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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"
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
Design software, AI and modern design workflows (approx. 2 days)
Adobe Creative Cloud: Photoshop, Illustrator, InDesign at a glance
Affinity Suite: Photo, Designer and Publisher at a glance
Creative Cloud Libraries, Adobe Fonts, Adobe Color and Adobe Stock
AI in the design process: Firefly, generative tools, prompting
Opportunities, limits and areas of application of AI
Basics of graphic design (approx. 2 days)
Art vs. design
Design disciplines, design principles and design process
Design thinking and idea development
Design laws of perception
Visual flow and arrangement
Figure-ground relationship
Shape and color (approx. 2 days)
Point, line, surface and shape
Format and proportions
Color theory and color effects
Contrasts, harmonies and color concepts
Color in the context of brand, effect and legibility
Images (approx. 3 days)
Image quality and image formats
Pixel and vector graphics
Visual language, visual impact and visual storytelling
Research, brainstorming and mood boards
Images in corporate communication
Basics of image editing and AI-supported image development
Image rights/rights of use
Typography and layout (approx. 3 days)
Font classification and font selection
Reading typography, detailed typography
Typographic hierarchies
Workflow in layout design
Type area and design grid
Developing and evaluating layout concepts
Overview of file output (print, digital)
Corporate and brand design (approx. 1 day)
Corporate design vs. corporate identity
Logo design, signet and word/image mark
Color, form and typography systems in brand identity
Style guides and consistent design systems
Accessibility (approx. 1 day)
Basics of accessible design
Design criteria for accessible communication (e.g. legibility, contrast, color selection)
Digital media and cross-media (approx. 1 day)
Basics of digital publishing and responsive design
File formats for web, app and social media
AI-supported content adaptation for various channels
AI-based layout optimization for mobile designs
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
Basics of Operation (approx. 1 day)
Important keyboard shortcuts
Creative Cloud and Adobe Bridge
Efficient image search and image databases
Cloud collaboration and Adobe Express integration
AI in Photoshop (approx. 1 day)
Generative AI from Adobe
Legal Aspects: Copyright, Image Sources, Attribution Requirements
Opportunities and limitations of AI in creative workflows
Generative Fill, Generative Expand, Neural Filters, AI selection and cropping techniques
AI-powered workflows in practice
Key Techniques (approx. 1 day)
Rulers and guide lines
Changing the workspace, rotating the image
Scaling, filling, transforming
Smart objects, shape grids
Content-Aware Scale and AI-powered transformations
Working with Layers (approx. 2 days)
Stack order, panel overview
Layer compositions
Opacity and blending modes, layer styles
Blend, adjustment, and fill layers
Team collaboration with Creative Cloud Libraries
Selection Methods (approx. 1 day)
AI-based selection techniques (Adobe Sensei)
Object Selection Tool
Quick Selection and Subject Selection tools
Selection Brush tool
Pen tool
Automated cropping using generative AI
Masks and transitions (approx. 2 days)
Automated mask generation
Mask contents
Blending motifs with gradient masks
Clip masks, vector masks, channel masks
Generative Fill for object expansion
Use of AI for complex composites
Colors and Color Corrections (approx. 1 day)
Color settings and color spaces
Histogram, Color Picker tool
Adobe Color and CC Library
Recoloring via Fill Layer (CD/CI Colors)
Automated adjustment with AI
Create color palettes from images and develop AI-powered color schemes
Retouching and Corrections (approx. 1 day)
Beauty retouching
Lens aberrations
Body styling
Neural filters, AI-assisted retouching
AI-powered skin and portrait enhancements, including a realism check
Filters and Effects (approx. 1 day)
Non-destructive editing with smart filters
Image Looks and Creative Filters
Image sharpness and blurring
Using AI Style Transfer
Introduction to Adobe Camera Raw (approx. 1 day)
White balance, RAW color corrections
Automatic perspective correction
Linking RAW and Photoshop
AI-powered RAW optimizations
Scripting and Automation (approx. 1 day)
Image processor
Contact sheet
Merge into HDR Pro
Actions and batch processing
Create Droplet
AI-powered automations and plugin usage
Animation and web banners (approx. 2 days)
Frame animation (GIF)
Video clips with audio
Web banners
Export optimized for social media and responsive ads
Prepress, cross-media publishing (approx. 1 day)
Image compression
Print output and color proof
AI-powered preflight checks and sustainable publishing strategies
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the project results
Design with Adobe Illustrator CC
Basics of Vector Graphics and AI-Assisted Work (approx. 1 day)
Differences between raster images and vector graphics
Anatomy of a path
Resolution, scalability, and file formats
Overview of the current Illustrator interface
Introduction to AI-powered features (e.g., Generative Recoloring, Text-to-Vector Graphics)
Overview of Adobe Firefly and the integration of generative AI features into Illustrator
Setup and Navigation (approx. 1 day)
The Right Color Space (RGB, CMYK, Web)
Color Management Basics
Customizing presets
Custom Toolbar and Workspaces
Artboards (including for responsive layouts)
Rulers, guides, and grids
Zoom and View
Information panel and history
Creative Cloud Libraries and cloud-based workflows
Drawing Objects (approx. 2 days)
Transforming, Aligning, Pathfinder
Organizing objects hierarchically
Working in groups
Organizing objects into layers
Modifying appearance properties
Shape tool and masks
Width and Blend tools
Graphic styles and symbols
3D and material effects (current features)
Using AI-powered tools for rapid development of shape variations and layout ideas
Images (approx. 1 day)
Link, embed, and crop pixel images
Organize image material efficiently
Vectorize pixel images (Image Trace)
AI-powered vectorization and recoloring
Mockup features for presentations
Paths and Free Forms (approx. 2 days)
Creating, modifying, and combining shapes
Editing grid and anchor points
Editing, connecting, and simplifying paths
Intuitively deforming objects
Working precisely with the Pen Tool
Developing creative shape variations using AI-powered features
Brushes (approx. 1 day)
Brush tips and brush types
Creating Your Own Brushes
Using libraries
Developing style variations and creative effects with the help of modern features
Color Schemes and Patterns (approx. 2 days)
Colors for areas and outlines
Color Swatches panel, color swatch libraries
Using Adobe Color
Color assistance, harmonies, and conversion
Global colors, spot colors
Gradients and freehand gradients
Transparency panel
Recoloring images
Pattern options
Basics of accessible color design
Text Design (approx. 1 day)
Touch-Type text tool
Area and path text
Filter fonts and assign fonts
Using Adobe Fonts
Variable fonts
Converting Text to Paths
Typography for print and web
Developing layout variations with AI-powered features
Charts (approx. 1 day)
Settings and data entry
Import from Excel
Chart designs
Coloring and editing charts
Creating modern infographics
Development of alternative layout and color variations
Illustrator for Web Design and UI/UX (approx. 3 days)
Color Modes and Color Management for the Web
Preparing Artboards for Responsive Design
Working with a grid system
Components, variants, and design system basics
Page Design – From Wireframe to Mockup
Designing Web-Optimized Vector Graphics
Creating and optimizing SVG icons and illustrations for digital products
SVG export
Designing UI components: icons, buttons, forms, and checkboxes
Efficient variant development using the latest Illustrator features
Data Export and Sharing (approx. 1 day)
Saving vector graphics correctly
Print preparation and PDF output
Color profiles and PDF standards
Export for responsive web design
SVG optimization
Best practices for SVG files on the web (performance, scalability, accessibility)
Exporting CSS properties
Transfer to the printer or developer
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).