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Certificates: Brand Marketing" certificate
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Additional Certificates: Basic certificate in project management (GPM)® from PM-Zert
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Examination: Practical project work with final presentations
Certification by PM-ZERT, certification body of the GPM Deutsche Gesellschaft für Projektmanagement e. V. -
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 (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
Project management incl. certification by PM-ZERT, certification body of GPM Deutsche Gesellschaft für Projektmanagement e. V. V.
Context skills (approx. 2 days)
Strategy
Governance, structures and processes
Power and interests
Technical skills (approx. 7 days)
Project design
Requirements and objectives
Scope of services and delivery objects
Process and deadlines
Organization, information and documentation
Stakeholders
Opportunities and risks
Agile project management
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Presentation options for project management with MS Project (approx. 5 days)
Introduction to MS Project
Cost plan and financing
Resource planning
Planning and control
Reporting
Personal and social skills (People) (approx. 1 day)
Personal communication
Project work, certification preparation and certification examination in project management (approx. 5 days)
By PM-ZERT, certification body of the GPM Deutsche Gesellschaft für Projektmanagement e. V.
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.
You will also master basic project management techniques and be able to use them with software support (MS Project). The theoretical knowledge imparted in combination with many practical exercises will enable you to carry out future projects professionally.
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.
You will also take the exam for the internationally recognized Basic Certificate in Project Management (GPM) ®. The certification exam takes place at our cooperation partner alfatraining and is conducted by PM-ZERT (certification body of the GPM Deutsche Gesellschaft für Projektmanagement e. V.). V.).
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).