This course covers modern and digital forms of marketing and communication, as well as the management of marketing projects. You’ll also gain a solid foundation in product management and learn how to guide innovative products from concept to market launch.
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Certificates: Digital Marketing" certificate
Certificate "Product manager with TÜV Rheinland certified qualification" -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Produktmanager:in mit TÜV Rheinland geprüfter Qualifikation -
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: 8 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
Product manager with TÜV Rheinland certified qualification
Product strategy and vision (approx. 1.5 days)
Basics of product management: What is product management?
Tasks and roles of product managers
Stakeholder management in product management
Defining product vision and strategic goals
OKR (Objectives and Key Results)
Phases of the product life cycle
Design Thinking (approx. 1.5 days)
Introduction to design thinking as a human-centered innovation approach
Environment, market and competition analysis
Identifying potential and risks
Target group definition and market segmentation
Identifying and understanding user needs (pain points, gains)
Value proposition design
Idea generation and brainstorming
Prototyping and customer journey
Business Model Canvas/Lean Canvas (approx. 1 day)
Development and visualization of business models
Creating initial hypotheses for the business model
Identification of value propositions, customer segments, sources of revenue
Artificial intelligence (AI) in the work process
AI technologies and possible applications in product management
Prompting, automation, data analysis
User research and usability testing (qualitative methods and planning) (approx. 1 day)
In-depth study of qualitative research methods (interviews, focus groups)
Design and implementation of user research: planning studies
Usability testing: planning, implementation and evaluation of tests with prototypes
Minimal Viable Product (MVP) (approx. 1 day)
The concept of the MVP: How do I define the smallest functional part that delivers value and offers learning opportunities?
Identification and prioritization of features
Agile requirements engineering (approx. 2 days)
Basics and best practices
Agile methods in requirements elicitation (epics and user stories)
Techniques of requirements documentation and visualization
Prioritization and management of requirements (MoSCoW, Value vs. Effort, WSJF)
Stakeholder communication and requirements coordination
Product roadmap: creation and communication of strategic product plans
Product development 4.0 (approx. 2 days)
Agile and hybrid development methods (Scrum, Kanban)
Digital product design and prototyping
Customized mass production
AI and machine learning in product development
Outlook: Digital engineering and IoT integration
Performance measurement and product optimization (approx. 2 days)
Modern methods of market research and consumer behavior studies
A/B testing and multivariate tests for digital products
Rapid prototyping and MVP (minimum viable product) tests
Data analysis and interpretation of test results
Continuous testing and feedback loops
Pricing (approx. 1 day)
Pricing strategies in digital competition
Pricing and price differentiation
Subscription and freemium models
Data-driven pricing and dynamic pricing
Financial modeling and product controlling
Digital marketing (approx. 1.5 days)
Digital marketing strategies
Sales psychology (e.g. storytelling)
market research
Marketing conception
Communication policy and advertising
Sales channels (direct and online marketing, sales promotion, public relations)
Analysis tools in product management
Marketing concepts - 4P's and 7P's
Product launch and scaling (approx. 2.5 days)
Go-to-market strategies for different product types
Omnichannel sales and e-commerce
Internationalization and local adaptation
Product and brand positioning
Agile project management for product launches
Legal aspects (data protection, product liability, EU product safety regulation)
Project work, certification preparation and certification examination "Product manager with TÜV Rheinland certified qualification" (approx. 3 days)
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.
The course also offers you a sound introduction to product management and guides you through the key phases of product development. You will accompany innovative products, master techniques for requirements documentation, carry out product and market tests and also develop product strategies and assess consumer behavior.
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.
As companies want to develop and market their products and services competitively, additional product management skills are in demand across all industries.
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).