certified Marketing Manager:in

Module 1: Classroom training (3 days)

Marketing: from analysis, strategy and conception to controlling

• Strategic marketing: from the concept to the marketing plan.
• Marketing analyses as the basis for marketing strategy and planning.
• Strategic marketing planning in the context of digitalization and AI.
• Qualitative and quantitative market research, marketing controlling and KPIs as well as performance measurement.
• Analog and digital marketing tools and channels.
• Operational and strategic collaboration with agencies and efficiency optimization in marketing through marketing automation and AI.
• Trends in marketing (including omnichannel marketing, ChatGPT and ChatBots, metaverse and AI, brand safety and brand communities, social selling and social commerce).

Module 2: Self-study phase (2 hours)              

• Using artificial intelligence in everyday work | e-learning.

Module 3: Classroom training (2.5 days)

Online marketing, content and social media marketing, KPIs & AI

• Customer journey mapping - the touchpoints of the future.
• Digital channels
  • Competitive analysis with AI as strategic input.
  • Distribution of roles: internal / external / AI.
• Content strategy & formats.
  • Snackable vs. long-form content.
  • AI-fixed content vs. scalable content.
  • GPTs and AI agents.
• Implementation and control with KPIs & analytics.
• Social media.
• Analysis and optimization.
  • AI visibility and SEO.
  • Legal aspects.
• Outlook - The marketing department of the future.

Module 4: Practical coaching (approx. 1.5 hours)

Final exam - e-exam: 60 questions in 75 minutes.

You document your expertise with the e-test.