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Certificates: Certificate "Social Media Manager"
"Event management and digital event planning" certificate -
Additional Certificates: Certificate "Image editing with Adobe Photoshop CC"
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.)
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Language of Instruction: German
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Duration: 20 Weeks
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. 1 day)
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
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
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
Event formats (approx. 1 day)
Tasks of the event manager
Differentiation between on-site/virtual/hybrid/smart
Business management basics (approx. 2 days)
Financing and budgeting
Recording and posting business processes in accounting
Controlling, sponsoring, licensing
Legal basics (approx. 2 days)
Contract forms and relationships
Contract design
Liability and insurance
Laws, ordinances and regulations
Legal obligations of organizers and locations
Special duties and taxes in the event business
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Event planning on site and digitally (approx. 4 days)
Conception and implementation
Presentation and moderation
Goals and target groups
Planning and organization
Agile event management
Design of a supporting program
Time management
Guest management, intercultural aspects
Scheduling: end dates, start dates, time reserves
Event logistics and event technology (approx. 4 days)
Logistical and technical planning and implementation of digital and on-site events
Tools and checklists for professional event organization
Cooperation with agencies and external service providers
Deployment and coordination of personnel
Implementation, day of the event and risk management
Social responsibility and sustainability
Success control and follow-up
Marketing (approx. 1 day)
Market observation and concept development
Strategic marketing
Operational marketing
Online marketing (SEM/SEO)
Basics of social media marketing
Event management with MS Project (approx. 3 days)
Scheduling
Resource management: labor, material, costs
Project monitoring: target/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.
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 will also be able to distinguish between different event formats and professionally plan, organize and implement digital and on-site events. The focus is on strategic planning, marketing as well as legal and sustainable aspects of event management. You are proficient in the MS Project program and can use it to professionally plan, monitor and analyze the success of events.
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).