Level 4

Marketing Executive Apprenticeship

Helping to shape, support and deliver marketing plans, working in conjunction with the Marketing Manager.

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*
This apprenticeship is designed to meet the requirements for registration as an Affiliate Member with the Chartered Institute of Marketing (CIM)
* 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.

Key syllabus

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)
  • Marketing Planning
    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
  • Budgets
  • 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. 

More information

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.

Seb A. Apprentice PR and Communications Assistant, EKC

Really positive and really beneficial. I have been able to put into practice on a daily basis.

Danielle G Apprentice Marketing Executive, Coventry City Council

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!

Alice Bartlett Marketing Executive Apprentice, Cardzone

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.

Alice W Apprentice PR and communications Assistant, EI Group

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!

Charlotte E Apprentice PR and communications Assistant, Fareham Borough Council

Cambridge 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.

Georgia Lovell PR and Communications Apprentice, Sage

Register your interest!

To register your interest, or if you have any questions about the marketing apprenticeships, contact Angie Annies on:

+44 (0)1954 234940 REGISTER YOUR INTEREST
Alternatively, you can talk to a team member using the LIVE CHAT at the bottom of your screen.

Approved provider

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 apprenticeships@marketingcollege.com.

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