Marketing & Sales Analyst
Marketing and sales are changing: the focus is on efficiency, personalized customer journeys, and AI-supported processes. As a marketing and sales analyst, you will gain a better understanding of target groups, design activities more efficiently, and enable fact-based decisions. From strategy to data collection, analysis, and visualization to AI-supported market intelligence, you will learn what will help you and your company move forward.
This master class offers you
Become a certified marketing and sales analyst in 4 months
5 online courses with a total learning time of 88 hours
Learn alongside your career in live webinars, online seminars, and self-study phases
Certificate & Open Badge upon completion
Your benefit
This master class will make you an expert in data-driven marketing and sales:
- Targeted use of data: You analyze and prepare data to understand customer behavior and make fact-based decisions.
- AI in action: You will discover areas of application for AI, from personalization to lead scoring, and plan successful projects using practical methods.
- Present insights convincingly: You master storytelling and visualization to effectively communicate analysis results.
- Understanding technology: You will learn about various tools and receive decision-making support for your tech stack.
How to learn
Our learning concept combines various methods and offers you the ideal mix for learning, applying, and networking. With Future Jobs Classes, you can expand your skills for the working world of the future and learn in a flexible, practical way while continuing to work.
1. Live events & learning community
1. Live events & learning community
Whether online or on-site: you will meet your trainers the other participants in person during regular live sessions. You will gain new knowledge, receive answers to your questions, and get specific help to deepen what you have learned and apply it directly in practice. The live sessions take place during the week at working hours.
2. Self-study phases
2. Self-study phases
Learn independently, at your own pace and whenever you want. We provide you with high-quality materials – consisting of videos, texts, interactive exercises, practical tasks, and quizzes. You can plan your self-study phases flexibly.
3. Learning community
3. Learning community
You don't learn alone: the digital learning community is available to you throughout your learning journey. trainers with other participants and trainers , clarify questions, and discover new perspectives.
4. Practical coaching
4. Practical coaching
In the Master Class, you will have the opportunity to address your personal questions, challenges, and learning goals in a 1:1 practical coaching session—so that knowledge can be turned into real change. The practical coaching session will take place with the speaker of your choice and will be coordinated with them during the Master Class.
5. Examination
5. Examination
In the end, the focus is on practical application. With the final exam or project assignment, you demonstrate that you have understood and applied your knowledge and transferred it to your professional reality. After successfully passing the exam, you will receive a certificate and Open Badge confirming your achievements.
6. Future Jobs Club
6. Future Jobs Club
Become part of an exclusive community for future shapers. In the Future Jobs Club, you'll benefit from exciting ideas, events, experts, and practical insights into the working world of tomorrow. This will help you stay connected, inspired, and fit for the future.
7. E-learning library
7. E-learning library
Get access to an extensive digital learning library with up-to-date e-learning courses, videos, and learning prompts on topics related to future skills, AI, data analytics, new work, and change management. Ideal for deepening your knowledge on demand and staying on top of things.
Contents
Discover all the content of this training program: The Junior Class includes courses 1-2, the Professional Class includes courses 1-3, and the Master Class includes all courses, including the final exam and practical coaching.
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Overview
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Certificate
Upon completion of the Master Class, you will receive a recognized certificate in cooperation with the University of Applied Sciences for Management (HdWM), Mannheim. This certifies the content and examination results. You will also receive a digital Open Badge. The Junior and Professional Classes conclude with a certificate of participation and an Open Badge.
Target groups
The Master Class is suitable for all marketing and sales professionals who want to make efficient use of data and AI in their everyday work, in particular:
- marketing Manager:inside
- Online marketers
- Growth Managers
- Sales Managers
- Sales managers
- Digital marketers
- Customer Experience Managers
- E-commerce managers
- product managers
- Data Analysts
- Data Scientists
- Business Analysts
- decision makers
- Managing director:inside
- and many more.
Certifications & Seals
This further training course was designed in cooperation with the Mannheim School of Management (HdWM) and meets the university's quality standards in terms of overall concept, content, trainers and examinations. As a result, participants benefit from high-quality qualifications with guaranteed topicality, high practical relevance and excellent trainers.
After completing the Future Jobs Classes, you will receive an Open Badge (a recognized digital certificate of participation). This verifiable proof is the current standard for inclusion in career networks such as LinkedIn. It allows you to digitally demonstrate the skills you have acquired.
Following a user survey, Statista named Haufe Akademie the winner Haufe Akademie the "Professional Development" category in its ranking of Germany's top continuing education providers for 2025.
The experts
Benjamin Desche
Tim Ebner
Thomas Hoffmann
Frequently asked questions
How do I learn in a Future Jobs Class?
How do I learn in a Future Jobs Class?
In Future Jobs Classes, you learn independently and alongside your job using the blended learning concept. In live webinars, you can ask questions and trainers with trainers . The digital learning community allows you to interact with other participants and experts. In the self-study phases, you can acquire knowledge at your own pace. The courses offer videos, articles, interactive exercises, quizzes, and learning assessments. In the Master Class, you also benefit from individual practical coaching.
Are the courses fixed, or can I put them together myself?
Are the courses fixed, or can I put them together myself?
