[ Course ]
Marketing, Datenanalyse & KI
Learn data-driven online marketing across the full spectrum: web analytics and business intelligence, SEO and GEO, search and social ads, plus marketplace marketing – with AI-supported workflows throughout.
- 1,650 units
- 12 months (part-time)
- 100 % online
- Modules bookable individually
Turn data into your edge.
[ what comes next ]
The roles we prepare you for.
The course qualifies you for data-driven online marketing across the full spectrum – from web analytics and business intelligence through SEO, GEO and paid campaigns to marketplace marketing, with AI-supported workflows throughout.
- Data & reporting
Web Analyst
Shows what marketing actually works – from measurement to decision-ready insight.
Typical responsibilities
- Set up web analytics and tag management cleanly and check data quality
- Assess customer journeys across channels using attribution models
- Prepare KPI sets and reports for management, marketing and sales
- Visibility & content
SEO Manager
Builds organic visibility – in classic search engines and in AI-powered search systems.
Typical responsibilities
- Run keyword research, technical on-page optimisation and indexing control
- Build content strategy, briefings and editorial plans
- Prepare content for generative search, AI overviews and voice responses
- Campaigns & budget
Performance Marketing Manager
Runs paid campaigns across search and social – from setup to scaling.
Typical responsibilities
- Set up and optimise search, shopping and Performance Max campaigns
- Steer Meta and TikTok ads along the customer journey
- Refine bidding strategies, conversion tracking and budgets with data
- Amazon & marketplaces
Marketplace Manager
Owns visibility and revenue on Amazon, eBay and other marketplaces.
Typical responsibilities
- Optimise product detail pages, buy box and fulfilment models
- Build and steer sponsored ads campaigns against clear KPIs
- Select the right marketplace mix and maintain listings across platforms
- Retention & conversion
CRM & Retention Manager
Gets more out of existing contacts – with structured funnels and better conversion rates.
Typical responsibilities
- Analyse customer journeys and identify drop-off causes
- Implement email flows for onboarding, activation and reactivation
- Test and evaluate conversion rate optimisation with data
[ what you'll learn ]
From web analytics & SEO to ads & marketplaces.
From web analytics and business intelligence through SEO, GEO and paid campaigns to marketplace marketing on Amazon, eBay & co. – you build hands-on skills for data-driven online marketing, with AI-supported workflows throughout.
Course content
- Module 1 · 120 UE
Web analytics, data-driven decisions & marketing business intelligence
- Building a solid understanding of web analytics, how it works and the core measurement and data logic
- Assessing data quality, measurement limits and legal frameworks (data protection, cookie banners, consent logic)
- Confident use of common web-analytics systems to collect, evaluate and interpret usage data
- Configuring tag-management systems as the technical-conceptual interface between marketing, IT and web analytics
- Using AI-supported analysis functions in modern web-analytics platforms (automated anomaly detection, predictive audiences, predictive metrics)
- Deriving data-based decisions for marketing and business processes
- Positioning web analytics as the foundation of data-driven marketing and business-intelligence structures
- Module 2 · 120 UE
Advanced web analytics & marketing business intelligence (BI)
- Deepening business intelligence in a marketing context and confidently assessing core marketing and business KPIs
- Selecting, structuring and reporting KPI sets for different audiences (management, marketing, sales)
- Applying attribution models and evaluating customer journeys across multiple channels
- Practical use of business-intelligence tools for data consolidation, visualisation and decision support
- Using AI-supported BI functions for automated pattern recognition, outlier analysis and predictive modelling, plus AI-based querying and insight generation in modern BI platforms
- Critically reflecting on typical pitfalls when working with metrics and deriving robust recommendations
- Module 3 · 120 UE
Retention marketing and conversion rate optimisation
- Analysing customer journeys and identifying relevant touchpoints, friction points and drop-off causes
- Building and steering retention-oriented funnels and applying segmentation and automation logic
- Designing and implementing structured email-marketing sequences (onboarding, activation, reactivation)
- Conversion rate optimisation along psychological, structural and data-based success factors
- AI-supported optimisation in email marketing (subject lines, send-time prediction, segmentation), AI-supported personalisation across the customer journey, and assessing AI use in a retention context
- Module 4 · 240 UE
SEO – search engine optimisation
- Building a solid understanding of search engine optimisation, its terminology, goals and KPIs
- Technical on-page optimisation, indexing control and structural preparation of websites
- Keyword research, keyword mapping and content marketing as a strategic discipline
- Conversion- and user-oriented content design, plus creating editorial briefings and content plans
- Off-page optimisation, link building and building digital authority
