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Certificates: Certificate "AI representative with TÜV Rheinland-certified qualification"
Brand Marketing" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
KI-Beauftragte:r 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
Artificial intelligence: AI officers with TÜV Rheinland-certified qualifications
Role of AI officers in the compliance context (approx. 1 day)
Introduction to the role of AI officers
Tasks and responsibilities
Differentiation from other roles
Introduction to professional communication with AI (approx. 1 day)
Basics, strategies and types of prompting
Key components for effective prompting
Building an internal prompt library
Legal basics (approx. 2 days)
Overview of relevant laws and regulations: GDPR, AI Act, product liability, copyright law
In-depth study: EU AI Act (approx. 2 days)
Structure, objectives, classification
Risk classes
Obligations for suppliers, operators, importers and distributors
Conformity assessment
Documentation and transparency obligations
Post-market monitoring and reporting obligations
Management systems and standards (approx. 2 days)
Overview of ISO/IEC 42001
Importance of AI management systems (AIMS)
Integration into existing management systems (e.g. ISO 9001, ISO 27001)
Compliance strategies
Governance frameworks
Risk management, data protection and ethics (approx. 3 days)
Types of risk (bias, errors, ethical risks)
Strategic risk assessment
Risk matrix
Excursus: Risks of AI agents
Action planning
Data protection and data security for AI systems
Data ethics and transparency requirements
Quality assurance in AI projects (approx. 3 days)
Quality assurance and acceptance processes
Stakeholder analysis
Communication strategies
Training concepts for employees
Data management (approx. 1 day)
Basics of data quality
Principles of data integrity
Development of data management structures
Change management (approx. 2 days)
Dealing with resistance during AI introductions
Training concepts for employees
Development of a change management plan
Excursus: Strategic AI roadmap
Project work, certification preparation and certification exam "AI representative with TÜV Rheinland-certified qualification" (approx. 3 days)
Brand Marketing
Brand Building and Brand Strategy (approx. 4 days)
Brand Identity, Brand Values, and Brand Positioning
Corporate Identity and Brand Design
Target Audience Analysis, Customer Insights, and Customer Experience
Brand Personality, Brand Promise, and Differentiation
Design Options with Canva and AI
Limbic Map
Prompting for Research, Idea Generation, and Brand Concepts
Legal Foundations, Trademark Protection, and AI (approx. 1 day)
Brand Development and Brand Protection
Claims, Logos, and Visual Brand Elements
Trademark Registration and Monitoring
Copyright, Usage, and Data Protection Law
Legally Compliant Use of Generative AI in Marketing
Digital Branding (approx. 3 days)
Brand Management in Digital Channels
Online Marketing Mix and Customer Journey
Creating Personas and Touchpoint Management
AI-powered content, image, and idea development
Conversational Branding and Social Listening
Brand Communication and Content Creation (approx. 2 days)
Content Marketing and Storytelling
Brand Voice and Emotional Brand Communication
Content Creation with AI
User-Generated Content and Community Management
Crisis Communication (Positive and Negative Backlash)
Brand-Consistent Communication via Website, Social Media, Newsletters, and Chat
Performance Measurement and Brand Analytics (approx. 2 days)
Brand KPIs and Brand Tracking
Social Media and Web Analytics
Monitoring, Controlling, and Dashboards
Reporting and Data-Driven Optimization
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Influencer Marketing (approx. 4 days)
Fundamentals of Influencer and Creator Marketing
Development and Management of Influencer Campaigns
Selecting Suitable Creators and Brand Ambassadors
Community Management and Brand Fit
Contract Drafting and Disclosure Requirements
Budgeting, Performance Measurement, and Reporting
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 able to take responsibility for the safe, ethical and effective use of AI in the company. You will evaluate applications from a technical perspective, develop internal guidelines and act as an interface between specialist departments, IT and data protection in order to use artificial intelligence responsibly.
You will also know how a brand is built and what constitutes successful and targeted brand communication. You will be able to create visual content with Canva and learn about different factors and channels, such as influencer marketing. After the course, you will also be able to measure the success of a brand using various tools.
This course is aimed at people from the fields of marketing, communication or social media and 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.
Brand marketing managers are sought after in companies of all sizes and are in high demand on the job market. It is always important for companies to maintain a good image and to continuously and conscientiously cultivate the brand as well as the development and implementation of advertising measures.
Additional knowledge in the strategic use of AI projects and your TÜV Rheinland-certified qualification will open up further career opportunities in the current job market.
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).