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Certificates: Certificate "Communication Designer"
Certificate "Conflict management for managers" -
Additional Certificates: Digital Marketing" certificate
Certificate "Video editing and post-production with Adobe Premiere Pro CC and After Effects CC"
Certificate "Basic knowledge of web design and CMS"
Certificate "UI/UX Design" -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
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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: 17 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
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
Post-production with Adobe After Effects CC
Adobe After Effects CC (approx. 7 days)
Terms and standards
Format definitions
Project planning and organization
Importing and managing raw data
Motion control
Working with different layers
Compositions and timeline
Transfer modes, editing functions
Creating simple 3D animations
Creating visual effects
Working with keyframes
Rendering and render settings
Working with masks and text tools
Audio functions and editing
Time distortion
Vector drawing tools and retouching
Animated video clips
Light and camera, color correction
Keying, motion tracking
Import and export functions
Practical tips and tricks
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Basic knowledge of web design and CMS
Basics of web design HTML and CSS with VS Code (approx. 9 days)
HTML introduction
Basic framework tags for text creation (h1-h6, p, br, span)
Text format commands
Integrating graphics
Links (internal, external, phone, mailto links)
Lists and tables
CSS introduction
Integration options for CSS specifications (internal, external, inline style)
Basic commands (text design, font color, background color)
Correct syntax structure
Checking with W3C validation tool
HTML containers
Use and styling of containers
Introduction to the box model
padding, margin, border, border-radius and their shorthands
Classes, IDs, selectors
Introduction to VS Code
Additional extensions for VS Code (e.g. Live Server, Emmet Commands, Copilot (AI))
AI usage in combination with VS Code
CSS Flex-Box introduction
Layouts with Flex-Box
Alignment with Flex-box
Introduction to positions
Static, absolute, fixed, sticky, relative
Left, right, top, bottom, z-index
Introduction to Responsive Design
Media queries, breakpoints
Landscape, portait mode
CMS basics with WordPress (approx. 4 days)
Introduction to WordPress (installation, updates, dashboard, frontend, backend)
settings
Media management
Comments
Creating and editing pages and posts
Blocks and their functions
Recurring blocks
Themes and Theme Editor
Templates and possible applications
Introduction to plugins
Form plugin
Search engine optimization plugin and use of AI-generated texts
Legal requirements and project management (approx. 2 days)
Internet law and helpful plugins for implementing the GDPR
WordPress tools for implementing the GDPR
User administration
Accessibility
Project management
Project work (approx. 5 days)
To reflect on and consolidate the content learned
Presentation of the project results
UI/UX design
General introduction (approx. 1 day)
UX, Usability, UI, Mental Model Guideline, Human factors Guideline
Principles of user-centered design
ISO 9241-210/HCD
Accessibility: Basic terms, legal requirements (BITV, EU directives), significance for UX design
Process for designing usable interactive systems
Types of AI tools in the UI/UX context (text, image, analysis)
HCD: Analysis - context of use (approx. 2 days)
Personae and empathy map
Customer journey
Overview of web analytics/questionnaire
HCD: Specifying the usage requirement (approx. 1 day)
Scenarios, user stories
Task model, task flows
Context interviews and observation
Diary studies
HCD: Creating design solutions to meet usage requirements (approx. 1 day)
Guidelines and standards: 7 dialog principles of ISO 9241-110
10 principles of user interface design according to Jakob Nielsen
Visual perception, regularities
HCD design solutions: Taxonomy, information architecture and navigation concepts (approx. 3 days)
Flow Chart
User Flow
Information Architecture
Micro information architecture
Conversion strategy
Navigation concepts and sitemap
Card sorting: planning, preparation, implementation and evaluation
Mobile navigation patterns (bootom navigation, hamburger menus, tabs)
Overview of agile project management (approx. 1 day)
Waterfall model vs. agile methods
Insight into agile management according to the Scrum method
Epic, user story and task
Design sprint method
HCD design solutions: User Interface Design (approx. 2 days)
Styleguide, UI KITs, Pattern Library and Design System
UI components/elements and forms
Colors, font and typography in the UI, icons
Accessibility: color contrasts and legible fonts, control elements (size, spacing, focus)
Automated testing of contrasts, legibility and alternative texts
Brief overview of the semantic structure (HTML/ARIA)
Atomic design
Mobile first design
HCD design solutions: Design techniques with Figma (approx. 3 days)
Structure and basics: pages and frames, layout grids, constraints
Components and variants (buttons, libraries, design systems)
Responsive design (frames, auto layout)
Scribbles, wireframes, mockups
Prototyping: interactions, transitions, overlays, prototype sharing
Use of AI functions in Figma and supplementary tools for the rapid creation and variation of designs
Usability testing and evaluation (approx. 2 days)
Overview of usability testing methods
Thinking Aloud: planning, preparation, implementation and evaluation
Questionnaires (UEQ, AttrakDiff, VisAWI)
A/B testing
Accessibility: tests with keyboard and screen reader
Use of aids and tools
Project work (approx. 4 days)
To consolidate the content learned
Presentation of the project results
Conflict management for managers
Communication (approx. 1 day)
Communication models and tools
Conversation management and active listening
Conflict discussions as a management tool
Reflection on your own communication style
Conflicts (approx. 2 days)
Causes and types of conflict
Escalation stages and reaction strategies
Harvard concept of conflict resolution
Non-violent communication
Use of AI to develop solutions in conflict situations
Constructive conflict management in the company (approx. 1 day)
De-escalation strategies and solution techniques
Using conflicts as an opportunity for improvement
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 and will be able to work with the Adobe programs Premiere and After Effects. You will have a sound basic knowledge of web design and content management as well as user experience and user interface and will be able to create interactive designs that are tested and further developed using various methods.
You will also be able to identify conflicts in day-to-day management at an early stage, analyze them professionally and implement suitable solution strategies.
Media designers, graphic designers, web designers, people with a degree in engineering and architecture as well as specialists from artistic professions or corresponding professional experience.
Communication designers transform complex issues, business and sustainability reports or corporate identities into visual communication and use these in print media such as posters, flyers and magazines as well as in digital applications. They are familiar with the conception of websites and apps as well as the media of film/animation and photography.
Knowledge of conflict management will also open up career opportunities for you in team management and other management positions.
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).