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 corporate cohorts, training can be delivered through a blend of in-house and virtual, at a convenient time and place to the employer. For smaller cohorts, training will be delivered through a mixture of virtual and face to face delivery. All apprentices will have access to the OneFile virtual learning environment for reading, study, communication and to evidence learning and progression. Line managers also have access to the OneFile system. All our marketing learners are also supported with CIM membership, offering additional resources, training and the opportunity to be part of the largest global professional marketing network.

The apprenticeship will take approximately 18 months to complete, during which time the apprentice will gather and produce evidence that the apprenticeship outcomes have been met. Throughout this time, the apprentice will have regular 1-1 meetings (every 6-8 weeks) with their personal mentor/assessor to support their studies and check progress.

Unlike some other apprenticeships, the Marketing Assistant has no embedded personal qualification. However, as Oxford College of Marketing is a CIM accredited provider, to maximise the value gained from this apprenticeship, we have mapped the knowledge content to the CIM Level 3 Foundation Certificate in Professional Marketing. This allows the apprentice to achieve a dual certification – a CIM Diploma in Professional (Digital) Marketing and the Marketing Manager Apprenticeship, if desirable.

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.