The course provides a comprehensive overview of modern and digital marketing, including market research, target audience analysis, content marketing, SEO, and social media marketing, as well as web analytics and chatbots. In addition, the course covers editorial techniques, legal fundamentals, web design using HTML, CSS, and Visual Studio Code, and how to use Adobe Premiere Pro.
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Certificates: Digital Marketing" certificate
Certified Content Marketing Manager" certificate
Certificate "Web design with HTML, CSS and Visual Studio Code"
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
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
Content marketing expertise
Content and Editorial Work in the Age of AI (approx. 3 days)
The Use of AI in Journalism
Editorial Work and Editing
Journalistic Research Techniques and Online Research
Journalistic Standards
Structures and Workflows in Newsrooms
Writing Workshop and Writing Exercises
Tone and Writing Tailored to the Target Audience
Text Types and Digital Content Formats
AI in Content Marketing (approx. 2 days)
Using Generative AI in Content Marketing
Prompt Engineering for Content Processes
AI-Assisted Research and Idea Generation
AI-Assisted Copywriting and Optimization
The “human-in-the-loop” principle
Building Efficient AI Workflows
Opportunities and Limitations of Generative AI
Fundamentals of Content Marketing (approx. 4 days)
Developing and Documenting Strategies
Planning Projects
Defining Goals and Setting KPIs
Analyzing the Target Audience and Developing Personas
Customer Journey and the “Messy Middle”
Storytelling in content marketing
Omnichannel Communication and Touchpoint Management
Content Strategy Models (Hero-Hub-Hygiene Model, FISH Model)
Content Audit and Inventory Assessment
SEO, GEO, and AI Visibility (approx. 2 days)
Search Engine Optimization (SEO)
SEO-Optimized Content Creation
Understanding search intent
Structured Content and FAQs
Topic clusters and semantic content
Generative Engine Optimization (GEO)
Generative AI Optimization (GAIO)
Visibility in AI Search Systems
Content Distribution and Email Marketing (approx. 2 days)
Effective Content Distribution
Designing Landing Pages for Maximum Effectiveness
Successfully Using Corporate Blogs
Brief Introduction to WordPress
Planning and Managing a Blog
Email Marketing
Newsletters and Automation
Measuring the Effectiveness of Your Strategies
Analysis and Performance Measurement (approx. 1 day)
KPIs in Content Marketing
Introduction to Web Analytics and GA4
Understanding Dashboards and Reports
Measuring the Success of Campaigns
Basics of A/B Testing
Law (approx. 2 days)
Legal Aspects of AI Use
EU AI Act – Basics
Internet Law
Copyright and AI
Tracking and Consent Management
Liability for Own and Third-Party Content
Labeling and Transparency Requirements
Project work, certification preparation and certification examination (approx. 4 days)
Web design (HTML/CSS/Visual Studio code)
HTML and CSS (approx. 6 days)
HTML introduction
Basic framework
Tags for text creation (h1-h6, p, br, span)
Text format commands
Integrating graphics
Links (internal, external, phone, mailto link)
Favicons
Lists and tables
Correct syntax structure
Checking with W3C validation tool
CSS introduction
Integration options for CSS specifications (internal, external, inline style)
Basic commands (text design, font color, background color)
HTML containers
Use and styling of containers
Integration of YouTube and Google Maps
Video and audio player
Object-fit
VS Code (approx. 1 day)
Introduction to VS Code
Additional extensions for VS Code. (e.g. Live Server, Emmet Commands, Copilot (AI))
AI usage in combination with VS Code
Layout techniques (approx. 4 days)
Classes, IDs, selectors
Introduction box model
Padding, margin, border, border-radius and their shorthands
Flex-Box introduction
Layouts with flex box
Alignment with Flexbox
Introduction to Grid System
Layouts with Grid
Alignment with Grid System
Floating text around images with float and clear
General display properties of tags
Background images
Status and values (approx. 1 day)
Introduction of pseudo-classes (hover, active, focus, nth-child, first-child, last-child)
Pseudo elements (::before, ::after, content)
Specificity (value of codes)
Positioning (approx. 2 days)
Introduction to positions
Static, absolute, fixed, sticky, relative
Left, right, top, bottom, z-index
Dropdown menus
:target
:target in combination with navigation menus and modals
Forms (approx. 2 days)
Introduction to forms
Fieldset, legend
Inputs, textareas, labels, values, name, selects
Autocomplete
Form design with CSS
Integration of php-script in action with AI
Effects and fonts with CSS (approx. 1 day)
CSS transition effects
Transition, filter, transform
Color gradients, box-shadow, text-shadow
Font integration with @font-face
Responsive web design (approx. 2 days)
Introduction to responsive design
Media queries, breakpoints
Landscape, portait mode
Responsive images with picture and srcsets
Image editing, compression of images
Generating images with AI
Search engine optimization (approx. 1 day)
Introduction to SEO
On-page optimization and use of AI-generated texts
Performance optimization to improve SEO and presentation of suitable tools
CSS techniques and interaction (approx. 2 days)
CSS variables
Dark mode
Calculation with CSS
Introduction to CSS animations
Duration, delay, direction, timing-function, iteration-count, fill-mode
Animated burger button
One-pager and multilingualism (approx. 2 days)
Introduction One-Pager
Smooth-scroll
Integration of fontawesome library
Dealing with SVG graphics
Layer integration and CSS customization
Multilingual websites
Extensions and frameworks (approx. 1 day)
Introduction to Bootstrap
Use of Bootstrap components
Responsive design with Bootstrap
JavaScript (approx. 3 days)
Introduction to JavaScript
JavaScript/jQuery methods
Create jQuery Lightbox
Variables
If-else statements
Scroll, window, resize
arrays
For-loop
Math object
Legal requirements and project management (approx. 2 days)
Internet law
Copyrights in relation to AI/KI
Accessibility
Project management
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 completing the course, you’ll 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 concepts 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.
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, communication designers, textile designers, content creators, marketing managers, and UI/UX designers; individuals with degrees in (interior) architecture; professionals in the arts; or those who wish to play an active role in the conception, design, and practical implementation of digital and print media and wish to acquire the necessary knowledge and skills—including the targeted use of current AI technologies in the design process.
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).