In this course, you’ll learn how to plan successful online campaigns. You’ll discover how to select the right brand ambassadors, evaluate reach, and distinguish between micro- and macro-influencers. The course also focuses on community management and budget planning. To ensure the effective implementation of corporate communications, the course also covers various forms of marketing and communication, as well as tools and strategies for public relations, digital marketing, and project management.
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Certificates: Certificate "Influencer Marketing"
"Public Relations and Communications Manager" Certificate -
Additional Certificates: Digital Marketing" certificate
Certificate "Public Relations Manager"
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: 13 Weeks
Influencer marketing
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
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
Public Relations Manager
Basics of public relations (approx. 1 day)
Job description, professional ethics
Corporate communications, PR, media relations
PR and journalism (approx. 2 days)
Legal conditions, ethics and limits
Strategic communication: omnichannel, multi-channel, PESO
Relationship management: stakeholder groups and multipliers
Identification of goals (SMART)
KPIs/metrics for measuring success
Target groups and persona model
Communicative positioning (approx. 1 day)
Key messaging, corporate and brand wording, message houses
AI and PR storytelling
Conceptualization: schedules, timings and budgeting
PR channels (approx. 2 days)
Dynamics, mechanics, channel selection social media and PR
Work processes, monitoring
Digital channels: Web and press pages, blogs, SEO
Offline, analog and online: Print, radio, audiovisual media, augmented reality
PR measures (approx. 2 days)
Editorial offices, press offices, press conferences
Background discussions and interviews
Editorial visits, press trips
Events, trade fairs and speaking opportunities (podcasts, TV and radio reports, etc.)
PR tools: press releases and announcements
Content in press and media relations (approx. 5 days)
Topic plans and story/PR calendar
Storytelling: text and images for PR
Characteristics of journalistic writing
Press releases (composition, structure, basic principles)
Speaker guidelines and media training
Image and video conception: storyboards, dramaturgy and briefings
Evaluation and reporting (approx. 1 day)
Data-based performance measurement
Tools: Selection and costs
Dashboards and reporting, media resonance analysis
Trends and AI in PR (approx. 1 day)
Crisis communication
PR prompting
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the final 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 will have a comprehensive understanding of the mechanisms of action and success factors of influencer marketing. You will be able to plan effective online campaigns, select suitable influencers and evaluate their reach. You will also master the legal aspects, budget planning and contract design. With this knowledge, you will be able to design, implement and manage successful influencer campaigns in order to position brands effectively and address target groups authentically.
After the course, you will also be familiar with the most important and modern communication channels, be able to plan, implement and evaluate marketing strategies and know the associated legal framework. You will be familiar with the most important instruments of structured and strategic press relations and will be able to develop and implement a modern PR strategy. In addition, you will have mastered basic project management techniques and will be able to apply them to carry out future projects professionally.
The course is intended for individuals who have completed a degree in business or communication studies, have comparable training, or have relevant professional experience in marketing, communication, or media.
The career prospects in influencer marketing are promising as companies increasingly rely on social media and digital campaigns to reach their target groups. As the importance of online marketing grows, so does the demand for professionals who can develop effective influencer strategies.
With good knowledge and a confident and effective implementation of strategic corporate communications, you will have a wide range of career prospects in the job market, both in larger and medium-sized companies and in agencies, and you will be in demand across all sectors.
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).