-
Certificates: Certificate "Social Media Manager"
"Event management and digital event planning" certificate -
Additional Certificates: "Affinity" Certificate
Certificate "Graphic Design"
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.)
-
Language of Instruction: German
-
Duration: 20 Weeks
Affinity
Affinity – Pixel and Image Editing (approx. 5 days)
User Interface, Pixel Studio, Panels, and Tools
Image Sizes, Resolution, and File Formats
Color, light, contrast, and tonal values; color corrections
Selection Techniques and Masks
Layers, adjustments, and live filters
Retouching, Repair, and Inpainting
Cropping
Transformation and image composition
RAW Development in the "Develop" Module
Combining Pixel, Text, and Vector Elements
Export for the Web, Social Media, and Print
Affinity – Vector Graphics and Design (approx. 5 days)
Vector Studio, drawing tools, and object-oriented workflows
Vector Shapes, Curves, and Nodes
Filled Areas, Outlines, and Gradients
Typography and Text Design
Pictograms, Icons, Logos, and Graphic Design Elements
Artboards and Variations
Grids, guides, and alignment
Infographics and simple diagrams
Designing social media templates
Combining vector and pixel tools, and exporting
Affinity – Layout and Publishing (approx. 5 days)
Layout Studio, Document Structure, and Page Settings
Pages, Master Pages, and Layout Grids
Text Placement and Text Frames
Text Styles, Paragraph Styles, and Character Styles
Integrating Images, Vector Graphics, and Design Elements
Tables and Structured Content
Multi-page publications
Flyers, brochures, and presentation materials
Preflight, bleed, and color profiles
PDF output for print and digital use
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the project results
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 Workplace (approx. 2 days)
The Role of Social Media in Corporate Communications (Internal/External)
Opportunities/Risks, Guidelines, Dos and Don’ts
Job Descriptions, 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 Components: Three-Phase Model and (SMART) Goals
Target Audiences/Personas, Positioning
Current Situation Analysis/Audit/Resources
Selecting Channels and Defining Channel Roles
Content Methods (Editorial Calendar, Topic Clusters, Content Pillars)
AI-powered Research and Planning: Keywords/Hashtags, Trend Analysis, Hook Variations, Tone/Brand Voice, Prompt Library
Performance Measurement/Analysis of Measures
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)
Event management and digital event planning
Fundamentals and Event Formats (approx. 1 day)
Tasks and Roles in Event Management
Distinguishing Between In-Person, Virtual, Hybrid, and Smart Events
Accessibility and Inclusion as Planning Criteria
Overview of AI Applications in Event Management
Fundamentals of Business Administration (approx. 2 days)
Event Financing and Budgeting
Business Processes in Accounting
Controlling, Sponsorship, Licensing
Legal Foundations (approx. 2.5 days)
Types of Contracts and Contractual Relationships, Drafting Contracts
Liability and Insurance
Laws, ordinances, and regulations; legal obligations of event organizers and venues
Fees and taxes in the events industry
Data Protection (GDPR) and the EU AI Act: Obligations and Limits on the Use of AI Systems
Event Planning and Concept Development (approx. 3.5 days)
Phases and Milestones in Event Management
Event Concept Development and Execution Using AI
Goals and Target Audiences
Agile Event Management
Designing a Supporting Program
Scheduling and Timing
Guest Management, Intercultural Aspects
Presentation and Facilitation
Event Logistics and Event Technology (approx. 4.5 days)
Logistical and technical planning for digital and in-person events
Tools and checklists for professional event organization
Collaboration with agencies, service providers, and staff
Execution, Event Day, Risk Management, and Crisis Communication
Social Responsibility and Sustainability
AI-powered event technology (registration/check-in systems, live streaming analytics, smart visitor guidance)
AI-powered performance measurement and sentiment analysis
Performance review and follow-up, as well as identification of opportunities for optimization
Marketing (approx. 1.5 days)
Market Analysis and Concept Development
Strategic and Operational Marketing
Online Marketing (SEM/SEO)
Fundamentals of Social Media Marketing
AI-Powered Content Marketing for Events
Event Management with MS Project (approx. 2 days)
Scheduling with MS Project
Resource Management: Labor, Materials, Costs
Project Monitoring: Target vs. Actual Comparison, Graphical Reports
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Changes are possible, the course content is updated regularly.
Upon completion of the course, you will be proficient in the professional use of Affinity for modern image editing and will also have a basic understanding of design and visual communication, enabling you to effectively create designs, advertisements, and presentations. You will be familiar with the terminology and strategies of social media management and content marketing, and you will be able to evaluate content from both a professional and legal perspective, present it to a wide audience, create campaigns, and plan and design blog posts.
In addition, you’ll learn to distinguish between different event formats and to plan, organize, and execute both digital and in-person events. The program focuses on strategic planning, marketing, and the legal and sustainability aspects of event management. You’ll be familiar with the key AI applications in event management and will be able to use them thoughtfully and in compliance with the law. You’ll be proficient in using various software and tools to plan and monitor events and analyze their success.
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.
You will also expand your specialist knowledge in the field of event management and can therefore be employed in numerous companies such as communications, marketing and event agencies, as well as in the tourism industry and at trade fair, conference and congress agencies.
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).