Content Marketing Manager with Adobe Illustrator and InDesign CC

Basics of web design HTML and CSS with VS Code (approx. 9 days)

HTML introduction

Basic framework tags for text creation (h1-h6, p, br, span)

Text format commands

Integrating graphics

Links (internal, external, phone, mailto links)

Lists and tables

CSS introduction

Integration options for CSS specifications (internal, external, inline style)

Basic commands (text design, font color, background color)

Correct syntax structure

Checking with W3C validation tool

HTML containers

Use and styling of containers

Introduction to the box model

padding, margin, border, border-radius and their shorthands

Classes, IDs, selectors

Introduction to VS Code

Additional extensions for VS Code (e.g. Live Server, Emmet Commands, Copilot (AI))

AI usage in combination with VS Code

CSS Flex-Box introduction

Layouts with Flex-Box

Alignment with Flex-box

Introduction to positions

Static, absolute, fixed, sticky, relative

Left, right, top, bottom, z-index

Introduction to Responsive Design

Media queries, breakpoints

Landscape, portait mode

CMS basics with WordPress (approx. 4 days)

Introduction to WordPress (installation, updates, dashboard, frontend, backend)

settings

Media management

Comments

Creating and editing pages and posts

Blocks and their functions

Recurring blocks

Themes and Theme Editor

Templates and possible applications

Introduction to plugins

Form plugin

Search engine optimization plugin and use of AI-generated texts

Legal requirements and project management (approx. 2 days)

Internet law and helpful plugins for implementing the GDPR

WordPress tools for implementing the GDPR

User administration

Accessibility

Project management

Project work (approx. 5 days)

To reflect on and consolidate the content learned

Presentation of the project results

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)

Search engine optimization basics (approx. 3 days)

Web-based search engines

Google Universal Search

Vertical search engines

Search result pages (SERPs) and hits

Rich results

Google Knowledge Graph

PageRank

Domain Authority

Google search results/search settings

RankBrain

Social SEO

Voice Search/ Conversational Search

SEO processes (approx. 2 days)

Steps of the SEO process

Define SEO goals

Target group/persona

Keyword candidates

SEO KPIs

Conversions

Content quality

Google ranking signals

Search intent

Inverse Document Frequency (IDF)

Website optimization (approx. 3 days)

Mobile UX

Meta tags/meta description/meta title

Duplicate content

Semantic web/search

Structured data and its meaning/possible uses

Check loading times (Core Web Vitals)

Check domains for IP address

Security functions of the https protocol

Robots.txt

Anchor texts

Google Penalty

Search queries with local reference/Local SEO

Accessibility developments

SEO success control (approx. 2 days)

Performing success monitoring without commercial tools

Tools for ranking monitoring

Google index/Google quality guidelines

Backlinks and link building measures

Visibility index

OnPage analysis

Google Ads (approx. 2 days)

Google Ads basics

Analyzing the intent of search queries

Creating keyword lists

Campaign types/goals/structure of Google search ads

Google Keyword Planner

Set up and manage campaigns

Google Ads Auction

Web analytics (approx. 3 days)

Web Analytics

Goals and functions

Data protection

Reach measurement

Possibilities and limits of the data that can be collected

Setting up Google Analytics 4/demo account

Real-time reports

Target group analysis

Origin of website visitors

Event and goal tracking

Event tracking

Google Search Console

Visitor behavior

Google Tag Manager

cookies

Artificial intelligence (AI) in SEM marketing (approx. 1 day)

Use of AI for search engine optimization

Answer Engine Optimization (AEO)

Generative Engine Optimization (GEO)

Generative AI Optimization (GAIO)

Introduction to AI-supported campaigns

Project work, certification preparation and certification examination (approx. 4 days)

Basics of Vector Graphics and AI-Assisted Work (approx. 1 day)

Differences between raster images and vector graphics

Anatomy of a path

Resolution, scalability, and file formats

Overview of the current Illustrator interface

Introduction to AI-powered features (e.g., Generative Recoloring, Text-to-Vector Graphics)

Overview of Adobe Firefly and the integration of generative AI features into Illustrator

Setup and Navigation (approx. 1 day)

The Right Color Space (RGB, CMYK, Web)

Color Management Basics

Customizing presets

Custom Toolbar and Workspaces

Artboards (including for responsive layouts)

Rulers, guides, and grids

Zoom and View

Information panel and history

Creative Cloud Libraries and cloud-based workflows

Drawing Objects (approx. 2 days)

Transforming, Aligning, Pathfinder

Organizing objects hierarchically

Working in groups

Organizing objects into layers

Modifying appearance properties

Shape tool and masks

Width and Blend tools

Graphic styles and symbols

3D and material effects (current features)

Using AI-powered tools for rapid development of shape variations and layout ideas

Images (approx. 1 day)

Link, embed, and crop pixel images

Organize image material efficiently

Vectorize pixel images (Image Trace)

AI-powered vectorization and recoloring 

Mockup features for presentations

Paths and Free Forms (approx. 2 days)

Creating, modifying, and combining shapes

Editing grid and anchor points

Editing, connecting, and simplifying paths

Intuitively deforming objects

Working precisely with the Pen Tool

Developing creative shape variations using AI-powered features

Brushes (approx. 1 day)

Brush tips and brush types

Creating Your Own Brushes

Using libraries

Developing style variations and creative effects with the help of modern features

