-
Certificates: Digital Marketing" certificate
Google Ads" certificate -
Examination: Practical project work with final presentations
-
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.)
-
Language of Instruction: German
-
Duration: 5 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 & 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
Google Ads
Introduction to Google Ads (approx. 1 day)
basics
How it works
Possibilities and limits
Setting up a Google Ads account
Account structure and administration
User interface
Campaign and ad structure (approx. 0.5 days)
Campaign types
Developing campaigns and ads
Landing pages
Conversion tracking
Search terms (approx. 0.5 days)
Selection of search terms
Analyzing the intent of search queries
Keyword options
Advertisements (approx. 1 day)
Ad formats
Ad alignment
Advertising time planner
Formulating ad texts
Budgeting (approx. 1 day)
Costs and budget of ads campaigns
Quality factor, ad rank and click prices
Evaluation of reports and statistics
Success control and optimization
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
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 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 completing the course, you will know how to set up a Google Ads account, structure campaigns, select suitable keywords and design targeted ad formats. You will also be able to apply budgeting strategies and optimize your success through tracking and reporting.
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.
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.
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).