- Using AI-supported SEO tools (keyword research, topic clusters, SERP analysis, automated metadata generation with LLMs, internal linking recommendations)
- Practical implementation of a holistic SEO strategy including performance measurement and reporting
- Module 5 · 120 UE
Advanced SEO & content strategies
- Deepening on-page and technical SEO with a focus on internal linking, structured data and indexing control
- International SEO requirements and using hreflang tags and country-specific targeting
- In-depth content optimisation: research, competitor analysis and creating ideal content per page type
- Strategic content planning and building long-lasting, scalable content structures
- Using AI-supported workflows in editorial management (content creation with quality assurance, topic finding, content audits, translation and localisation workflows for international SEO)
- Outlook on AI-supported SEO developments and their significance for the future search landscape
- Module 6 · 120 UE
GEO & AI in search engine optimisation
- Positioning generative search and distinguishing GEO and AEO from classic SEO
- Understanding how generative search systems, AI overviews and large-language-model-based results work
- Identifying and assessing ranking and relevance factors for GEO (E-E-A-T, semantic depth, long-tail questions)
- Structural and semantic preparation of content for AI-supported search systems
- Prompt engineering for generative search systems and optimising for AI answers and voice responses
- Building digital authority, trust signals and using visual and multimedia elements
- Planning and implementing GEO and AEO optimisation including AI-supported monitoring and iterative optimisation
- Module 7 · 250 UE
Google & Microsoft Ads
- Building a solid understanding of Google and Microsoft Ads and how they work within the ad auction system
- Structured setup of ad accounts, campaigns and ad groups
- Designing, implementing and optimising search, display, shopping and Performance Max campaigns
- Keyword research, ad creation and steering via bidding strategies and quality score
- Using AI-driven ad formats and optimisation routines (Performance Max, Smart Bidding, Responsive Search Ads, automated asset generation, audience expansion, Microsoft Ads Copilot)
- Tracking, conversion measurement and evaluating campaign performance
- Practical implementation of a holistic Google and Microsoft Ads strategy including optimisation, scaling and error analysis
- Module 8 · 200 UE
Social Ads
- Understanding how social advertising platforms work, with a focus on Meta Ads (Facebook, Instagram)
- Building, steering and optimising Meta Ads campaigns along the customer journey
- Designing performance- and branding-oriented creatives and assessing user behaviour
- Using AI-supported ad formats and creative workflows (Meta Advantage+ with AI optimisation, Advantage+ Audience, AI-supported creative ideation, variant, text and image generation, UGC-style production)
- Performance analysis, tracking and sustainable scaling of Meta Ads campaigns
- Extension to TikTok Ads including native creatives, storytelling, Smart Performance Campaigns and AI-supported trend adaptation
- Module 9 · 120 UE
Amazon marketing
- Strategic positioning of Amazon as a marketplace, sales system and distribution channel
- Distinguishing seller and vendor models and understanding the Amazon marketplace system
- Optimising product detail pages, Buy Box and shipping models (FBA, FBM, SFP)
- Building and steering Sponsored Ads campaigns (Sponsored Products, Brands, Display)
- Assessing relevant KPIs and performance management in the Amazon ecosystem
- Using AI in the Amazon ecosystem (listing optimisation, A+ content, image and description texts, keyword research, review analysis, Sponsored Ads optimisation)
- Using AI for competitor, assortment and offer optimisation
- Module 10 · 120 UE
eBay & other marketplaces
- Strategic positioning of eBay as a marketplace including its function logic, listing formats and seller cockpit
- Structured setup of eBay listings and differentiation from classic product detail pages
- Comparing curated and open marketplaces and assessing further relevant platforms
- Transferring existing marketplace knowledge to new platforms and assessing platform-specific requirements
- Using AI-supported workflows to adapt listing content, cross-platform listing optimisation and AI-based competitor and pricing analyses
- Selecting suitable marketplaces and building an appropriate marketplace mix including prioritisation logic
- Overarching success factors on marketplaces: data quality, listing structure and performance orientation
- Module 11 · 120 UE
Advanced marketplace optimisation
- In-depth understanding of Amazon DSP as an advanced advertising instrument along the funnel
- Advanced targeting and funnel strategies and integrating DSP into a holistic Amazon advertising strategy
- Professional management of Amazon campaigns with data and tools, plus strategic assortment optimisation
- Assessing further marketplaces in terms of visibility, advertising and listing logic
- Building and strategically expanding marketplace ecosystems including vertical, international and niche platforms
- In-depth engagement with the role of AI and automation in marketplace management (bid management, flatfile processing, predictive analytics, internationalisation) and deriving strategic implications
[ technical partner ]
Hands-on knowledge from njoy online marketing – based in Cologne.
