Digital Marketer

The primary role of a digital marketer is to define, design, build and implement digital campaigns across a variety of online and social media platforms to drive customer acquisition, customer engagement and customer retention.

Typical Job Roles: Digital Marketing Assistant, Digital Marketing Executive, Digital Marketing Co-ordinator, Campaign Executive, Social Media Executive, Content Co-ordinator, Email Marketing Assistant, SEO Executive, Analytics Executive, Digital Marketing Technologist.

Duration: The duration of this apprenticeship is typically 18 months.

Level: This is a level 3 apprenticeship.

Entry Requirements: You will be required to achieve level 2 Functional Skills in maths and English, if relevant exemptions are not already held.
Individual employers will set any further selection criteria, but this might include relevant experience and/or an aptitude test. Employers are likely to be looking for a proven passion for digital and social media.

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Technical Competencies

Written communication

applies a good level of written communication skills for a range of audiences and digital platforms and with regard to the sensitivity of communication

Research

analyses and contributes information on the digital environment to inform short and long term digital communications strategies and campaigns

Technologies

recommends and applies eective, secure and appropriate solutions using a wide variety of digital technologies and tools over a range of platforms and user interfaces to achieve marketing objectives

Data

reviews, monitors and analyses online activity and provides recommendations and insights to others

Customer Service

responds eciently to enquiries using online and social media platforms

Problem Solving

applies structured techniques to problem solving, and analyses problems and resolves issues across a variety of digital platforms

Analysis

understands and creates basic analytical dashboards using appropriate digital tools

Implementation

builds and implements digital campaigns across a variety of digital media platforms

Applies at least two of the following specialist areas

search marketing, search engine optimisation, email marketing, web analytics and metrics, mobile apps and Pay-Per-Click

Digital Tools

Uses digital tools eectively

Digital analytics

measures and evaluates the success of digital marketing activities

Interprets and follows

  • latest developments in digital media technologies and trends
  • marketing briefs and plans
  • a company defined ