Dates & Booking

Basics

• Basics of data protection law.
• Amendments to BDSG/EU-DSGVO.
• European harmonization and unsafe third countries.
• Order processing.
• Advertising against the background of the EU GDPR.
• CRM systems and personnel data processing.
• The rights of those affected.
• Data protection information and consents.

Legal regulations

• EU-DSGVO.
• BDSG (new).
• Telecommunications Act (TKG).
• Telemedia Act (TMG).
• UWG.

Obligations of the company

• The 8 commandments of data protection.
• Handling of personal data.
• Order processing.
• New technical and organizational measures.
• Documentation of IT processes.

Sanctions

• Regulatory offenses.
• Criminal offenses.
• Damages.
• Consequences under labor law.

Rights of the data subject

• Duty to provide information and disclosure.
• Obligation to delete.
• Right of objection.

Which processes and documents must be checked in the company?

• Requirements and possible schedules.
• Documentation of the IT processes used to process personal data.
• Documentation - e.g. contract management and service provider list.
• Introduction of a risk assessment.
• Implementation recommendations.

In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.

• Teaching the basics of data protection in business practice
• Understanding the impact of the reform on data protection in companies
• Assistance through guidelines, checklists and documentation templates for implementation measures

Challenges and ethical aspects of AI in the compliance context

• Discussion of the challenges and risks associated with the use of artificial intelligence (AI) in compliance.
• Consideration of ethical aspects and protective measures when using artificial intelligence (AI) in the compliance context.

The principles of the EU AI Regulation

• Presentation of the EU AI Act on the regulation of artificial intelligence.
• The key points of the EU AI Regulation.
• When do the provisions of the EU AI Regulation apply?
• Scope of application of the EU AI Regulation.
• Supervisory authorities, sanction regulations.
• Requirements for AI expertise in the company.

Risks and opportunities when using AI applications in the company

• What are the risks for companies?
• What opportunities does artificial intelligence offer your company?

The risk categories of the EU AI Regulation

• What risk categories does the EU AI Regulation provide for?
• Which AI practices are prohibited?
• Application examples for AI systems with high risks and GPAI systems.
• Obligations for providers and operators of high-risk AI systems.

Requirements for general purpose AI models (GPAI systems)

• Information and transparency rules for GPAI systems.
• Requirements for a code of conduct.
• Labeling obligations.

data privacy when using AI in the compliance context

• Data protection requirements.
• The latest guidance from the data protection authorities.

AI strategy in the company

• Requirements for the AI strategy.
• Presentation of implementation proposals.
• Key points of an AI policy.
• Requirements for the technical design (on-premise, SaaS).

Copyright, trade secrets

• Copyright regulations for the use of AI.
• Dealing with trade secrets, prompts as new trade secrets.

Sensitization and training

• Which training measures are useful and necessary?
• How do I teach AI skills in the company?

In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.

• Find out about the current status of regulatory requirements for the use of artificial intelligence (AI) in companies.
• Prepare your company for the requirements of the EU AI Regulation.
• Get information on the basic concepts of AI in compliance.
• Discuss challenges and ethical aspects related to AI in the compliance context.
• Discuss the data protection aspects of using artificial intelligence (AI) in the company.
• Develop requirements for your company's AI strategy.
• The content of this training supports the obligation to provide evidence of the promotion of AI competence within the meaning of Art. 4 EU AI Regulation.

Introduction to artificial intelligence

• • Definition and history of AI.
  • Difference between weak and strong AI.
  • Areas of application of AI.

Basics of AI technologies

• • Machine learning (ML).
  • Neural networks and deep learning.
  • Natural Language Processing (NLP) and Large Language Models (LLMs).

Data and data management

• • The importance of data in AI.
  • Data collection and processing.
  • data privacy and ethical considerations.

AI models and algorithms

• • Overview of common AI models.
  • Model training and evaluation.
  • Supervised and unsupervised learning.

