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Certificates: Certificate "Influencer Marketing"
Certificate "Public Relations Officer" -
Additional Certificates: Certificate "Public Relations Manager"
Certified Social Media Manager" certificate
Certified Content Marketing Manager" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Certified Social Media Manager:in
Certified Content Marketing 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: 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
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
Social media management expertise with AI
Social media in the company (approx. 2 days)
Role of social media in corporate communications (internal/external)
Opportunities/risks, guidelines, dos and don'ts
Job profiles, roles and interfaces (marketing, PR, HR, legal, support)
Processes and approval workflows (governance)
Social media strategy (approx. 3 days)
Development of a social media strategy
Strategy building blocks: Three-phase model and (SMART) goals
Target groups/personas, positioning
As-is analysis/audit/resources
Selecting channels and defining channel roles
Content methods (editorial plan, topic clusters, content pillars)
AI-supported research and planning: keyword/hashtag, trend analysis, hook variants, tonality/brand voice, prompt library
Success measurement/measure analysis
Social media channels (approx. 5 days)
Strategic importance and possibilities of social networks
Basic algorithm logic, user structure, format mix
Facebook/Instagram/WhatsApp channels incl. Meta Business Suite (planning/publishing)
TikTok (short video logic, UGC/creator, trends vs. brand)
YouTube (shorts/longform, search logic)
LinkedIn/Xing (B2B, employer branding, social recruiting)
Pinterest (trends)
Overview: Twitch, Threads and X (status, classification and use case)
Social Media Management (approx. 2 days)
AI in social media: Tool map, use cases, limits, quality assurance (human-in-the-loop)
AI in communities: response suggestions, topic clustering, sentiment
Social media tools (planning, production, publishing, moderation)
Community management (netiquette, crisis management/shitstorm)
Paid social and campaign management (approx. 3 days)
Planning social media marketing measures,
Define campaign goals (awareness/traffic/leads/conversions) and creative logic
Target group/targeting basics
Budgeting and test design (A/B)
Social commerce
Influencer/creator marketing
Optimization and learnings
Online law for social media (approx. 2 days)
Recognizing legal pitfalls
Copyright, rights of use, licenses
Data protection (GDPR) and tracking (cookies/consent)
Right to a name, trademark law
Liability for own and third-party content
Labelling obligations (including advertising/influencers)
EU frameworks at a glance: DSA and EU AI Act
Classifying AI content legally/ethically (labeling, misleading, rights)
Project work, certification preparation and certification examination (approx. 3 days)
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)
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.
The aim of the course is also to provide you with comprehensive skills in press and public relations work as well as social media management and content marketing. Upon completion, you will be able to develop and implement contemporary PR strategies, create target group-oriented and search engine-optimized content and design campaigns with a wide reach. You will be familiar with the most important terms and tools of press relations and social media management and will be able to assess content in a legally sound manner and present it effectively in the media.
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.
This course offers a wide range of career prospects in PR, corporate communications, content and social media management. Graduates can successfully implement digital communication strategies in editorial offices, agencies or as freelancers.
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).