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Certificates: Certified Business Manager" certificate
Brand Marketing" certificate -
Examination: Practical project work with final presentations
Certified Business Manager -
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
Management and corporate planning
Management (approx. 1 day)
Hierarchy levels
Management methods
Planning horizons
Management functions
Management control loop
Management instruments
Objectives, methods and instruments of business plan preparation (approx. 3 days)
Basics of business plan preparation
Analysis and planning tools (SWOT analysis, scenario analysis, portfolio analysis, creativity techniques)
Contract law (approx. 1 day)
Declarations of intent
Warranty and guarantee
Types of contract and their disruptions
Law on contractual defects (subsequent performance, withdrawal, purchase price reduction, compensation)
General terms and conditions (AGB)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Commercial and company law (approx. 1 day)
Types of merchants
company forms
Commercial practices
Special features of commercial law
Commercial register and publicity
Introduction to insolvency law
Project planning (approx. 0.5 days)
basics
Resource planning
Planning steps
Errors in project planning
Environment analysis (approx. 0.5 days)
Company analysis
Industry analysis
Location analysis
Competition analysis
Marketing (approx. 3 days)
Market analysis and market segmentation
Basics of market research
Instruments of the marketing mix
Advertising and supporting instruments
Financial planning (approx. 1 day)
Overview of
Instruments
Planning investment calculation (approx. 2 days)
Basics
Investment calculation methods
Limits and problems of capital budgeting methods
Key figures
Financial planning (approx. 1 day)
Basics
Equity and debt financing
External and internal financing
Key figures
Controlling (approx. 1 day)
Tasks and objectives of controlling
Areas of controlling
Controlling instruments
Project work, certification preparation and certification examination (approx. 5 days)
Brand Marketing
Brand Building (approx. 4 days)
Definition of the brand concept
Characteristics of a brand (identity, values)
Target definition
Target positioning and corporate identity
Design options with Canva
Target group analysis
Limbic map
Customer insights, customer experience (CX)
Brand Values
Brand Personality
Positioning
Legal basics and trademark protection (approx. 1 day)
Name development
Claims, logos, key images & Co.
Trademark registration
Trademark monitoring in digital media
Claims for trademark infringements
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Digital branding (approx. 3 days)
Choosing the right channels
Brand positioning
Online marketing mix
Customer journey
Creating personas
Touchpoint management
Brand Communication (approx. 2 days)
content marketing
Agenda setting and storytelling
Emotionalization
User-generated content
Lovestorm and shitstorm
Brand communication with chats
Success measurement and evaluation (approx. 2 days)
brand awareness
Brand loyalty
Perceived quality
Monitoring and controlling
Success indicators in the brand process (KPIs)
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Influencer marketing (approx. 4 days)
Impact factor of influencer marketing
Insight into playbooks
Online campaigns
Criteria for the right brand ambassadors
Evaluating reach
Micro vs. macro influencers
Community management
Costs and budget planning
Contract design
production
Labeling obligations
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Changes are possible. The course content is updated regularly.
You know how different business plans for projects and companies are created from an economic point of view and apply the most important economic planning and marketing tools. You have knowledge of contract law and are familiar with the content of commercial and company law as well as the basics of financial planning.
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.
With your meaningful certificate, you prove your business planning knowledge and provide a detailed insight into the qualifications you have acquired to improve your career entry and advancement.
In addition, 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.
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).