Practical applications and tools

• • Introduction to common AI tools and platforms.
  • Introduction to prompt engineering with ChatGPT & Co.
  • Hands-on exercises and projects.

Ethical and social aspects

• • Ethical challenges and responsibility.
  • Impact on jobs and society.
  • Regulation and guidelines.

Future prospects

• Where is AI heading?

In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.

• You will learn how AI systems work, what their potential and limitations are and what ethical and social implications their use entails.
• You will gain the ability to recognize, interpret and critically evaluate basic concepts and applications of AI.
• With the knowledge you acquire, you will be able to make informed decisions in the field of AI and actively participate in discussions and developments.

This online course offers you a digital blended concept that has been specially developed for part-time learning. With a time budget of at least 4-5 hours per week, you are sure to reach your goal. Alternatively, you can schedule the learning units flexibly. This is how you learn in the course: 

Self-study phases:Learn independently, at your own pace and whenever you want. Our courses offer you didactically high-quality learning material with videos, articles, interactive exercises, quizzes and learning checks. 

Live webinars:In regular online seminars, you will meet the trainers in person. You will receive answers to your questions, specific assistance and instructions on how to deepen your knowledge and apply the skills you have acquired in practical exercises. 

Learning community: A digital learning community is available to you throughout the course. Exchange ideas with other participants and the trainers and clarify your questions. 

Certificate of attendance and Open Badge: As a graduate of the course, you will receive a certificate and an Open Badge that you can easily share in professional networks (e.g. LinkedIn).  

Future Jobs Club: Get exclusive access to a business network, news and future work hacks. 

• Understand customers better: Learn how to analyze data to specifically identify customer needs and behavior.
• Gain a holistic perspective: Understand the entire customer journey and design it seamlessly across all touchpoints.
• Drive transformation forward: Become the driver of data-driven change in your company's marketing & sales.
• Strengthen organizational skills: Learn how to optimally coordinate organization, culture, technology and compliance.
• Practical tools: Get tips and methods that you can use straight away in your working environment.

This online course offers you a digital blended concept that has been specially developed for part-time learning. With a time budget of at least 4-5 hours per week, you are sure to reach your goal. Alternatively, you can schedule the learning units flexibly. This is how you learn in the course: 

Self-study phases:Learn independently, at your own pace and whenever you want. Our courses offer you didactically high-quality learning material with videos, articles, interactive exercises, quizzes and learning checks. 

Live webinars:In regular online seminars, you will meet the trainers in person. You will receive answers to your questions, specific assistance and instructions on how to deepen your knowledge and apply the skills you have acquired in practical exercises. 

Learning community: A digital learning community is available to you throughout the course. Exchange ideas with other participants and the trainers and clarify your questions. 

Certificate of attendance and Open Badge: As a graduate of the course, you will receive a certificate and an Open Badge that you can easily share in professional networks (e.g. LinkedIn).  

Future Jobs Club: Get exclusive access to a business network, micro-learnings (sparks), news and future work hacks. 

• You will learn which internal and external data sources along the customer journey offer the greatest added value for marketing & sales.
• You will learn how to use automated and manual data collection methods to obtain relevant information - including best practices for implementation and validation.
• You understand the steps of data extraction, cleansing, enrichment and integration as well as their preparation for analysis purposes.
• You will develop an understanding of data quality management (DQM) with methods for continuously ensuring the quality and up-to-dateness of your databases.
• You have an overview of important technologies such as tag management systems or customer data platforms (CDPs) that support the entire data process.
• You learn in a practice-oriented way through application exercises and can transfer what you have learned directly into your everyday work.
• You lay a solid data foundation to better understand customer behavior, precisely control campaigns and make well-founded decisions in Marketing & Sales.

