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Certificates: Design Thinking" certificate
Online editor" certificate -
Additional Certificates: Certificate "Basic knowledge of Adobe Photoshop CC and Adobe InDesign CC"
Certificate "Basic knowledge of web design and CMS"
Certified Content Marketing Manager" certificate
Certified SEM Manager" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Certified Content Marketing Manager:in
Certified SEM Manager:in -
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
Design Thinking
Introduction to Design Thinking (approx. 1.5 days)
Design Thinking process at a glance
The most important rules and phases of Design Thinking
Practice-oriented approaches and applications
Digital tools and AI in the innovation process
Phase 1: Research (approx. 0.5 days)
Methods of user-centered research
Interview techniques and needs analysis
AI-supported research and information processing
Phase 2: Synthesis (approx. 0.5 days)
Analysis and structuring of findings
Development of problem definitions and personas
Visualization and clustering of results
Phase 3: Ideation (approx. 0.5 days)
Creative techniques for developing ideas
Methods for finding and evaluating solutions
Use of generative AI in the ideation process
Phase 4: Prototyping (approx. 0.5 days)
Development of initial solution approaches and mockups
Introduction to rapid prototyping and click dummies
Digital tools for the visualization of concepts
Phase 5: Testing (approx. 0.5 days)
Methods for carrying out tests and feedback rounds
Analysis and optimization of solution approaches
Iterative work and agile further development
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Basic knowledge of Adobe Photoshop CC and Adobe InDesign CC
Basics of Image Editing with Adobe Photoshop CC (approx. 8 days)
Introduction to the work environment and user interface
Basic knowledge of file formats and color modes
Resolution, image size, and workspace
Working effectively with layers
Layer styles, blending modes, and opacity
Selecting and masking image areas
AI-powered masking and cropping as a practical alternative
Transforming and Smart Objects
Content-Aware Fill
Repairing and retouching image flaws
Retouching with AI Neural Filters: Optimizing skin, lighting, and details
Simple color corrections and adjustments
AI-powered color optimization and automatic adjustment of image moods
Filters, Smart Filters, and Neural Filters
Export and share images
Export for the web, social media, and mobile devices
Cloud documents and collaborative workflows in Photoshop
Basics of Layout with Adobe InDesign CC (approx. 8 days)
Introduction to the work environment, user interface, and menu and command structure
Document view, zooming, and navigation
Page and document structure
Creating and saving files
Using layout aids (e.g., guides, grid)
Master pages and automatic page numbers
Designing with Frames and Objects
Placing Images and Text
AI-powered layout suggestions for image and text placement
Basics of text formatting
Using Adobe Fonts
Using Formats and Templates
Working with Colors and Gradients
AI-generated color palettes and harmony suggestions
Using Layers
Interactivity and Digital Publishing
Creating interactive PDFs, EPUBs, and web publications
File output and sharing
Automating layouts with GREP styles and data merge
AI-generated text drafts for layouts
Project work (approx. 4 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
Content marketing expertise
Content and Editorial Work in the Age of AI (approx. 3 days)
The Use of AI in Journalism
Editorial Work and Editing
Journalistic Research Techniques and Online Research
Journalistic Standards
Structures and Workflows in Newsrooms
Writing Workshop and Writing Exercises
Tone and Writing Tailored to the Target Audience
Text Types and Digital Content Formats
AI in Content Marketing (approx. 2 days)
Using Generative AI in Content Marketing
Prompt Engineering for Content Processes
AI-Assisted Research and Idea Generation
AI-Assisted Copywriting and Optimization
The “human-in-the-loop” principle
Building Efficient AI Workflows
Opportunities and Limitations of Generative AI
Fundamentals of Content Marketing (approx. 4 days)
Developing and Documenting Strategies
Planning Projects
Defining Goals and Setting KPIs
Analyzing the Target Audience and Developing Personas
Customer Journey and the “Messy Middle”
Storytelling in content marketing
Omnichannel Communication and Touchpoint Management
Content Strategy Models (Hero-Hub-Hygiene Model, FISH Model)
Content Audit and Inventory Assessment
