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Certificates: Content Marketing Manager" certificate
Certificate "Product manager with TÜV Rheinland certified qualification" -
Additional Certificates: Certificate "Basic knowledge of web design and CMS"
Certified Content Marketing Manager" certificate
Certified SEM Manager" certificate -
Examination: Praxisbezogene Projektarbeit mit Abschlusspräsentation
Certified Content Marketing Manager:in
Certified SEM Manager
Produktmanager:in mit TÜV Rheinland geprüfter Qualifikation -
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: 16 Weeks
Basic knowledge of web design and CMS
Basics of web design HTML5 and CSS3 with Adobe Dreamweaver and Notepad++ (approx. 12 days)
Introduction to the topic
Introduction to development environments (Notepad++ and Dreamweaver)
Components of a website
Search engine friendly basic structure of HTML5
Code guideline and naming conventions
Structure of HTML tags and attributes
Hyperlinks (relative, absolute file path, internal, external links)
Lists, images, tables, forms
Formatting with CSS3 (Cascading Style Sheets)
Fixed and responsive (flexible) websites
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Planning and structuring websites (approx. 2 days)
Concept process, resource planning, monetization
Concept, page and structure design of a website/web project
Preparing image material (sizes, cropping, web-optimized storage)
Legal issues (imprint, data protection, disclaimer)
Basics CMS with Wordpress (approx. 3 days)
Dashboard (user interface) of WordPress
User management and profile (password-protected areas and rights management)
Media management
Comments management
Creating and editing pages and posts
Visual and text editor
Publishing
Design area: menus, widgets, CSS editor, theme example
Providing downloads
Theoretical information on updates
Project work (approx. 3 days)
To reflect on and 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)
SEM Marketing expertise
Search engine optimization basics (approx. 3 days)
Web-based search engines
Google Universal Search
Vertical search engines
Search results pages and hits
Rich snippets
Google Knowledge Graph
PageRank
Domain Authority
Google search results/search settings
RankBrain
Search queries with local reference/Local SEO
Social SEO
Voice 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
Within Document Frequency (WDF)
Inverse Document Frequency (IDF)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Website optimization (approx. 3 days)
Optimization for mobile devices (AMP)
Meta tags/meta description/meta title
Duplicate content
Semantic web/search
Structured data and its meaning/possible uses
Checking the loading times of a website
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. 3 days)
Perform 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
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
Project work, certification preparation and certification examination (approx. 4 days)
Product management
Product strategy & vision (approx. 1.5 days)
Basics of product management:
What is product management?
Tasks and roles of the product manager
Stakeholder management in product management
Defining product vision and strategic goals
OKR (Objectives and Key Results)
Phases of the product life cycle
Design Thinking (approx. 1.5 days)
Introduction to design thinking as a human-centered approach to innovation
Environment, market and competition analysis Identifying potential and risks
Target group definition and market segmentation
Identifying and understanding user needs (pain points, gains)
Value proposition design
Idea generation and brainstorming
Prototyping and customer journey
Business Model Canvas/Lean Canvas (approx. 1 day)
Development and visualization of business models
Creating initial hypotheses for the business model
Identification of value propositions, customer segments, sources of revenue
Artificial intelligence (AI) in the work process
AI technologies and possible applications in product management
Prompting, automation, data analysis
User Research & Usability Testing (Qualitative Methods & Planning) (approx. 1 day)
Consolidation of qualitative research methods (interviews, focus groups)
Design and implementation of user research: planning studies
Usability testing: planning, implementation and evaluation of tests with prototypes
Minimal Viable Product (MVP) (approx. 1 day)
The concept of the MVP: How do I define the smallest functional part that delivers value and offers learning opportunities?
Identification and prioritization of features
Agile requirements engineering (approx. 2 days)
Basics and best practices
Agile methods in requirements elicitation (epics & user stories)
Techniques of requirements documentation and
-visualization
Prioritization and management of requirements (MoSCoW, Value vs. Effort, WSJF)
Stakeholder communication and requirements coordination
Product roadmap: creation and communication of strategic product plans
Product development 4.0 (approx. 2 days)
Agile and hybrid development methods
(Scrum, Kanban)
Digital product design and prototyping
Customized mass production
AI and machine learning in product development
Outlook: Digital engineering and IoT integration
Performance measurement and product optimization (approx. 2 days)
Modern methods of market research and consumer behavior studies
A/B testing and multivariate tests for digital products
Rapid prototyping and MVP (minimum viable product) tests
Data analysis and interpretation of test results
Continuous testing and feedback loops
Pricing (approx. 1 day)
Pricing strategies in digital competition
Pricing and price differentiation
Subscription and freemium models
Data-driven pricing and dynamic pricing
Financial modeling and product controlling
Digital marketing (approx. 1.5 days)
Digital marketing strategies
Sales psychology (e.g. storytelling)
market research
Marketing conception
Communication policy and advertising
Sales channels (direct and online marketing, sales promotion, public relations)
Analysis tools in product management
Marketing concepts - 4P's and 7P's
Product launch and scaling (approx. 2.5 days)
Go-to-market strategies for different product types
Omnichannel sales and e-commerce
Internationalization and local adaptation
Product and brand positioning
Agile project management for product launches
Legal aspects (data protection, product liability,
EU product safety regulation)
Project work, certification preparation and certification examination "Product manager with TÜV Rheinland certified qualification" (approx. 3 days)
Changes are possible. The course content is updated regularly.
After the course, you will know 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.
The course also offers you a sound introduction to product management, guides you through the key phases of product development and shows you how to develop product strategies.
In the field of online marketing, you will specialize in the communication of content and find employment in marketing agencies, social media and advertising agencies. Across all industries, content marketing managers are sought after in all companies that value a professional internet presence.
As companies want to develop and market their products and services competitively, additional product management skills are in demand across all industries.
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).