Who is this apprenticeship for?
This apprenticeship is for Marketing Executives, Marketing Officers, Marketing and Communications Officers, Marketing Specialists, Communications Executives and Communications Specialists — reporting to a Marketing Manager.
How does it work?
- 20% of work hours spent off-the-job training
- Blended learning, with online study materials and a monthly one-to-one Skype tutorial, plus topic specific webinars
What does it cover?
- Marketing concepts and theories
- Business understanding and commercial awareness
- Market research techniques
- Products and Channels knowledge
What do I get?
- New knowledge, skills and behaviours
- An apprenticeship qualification Level 4
- Professional Body recognition*
* To maximise the value of the apprenticeships we have mapped the knowledge content of the apprenticeship to the CIM Level 4 Certificate in Professional Marketing. This allows the apprentice to achieve a dual certification – both the CIM qualification and the Marketing Executive Apprenticeship. Extra fees for assignment support, CIM membership and assessment fees will apply.
Duration and cost
The learning section of the apprenticeship is up to 16 months. The end point assessment period is up to 5 months thereafter. The cost is £6,000.
Section 1: Marketing Concepts & Theories
The Role and Scope of Marketing and Market Orientation
Activities include: Research and analyse the orientation of your organisation and record the reasons for your conclusions; Find out how segmentation is undertaken in your organisation – write a short report for your Line Manager on the key characteristics of your major segment(s)
Activities include: Obtain and read a copy of your organisation’s Marketing Plan. Does it have all the information you would expect? Are the objectives SMART and do they link to your corporate objectives clearly? How is progress measured and how often is the Plan reported against and to whom? Compile a list for discussion of the key strengths and any weaknesses in the Plan.
Brands and Corporate Reputation
Activities include: Select one of your organisation’s key brands and analyse it. What positioning is used and how does this fit with the target market segment(s)? Is there a clear brand image and personality? What is the brand strategy? What does your organisation know about its corporate reputation? Does it have a strategy for managing this? How does it monitor and measure its reputation?
Stakeholder and Customer Relationship Management (CRM)
Activities include: Identify the key stakeholders and publics for your organisation. Assess their power and influence and different needs/objectives.
- Customer Behaviour
- The Marketing Environment and Audit
- Marketing Information & Research
- The Marketing Mix (7Ps)
- Applying the Marketing Mix
Section 2: Planning Campaigns
- Campaign Planning
- Internal and External Situational Analysis
- Developing a Successful Campaign
- Implementing a Successful Campaign
- Monitoring a Marketing Campaign
- Post Campaign Evaluation
Section 3: Digital Marketing Techniques
- Digital Marketing Tools and Techniques
- Applications of Digital Marketing
- Integrating Digital and Traditional Marketing
- Enhancing Stakeholder Engagement
- A Digital Marketing Plan
- Digital Marketing Analysis
Skills and Behaviours
- Project and Time Management
- Communication and Interpersonal Skills
- Presentational Skills
- Stakeholder Engagement
- Campaign Co-ordination
- Evaluation & Analysis
- Agility and Flexibility
- Creative Thinking
- Resilience & Continuous Improvement
- Professionalism and Emotional intelligence
End Point Assessment
To complete the apprenticeship and ensure the Standards have been met, apprentices have to complete an end-point-assessment (EPA), an independent End Point Assessor approved by the Register of End Point Assessors. The assessment includes:
- 90 minute Multiple Choice test
- The Project Showcase has 3 marked components and is based on an end-to-end Marketing Plan that the apprentice has designed and developed during the End Point Assessment and with their employer.
- The Professional Discussion is a 50 minute discussion with the assessor which will assess the apprentice’s knowledge, skills and behaviours holistically.
You can find more information about the Marketing Executive Apprenticeship on the Institute for Apprenticeships and Technical Education website.
What our students say
I am really enjoying it and I am finding the Learning Zone engaging. I look forward to the catch ups with my tutor. All is very relevant. It doesn't feel like work because I am enjoying it. It's not easy but it's enjoyable and I am passionate about communications.
Really positive and really beneficial. I have been able to put into practice on a daily basis.
Cambridge Marketing College’s apprenticeship courses
are brilliant - there is a wealth of knowledge and different types of media
freely available. The tutors are always available to answer questions and push
you to achieve your best. This course has given me the courage to challenge
myself and the organisation I work within!
It is really interesting. I don’t have formal training so all the theory is really useful. The Learning Zone is easy to use and easy to navigate in. It’s all interesting. I’m not a reader, so love the videos and doing things. I like talking through with my tutor because he has a different perspective.
Really good and really interesting having an academic perspective. I am Enjoying that there are lots of different theories. The Online Learning Zone is easy to use. At the beginning, I used to study on Fridays but this didn’t work because people were off, so Fridays were really busy. Now I am booking the study time in meeting rooms and it is much better!
Marketing College has helped me to build my knowledge and expand my skills
within PR. Once a week, my employer lets me take a study day, which entails
anything from writing a press release, to implementing a crisis communications
plan. This helps me in my role at Sage and puts my skills to the test.
Register your interest!
To register your interest, or if you have any questions about the marketing apprenticeships, contact Angie Annies on:
The College is approved by the Institute for Apprenticeships and Technical Education and is listed on the Register of Training Apprentice Providers (RoTAP). It is also a member of the Association of Employment and Learning Providers (AELP) and an End Point Assessment Organisation (EPAO) for the PR & Communications Assistant apprenticeship. All our policies (including Prevent Strategy, Health and Safety, Complaints procedure, Equality & Diversity and Safeguarding) are available on request by contacting email@example.com.