SEO, GEO, and AI Visibility (approx. 2 days)
Search Engine Optimization (SEO)
SEO-Optimized Content Creation
Understanding search intent
Structured Content and FAQs
Topic clusters and semantic content
Generative Engine Optimization (GEO)
Generative AI Optimization (GAIO)
Visibility in AI Search Systems
Content Distribution and Email Marketing (approx. 2 days)
Effective Content Distribution
Designing Landing Pages for Maximum Effectiveness
Successfully Using Corporate Blogs
Brief Introduction to WordPress
Planning and Managing a Blog
Email Marketing
Newsletters and Automation
Measuring the Effectiveness of Your Strategies
Analysis and Performance Measurement (approx. 1 day)
KPIs in Content Marketing
Introduction to Web Analytics and GA4
Understanding Dashboards and Reports
Measuring the Success of Campaigns
Basics of A/B Testing
Law (approx. 2 days)
Legal Aspects of AI Use
EU AI Act – Basics
Internet Law
Copyright and AI
Tracking and Consent Management
Liability for Own and Third-Party Content
Labeling and Transparency Requirements
Project work, certification preparation and certification examination (approx. 4 days)
SEM Marketing expertise
Search engine optimization basics (approx. 3 days)
Web-based search engines
Google Universal Search
Vertical search engines
Search result pages (SERPs) and hits
Rich results
Google Knowledge Graph
PageRank
Domain Authority
Google search results/search settings
RankBrain
Social SEO
Voice Search/ Conversational Search
SEO processes (approx. 2 days)
Steps of the SEO process
Define SEO goals
Target group/persona
Keyword candidates
SEO KPIs
Conversions
Content quality
Google ranking signals
Search intent
Inverse Document Frequency (IDF)
Website optimization (approx. 3 days)
Mobile UX
Meta tags/meta description/meta title
Duplicate content
Semantic web/search
Structured data and its meaning/possible uses
Check loading times (Core Web Vitals)
Check domains for IP address
Security functions of the https protocol
Robots.txt
Anchor texts
Google Penalty
Search queries with local reference/Local SEO
Accessibility developments
SEO success control (approx. 2 days)
Performing success monitoring without commercial tools
Tools for ranking monitoring
Google index/Google quality guidelines
Backlinks and link building measures
Visibility index
OnPage analysis
Google Ads (approx. 2 days)
Google Ads basics
Analyzing the intent of search queries
Creating keyword lists
Campaign types/goals/structure of Google search ads
Google Keyword Planner
Set up and manage campaigns
Google Ads Auction
Web analytics (approx. 3 days)
Web Analytics
Goals and functions
Data protection
Reach measurement
Possibilities and limits of the data that can be collected
Setting up Google Analytics 4/demo account
Real-time reports
Target group analysis
Origin of website visitors
Event and goal tracking
Event tracking
Google Search Console
Visitor behavior
Google Tag Manager
cookies
Artificial intelligence (AI) in SEM marketing (approx. 1 day)
Use of AI for search engine optimization
Answer Engine Optimization (AEO)
Generative Engine Optimization (GEO)
Generative AI Optimization (GAIO)
Introduction to AI-supported campaigns
Project work, certification preparation and certification examination (approx. 4 days)
Changes are possible, the course content is updated regularly.
The design thinking approach can be used to develop innovative and user-centered solutions for complex challenges. You will get to know the principles and the structured, iterative process of design thinking and learn how practice-oriented tools, digital tools and artificial intelligence support creative and interdisciplinary innovation processes.
You are also familiar with the editorial workflow from content creation to the preparation and presentation of online content. You will be able to independently develop editorial content and prepare it for specific media. You have a sound basic knowledge of image editing, layout, basic web design and CMS.
People with a degree or training with a strong affinity for journalistic work and the Internet. Ideally, you have experience in journalism, for example from a traineeship.
There is a high demand for specialists in the field of online editing. The sector has grown considerably in recent years. You can find jobs in the press and communications departments of companies, in advertising, PR and marketing agencies.
Design thinking was initially an innovative method for product development, but it has now spread to the entire corporate culture and is therefore in demand across all industries.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).