Marketing Executive Apprenticeship
Course
About
The Marketing Executive Apprenticeship is designed for apprentices to develop the knowledge, skills and behaviours to become proficient in helping shape, support and deliver marketing plans. Working with a Marketing Manager, a Marketing Executive will be responsible for planning and executing tactical and targeted marketing activity, using creativity, communication and project management skills. This 15-month programme is delivered through one-to-one mentoring, over 30 live tutor-led online classes, and access to our state-of-the-art Learning Management System packed full of marketing learning material.
Marketing Executives
Marketing is vitally important to all businesses providing the insight to develop and deliver new products and services to meet ever-changing customer needs. It is the process of researching, developing, promoting and distributing, products or services through effective channels to engage with a range of target audiences. Occupations in marketing span most industries and sectors and the roles can sit within a specific company/agency that provides marketing deliverables and advice to external clients, or within an internal marketing team, delivering marketing activities to drive that business. Marketing teams generally work with external agencies to deliver specialist elements of their marketing campaigns.
A Marketing Executive will help shape, support and deliver marketing plans, working in conjunction with the Marketing Manager who will define the overall marketing strategy. A highly audience-focused role which requires creativity, communication and project management skills - these individuals are responsible for planning and executing tactical and targeted marketing activity. Typical responsibilities include:
- Managing and maintaining key marketing channels, including digital, offline and social media
- Planning and delivering tactical integrated marketing campaigns
- Managing the production and distribution of marketing materials
- Liaising and networking with a range of stakeholders including customers, colleagues, suppliers (incl. agencies) and partner organisations
- Collecting and analysing research information to understand target audience behaviour and views across the market in general and the marketing mix
- Assisting in the achievement of brand positioning to agreed guidelines
- Organising and attending events such as conferences, seminars, receptions and exhibitions.
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Typical Programme Length
15 Months
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Programme Level
Level 4
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Delivery Method
Blended Learning through online learning, live tutor-led classes and 1 to 1 mentoring.
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End Point Assessment
Multiple choice knowledge test, Presentation and questioning, Professional discussion.
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Professional Recognition
Marketing Executive Apprenticeship Certificate
Chartered Institute of Marketing (CIM) for Affiliate
Funding
Apprenticeship Levy paying employers can use their funds for this programme. Employers not paying the Levy can get up to 95% funding.
Curriculum
The curriculum aligns with the apprenticeship standard and is delivered through one-to-one mentoring, live tutor-led lessons and learning material in the learning management system. All learners typically complete the entire curriculum, but where prior learning and or experience has taken place, then a reduced curriculum will be discussed.
| Title |
Description |
| Marketing Concepts and Theories |
Focuses on the fundamentals of marketing theory, brand positioning and stakeholder management. Introduces important marketing planning frameworks such as SOSTAC, and how to create a marketing plan, as well as the fundamentals of branding. |
| Business Understanding and Commercial Awareness |
Deals with business characteristics, the contribution of marketing and legal, regulatory and compliance frameworks. Discusses consumer and organisational buying behaviour as well as how to embed sustainability into the workplace. |
| Market Research |
Explores the principles of effective market research and how this can influence marketing activity. |
| Products and Channels |
Describes the fundamentals of product development and product/service portfolios, the marketing landscape and marketing communication channels. Analyses a typical product life cycle, and routes to market for businesses. |
| Marketing Campaigns |
Focuses on how to coordinate and maintain marketing channels, plan and deliver campaigns and manage marketing materials. Introduces the concepts of online and offline marketing and discusses content marketing theory and practice and the use of Social Media. |
| Interpersonal and Communication Skills |
Introduces the fundamentals of leadership, how business professionals communicate and how to collaborate with a wide range of clients and stakeholders. This module will hone your presentation skills, in preparation for End Point Assessment. |
| Service Delivery |
Explores project and time management, how to coordinate multiple campaigns and how to learn and develop management skills. |
| Budget Management |
Focuses on how to monitor project budgets within a scope of work using appropriate systems and controls. |
| Evaluation and Analysis |
Discusses how to evaluate the effectiveness of marketing campaigns, manage marketing information to gain customer insights and how to evaluate and control marketing performance. |
| Systems and Processes |
Explores how to use appropriate business systems and software to deliver marketing outcomes. Discusses digital and web analytics, social media and CRM systems. Introduces the concept of marketing automation tools, Cloud Computing and the Internet of Things. |
| Digital Marketing |
Focuses on current and emerging technologies, software, and systems impacting marketing. Covers the customer journey, including offline and digital touchpoints, customer personas, engagement at different journey stages, sales funnels, and audience segmentation. |
| Digital Analytics |
Involves metrics for marketing activity delivery and evaluation. Introduces the concepts of search engine optimisation (SEO) and keyword searches, as well as gaining certification in Google Analytics 4 and the Google Fundamentals of Digital Marketing course. |
End Point Assessment
This is an apprenticeship standard, so all apprentices must go through the endpoint assessment process, also known as EPA. To complete the endpoint, apprentices will be required to undertake:
o Multiple Choice Test (MCT) - 90-minute Online Knowledge test.
o Written project report with presentation and questioning
o Professional discussion
To reach the EPA gateway, the apprentice's employer must verify that the apprentice is occupationally competent. At this stage, the apprentice must confirm their readiness for the EPA, and have achieved the necessary English and mathematics qualifications. The EPA comprises a 90-minute multiple-choice knowledge test containing 50 questions, and a project showcase, for which the apprentice must submit a presentation scoping brief approved by the EPA Organisation (EPAO) to ensure it aligns with the KSBs for the highest grade. The showcase will include a project report of 3500 words, a 10-minute presentation and a 20-minute Question and Answer (Q&A) session. Additionally, there is a 50-minute professional discussion. All gateway evidence and any organisation-specific policies and procedures requested by the EPAO must be submitted for the assessment.
Value to Apprentices
The Marketing Executive Apprenticeship course offers significant value to apprentices by providing a structured and practical learning experience tailored to the field of marketing. The apprenticeship provides hands-on training and practical experience in various aspects of marketing, including campaign development, digital marketing, market research, and more. This practical knowledge is highly valuable in a professional setting, and apprentices are able to apply their learning to real-world marketing projects within an organisation. Through the course, apprentices have the opportunity to gain a recognised formal qualification, which demonstrates a commitment to professional development. They also have the opportunity to build a professional network within the marketing industry, which can open doors to career opportunities and collaboration.
Value to Employers
Hiring a marketing executive apprentice or upskilling existing employees can provide significant value to an employer in various ways. A skilled marketing executive plays a crucial role in developing and executing marketing strategies that contribute to the overall success and growth of the business. A marketing executive is responsible for developing and implementing strategic marketing plans aligned with the company's overall goals. Their strategic insights help guide the business towards effective positioning and competitive advantage. A marketing executive apprentice will learn expertise in digital marketing strategies, including social media marketing, content marketing, email campaigns, SEO, and PPC advertising. Marketing executives often act as liaisons between different departments, ensuring effective communication and collaboration. They work closely with sales, product development, and other teams to align marketing efforts with broader company objectives. Hiring a marketing executive apprentice is an investment in strategic planning, brand development, customer engagement, and overall business growth. Their expertise contributes to creating a strong market presence, driving revenue, and building a positive brand image for the employer.
Employees will also achieve various industry-recognised certifications such as Google Analytics and Google Fundamentals of Digital Marketing.
Marketing Executive Standards Document