Marketing Executive Apprenticeship – Reference Number: ST0596

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.

Who is it for?

This level 4 apprenticeship is suitable for those in junior marketing positions. Once completed a Marketing Executive will help shape, support and deliver marketing plans. They may be responsible for planning and executing tactical and executing tactical and targeting marketing activity. They will usually work with the Marketing Manager or the manager who defines the overall marketing strategy. The role requires creativity, communication and project management skills- all of which are developed within the apprenticeship.

How is the Training Delivered and what can you expect?

For larger cohorts from 4 delegates and upwards, training can be delivered in-house, at a convenient time to the employer. We also have public cohorts running virtually or face to face, with start dates in October, February, and May. Sessions run on a weekly basis during working hours. All apprentices will have access to a virtual learning environment for reading, study and communications, as well as tracking your progress throughout the programme.

The apprenticeship will take approximately 19 months to complete (inclusive of End Point Assessment) during which time the apprentice will gather evidence that apprenticeship outcomes have been met. The apprentice will also have monthly trainer meetings with a CIM qualified, marketing specialist. This is in addition to monthly workbooks and reflections, self-study time, mentor meetings and recommended work-based activities and learning. Quarterly review meetings with both the employer and apprentice ensure engagement and progress is monitored throughout.

Unlike some other apprenticeships, the Marketing Executive has no embedded professional qualification. However, as a CIM Accredited Study Centre, we are able to offer Marketing Executive apprentices the opportunity to complete the CIM Level 4 Certificate in Professional Marketing in addition to the apprenticeship.

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, and books will apply.

What will be covered?

Upon completion of the apprenticeship, Marketing Executives will have knowledge and an understanding of:

Marketing Concepts & Theories

  • The fundamentals of marketing theory that support the marketing process e.g. the extended marketing mix (7P’S: Product, Price, Place, Promotion, Physical environment, Process, People), product development, and segmentation.

  • The concepts of brand positioning, management, and implementing process to support corporate reputation.

  • The principles of stakeholder management and customer relationship management (CRM), both internal and external, to facilitate effective cross-functional relationships internally, and channel and customer relationships externally.

Business Understanding & Commercial Awareness

  • The characteristics and plans of the business and sector they work within, including their vision and values.

  • How marketing contributes to achieving wider business objectives.

  • The target audience’s decision making process and how that can influence marketing activities.

  • The sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations.

Market Research

  • The principles of effective market research and how this can influence marketing activity e.g. valid data collection sources and methodologies and usage, including digital sources, and when to use quantitative and qualitative methods.

Products and Channels

  • Basic principles of product development and product/service portfolios.

  • The marketing landscape and how routes to market interplay most efficiently, e.g. franchise model, distribution

  • The features and benefits of different marketing communications channels and media, both digital and offline, and when and how to apply these.

Upon completion of the apprenticeship, Marketing Executives will have and exhibit skills in the following areas:

Marketing Campaigns

  • Coordinate and maintain key marketing channels (both digital and offline).

  • Plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives.

  • Manage the production and distribution of marketing materials, e.g. digital, print and video content as appropriate.

Interpersonal & Communication Skills

  • Produce a wide range of creative and effective communications, including ability to write and proofread clear and innovative copy, project briefs, and give confident presentations.

  • Able to engage and collaborate with a wide range of clients/stakeholders, across departments internally and with clients/suppliers externally to support marketing outcomes as required.

Service Delivery and Improvement

  • Use good project and time management to deliver projects/tasks/events as appropriate, effectively. Including the ability to divide time effectively between reporting, planning and delivery.

  • Coordinate several marketing campaigns/projects/events to agreed deadlines.

  • Effectively liaise with, and manage, internal and external stakeholders including suppliers to deliver required outcomes.

Budget Management

  • Monitor project budgets within their scope of work using appropriate systems and controls.

Evaluation and Analysis

  • Evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources.

  • Assimilate and analyse data and information from a range of sources to support marketing activities.

  • Evaluate data and research findings to derive insights to support improvements to future campaigns.

Systems and Process

  • Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, produce reports and deliver copy.

  • Use appropriate technologies to deliver marketing outcomes e.g. digital/web analytics, social media, CRM.

Upon completion of the apprenticeship, Marketing Executives will exhibit and be able to demonstrate the following behaviour:

Agile & Flexible

  • A tenacious and driven approach to see projects through to completion.

  • Being a proven ‘self-starter’ and have an adaptable approach to meet changing work priorities.

Creative Thinker

  • A creative and analytical mind, with a willingness to think of new ways of doing things.

  • They come up with ideas and solutions to support the delivery of their work.

Resilience & Continuous Improvement

  • A willingness to learn from mistakes, as not all activities go to plan, and improve their own performance as a result.

Professionalism & Emotional Intelligence

  • A high level of professionalism, reliability and dependability with a passion for the customer.

  • A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others.

  • Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity.

Whether you are an employer looking to recruit a new apprentice, or start an existing employee, or an individual looking to get onto an apprenticeship, our team will be able to give you the advice and guidance you need.

If you are looking for an apprenticeship job role, contact us here.

If you are employed, and looking to undertake training with your employer, contact us here