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Certificates: Certificate "Social Media Manager"
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Additional Certificates: Certificate "Image editing with Adobe Photoshop CC"
Certificate "Graphic Design with Adobe CC"
Certified Social Media Manager" certificate
Certified Content Marketing Manager" certificate
Certificate "Design with Adobe Illustrator CC" -
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: 20 Weeks
Graphic design with Adobe CC
Introduction to the Adobe Creative Cloud (approx. 2 days)
Desktop programs at a glance: Photoshop, Illustrator, InDesign
Adobe mobile apps for graphic design
Creative Cloud libraries
Color trends and inspirations (e.g. Adobe Stock, Adobe Color)
Adobe Bridge, Adobe Exchange
Basics (approx. 1 day)
Art vs. design
Design disciplines, design principles
Design process
Design laws of perception
Eye movement and arrangement
Figure-ground relationship
Optical illusions and phenomena
Interference effects, Hick's law
Perspective and spatial effect
Shape and color (approx. 2 days)
Point, line and surface
Arrangement, weighting, format, proportions and aspect ratios
Color theory, color systems, color design (harmonies, contrasts)
Properties, effect and meaning
Attention through form and color
Creating and editing shapes (signs, pictograms, icons)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Images (approx. 3 days)
Image competence and image quality
Pixel and vector graphics
Research, idea, mood board, eye-catcher and storytelling
The human being as a motif
Images in corporate communication
Image design and image editing
Typography and layout (approx. 5 days)
Anatomy of letters
Font history, font classification, font blending
Reading typography, detailed typography
Workflow: layout, basic rules of good layouts
Type area and design grid
Dramaturgy, visual direction and focus
Implementing and presenting layout ideas
Overview of file output (print, digital)
Corporate Design (approx. 2 days)
Corporate design vs. corporate identity
Basic building blocks
Logo design, signets and brands
Implementation - word-image-brand
The corporate design manual (style guide)
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the project 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
Basics of journalistic work (approx. 4 days)
Editorial work, editing
Journalistic research techniques, online research
Journalistic standards
Structures and working methods of editorial offices and online editorial offices
Text workshop/writing exercises
Types of text (news, reports, features, portraits, commentaries, reviews)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Basics of content marketing (approx. 7 days)
Developing and documenting strategies
Planning projects
Defining goals and determining metrics
Determine target groups according to psychosocial and demographic aspects
Apply customer journeys and related models for strategic planning
The right mix of different content
Omnichannel experience through different touchpoints
Storytelling in content marketing: simple and complex story structures for different channels
Increase reach (approx. 3 days)
Effective distribution of content
Different types of corporate blogs
Brief introduction to WordPress:
Planning and running a blog
SEO optimized content
Email marketing
Measuring the effectiveness of measures
Legal (approx. 2 days)
Recognizing legal pitfalls
Internet law
Liability for own and third-party content
Copyright law
Project work, certification preparation and certification examination (approx. 4 days)
Image editing with Adobe Photoshop CC
Operating basics (approx. 1 day)
Important keyboard commands (shortcuts)
Creative Cloud and Adobe Bridge
Efficient image search and image databases
Important working techniques (approx. 1 day)
Rulers and auxiliary lines
Changing the working area, image rotation
Scaling, filling, transforming
Smart objects, shape grids
Working with layers (approx. 2 days)
Stack sequence, control panel overview
Layer compositions
Opacity and blending mode, layer styles
Blend, adjustment and fill layers
Selection methods (approx. 1 day)
AI-based selection techniques (Adobe Sensei)
Object selection tool
Tool for quick and motif selection
Selection brush tool
Pen tool
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Masks and transitions (approx. 2 days)
Automated mask creation
Mask contents
Blending motifs with gradient masks
Clipping masks, vector masks, channel masks
Colors and color corrections (approx. 1 day)
Color settings and color spaces
Histogram, color capture tool
Adobe Color and CC library
Recoloring by fill level (CD/CI colors)
Retouching and touching up (approx. 1 day)
Beauty retouching
Lens flaws
Body styling
Filters and effects (approx. 1 day)
Non-destructive work with smart filters
Image looks and creative filters
Image sharpness and blurring
Introduction to Adobe Camera Raw (approx. 1 day)
White balance, raw color corrections
Automatic perspective correction
Linking Raw and Photoshop
Scripting and automation (approx. 1 day)
Image processor
Contact sheet
Merge to HDR Pro
Actions and batch processing
Create droplet
Animation and web banner (approx. 2 days)
Frame animation (GIF)
Video sequences with audio
Web banner
Prepress, cross-media publishing (approx. 1 day)
Image compression
Print output and color proof
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the project results
Design with Adobe Illustrator CC
Introduction to vector graphics (approx. 1 day)
Difference between pixel images and vector graphics
Anatomy of a path
Configuring and navigating (approx. 1 day)
The right color space
Customizing presets
Individual toolbar and workspaces
Drawing areas
Rulers, guides and grids
Zoom and view
Information panel and log
Drawing objects (approx. 2 days)
Transform, Align, Pathfinder
Organizing objects hierarchically
Working in groups
Organizing objects in layers
Changing appearance properties
Shape tool and masks
Width and blending tool
Graphic styles and symbols
Images (approx. 1 day)
Linking, embedding and cropping pixel images
Vectorize pixel images (image tracing)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Paths and free forms (approx. 2 days)
Creating, changing and combining shapes
Post-processing the grid and anchor points
Editing, connecting and simplifying paths
Deform objects intuitively
Brushes (approx. 1 day)
Brush tips and brush types
Use libraries
Color design and patterns (approx. 2 days)
Colors for surfaces and contours
Color field control panel, color field libraries
Use of Adobe Color
Color help, harmonies, conversion
Global colors, solid colors
Color gradients and freehand gradients
Transparency control panel
Recolor image material
Pattern options
Text design (approx. 1 day)
Touch type text tool
Area and path text
Filtering and assigning fonts
Use of Adobe Fonts
Converting text into paths
Diagrams (approx. 1 day)
Settings and data input
Import from Excel
Chart designs
Coloring and editing diagrams
Illustrator for web design and UI/UX (approx. 3 days)
Color modes and color management for web
Preparing artboards for responsive design
Working with a grid system
Page design - from wireframe to mockup
Designing web-optimized vector graphics
Designing UI components: Icons, buttons, forms and checkboxes
Data export and transfer (approx. 1 day)
Saving vector graphics correctly
Print preparation and PDF output
Export for responsive web design
Exporting CSS properties
Project work (approx. 4 days)
To consolidate the content learned
Presentation of the project results
Changes are possible. The course content is updated regularly.
After completing the course, you will have mastered the professional use of Adobe Photoshop for modern image editing and will also have basic design knowledge and knowledge of visual communication in order to implement design, advertising and presentations appropriately. You will be familiar with the terms and measures of social media management and content marketing and will be able to assess content professionally and legally, present it with a wide reach, create campaigns and plan and design blog posts.
You are also familiar with the most important functions in Illustrator and can create and edit vector graphics. You will be able to optimize graphics for print and web.
The field of social media marketing has grown considerably in recent years and marketing specialists with specialist knowledge in this area are in high demand. Possible areas of employment include advertising and internet agencies as well as communication and marketing departments of industrial and commercial companies in all sectors of the economy.
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).