Dialog marketing businessman

Dialog marketing businessman has been a state-recognized training occupation in Germany since 2006 in accordance with the Vocational Training Act .

job profile

Salespeople for dialogue marketing organize all the services that are related to telemarketing, from setting up databases and planning staff deployment to organizing customer care. Salespeople for dialogue marketing specialize in looking after, binding and winning customers on behalf of companies by coordinating their employees, and offering them new or additional products and services.

Duration of training and structure

The trade businessman for dialogue marketing is a recognized training occupation. The training takes place in the dual system and lasts three years. This is followed by further training to become a call center specialist, call center management specialist or marketing and advertising specialist.

History of origin

Advice to customers over the phone is becoming more and more important. This applies not only to companies in the trade and service sector, but also in public administration. The aim of this support is to build and maintain long-term customer relationships. Call centers are increasingly taking on this task .

In 2006, this growing branch of the economy was taken into account with new training opportunities. A two-year apprenticeship as a service specialist for dialogue marketing and a three-year apprenticeship as a businessman for dialogue marketing were created.

Work areas

Salespeople for dialogue marketing work in call centers of industrial and commercial companies, but can also be employed in public administration. You also plan and organize campaigns and projects. You plan the recruitment and deployment of personnel. You steer and control the project execution, record key figures, prepare the data and take part in the offer design and contract initiation.

Salespeople for dialogue marketing are occasionally involved in customer contact by telephone by actively calling customers (so-called "outbound") or reacting to customer calls ("inbound"). They advise customers, take orders or complaints and forward the data to other departments in the company.

Intermediate and final exams

A conventional intermediate and final examination is carried out in this profession . The examination tasks are created by the task center for final commercial and intermediate examinations (AkA) in Nuremberg.

midterm exam

The intermediate examination takes place in the second half of the second year of training. In 120 minutes, the trainee works on written tasks from the following areas:

Services offered in dialogue marketing
Communication processes
Work and task organization
Economics and Social Studies
English

final exam

The final examination determines the trainee's professional ability to act .

The exam consists of four exam areas:

Design and distribution of services ,
Project management in dialogue marketing ,
Economics and Social Studies as well
Case-related technical discussion.

In the examination area design and sales of services , the trainee works in 90 minutes in writing on tasks from the areas: Offer and sale of services and core processes in dialogue marketing. In doing so, he shows that he can use instruments and techniques for customer care, customer loyalty and customer acquisition and that he can design and market services in the dialogue marketing industry in a target group-oriented manner while taking legal frameworks into account.

In the examination area project management in dialogue marketing , he works in 150 minutes in writing tasks from the areas of project management, resource management, quality assurance measures and business control. He shows that he can organize, coordinate and control projects from a commercial point of view, plan technology and personnel deployment, implement project plans and goals in accordance with quality, prepare and evaluate key figures for the dialogue marketing industry. In addition, aspects from the areas of safety and health protection at work and environmental protection are checked.

In the examination area of economics and social studies , trainees work on practical tasks or cases with general economic and social contexts from the world of work in 60 minutes.

In addition to these three written examination areas, the trainee conducts a technical discussion with the examination board in the examination area case- related technical discussion . He is given two tasks to choose from in advance, decides on one of the tasks and can prepare for the technical discussion for 15 minutes. The actual conversation lasts 30 minutes. The trainee should show that he is able to hold discussions with clients systematically, communicate in a target group-oriented manner and use interviewing techniques in a situation-specific manner. Furthermore, he must prove that he can analyze tasks, recognize objectives, consider aspects of marketing and explain business relationships.

The overall result is weighted as follows:

Design and distribution of services: 20 percent
Project management in dialogue marketing: 40 percent
Economics and social studies: 20 percent
Case-related technical discussion: 20 percent

In order to pass the exam, at least sufficient performance must be achieved in three of the named examination areas. If at least one examination area is assessed as unsatisfactory, the examination is not passed.

Credit for training

A trainee who has successfully completed his two-year training as a service specialist for dialogue marketing can continue his training in the three-year training occupation for dialogue marketing. The training time already completed is taken into account.

literature

CCV e. V .: Career in the call center. Hirschen-Verlag, Fürth 2011, ISBN 978-3-939480-11-2 .
Joachim Weiß, Michael Kleer, Sebastian Engel: Training in dialogue marketing. Volume 1, 4th edition. Bildungsverlag EINS, Cologne 2014, ISBN 978-3-427-23001-4 .

Web links

Training profile at the Federal Institute for Vocational Training . Retrieved March 18, 2015.
Sample training plan to become a businessman for dialogue marketing . (PDF; 109 kB)

Individual evidence

↑ Training regulations for a businessman for dialogue marketing (PDF; 61 kB) at juris. Retrieved October 26, 2010.
↑ Framework curriculum for the apprenticeships businessman for dialogue marketing / businesswoman for dialogue marketing, service specialist for dialogue marketing (decision of the Conference of Ministers of Education of March 8, 2006). (PDF) Retrieved December 12, 2019 .
^ Information from the BiBB on the creation of the profession . Retrieved March 18, 2015.
↑ Information from the AkA on the interim and final exams for business people for dialogue marketing . Retrieved October 26, 2010.

[1] Training regulations for a businessman for dialogue marketing (PDF; 61 kB) at juris. Retrieved October 26, 2010.

[2] Framework curriculum for the apprenticeships businessman for dialogue marketing / businesswoman for dialogue marketing, service specialist for dialogue marketing (decision of the Conference of Ministers of Education of March 8, 2006). (PDF) Retrieved December 12, 2019 .

[3] Information from the BiBB on the creation of the profession . Retrieved March 18, 2015.

[4] Information from the AkA on the interim and final exams for business people for dialogue marketing . Retrieved October 26, 2010.