This course guides you through the essential elements of digital design: In addition to modern digital marketing strategies, you’ll first learn about the features and tools of Adobe Photoshop—including image compositing and cropping techniques. It also explains how to use Adobe Illustrator to create logos, icons, sketches, typographic elements, and other illustrations, while introducing the use of artificial intelligence with Firefly. Additionally, the course provides a comprehensive overview of UI/UX design and the agile project management method Scrum.
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Certificates: Digital Designer" certificate
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Additional Certificates: Digital Marketing" certificate
Certificate in “Image Editing and Design with Adobe Photoshop and Illustrator”
Certificate "UI/UX Design"
Certificate "Professional Scrum Master (PSM I) from Scrum.org" -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Scrum.org-Zertifizierung PSM I - Professional Scrum Master (in englischer Sprache) -
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
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
Image Editing and Design with Adobe Photoshop and Illustrator
Adobe Photoshop CC – Image Editing and Artificial Intelligence (approx. 10 days)
Introduction and Work Environment
Color and Brushes
Selection and Masking
Layers and Smart Objects
Tone and Color Correction
Composition and Transformation
AI-Based Image Editing, Firefly
Camera Raw and RAW Optimization
Text, Shapes, and Paths
Output and Automation
Technical Knowledge
Adobe Illustrator CC – Vector Graphics and Artificial Intelligence (approx. 5 days)
Basics of vector graphics, workspaces, anchor points
Firefly in Illustrator, generative shapes, colors, symbols
Text-to-Vector, generative recoloring, and color psychology
Interlacing and 3D effects
Font identification with AI
Automatic Shape Corrections
Corporate Design Development
Icon Design and UI Components
Infographics and Charts
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the project results
UI/UX design
General introduction (approx. 1 day)
UX, Usability, UI, Mental Model Guideline, Human factors Guideline
Principles of user-centered design
ISO 9241-210/HCD
Accessibility: Basic terms, legal requirements (BITV, EU directives), significance for UX design
Process for designing usable interactive systems
Types of AI tools in the UI/UX context (text, image, analysis)
HCD: Analysis - context of use (approx. 2 days)
Personae and empathy map
Customer journey
Overview of web analytics/questionnaire
HCD: Specifying the usage requirement (approx. 1 day)
Scenarios, user stories
Task model, task flows
Context interviews and observation
Diary studies
HCD: Creating design solutions to meet usage requirements (approx. 1 day)
Guidelines and standards: 7 dialog principles of ISO 9241-110
10 principles of user interface design according to Jakob Nielsen
Visual perception, regularities
HCD design solutions: Taxonomy, information architecture and navigation concepts (approx. 3 days)
Flow Chart
User Flow
Information Architecture
Micro information architecture
Conversion strategy
Navigation concepts and sitemap
Card sorting: planning, preparation, implementation and evaluation
Mobile navigation patterns (bootom navigation, hamburger menus, tabs)
Overview of agile project management (approx. 1 day)
Waterfall model vs. agile methods
Insight into agile management according to the Scrum method
Epic, user story and task
Design sprint method
HCD design solutions: User Interface Design (approx. 2 days)
Styleguide, UI KITs, Pattern Library and Design System
UI components/elements and forms
Colors, font and typography in the UI, icons
Accessibility: color contrasts and legible fonts, control elements (size, spacing, focus)
Automated testing of contrasts, legibility and alternative texts
Brief overview of the semantic structure (HTML/ARIA)
Atomic design
Mobile first design
HCD design solutions: Design techniques with Figma (approx. 3 days)
Structure and basics: pages and frames, layout grids, constraints
Components and variants (buttons, libraries, design systems)
Responsive design (frames, auto layout)
Scribbles, wireframes, mockups
Prototyping: interactions, transitions, overlays, prototype sharing
Use of AI functions in Figma and supplementary tools for the rapid creation and variation of designs
Usability testing and evaluation (approx. 2 days)
Overview of usability testing methods
Thinking Aloud: planning, preparation, implementation and evaluation
Questionnaires (UEQ, AttrakDiff, VisAWI)
A/B testing
Accessibility: tests with keyboard and screen reader
Use of aids and tools
Project work (approx. 4 days)
To consolidate the content learned
Presentation of the project results
Agile project management with Scrum: Master (PSM I)
Fundamentals (approx. 3 days)
Agile Mindset
Agile Project Management: Overview
Differences and Additions Compared to Traditional Project Management Methods
Project Management Methods
Typical workflow of an agile project
Strengths and Weaknesses of Agile Project Management
Artificial Intelligence in an Agile Work Environment
Prerequisites and Framework Conditions for Agile Projects (approx. 5 days)
Project Context, Values, and Principles
Technical Requirements for Agile Projects in IT
Applicability of Agile Methods to Projects Outside of IT
Impact of AI on project requirements and work processes
The Scrum Framework (approx. 3 days)
Scrum Philosophy
The Three Pillars of Empiricism (Transparency, Inspection, Adaptation)
The Various Roles in Scrum and Their Responsibilities: Scrum Master, Developer, Product Owner
Self-Organized Teams
The Scrum Meetings: Sprint Planning, Daily Scrum, Sprint Review, Sprint Retrospective
Scrum Artifacts: Product Backlog, Sprint Backlog, Increment
Planning with Scrum
Impact on Organizations
Potential Applications of AI to Support Scrum Artifacts and Meetings
Project Management (approx. 2 days)
Stakeholder Management
Problem Identification and Resolution
Nexus: Framework for scaling Scrum
Support through data-driven evaluations and analysis tools
Key Factor: The Team (approx. 2 days)
Framework Conditions for Agile Teams
Responsibility, Collaboration, and Commitment in an Agile Team
Effective Team and Self-Management
Communication Within the Team
The Impact of Assistive Tools on Collaboration and Communication Within the Team
Project work, certification preparation and Scrum.org Professional Scrum Master certification (PSM I) in English (approx. 5 days)
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. You’ll have a solid foundation in Adobe Photoshop—including image compositing and clipping techniques—Adobe Illustrator for logos and illustrations, and the use of AI with Firefly. You’ll have knowledge of user experience (UX) and user interface (UI) design and be familiar with key guidelines and standards for graphical user interfaces. You’ll be proficient in the Scrum process and will support product owners in process execution and improvement.
Web developers, web designers, app developers, software developers, user interface designers, media designers, graphic designers and people with a degree in engineering or architecture.
As a digital designer, you’ll be responsible for the design and user experience (UX) when developing digital services, systems, or products, ensuring that the target audience’s needs are optimally met in these areas. You’ll act as a liaison between clients and the development team to balance technical feasibility, cost-effectiveness, and user needs. With skills in digital marketing, design using Photoshop and Illustrator, user experience, and agile project management using Scrum, you’ll possess expertise that’s in high demand in the job market and will be able to contribute your comprehensive knowledge across a wide range of industries and multidisciplinary teams.
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).