This course covers modern and digital forms of marketing and communication, as well as the implementation of marketing projects. You’ll also become familiar with the terminology of modern project management so that you can successfully apply the practical procedures and methods.
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Certificates: Digital Marketing" certificate
Basic certificate in project management (GPM)® from PM-Zert -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Zertifizierung durch die PM-ZERT, Zertifizierungsstelle der GPM Deutsche Gesellschaft für Projektmanagement e. V. -
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
Project management
Artificial intelligence (AI) in project management (approx. 1 day)
Presentation of specific AI technologies
Recommendations for dealing with AI
Prompting in a professional context
Context skills (approx. 3 days)
Governance, structures and processes
Strategy
Power and interests
Personal and social skills (approx. 1 day)
Personal communication
Technical skills (approx. 10 days)
Project design
Agile project management
Organization, information and documentation
Opportunities and risks
Requirements and goals
Scope of services and deliverables
Process and deadlines
Stakeholders
Resources
Costs and financing
Planning and control
Project work, certification preparation and certification examination in project management (approx. 5 days)
By PM-ZERT, certification body of the GPM Deutsche Gesellschaft für Projektmanagement e. V.
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.
You will also master basic project management techniques and be able to apply them. The theoretical knowledge imparted in combination with many practical exercises will enable you to carry out future projects professionally.
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 additional qualification in project management is suitable for people from the technical, creative and/or commercial or office sector who are familiar with the planning, implementation and evaluation of projects or who aspire to such an activity.
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.
You will also take the exam for the internationally recognized Basic Certificate in Project Management (GPM) ®. The certification exam is conducted by PM-ZERT (certification body of the GPM Deutsche Gesellschaft für Projektmanagement e. V.). V.).
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).