This course provides you with theoretical and practical knowledge from key areas of business. It focuses on the practical application and in-depth study of the technical terminology and professional communication skills required in a professional context. As the course progresses, you’ll gain insight into digital marketing—topics such as market research, target audience analysis, and communication strategies will be covered, along with various forms of marketing and the use of web analytics and chatbots.
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Certificates: Goethe-Test PRO" certificate
Digital 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: 12 Weeks
Job-related German language support for the commercial and technical sector
Professional Communication in the Workplace (approx. 1 day)
Communication in Typical Professional Situations
Using job-related technical terms in a work context
Understanding job-related texts, work instructions, and company information
Understanding Conversations and Meetings in a Professional Context
Business Correspondence (approx. 2 days)
Layout and Design of Business Letters
Modern salutations and opening lines
Writing Customer-Focused Letters and Emails
AI-powered writing assistance for emails and letters
Reporting in the Workplace
Creating Cover Letters in Accordance with DIN 5008
Artificial Intelligence (AI) in Professional Communication (approx. 1 day)
Overview of AI Tools in the Professional Workplace
Using AI to Support Professional Correspondence
Creating and Optimizing Professional Texts with AI
Opportunities and Limitations of AI in Everyday Work
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 Field (approx. 6 days)
Fundamentals of Human Resources, Management, and Labor Law
Fundamentals of Finance and Controlling
Structure and Content of Payroll Processing
Understanding and Interpreting Operational Analyses, Charts, 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 Within 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
Changes are possible, the course content is updated regularly.
The course provides you with the necessary know-how for employment as a commercial and technical specialist, including job-related German language training, in order to achieve successful integration into the German labor market.
After completing the course, you’ll also be familiar with key digital marketing strategies, channels, and tools. You’ll be able to analyze target audiences, plan digital marketing initiatives, create content, and evaluate campaigns using appropriate metrics. Furthermore, you’ll be able to effectively use AI tools for research, analysis, content creation, campaign planning, and data evaluation, and critically assess their results. You’ll be familiar with terms and methods such as social media marketing, SEO/SEA, Google Ads, content marketing, email marketing, web analytics, AI in marketing, the 4Ps, and the 4Rs.
This course is suitable for 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.
The course is also aimed at international professionals with a business or technical background who wish to improve their technical and job-related communication skills in order to enter the German job market.
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, the course provides you with job-specific German language training so you can draft business correspondence in accordance with current guidelines and communicate confidently with both internal and external stakeholders. With the “ alfatraining ” certificate, you can demonstrate the professional skills you’ve acquired, making it easier for you to enter the workforce 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).