The course begins by covering the theoretical concepts from the most common business fields, with a focus on job-related language skills. Through hands-on practice, you’ll expand your language skills to ensure a successful entry into the German job market and thrive in your daily professional life. As the course progresses, you’ll gain comprehensive knowledge of digital and brand marketing, including market research, target audience analysis, and communication strategies. You’ll learn about various forms of marketing, such as content, SEO, and social media marketing, as well as the use of AI, web analytics, and chatbots. The course also covers the legal framework, performance measurement, budgeting, and brand building.
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Certificates: Certificate "Digital and Brand Marketing Manager with job-related German language support"
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Additional Certificates: Goethe-Test PRO" certificate
Digital Marketing" certificate
Brand Marketing" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Goethe-Test PRO -
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
Job-related German language support for the commercial and technical sector
Job-related language skills in the work context (approx. 1 day)
Repetition of important grammatical structures for professional communication
Application of complex linguistic structures in a professional context
Reading and understanding work-related texts, global and selective reading comprehension
Understanding work instructions, conversations and meetings
Correspondence in a professional environment (approx. 2 days)
Layout and design of professional letters
Contemporary salutations and letter introductions
Writing customer-oriented letters and emails
AI-supported formulation aids for emails and letters
Reporting in the company
Creating cover letters in accordance with DIN 5008
Artificial intelligence (AI) in professional communication (approx. 1 day)
Overview of AI tools in the professional working environment
Support for professional correspondence through AI
Creation and optimization of professional texts with AI
Opportunities and limitations of AI in everyday working life
Professional field of communication management (approx. 3 days)
Communication in the company
Forms of communication in teams
Meetings and presentations
Conflict management
Conducting appraisal interviews
Conducting job interviews
Sales and consultation meetings
Writing offers
Trade fairs and product presentations
Processing complaints
Business career field (approx. 6 days)
Fundamentals of human resources, management and labor law
Fundamentals of finance and controlling
Structure and content of payroll accounting
Understanding and describing evaluations, diagrams and statistics
Professional field of marketing (approx. 6 days)
Basics of advertising
Market analysis and market research
Online marketing and e-commerce
Marketing communication
Use of AI in the creation of marketing texts
Business processes (approx. 7 days)
Restructuring and process management
Process changes in the company
Digital transformation
Energy management and environmental protection in the company
Project management
Occupational field logistics and trade (approx. 8 days)
Production and
Purchasing and procurement
Delivery and transportation
Retail trade
Project work, certification preparation and certification exam "Goethe-Test PRO" (approx. 6 days)
Digital Marketing
Fundamentals of Marketing (approx. 2 days)
Market Research and Analysis
Target Audience Analysis, Customer Insights
AI-powered Market and Competitive Analysis
Limbic Map and Other Target Audience Analysis Models
Customer Experience (CX) and Customer Journey
4Ps (Product, Price, Place, Promotion)
Pricing and Sales Strategy
B2B and B2C
Communication Strategy and Channels
Digital Marketing and Content (approx. 5 days)
Marketing Formats and Media Advertising
Content Marketing, Storytelling
Content Production with Canva and AI Tools
Image, Text, and Presentation Creation
Content Management Systems (CMS)
SEO/SEA and GEO (Generative Engine Optimization)
Google Ads and Pay-Per-Click (PPC)
Mobile Marketing
Display, affiliate, and viral marketing
Retargeting and Remarketing
Social Media Marketing
Community Management and Editorial Planning
Email and Newsletter Marketing
Cross-Channel and Cross-Media: The Optimal Marketing Mix
AI-Powered Campaign Planning and Content Creation
Web Analytics, Data-Driven Marketing, and Social Media Monitoring (approx. 3 days)
Key Performance Indicator (KPI)
Monitoring Processes
Social Media Monitoring
Web Analytics
Google Analytics
Big Data, Smart Data, and Data-Driven Marketing
First-Party Data and Second-Party Data
Segmentation and Personalization
AI-powered Analysis of Marketing Data
Chatbots and Dialogue Design (approx. 1 day)
Rule-Based Chatbots and AI-Powered Chatbots
