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Certificates: Brand Marketing" certificate
Certificate "Graphic Design"
Certificate "Web design with HTML, CSS and Visual Studio Code"
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
Design software, AI and modern design workflows (approx. 2 days)
Adobe Creative Cloud: Photoshop, Illustrator, InDesign at a glance
Affinity Suite: Photo, Designer and Publisher at a glance
Creative Cloud Libraries, Adobe Fonts, Adobe Color and Adobe Stock
AI in the design process: Firefly, generative tools, prompting
Opportunities, limits and areas of application of AI
Basics of graphic design (approx. 2 days)
Art vs. design
Design disciplines, design principles and design process
Design thinking and idea development
Design laws of perception
Visual flow and arrangement
Figure-ground relationship
Shape and color (approx. 2 days)
Point, line, surface and shape
Format and proportions
Color theory and color effects
Contrasts, harmonies and color concepts
Color in the context of brand, effect and legibility
Images (approx. 3 days)
Image quality and image formats
Pixel and vector graphics
Visual language, visual impact and visual storytelling
Research, brainstorming and mood boards
Images in corporate communication
Basics of image editing and AI-supported image development
Image rights/rights of use
Typography and layout (approx. 3 days)
Font classification and font selection
Reading typography, detailed typography
Typographic hierarchies
Workflow in layout design
Type area and design grid
Developing and evaluating layout concepts
Overview of file output (print, digital)
Corporate and brand design (approx. 1 day)
Corporate design vs. corporate identity
Logo design, signet and word/image mark
Color, form and typography systems in brand identity
Style guides and consistent design systems
Accessibility (approx. 1 day)
Basics of accessible design
Design criteria for accessible communication (e.g. legibility, contrast, color selection)
Digital media and cross-media (approx. 1 day)
Basics of digital publishing and responsive design
File formats for web, app and social media
AI-supported content adaptation for various channels
AI-based layout optimization for mobile designs
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the project results
Web design (HTML/CSS/Visual Studio code)
HTML and CSS (approx. 6 days)
HTML introduction
Basic framework
Tags for text creation (h1-h6, p, br, span)
Text format commands
Integrating graphics
Links (internal, external, phone, mailto link)
Favicons
Lists and tables
Correct syntax structure
Checking with W3C validation tool
CSS introduction
Integration options for CSS specifications (internal, external, inline style)
Basic commands (text design, font color, background color)
HTML containers
Use and styling of containers
Integration of YouTube and Google Maps
Video and audio player
Object-fit
VS Code (approx. 1 day)
Introduction to VS Code
Additional extensions for VS Code. (e.g. Live Server, Emmet Commands, Copilot (AI))
AI usage in combination with VS Code
Layout techniques (approx. 4 days)
Classes, IDs, selectors
Introduction box model
Padding, margin, border, border-radius and their shorthands
Flex-Box introduction
Layouts with flex box
Alignment with Flexbox
Introduction to Grid System
Layouts with Grid
Alignment with Grid System
Floating text around images with float and clear
General display properties of tags
Background images
Status and values (approx. 1 day)
Introduction of pseudo-classes (hover, active, focus, nth-child, first-child, last-child)
Pseudo elements (::before, ::after, content)
Specificity (value of codes)
Positioning (approx. 2 days)
Introduction to positions
Static, absolute, fixed, sticky, relative
Left, right, top, bottom, z-index
Dropdown menus
:target
:target in combination with navigation menus and modals
Forms (approx. 2 days)
Introduction to forms
Fieldset, legend
Inputs, textareas, labels, values, name, selects
Autocomplete
Form design with CSS
Integration of php-script in action with AI
Effects and fonts with CSS (approx. 1 day)
CSS transition effects
Transition, filter, transform
Color gradients, box-shadow, text-shadow
Font integration with @font-face
Responsive web design (approx. 2 days)
Introduction to responsive design
Media queries, breakpoints
Landscape, portait mode
Responsive images with picture and srcsets
Image editing, compression of images
Generating images with AI
Search engine optimization (approx. 1 day)
Introduction to SEO
On-page optimization and use of AI-generated texts
Performance optimization to improve SEO and presentation of suitable tools
CSS techniques and interaction (approx. 2 days)
CSS variables
Dark mode
Calculation with CSS
Introduction to CSS animations
Duration, delay, direction, timing-function, iteration-count, fill-mode
Animated burger button
One-pager and multilingualism (approx. 2 days)
Introduction One-Pager
Smooth-scroll
Integration of fontawesome library
Dealing with SVG graphics
Layer integration and CSS customization
Multilingual websites
Extensions and frameworks (approx. 1 day)
Introduction to Bootstrap
Use of Bootstrap components
Responsive design with Bootstrap
JavaScript (approx. 3 days)
Introduction to JavaScript
JavaScript/jQuery methods
Create jQuery Lightbox
Variables
If-else statements
Scroll, window, resize
arrays
For-loop
Math object
Legal requirements and project management (approx. 2 days)
Internet law
Copyrights in relation to AI/KI
Accessibility
Project management
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, marketing and communication, architecture and photography as well as creative career changers who would like to familiarize themselves with the design of digital and printed media with the Adobe Creative Cloud.
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).