Color Schemes and Patterns (approx. 2 days)

Colors for areas and outlines

Color Swatches panel, color swatch libraries

Using Adobe Color

Color assistance, harmonies, and conversion

Global colors, spot colors

Gradients and freehand gradients

Transparency panel

Recoloring images

Pattern options

Basics of accessible color design

Text Design (approx. 1 day)

Touch-Type text tool

Area and path text

Filter fonts and assign fonts

Using Adobe Fonts

Variable fonts

Converting Text to Paths

Typography for print and web

Developing layout variations with AI-powered features

Charts (approx. 1 day)

Settings and data entry

Import from Excel

Chart designs

Coloring and editing charts

Creating modern infographics

Development of alternative layout and color variations

Illustrator for Web Design and UI/UX (approx. 3 days)

Color Modes and Color Management for the Web

Preparing Artboards for Responsive Design

Working with a grid system

Components, variants, and design system basics

Page Design – From Wireframe to Mockup

Designing Web-Optimized Vector Graphics

Creating and optimizing SVG icons and illustrations for digital products

SVG export

Designing UI components: icons, buttons, forms, and checkboxes

Efficient variant development using the latest Illustrator features

Data Export and Sharing (approx. 1 day)

Saving vector graphics correctly

Print preparation and PDF output

Color profiles and PDF standards

Export for responsive web design

SVG optimization

Best practices for SVG files on the web (performance, scalability, accessibility)

Exporting CSS properties

Transfer to the printer or developer

Project work (approx. 4 days)

To consolidate the content learned

Presentation of the project results

Layout basics (approx. 1 day)

Project workflow, planning and conception

Introduction to working environment, user interface and tools

Document and program settings

Workspaces

Important keyboard commands (shortcuts)

Navigation, page and document structure

Artificial Intelligence in the Workflow (approx. 1 day)

AI in design workflows

Copywriting and text optimization (e.g., claims, headlines, translations)

Automating tasks with AI-powered plugins and scripts

Applications for color palettes, mood boards, and typography suggestions

Opportunities, risks, and legal aspects (copyright, ethics)

Prompt engineering: targeted control of AI outputs

Layout creation techniques (approx. 2 days)

Creating page layouts with text/graphics

Margins and columns, guidelines, rulers

Working with frames and corner options

Aligning and transforming objects, Pathfinder

Properties panel

Creating and saving document templates (*.indt)

Layout customization methods (e.g. Liquid Layout)

Creating alternative layouts

Visually implement complex layout ideas (approx. 2 days)

Create design grids for layouts

Use of master pages, nested master pages

Automatic page numbers

Generating section marks

Managing complex layout content with layers

AI-generated color and grid suggestions

Creating accessible layouts (accessibility check)

Text Editing and Typography (approx. 2 days)

Introduction to fonts and font families

Classification and properties

Introduction to Adobe Fonts (Typekit), Variable Fonts

Text placement, import/export options

Text frame linking, Smart text flow

Text editing, hyphenation, page break options

Alignment to the Baseline Grid

Text on a path

Generating text and reviewing typographic suggestions with AI

Use of AI for tone-of-voice adjustments and accessibility

Using Text Formats in a Variety of Ways (approx. 1 day)

Define character and paragraph formats

Defining and inserting GREP and text variables

Creating tables of contents

Libraries, snippets, and object formats

Layout template (template) with text formats

Using the book function

Automatic text variations and content structuring with AI

Collaboration via Creative Cloud Libraries

Working with Lists and Tables (approx. 1 day)

Tabs, bulleted lists, and numbering

Data import and conversion options

Creating and editing tables

Data preparation with AI (converting tables/text)

Working with Images and Graphics (approx. 1 day)

Raster images and vector graphics

Image resolution and color space (RGB, CMYK)

Placing and managing images and graphics

Working with links (control panel)

Importing image data (import/export options) from Adobe Photoshop, Adobe Illustrator, and others

Frame fitting options

Clipping paths and cutouts

Wrapping text around images and objects

Generative image editing, cropping, and retouching with AI

AI-powered background removal and style transfers

Colors, Effects (approx. 1 day)

Print and screen colors

Professionally design, create, and save using colors and color gradients

Use of color sets, e.g., for projects with CI guidelines

Using Adobe Color

Working with effects and transparencies

Soft gradient edge tools

Automatically generate color palettes and CI-compliant suggestions using AI

Automatically suggest trend colors and brand colors

Digital Publishing and Interactivity (approx. 2 days)

On-Screen Presentation and Promotion

Planning, Design, and Implementation of Interactive Documents (PDF, EPUB)

Buttons, hyperlinks, and bookmarks

Animations and page transitions

Embedding AV media, SVG import and export

Fixed-layout e-books (EPUB 3.0)

HTML, CSS, and tag export

Viewer app (e.g., Adobe Digital Editions)

Publish Online feature

Automatically create text/target audience variants with AI

Print output, cross-media publishing (approx. 1 day)

Color management, ICC profiles

Data check, soft proof, and color application

Links and preflight settings

PDF/X export for professional printing

Printing and sharing documents

Saving for the web (e.g., PNG, JPG, GIF, SVG)

Resource-efficient printing and digital strategies

PDF/UA export and quality checking of accessible documents

Project work (approx. 5 days)

To consolidate the content learned

Presentation of the project results