[ Course ]
Strategic Communications Manager (m/f/d)
Learn how to develop strong brand messages with strategic communication, effective storytelling and AI-supported text and media work – for more visibility, trust and relevance in a digital world.
[ auf einen blick ]
Key facts about the course.
Content, structure and benefits in a nutshell – everything at a glance.
- Time commitment
- 1,296 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 %.
- Certified qualification
- A recognised labour-market certificate as Strategic Communications Manager, plus the extra certificates “Officer for accessible communication (BFSG)” and “EU AI Act”.
- 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.
[ what you'll learn ]
From storytelling to compliant AI use.
From storytelling through visual communication to AI tools, accessible language and legal certainty – you build hands-on skills to plan, design and strategically distribute strong brand messages.
Course content
Module 1 · 500 UE
Copywriting & Storytelling
Basics, psychology & reader guidance
- Understanding the psychological foundations of effective copywriting
- Analysing and applying principles of reader guidance
- Using language to activate and motivate target audiences
- The impact of headlines, openings and dramatic tension arcs
- Reflecting on your own writing impact through structured practice tasks and feedback
Text as a strategic tool: concept, audience, media
- Developing persuasive sales copy (incl. call-to-action)
- A structured approach to conceptual writing
- Formulating audience-specific lines of argument
- Applying copywriting techniques for print and digital channels
- Implementation through practical exercise formats with live feedback
Style development, style guides & argumentation
- Developing an individual, media-appropriate writing style
- Stylistic differentiation by brand, channel and audience
- Building arguments for persuasive, fact-based texts
- Linguistic precision, clarity and impact in editorial practice
- Reflection through writing tasks with commentary and correction
Creative methods, storytelling & brand language
- Applying creative writing methods (e.g. perspective shifts, writing techniques)
- Building and using classic and modern storytelling formats
- Developing a brand-coherent language for companies & organisations
- Integrating storytelling into marketing copy, websites & social media
- Developing tone-of-voice guides based on hands-on case studies
SEO copy & writing within the company
- Fundamentals of SEO and keyword integration
- Creating SEO-compliant texts and ads
- Identifying internal writing occasions within the company
Module 2 · 500 UE
Digital Media & Content Management
Hands-on media production
- Planning and running photo and video productions for digital channels
- Applying technical fundamentals (camera technology, lighting, sound)
- Creating editorial media concepts (storyboard, format choice, audience relevance)
- Editing, processing and optimising video and image material
- Format-appropriate implementation for web, social media and newsletters
Platform strategies & social media design
- Analysing common social-media platforms and their format requirements
- Developing platform-specific content strategies
- Designing social-media posts with a focus on image/text composition
- Planning and designing interactive formats for community activation
- Evaluating reach, engagement and content performance
Content websites & SEO
- Building websites and landing pages with visual editors and CMS systems
- Developing user-oriented page structures and content architectures
- Fundamentals of search engine optimisation (SEO) for texts and page structure
- Optimising technical parameters (e.g. metadata, load times)
- Using tools to analyse and optimise visibility
Email marketing & lead communication
- Building and steering targeted email campaigns
- Segmenting audiences and designing automated mailings
- Creating responsive email layouts and call-to-action elements
- Measuring open, click and conversion rates
- Integrating email marketing into overarching communication strategies
Module 3 · 296 UE
AI & Inclusive Language
Text automation & AI competence
- Creating and optimising texts using AI tools (e.g. ChatGPT)
- Developing effective prompts for specific text formats
- Evaluating and refining AI-generated content
- Confidence in working with text AI across different use cases
- Using automation tools for editorial workflows
In-depth text expertise & conception
- Professional text development across different subject and application contexts
- Developing structured texts for websites, newsletters and print products
- Applying stylistic and conceptual principles (typologies, text types)
- Combining creative and functional writing strategies
- Planning complex text projects with content coherence
GEO (Generative Engine Optimization) & social media copy with AI
- Applying GEO optimisation techniques to increase visibility in generative search systems
- Developing platform-specific social-media content
- Using AI-supported tools and prompt techniques for text creation/optimisation
- Adapting tone, structure and content formats
- Creating interaction-driving content to boost engagement and reach
Accessible language per BFSG & DIN 8581-1
- Fundamentals of accessible communication according to BFSG and DIN 8581-1
- Formulating low-barrier texts for websites, print and public-authority communication
- Applying plain language in a professional context
- Raising awareness of inclusive language and image design
- Assessing existing texts for accessibility
Specialisation certificate
- Applying what you've learned to hands-on tasks
- Developing accessible texts using AI tools
- Proof of qualification as a “representative for accessible communication”
- Reflecting on and documenting your own learning progress
- Applying the requirements of the EU AI Act in practical media work
Expert partner
Jahnke Pictures is a video production company from Cologne specialising in image films, recruiting and testimonial videos – from concept and shoot to post-production.
Focus areas
Video productionImage filmsRecruiting videosPost-production
Texterclub, led by Stefan Gottschling, has taught effective copywriting for marketing, communications and HR for over 20 years – clear rules over gut feeling, including AI-supported writing.
Focus areas
CopywritingPersuasive languageStorytellingAI-supported writing
[ 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.
[ what comes next ]
Concrete roles you can grow into after your training.
After completion, our participants are equipped to take on future-relevant roles.
More and more companies are building their own recruiting and digitalisation teams – the skills shortage is forcing a rethink. Over the next five to ten years, social recruiting and process digitalisation will become standard in almost every industry.
[ 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.
[ accreditation & quality ]
Accredited, recognised, fundable.
As an AZAV-accredited training provider – accredited by Certuria Certification Germany – our courses are eligible for funding.
AZAV-accredited training provider
Provider accreditation by Certuria Certification Germany
This makes all courses AZAV-accredited and eligible via the recognised funding routes.
Recognised certificate
An accredited labour-market certificate on successful completion.
100 % online
Live sessions, an online community and a digital learning platform.
Personal support
Guidance from experienced experts and mentors from the field.
Eligible for funding
Via education voucher or the Qualification Opportunities Act.
Start anytime
Courses start flexibly, with no long waiting times.
Resource archive
Course materials, templates and extra content available anytime.
[ 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