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Certificates: Digital Marketing" certificate
Certified Content Marketing Manager" certificate
Certificate "Web design with HTML/CSS/Dreamweaver"
Certificate "Video editing with Adobe Premiere Pro" -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Certified Content Marketing Manager:in -
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: 18 Weeks
Digital Marketing
Basics (approx. 2 days)
Market research and analysis
Target group analysis, customer insights
Limbic map
Customer Experience (CX)
4Ps (Product, Price, Place, Promotion)
Price and sales strategy
B2B and B2C
Communication strategy and channels
Digital marketing (approx. 5 days)
Marketing forms and media advertising
Design options with Canva
Content marketing, storytelling
Content management systems (CMS)
SEO/SEA
Google Ads
Mobile marketing
Push and pull marketing/pay-per-click (PPC)
Special forms of advertising at a glance: Display, affiliate and viral marketing
Retargeting and remarketing
Social media marketing in online publishing
Collaborative consumption
Email and newsletter marketing
Cross-channel and cross-media: the optimal marketing mix
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Web analytics and social media monitoring (approx. 1.5 days)
Key Performance Indicator (KPI)
Monitoring processes
Social media monitoring
Web analytics
Google Analytics
Chatbots and dialog design (approx. 0.5 days)
Chatbots in marketing
Related systems
Performance measurement and budgeting (approx. 4 days)
Measurement parameters, billing models and key figures
Methods and tools for usability measurement and optimization
Buyer's journey, customer decision funnel, AIDA model, after sales
4Rs (Recognition, Relevance, Reward, Relationship)
Budgeting
Data Driven Marketing (approx. 1 day)
Big Data, Smart Data, Data Driven Marketing, First Party Data, Second Party Data
Legal framework (approx. 1 day)
Copyright, personal rights and rights of use
Information obligations on the Internet
Trademark, competition and expression law
Legal limits of unauthorized advertising
Trademark registration and trademark monitoring
Project work (approx. 5 days)
To 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)
Web design with HTML, CSS and Dreamweaver
HTML (approx. 5 days)
Basic framework
Tags for text creation (h1-h6, p, br)
Basics of CSS
Text format commands
Scaffolding HTML tags (e.g. header, nav)
Integrating graphics and preparing them in Photoshop
Favicons
Links
Internal, external, phone, mailto links
Lists and tables
Forms in HTML
Form elements
Integration of video and audio elements
Integration of YouTube and Google Maps
Differences between XHTML and HTML
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Basics CSS (approx. 5 days)
Basics of Dreamweaver
Integration options for CSS specifications (internal, external, inline style)
Text design with CSS
CSS attributes for designing borders and spacing (padding, margin)
Background design with CSS
Float/clear basics
Column spacing with float
Colors with CSS
Clearfix
Pseudo elements (::before/::after)
Pseudo-classes (:nth-of-type)
List/display/link pseudo-classes
Navigation with ul/li (horizontal/vertical)
CSS Flexbox (approx. 5 days)
Columns with Flex
Alignment of elements with Flex
Columns in columns with Flex
Using individual fonts (@font-face)
Fonts with Dreamweaver
Dreamweaver - CSS Designer
CSS position
Positions: relative/absolute/fixed
Possibilities for form design via CSS
CSS color gradients
CSS - transition/transform
Responsive web design (approx. 6 days)
Breakpoints, viewport, media queries
Designing headers and header-img responsively
Picture elements in HTML
Mobile navigation with hover
Enable hover in click on Apple cell phones
Click event via CSS (using checkbox)
Responsive navigation with click
Animated burger button
CSS accordion (using radio buttons)
Drop-down menu for desktop and mobile
Different designs
CSS pseudo class :target
One-page site - page structure
Responsive navigation with :target control
Advantages of one-page sites
JavaScript (approx. 9 days)
Integrating applications
Getting started with JavaScript/jQuery
If-then-else
Variables
Data object
Array Data type
ScrollTop
For loop
Math object
Sticky-menu (js/css)
Show/hide menu with scrolling
Use of vh/vw and calc
Mandatory information imprint/data protection
Cookie notice
Font-awesome - Symbol library
CSS-Filter
CSS variables
Optimize the site for search engines (SEO)
Object fit - frame-filling graphics
CSS animation
CSS grid
Grid-template-areas
Introduction to CSS framework: Bootstrap
Project work (approx. 10 days)
To consolidate the content learned
Presentation of the project results
Video editing with Adobe Premiere Pro CC
Adobe Premiere Pro (approx. 7 days)
Project orientation and format definition
Program interface
Text and object templates
Project, editing and monitor windows
Assembly of clips in the editing window
Transitions and effects
Video retouching and filters
Creating title sequences
Importing images, audio files and directories
Combination with other Adobe programs
Sound creation and editing
Working with fades
Color correction
Motion tracking
Import and export functions
Practical tips and tricks
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Changes are possible. The course content is updated regularly.
After the course, you will be familiar with the most important modern marketing strategies and communication channels, be able to plan, implement and evaluate marketing strategies and work creatively with Canva. You will be familiar with the most important terms and activities in the field of digital marketing, such as social media marketing, the 4Ps and 4Rs or cross-channel and cross-media marketing, and you will be able to use influencer marketing as a digital marketing tool in a targeted manner.
After the course, you will also be familiar with 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.
You also know the complete workflow for a modern web design and produce user-friendly and sophisticated websites.
Media designers, graphic designers, web designers, professionals from artistic professions, public relations, communication and marketing as well as architecture and photography who want to update their skills in creating media products (digital and print).
Your future field of work can be in the editorial print and digital area, but above all in the creation of advertising media. The knowledge you acquire is in demand across all sectors in all areas of design and graphics. With the appropriate know-how, self-employment is also an interesting prospect.
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).