
Designing headers and header-img responsively
Picture elements in HTML
Mobile navigation with hover
Enable hover in click on Apple cell phones
Click event via CSS (using checkbox)
Responsive navigation with click
Animated burger button
CSS accordion (using radio buttons)
Drop-down menu for desktop and mobile
Different designs
CSS pseudo class :target
One-page site - page structure
Responsive navigation with :target control
Advantages of one-page sites
JavaScript (approx. 9 days)
Integrating applications
Getting started with JavaScript/jQuery
If-then-else
Variables
Data object
Array Data type
ScrollTop
For loop
Math object
Sticky-menu (js/css)
Show/hide menu with scrolling
Use of vh/vw and calc
Mandatory information imprint/data protection
Cookie notice
Font-awesome - Symbol library
CSS-Filter
CSS variables
Optimize the site for search engines (SEO)
Object fit - frame-filling graphics
CSS animation
CSS grid
Grid-template-areas
Introduction to CSS framework: Bootstrap
Project work (approx. 10 days)
To consolidate the content learned
Presentation of the project results
Content marketing expertise
Basics of journalistic work (approx. 4 days)
Editorial work, editing
Journalistic research techniques, online research
Journalistic standards
Structures and working methods of editorial offices and online editorial offices
Text workshop/writing exercises
Types of text (news, reports, features, portraits, commentaries, reviews)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Basics of content marketing (approx. 7 days)
Developing and documenting strategies
Planning projects
Defining goals and determining metrics
Determine target groups according to psychosocial and demographic aspects
Apply customer journeys and related models for strategic planning
The right mix of different content
Omnichannel experience through different touchpoints
Storytelling in content marketing: simple and complex story structures for different channels
Increase reach (approx. 3 days)
Effective distribution of content
Different types of corporate blogs
Brief introduction to WordPress:
Planning and running a blog
SEO optimized content
Email marketing
Measuring the effectiveness of measures
Legal (approx. 2 days)
Recognizing legal pitfalls
Internet law
Liability for own and third-party content
Copyright law
Project work, certification preparation and certification examination (approx. 4 days)
Changes are possible. The course content is updated regularly.
After this course, you will 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.
After the course, you will also have mastered the basics of creative work and visual communication. You will understand how design, advertising and presentations work and have basic design, methodological and technical knowledge.
You also know the complete workflow for a modern web design and produce user-friendly and sophisticated websites.
After the course, you will also be familiar with the most important terms and measures in content marketing. You will be able to assess content professionally and legally and present it with the widest possible reach, as well as plan blog posts efficiently and design them attractively.
Media designers, graphic designers, web designers, professionals from artistic professions, public relations, communication and marketing as well as architecture and photography who want to update their skills in creating media products (digital and print).
Your future field of work can be in the editorial print and digital area, as well as in the creation of advertising media. Future employers may include graphic design, advertising, web, multimedia or full-service agencies, as well as software and database providers. With the appropriate know-how, self-employment is also an interesting prospect.
In addition, 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.
There is also a high demand for specialists in online editing and content marketing. The industry has grown considerably in recent years. You can find jobs in the press and communications departments of companies, in advertising, PR and marketing agencies.
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).