This training program is open to anyone interested in expanding their professional skills. The practical examples and exercises are chosen so they map well to the daily work of SEO Specialists; participation is expressly open to everyone, regardless of current professional role. The course teaches methods, tools, and content that can be applied in many different work contexts.
The following typical tasks from the daily work of SEO Specialists serve as worked examples in the exercises; they can be adapted to other fields of activity during the course:
- Keyword clusters
- Ranking audits
- On-page optimization
- Content briefings
- Backlink profiles
Course 1: Marketing: Market Analysis with AI
Content
- Fundamentals and benefits of market analysis
- Components of modern market analysis: data, sources, and AI
- Marketing-relevant analysis fields: overview and classification
- Understanding demand and dynamics: reading trends, seasonality, and signals
- Analyzing competition: offers, messaging, and channels
- Understanding target groups: data, patterns, and access
- Defining segments: attractiveness, potential, and focus
- Developing personas: goals, barriers, and triggers
- Mapping the customer journey: phases, touchpoints, and friction points
- Consolidating insights: from large datasets to clear recommendations
- Reporting and visualization: preparing and presenting results effectively
- Future outlook: trends and next steps
Learning Objectives
- Comprehend the foundations and advantages of market analysis.
- Identify the role of data, sources, and AI in modern market analysis.
- Analyze demand, dynamics, competition, and target groups using AI tools.
- Develop personas and map customer journeys.
- Generate clear recommendations and present findings effectively.
Course 2: ITIL® 4 Direct, Plan and Improve (DPI)
Content
- Review of ITIL® 4 Foundation concepts
- Key concepts from Direct, Plan and Improve
- Core principles and methods
- Continuous improvement practices
- Business case creation and advocacy
- Conducting improvement reviews
- The Service Value System (SVS)
- Characteristics and benefits of Organizational Change Management
- Communication and stakeholder management
- Measurement and reporting
- Applying Direct, Plan and Improve to value streams and practices
Learning Objectives
- Understand and apply the core concepts and principles of ITIL® 4 DPI.
- Develop and advocate for business cases for improvement initiatives.
- Implement and review improvement initiatives effectively.
- Manage organizational change and stakeholders within an ITIL® framework.
- Measure and report on service performance and improvement.
Career Prospects
This program provides valuable skills applicable to a wide range of professional roles. In marketing, graduates can pursue positions in market research, data analysis, and marketing strategy development, utilizing AI for enhanced insights. In IT, the ITIL® 4 DPI certification is highly regarded for roles in IT service management, operations management, project management, and continuous improvement specialists. The combined skillset is beneficial for roles requiring strategic planning, data-driven decision-making, and operational excellence in both marketing and IT contexts.