Bundesinstitut für Berufsbildung (BIBB)

Designation of occupation

Agent in marketing communication
Recognised by ordinance of 31 March 2006 (BGBl. I p. 808)

Duration of traineeship

3 years
The venues for training are the company and part-time vocational school (Berufsschule).

Field of activity

Agents in marketing communication work in agencies, consulting firms and for service providers, as well as in the marketing and communications departments of companies, non-profit organisations and public institutions. They work in particular in the field of classical advertising, dialogue marketing, pub-lic relations, promotion, events, sponsoring, multimedia, trade fairs and design.

Occupational skills

Agents in marketing communication are responsible for

• advising customers in matters relating to marketing communication
• monitoring and analysing markets and specific target groups
• developing integrated communication concepts for campaigns and individual measures
• coordinating the communication mix and evaluating its effectiveness
• controlling creative implementation
• organising and monitoring manufacturing processes
• planning and monitoring the use of media and measures
• assuring the quality of the services rendered on the basis of a division of labour
• developing contractual agreements for cooperation and for the acquisition of rights and licenses
• planning, calculating and examining project budgets and applying corporate controlling instruments
   

Last modified on: August 20, 2007