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Certificates: "Retail Ready - Entry into the retail sector" certificate
Certificate "Product manager with TÜV Rheinland certified qualification"
E-Commerce" 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: 12 Weeks
Retail Ready - entry into the retail sector
Retail basics (approx. 2 days)
Structure and organization of the retail business
Tasks of the retail trade
Introduction to product ranges
Presentation of goods and prices
Overview: Forms of distribution and sales channels
Product knowledge (approx. 4 days)
Assortment classification
Production and nutrients of food
Textile raw materials and material composition
Labeling and storage (incl. shelf zones, product carriers)
Labeling and care of textiles
Handling packaging and sustainable packaging trends
Promotional placement of special offers
Dealing with unsaleable goods
Legal regulations (LMIV, Price Indication Regulation, textile labeling, etc.)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies and
Possible applications in the professional environment
Cash register systems and payment methods (approx. 3 days)
Basics of checkout systems
Payment methods, incl. contactless, mobile, digital
Cash register organization and instructions
Cash register training: keyboard, scanner, checkout processes
Cash register accounting and difference clarification
Security features of banknotes
Customer contact and communication (approx. 2 days)
Advising and informing customers
Basis of communication and body language
Complaints, returns and exchanges
Special sales situations (approx. 1 day)
Recognizing and reacting to shoplifting
Dealing with accompanying persons (e.g. children, pets)
De-escalation with difficult customers
Assortment and sales management (approx. 2 days)
Assortment optimization and development
Merchandise management systems (insight and control)
Key sales figures and purchasing behavior
Analyzing customer structure
Inventory management and replenishment processes
Planning sales, income and costs
POS marketing and customer approach (approx. 2 days)
Sales and advertising concepts
pricing policy
Sales promotion
Visual merchandising
Customer loyalty programs
Location-based public relations
Insight into personnel management (approx. 1 day)
Planning personnel requirements and personnel costs
Selection and recruitment of employees
Scheduling and shift models
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Product management
Product strategy & vision (approx. 1.5 days)
Basics of product management:
What is product management?
Tasks and roles of the product manager
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 approach to innovation
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 & Usability Testing (Qualitative Methods & Planning) (approx. 1 day)
Consolidation 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 & 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)
E-Commerce
Basics of e-commerce (approx. 2 days)
Introduction to e-commerce and digital commerce
Business models and framework conditions
Players and enablers in e-commerce
Online sales channels and multi-channel strategies
Legal aspects (approx. 2 days)
Legal principles in online trading
Imprint, general terms and conditions and right of withdrawal
Data protection and DSGVO
International B2C online trade
EU product safety regulation: General Product Safety Regulation (GPSR)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Online store systems and design (approx. 3 days)
Store systems and comparison of providers
Functionalities and design
Usability and user experience (UX)
Product presentations and descriptions
Checkout process optimization
Online marketing and customer acquisition (approx. 3 days)
Search engine marketing (SEA) and optimization (SEO)
Social media marketing and content strategies
Email marketing and newsletter optimization
Affiliate marketing and influencer cooperations
Display advertising and retargeting
Payment systems and finance (approx. 2 days)
Payment methods and providers in e-commerce
Risk management and fraud prevention
Debt collection and receivables management
Controlling and key figures in online retail
Logistics and fulfillment (approx. 2 days)
E-commerce logistics and shipping options
Warehouse and merchandise management systems
Returns management and optimization
International logistics and customs clearance
Customer service and CRM (approx. 2 days)
Customer service strategies in e-commerce
CRM systems and customer loyalty measures
Complaint management and conflict resolution
After-sales service and customer feedback
Web controlling and data analysis (approx. 2 days)
Web analytics tools and their use
Conversion optimization and A/B testing
Data analysis and interpretation
KPI tracking and reporting
Project work (approx. 2 days)
Conception and implementation of an e-commerce project
Presentation of the project result
Changes are possible. The course content is updated regularly.
You are familiar with the organization of retail businesses, the handling of goods, checkout systems and customers as well as sales promotion measures. You are also familiar with the basics of sales management and personnel management.
The course also offers you a sound introduction to product management, guides you through the key phases of product development and shows you how to develop product strategies.
Furthermore, after this course you will have acquired a sound understanding of all important aspects of online retail. You will be familiar with the legal principles, have mastered the selection and design of store systems and be able to develop effective online marketing strategies.
All persons who wish to acquire basic knowledge in the retail trade, also for professional reorientation.
The course is also aimed at product managers who would like to refresh their knowledge, as well as people from the areas of sales, development and marketing.
You will have a wide range of career prospects in sales, customer service and product presentation. The knowledge you acquire will qualify you for entry-level positions in retail.
As companies want to develop and market their products and services competitively, additional product management skills are in demand across all industries.
After completing the course, you will also have acquired a broad basic knowledge that will enable you to enter various fields of activity in online retail.
You prove your newly acquired knowledge with a TÜV Rheinland-certified qualification.
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).