The Future Jobs Classes consist of predefined modules that build on each other. Together with subject matter experts , we subject matter experts developed learning journeys that will best help you achieve your goals. For optimal learning success, you should follow the sequence. You can book individual courses separately in Haufe Akademie or opt for the Junior, Professional, or Master Class at a discounted package price.
Is the order of the courses predetermined?
Is the order of the courses predetermined?
Each Future Jobs Class has a specific sequence of courses so that the content builds on each other in a meaningful way. We recommend following this sequence for better learning success. However, you also have the option of scheduling the courses in a sequence that suits you. To do this, select the appropriate start dates for each course during the booking process (step "Dates & Booking") or after booking in your learning environment.
Do I need any previous knowledge?
Do I need any previous knowledge?
For most Future Jobs Classes, you don't need any prior knowledge to participate. Each class starts with the basics and then quickly delves into the depths of the individual topics. It's important that you have a keen interest in the topic and are motivated to further your personal development. If certain prior knowledge is required, this will be clearly listed on the respective product page.
Can I upgrade, e.g. from the Junior to the Master Class?
Can I upgrade, e.g. from the Junior to the Master Class?
An upgrade is possible: You can book additional modules after completing an individual course or after the Junior or Professional Class. Courses you have already completed will be credited, so you only need to catch up on the missing content. Upgrading also extends the access time for the content. Access time to the content always refers to the individual courses, e.g., 12 months from the start of Course 1, 12 months from the start of Course 2, etc. Our advisory team will assist you with planning and registration. Please feel free to contact us directly at service@haufe-akademie.de.
Can I rebook individual webinar appointments?
Can I rebook individual webinar appointments?
If you miss a webinar, you cannot make it up in another session. Participation in the live sessions is not mandatory; you can review the content using the learning materials and Miro boards. You can ask your individual questions at any time via the learning community. If you rebook the entire course, the Terms and conditions apply.
Can I contribute my own data and use cases?
Can I contribute my own data and use cases?
Your own data and use cases are always welcome; Future Jobs Classes place great emphasis on practical relevance. You can apply what you have learned directly to your project and receive feedback from experts fellow learners. This allows you to achieve lasting learning success and benefit maximally from the Future Jobs Classes learning concept.
What does the learning environment look like and how is the content delivered?
What does the learning environment look like and how is the content delivered?
The learning environment is digital and intuitive. Content is provided in the form of videos, articles, interactive exercises, quizzes, and PDF documents. You can access all materials throughout the entire course. Feel free to take a look at the "Product Preview" on the respective product page, where you will find a preview of the learning environment. Here you will find an example of a product preview for the Master Class "Business Automation Manager."
Are there any funding opportunities, such as through an education voucher or KOMPASS?
Are there any funding opportunities, such as through an education voucher or KOMPASS?
Funding through the education voucher offered by the Employment Agency is currently not available. However, there are other funding programs and support options for Future Jobs Classes. Here you will find an overview of the funding currently available.
What is practical coaching and how do I book it?
What is practical coaching and how do I book it?
Practical coaching is one-on-one coaching with the trainers . You work on your individual questions and challenges, reflect on your learning progress, and receive valuable feedback. Coaching is included in the Master Class (2 hours) or can be booked separately. To arrange a session, simplytrainer yourtrainer and agree on the dates.
Personal consultation
Book your Future Jobs Class
To help you find the training program that suits you best, we offer the Future Jobs Class in three different formats. In addition to all courses, the Master Class includes personal practical coaching, a final exam, and a certificate.
Show pricing information and details
Show pricing information and details
Please note: We use third-party tools for selected events. Participants' personal data is passed on to these third parties for the purpose of providing the training program. For more information, please see ourprivacy policy. IfMirois used, you can voluntarily register with Miro for extended functionality and an optimal learning experience. Information on data processing can be found inMiro's privacy policy. If ChatGPT is used, please refer toOpenAI's privacy policy.
Downloads & White Papers
White paper: Marketing and Sales Analytics
Complex customer journeys, individual customer expectations and increasing budget pressure make data competence a decisive success factor for marketing and sales. Find out in the white paper how you can intelligently link your measures with data and make data-based decisions
Testimonials
Here, participants in the Future Jobs Classes report on their personal and professional development. How do they make the leap into new job roles? Which skills will make a difference in the future? And which learning paths work in practice? Let yourself be inspired!
Future Jobs brochure
The Future Jobs Classes prepare you comprehensively for the jobs of the future. Discover a compact overview of all Future Jobs in our brochure and find out more about the special learning concept.
Data storytelling
Data storytelling gives numbers meaning and gets people to listen, understand and act. Find out how to bring your numbers to life here.
Understanding & using marketing analytics
Marketing analytics helps you to evaluate measures, use budgets efficiently and better understand your target group. Find out here how you can use data to create added value for your marketing.
Predictive analytics
Patterns in data enable well-founded predictions for the future. This allows you to act proactively, minimize risks and take advantage of opportunities. This article reveals how this works.
KPIs in marketing
In this blog post, you will find out which marketing KPIs really count and how to find the right ones for your goals.
About us - the Haufe Akademie
Figures | Data | Facts
Events during the year
Various topics
trainers and coaches
Learners per year
Live online training
Venues
Do you have any questions?
Munzinger Str. 9
79111 Freiburg
Course
Courses
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.
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.
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
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.
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, 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.
- 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.
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