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Certificates: Certificate "Product manager with TÜV Rheinland certified qualification"
Google Ads" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Produktmanager:in mit TÜV Rheinland geprüfter Qualifikation -
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: 6 Weeks
Product manager with TÜV Rheinland certified qualification
Product strategy and vision (approx. 1.5 days)
Basics of product management:
What is product management?
Tasks and roles of product managers
Stakeholder management in product management
Defining product vision and strategic goals
OKR (Objectives and Key Results)
Phases of the product life cycle
Design Thinking (approx. 1.5 days)
Introduction to design thinking as a human-centered innovation approach
Environment, market and competition analysis
Identifying potential and risks
Target group definition and market segmentation
Identifying and understanding user needs (pain points, gains)
Value proposition design
Idea generation and brainstorming
Prototyping and customer journey
Business Model Canvas/Lean Canvas (approx. 1 day)
Development and visualization of business models
Creating initial hypotheses for the business model
Identification of value propositions, customer segments, sources of revenue
Artificial intelligence (AI) in the work process
AI technologies and possible applications in product management
Prompting, automation, data analysis
User research and usability testing (qualitative methods and planning) (approx. 1 day)
In-depth study of qualitative research methods (interviews, focus groups)
Design and implementation of user research: planning studies
Usability testing: planning, implementation and evaluation of tests with prototypes
Minimal Viable Product (MVP) (approx. 1 day)
The concept of the MVP: How do I define the smallest functional part that delivers value and offers learning opportunities?
Identification and prioritization of features
Agile requirements engineering (approx. 2 days)
Basics and best practices
Agile methods in requirements elicitation (epics and user stories)
Techniques of requirements documentation and visualization
Prioritization and management of requirements (MoSCoW, Value vs. Effort, WSJF)
Stakeholder communication and requirements coordination
Product roadmap: creation and communication of strategic product plans
Product development 4.0 (approx. 2 days)
Agile and hybrid development methods (Scrum, Kanban)
Digital product design and prototyping
Customized mass production
AI and machine learning in product development
Outlook: Digital engineering and IoT integration
Performance measurement and product optimization (approx. 2 days)
Modern methods of market research and consumer behavior studies
A/B testing and multivariate tests for digital products
Rapid prototyping and MVP (minimum viable product) tests
Data analysis and interpretation of test results
Continuous testing and feedback loops
Pricing (approx. 1 day)
Pricing strategies in digital competition
Pricing and price differentiation
Subscription and freemium models
Data-driven pricing and dynamic pricing
Financial modeling and product controlling
Digital marketing (approx. 1.5 days)
Digital marketing strategies
Sales psychology (e.g. storytelling)
market research
Marketing conception
Communication policy and advertising
Sales channels (direct and online marketing, sales promotion, public relations)
Analysis tools in product management
Marketing concepts - 4P's and 7P's
Product launch and scaling (approx. 2.5 days)
Go-to-market strategies for different product types
Omnichannel sales and e-commerce
Internationalization and local adaptation
Product and brand positioning
Agile project management for product launches
Legal aspects (data protection, product liability, EU product safety regulation)
Project work, certification preparation and certification examination "Product manager with TÜV Rheinland certified qualification" (approx. 3 days)
Google Ads
Digital marketing basics (approx. 1 day)
Introduction to digital marketing and current trends
Role of Google Ads in performance marketing
Customer journey, funnel models
Synergies with SEO and social media
Account setup and interface (approx. 0.5 days)
How Google Ads works
Advertising networks
Account hierarchy, account setup
Understanding the user interface
Campaigns and ad structure (approx. 2 days)
Campaign types, Demand Gen campaigns
Performance Max
Developing campaigns and ads
Designing landing pages
Conversion goals
Setup via Google Tag Manager
Analysis of conversion paths
Keyword strategies and ad texts with AI (approx. 2 days)
Keyword research and tools
Search intent and keyword options
Design of ads (AIDA, CTA)
Budgeting and Google Ads Manager (approx. 1.5 days)
Costs and budget of Ads campaigns
Smart bidding
Evaluation of reports and statistics
Success monitoring and optimization
Introduction to the Google Ads Manager
Performance measurement and controlling (approx. 1 day)
Dashboard usage
KPIs (CTR, conversion rate)
AI in marketing and AI assets (approx. 1 day)
Introduction to AI-supported campaigns
Use of ChatGPT for text optimization
AI-generated images and videos
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Changes are possible. The course content is updated regularly.
This course offers a sound introduction to product management and takes you through the key phases of product development - from the idea to the market launch. After the course, you will accompany innovative products, master techniques for requirements documentation and carry out product and market tests. You will also be able to develop product strategies and assess consumer behavior.
After completing the course, you will also know how to set up a Google Ads account, structure campaigns, select suitable keywords and design targeted ad formats. You will also be able to apply budgeting strategies and optimize your success through tracking and reporting.
The course is aimed at people from the areas of sales, development and marketing. The course is also suitable for lateral entrants, e.g. from technical professions.
Specialists with product management skills are in demand in all industries, as companies are looking for innovative and competitive products and services. Your new qualification will open up numerous career opportunities in sales, marketing or product development.
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).