Dialogue Design, Tone, and User Guidance
Lead Generation and FAQ Scenarios
Chatbots in Customer Service and Marketing
Opportunities and Risks of AI Chatbots
Performance Measurement, Conversion Optimization, and Budgeting (approx. 4 days)
Metrics, Billing Models, and Key Performance Indicators
Buyer’s Journey, Customer Decision Funnel, AIDA Model, After-Sales
Landing Pages and Conversion Funnels
Fundamentals of Conversion Rate Optimization (CRO)
Methods and Tools for Usability Measurement and Optimization
4Rs (Recognition, Relevance, Reward, Relationship)
Budgeting for Digital Marketing Initiatives
An Overview of CAC, ROAS, and Customer Lifetime Value
Legal Framework (approx. 2 days)
Copyright, Personality Rights, and Rights of Use
Disclosure Requirements on the Internet
Trademark, Competition, and Freedom of Expression Law
Legal Limits on Unlawful Advertising
Data Protection in Digital Marketing
Legal Aspects of Using AI Tools
Attribution and Rights of Use for AI-Generated Content
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Brand Marketing
Brand Building and Brand Strategy (approx. 4 days)
Brand Identity, Brand Values, and Brand Positioning
Corporate Identity and Brand Design
Target Audience Analysis, Customer Insights, and Customer Experience
Brand Personality, Brand Promise, and Differentiation
Design Options with Canva and AI
Limbic Map
Prompting for Research, Idea Generation, and Brand Concepts
Legal Foundations, Trademark Protection, and AI (approx. 1 day)
Brand Development and Brand Protection
Claims, Logos, and Visual Brand Elements
Trademark Registration and Monitoring
Copyright, Usage, and Data Protection Law
Legally Compliant Use of Generative AI in Marketing
Digital Branding (approx. 3 days)
Brand Management in Digital Channels
Online Marketing Mix and Customer Journey
Creating Personas and Touchpoint Management
AI-powered content, image, and idea development
Conversational Branding and Social Listening
Brand Communication and Content Creation (approx. 2 days)
Content Marketing and Storytelling
Brand Voice and Emotional Brand Communication
Content Creation with AI
User-Generated Content and Community Management
Crisis Communication (Positive and Negative Backlash)
Brand-Consistent Communication via Website, Social Media, Newsletters, and Chat
Performance Measurement and Brand Analytics (approx. 2 days)
Brand KPIs and Brand Tracking
Social Media and Web Analytics
Monitoring, Controlling, and Dashboards
Reporting and Data-Driven Optimization
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Influencer Marketing (approx. 4 days)
Fundamentals of Influencer and Creator Marketing
Development and Management of Influencer Campaigns
Selecting Suitable Creators and Brand Ambassadors
Community Management and Brand Fit
Contract Drafting and Disclosure Requirements
Budgeting, Performance Measurement, and Reporting
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Changes are possible, the course content is updated regularly.
After completing the course, you’ll be familiar with the most important modern marketing strategies and communication channels, including social media and influencer marketing. You’ll be able to plan, implement, and evaluate marketing strategies, as well as build and communicate brands in a targeted manner. You’ll also be familiar with the legal framework and relevant concepts such as the 4Ps, 4Rs, and cross-channel marketing. After completing the course, you’ll be able to measure the success of marketing initiatives and brands using appropriate metrics and analytical tools.
The course also provides you with job-related German skills for typical communication situations in a commercial and technical working environment. You will learn how to write business correspondence in accordance with current regulations and act confidently in internal and external corporate communications. The combination of specialist subject areas such as business, marketing and logistics and work-related language practice will help you to further develop your communication skills in a professional context.
The 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, taking into account an integrative part.
This course will qualify you for a career in marketing. The newly acquired skills are in demand at all companies with a marketing department, but also at advertising agencies or companies in wholesale and retail.
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.
The course also provides you with work-related German language support to enable you to write business correspondence in accordance with current regulations and to communicate confidently both internally and externally. The informative Goethe-Test PRO will give you a detailed insight into the language skills you have acquired, making it easier for you to enter and advance in your career.
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).