Marketing Manager Apprenticeship – Reference Number: ST0612

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.

Who is it for?

This level 6 apprenticeship is suitable for those in more senior marketing positions who are working towards Manager status. Once completed, a Marketing Manager will be responsible for the marketing activities and strategy of their organisation. They will help oversee the marketing budget, and assist with the planning and implementing of campaigns. They will have a strategic focus, ensuring that marketing activities align to brand guidelines and shape business needs and objectives. A Marketing Manager requires in-depth experience of marketing as well as great communication skills, high levels of creativity and the confidence to manage a team of marketers – all of which are developed within the apprenticeship.

How is the Training Delivered and what can you expect?

For larger cohorts training can be delivered in-house, at a convenient time. For smaller cohorts, training will be delivered at one of 19 study centres throughout the UK. These study centres deliver classes at flexible times outside of work hours therefore not impacting on the day to day business. All apprentices will have access to a virtual learning environment for extra reading, study and communication.

The apprenticeship will take approximately 18-24 months to complete during which time the apprentice will gather evidence that apprenticeship outcomes have been met. During this time, the apprentice will have regular meetings (every 6-8 weeks) with their mentor / assessor to check progress.

Unlike some other apprenticeships, the Marketing Manager has no embedded professional qualification. However, as Oxford College of Marketing is a CIM accredited provider, to maximise the value of these apprenticeships we have mapped the knowledge content of the apprenticeship to the CIM Level 6 Diploma in Professional Marketing. This allows the apprentice to achieve a dual certification – both the CIM qualification and the Marketing Manager Apprenticeship.

What will be covered?

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

Marketing Concepts and Theories

  • The principles and theories of marketing that support the strategic marketing process, e.g. the extended marketing mix (7P’S: Product, Price, Place, Promotion, Physical environment, Process, People), marketing management processes, product development and how to apply and align these to the business plan and strategic objectives.

  • Brand development and safeguarding, including the analysis and planning of how a brand is perceived in the market, value propositions and delivery of tangible elements such as product pricing, packaging etc.

  • Consumer and organisational behaviour theories and concepts, including the customer (business 2 business/consumer) decision making process and how that influences marketing strategy.

  • Advanced stakeholder management and the application of customer relationship management (CRM), both internal and external, to facilitate the delivery of marketing plans.

  • Marketing Communication planning models and budgetary methodologies.

Business Understanding & Commercial Awareness

  • Their organisation’s vision, mission, values, strategy, plans, stakeholders, customers and competitors to support the decision and planning process.

  • The wider business perspective in which marketing operates nationally and internationally, including the influences of the internal and external market/sector, the opportunities, challenges and issues it faces, and how marketing can address these.

  • How to measure and deliver Return on Investment in relation to marketing activities and plans.

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

Market Research and Insight

  • Effective market research and evaluation techniques and methods and how to use the results to inform marketing planning and activities.

  • Reliable information sources and how to use these to deliver measurable improvements to marketing activities, including how metrics are used to measure these.

  • New and emerging trends and themes in marketing.

Products and Channels

  • The principles of product and service design and implementation and portfolio management.

  • The features and benefits of different marketing communications, and routes to market, and how to leverage these to maximum effect, including the use of appropriate digital channels and systems.

Upon completion of the apprenticeship, Marketing Managers will have and be able to exhibit skills in the following areas:

Marketing Strategy

  • Lead and implement a clear marketing plan and strategy, linked to business requirements to sustain a marketing advantage.

  • Develop effective marketing campaigns and channels, assessing their features and benefits to best meet business requirements and customer needs.

  • Develop detailed integrated marketing plans for all products/ services using offline and digital media tools  – works with marketing team/ specialist agencies to do this.

Advanced Interpersonal and Communication Skills

  • Influence, negotiate and persuade at senior level collaborating with a wide range of stakeholders internally and externally to gain support/backing for marketing delivery.

  • Act as a consultant, providing professional marketing advice to stakeholders around the business or to external clients as relevant.

  • Present complex information in an understandable and stimulating way whether through effective verbal presentation or creative written copy.

Service Delivery and Improvement

  • Oversee, manage and approve key marketing activities/projects.

  • Deliver measurable marketing outcomes against key performance indicators and identify and drive continuous improvement, challenging existing processes and procedures where needed.

Resource Management

  • Effectively plan and manage the marketing budget, to deliver on strategic objectives, and evaluate and justify return on marketing investment.

  • Effectively engage, negotiate and manage third party suppliers and internal stakeholders.

Planning and Analysing

  • Effectively evaluate marketing activities using measurement data and analytics to identify relevant key performance indicators (KPI) and return on marketing investment (ROI) in order to meet business objectives.

  • Assimilate and analyse complex data and information from a range of sources to evolve, lead and plan marketing activities.

Commercial Approach

  • Seek out opportunities to increase income generation and gain new business e.g. new products, markets and services as relevant.

  • Construct a robust business case in support of marketing activities/plans.

  • Effectively manage and develop stakeholder relationships at senior level.

  • Assess business risks and reputational impacts of marketing activities.


  • Inspire and motivate internally and externally to deliver marketing plans effectively, acting as a role-model for marketing best practice and taking responsibility for improving their own and the team’s and/or stakeholder performance, as relevant.

Systems and Processes

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

  • Actively interrogate systems and information sources to make judgements on when to introduce new ways of working/identify new systems/processes to improve marketing activities or address those new requirements and /or marketing trends.

Upon completion of the apprenticeship, Marketing Managers will exhibit the following behaviours:

Agile and Flexible

  • An ability to anticipate and adapt to change.

  • A highly motivated and driven approach acting with courage to drive through necessary changes and deliver difficult or long-term projects.

Creative and Commercial Thinker

  • A creative and innovative approach.

  • An analytical mind, with an insight and ideas driven approach to meet business benefits and inspire action in others.

Resilience and Continuous Improvement

  • A willingness to learn from mistakes, as not all activities go to plan, and improve future delivery/campaigns as a result.

  • They act as a role model for marketing activities and business changes within the team and organisation, taking others with them.

Professionalism and Emotional Intelligence

  • A high level of professionalism, reliability and dependability with a passion for the customer, also encouraging those behaviours in others.

  • 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, they act as a role model for that behaviour.

For more information on this apprenticeship, or any of the apprenticeships we have on offer please do contact us on 01865 515 255 and a member of the team would be delighted to chat this through with you. Alternatively, please do get in touch via email at, or by filling in a contact form.

Funding Band



The typical duration of this apprenticeship is 18-24 months.

Entry Requirements

Entry requirements will be determined by individual employers. Those who are unsure should contact the team directly on 01865 515 255, or via email at Apprentices without level 2 English and maths will need to achieve this level prior to taking the end-point assessment. For those with an education, health and care plan or a legacy statement the apprenticeships English and maths minimum requirement is Entry Level 3, and British Sign Language qualifications are an alternative to English qualifications for those whom this is their primary language.

Link to professional registration and progression

This apprenticeship is designed to meet the requirements for registration as an Associate Member (ACIM) of the Chartered Institute of Marketing (CIM), dependent on them meeting the required criteria.


This is a Level 6 apprenticeship, similar to an honours degree level.

Review date


Marketing Manager PDF

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