This online course offers you a digital blended concept that has been specially developed for part-time learning. With a time budget of at least 4-5 hours per week, you are sure to reach your goal. Alternatively, you can schedule the learning units flexibly. This is how you learn in the course: 

Self-study phases:Learn independently, at your own pace and whenever you want. Our courses offer you didactically high-quality learning material with videos, articles, interactive exercises, quizzes and learning checks. 

Live webinars:In regular online seminars, you will meet the trainers in person. You will receive answers to your questions, specific assistance and instructions on how to deepen your knowledge and apply the skills you have acquired in practical exercises. 

Learning community: A digital learning community is available to you throughout the course. Exchange ideas with other participants and the trainers and clarify your questions. 

Certificate of attendance and Open Badge: As a graduate of the course, you will receive a certificate and an Open Badge that you can easily share in professional networks (e.g. LinkedIn).  

Future Jobs Club: Get exclusive access to a business network, news and future work hacks. 

• You understand the field of application of descriptive statistics or marketing mix modeling and find the right method for your question.
• You will learn which format is best suited to your target group and how to structure information effectively.
• You will receive tutorials on tools such as Supermetrics, Google Sheets or Looker - including decision-making aids for your tech stack.
• You master target group-oriented storytelling and develop strategies for presenting your analysis results in a way that is convincing within your organization.
• You will discover success factors for a clear presentation of figures & insights as well as suitable forms of visualization depending on the message objective.
• You understand and communicate the insights that can be gained from different forms of presentation - especially in the context of marketing & sales.
• You will receive a guide to target-oriented data evaluation.
• You contribute to promising decisions in marketing and sales and strengthen the data maturity of your company.

This online course offers you a digital blended concept that has been specially developed for part-time learning. With a time budget of at least 4-5 hours per week, you are sure to reach your goal. Alternatively, you can schedule the learning units flexibly. This is how you learn in the course: 

Self-study phases:Learn independently, at your own pace and whenever you want. Our courses offer you didactically high-quality learning material with videos, articles, interactive exercises, quizzes and learning checks. 

Live webinars:In regular online seminars, you will meet the trainers in person. You will receive answers to your questions, specific assistance and instructions on how to deepen your knowledge and apply the skills you have acquired in practical exercises. 

Learning community: A digital learning community is available to you throughout the course. Exchange ideas with other participants and the trainers and clarify your questions. 

Certificate of attendance and Open Badge: As a graduate of the course, you will receive a certificate and an Open Badge that you can easily share in professional networks (e.g. LinkedIn).  

Future Jobs Club: Get exclusive access to a business network, news and future work hacks.

• You will learn how artificial intelligence can be used along the customer journey - from personalization and lead scoring to chatbots and content optimization.
• You will recognize concrete fields of application for AI in your marketing and sales environment and develop your own ideas with practical exercises.
• You use the AI matrix to analyze the feasibility and potential impact of your ideas in order to select the best approaches.
• You will create a roadmap with clear milestones, plan pilot phases and receive best practices for the successful implementation of AI projects in Marketing & Sales.
• You will gain an overview of relevant AI tools through demos, tool research and decision-making aids for your project.
• You understand important aspects such as the EU AI Act, GDPR requirements as well as bias, fairness and explainable AI in the context of "Responsible AI".
• You will learn strategies to prepare your organization for data-driven decisions and successfully shape change. 

The exam can only be taken if you have booked the Master Class for Certified Marketing & Sales Analyst with all five courses. The Master Class prepares you for the exam and concludes with it.

The content of all four compulsory courses in the Master Class is relevant to the exam. Once you have booked the exam, you will see it in your Haufe learning environment. There you will find a tile with more detailed information about the e-exam, such as a mini preview of the exam format with various sample questions. 

The exam takes place online. It can be completed in all parts from the comfort of your own home or office within a specified time frame. It is divided into two independent components:

• Digital knowledge test: Selection of 20 questions on the content from the four compulsory courses of the training program.
• Presentation (online): Presentation of an elaborated topic from the course context for a learning project of your choice.