Behind the course stands njoy online marketing: an agency for search engine optimisation, paid advertising, marketplaces and web analytics. Exactly this hands-on knowledge feeds directly into the course.
njoy online marketing is an online marketing agency based in Cologne. It works for clients on search engine optimisation, paid advertising via Google and social media, marketplace optimisation for Amazon and eBay, and web analytics and tracking. It also offers seminars and online courses.
Focus areas
- Search engine optimisation
- Paid media
- Amazon & eBay marketplaces
- Web analytics & tracking
The people behind it
Angela Selbert
Management
Daniel Heidinger
Management
[ why us ]
The right training provider for your next step.
We are an AZAV-accredited training provider with a team of real practitioners: entrepreneurs, digital experts and social recruiting professionals. Whether for your business or your career – we show you what really counts today.
100 % online & flexible
Learn location-independently, with live sessions and a digital learning platform.
Ready to start anytime
Begin right away, without long waits for the next course start.
Personally supported
With personal guidance from experienced practitioners.
Key facts about the course.
Content, structure and benefits in a nutshell – everything at a glance.
AZAV-accredited training provider
Provider accreditation by Certuria Certification Germany
This makes all courses AZAV-accredited and eligible via the recognised funding routes.
- Time commitment
- 1,650 teaching units, designed for a duration of 12 months part-time. Each module can also be booked individually.
- Dates & start
- Maximum flexibility: courses start anytime, so you can begin right away without long waiting times.
- Cost
- Funding-eligible via the Bildungsgutschein of the employment agency or job centre – up to 100 %.
- Qualification
- On successful completion, a provider certificate confirming the qualification you have gained.
- Location
- 100 % online – with live sessions, an online community and a digital learning platform for maximum flexibility.
- Provider
- AZAV-accredited training provider – recognised, proven and funding-eligible.
[ how it works ]
From the first question to graduation.
Clearly guided from the start – not an anonymous online course, but live teaching with dedicated experts by your side.
- 01
Aptitude assessment
Before you start, we check together whether the programme fits your current life and work situation – at eye level, individual and solution-oriented.
- 02
Scheduled live lessons
Fixed weekly live sessions in the virtual learning room – synchronous, interactive and with a direct line to the instructors. 100 % online and location-independent.
- 03
Personal guidance & community
Dedicated contacts guide you live in the virtual learning room – via video call and chat, plus a learning community with a real sense of togetherness despite the distance.
- 04
Certificate & perspective
A recognised provider certificate, plus application training and support with your next career step.
[ contact ]
One conversation, and we find the right path.
A free, no-obligation first call: we clarify your career path and which programme really fits you, and advise you in depth. Then we go through funding eligibility and format together and check whether your training is fundable for you. In person, without bureaucracy.
- Phone02137 93 59 170
- Emailkontakt@akademie-dm.de
- Based inNeussnationwide · 100 % online