PR and Communications Manager, Artificial Intelligence (AI) in the professional environment and prompting
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Certificates: Certificate "PR and Communications Manager"
Certificate "Artificial intelligence (AI) in the professional environment"
Prompting" 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: 14 Weeks
Digital Marketing
Basics (approx. 2 days)
Market research and analysis
Target group analysis, customer insights
Limbic map
Customer Experience (CX)
4Ps (Product, Price, Place, Promotion)
Price and sales strategy
B2B and B2C
Communication strategy and channels
Digital marketing (approx. 5 days)
Marketing forms and media advertising
Design options with Canva
Content marketing, storytelling
Content management systems (CMS)
SEO/SEA
Google Ads
Mobile marketing
Push and pull marketing/pay-per-click (PPC)
Special forms of advertising at a glance: Display, affiliate and viral marketing
Retargeting and remarketing
Social media marketing in online publishing
Collaborative consumption
Email and newsletter marketing
Cross-channel and cross-media: the optimal marketing mix
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Web analytics and social media monitoring (approx. 1.5 days)
Key Performance Indicator (KPI)
Monitoring processes
Social media monitoring
Web analytics
Google Analytics
Chatbots and dialog design (approx. 0.5 days)
Chatbots in marketing
Related systems
Performance measurement and budgeting (approx. 4 days)
Measurement parameters, billing models and key figures
Methods and tools for usability measurement and optimization
Buyer's journey, customer decision funnel, AIDA model, after sales
4Rs (Recognition, Relevance, Reward, Relationship)
Budgeting
Data Driven Marketing (approx. 1 day)
Big Data, Smart Data, Data Driven Marketing, First Party Data, Second Party Data
Legal framework (approx. 1 day)
Copyright, personal rights and rights of use
Information obligations on the Internet
Trademark, competition and expression law
Legal limits of unauthorized advertising
Trademark registration and trademark monitoring
Project work (approx. 5 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 site, 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 (structure, 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
Trends in PR
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the final results
Project management incl. certification by PM-ZERT, certification body of GPM Deutsche Gesellschaft für Projektmanagement e. V. V.
Context skills (approx. 2 days)
Strategy
Governance, structures and processes
Power and interests
Technical skills (approx. 7 days)
Project design
Requirements and objectives
Scope of services and delivery objects
Process and deadlines
Organization, information and documentation
Stakeholders
Opportunities and risks
Agile project management
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Presentation options for project management with MS Project (approx. 5 days)
Introduction to MS Project
Cost plan and financing
Resource planning
Planning and control
Reporting
Personal and social skills (People) (approx. 1 day)
Personal communication
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.
Artificial intelligence (AI) in the professional environment
Basics of Artificial Intelligence (AI) (approx. 1 day)
What is artificial intelligence?
Explanation of basic terminology
Types of artificial intelligence (AI/AI)
Classification of machine learning and neural networks
Overview of various AI-based applications
Successful searches using AI (approx. 0.5 days)
Research agents
ChatGPT and Copilot Chat
Summarizing articles, videos and podcasts
Organizing and making decisions using AI (approx. 0.5 days)
To-do organization
Supplementary AI tools for organization e.g. NFC automatisms, voice commands
Communication using AI (approx. 0.5 days)
Prompting for text, image and video generation
Communication and efficiency tools
Supplementary AI tools to optimize communication, e.g. translation, correction, chatbots
Texting using AI (approx. 0.5 days)
Text generation and text customization
Supplementary AI tools for text generation e.g. GPT, dictation, autoscan
Creating and editing media using AI (approx. 0.5 days)
Image generation, object and background removal, video editing
Creating AI agents, CustomGPTs and digital helpers
Professional presentation using AI (approx. 0.5 days)
Structure, layout and impact analysis
Gamma
Presentation and video presentation
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Prompting
AI classification and basics (approx. 1 day)
Large Language Models, Generative AI, Machine Learning
Data acquisition, data management & processing (approx. 0.5 days)
Introduction to machine learning and natural language processing
Prompt engineering (approx. 1 day)
Strategies and types of prompting
Prompting toolkit: The six key components for effective prompting
Prompting in text generation vs. prompting in image and video generation
Prompting in research, text generation and with AI agents
Opportunities, risks and ethical issues (approx. 0.5 days)
What to look out for when prompting in a professional context
Prompting Excellence (approx. 1 day)
Templates and use cases for everyday work
Methods for optimizing AI output
Prompt Generator, CustomGPTs, Custom Instructions, Continuous Problem Solving System (CPSS)
Project work (approx. 1 day)
Practice-oriented consolidation based on best practices and exercises
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 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 use them with software support (MS Project) to carry out future projects professionally.
You also know how to research, organize and communicate efficiently with AI such as ChatGPT and Copilot Chat. You can create texts with AI, edit media and optimize presentations.
You can also create effective prompts, optimize AI outputs and apply strategies for better human-AI interaction. You can use AI tools such as ChatGPT and Copilot Chat efficiently for various tasks.
The course is aimed at employees from corporate communications, marketing, advertising, social media and product management as well as anyone who is responsible for PR and wants to acquire the necessary knowledge and skills.
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.
Specialists who can use AI as a tool to improve efficiency, decision-making and innovation in companies are also in demand in 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).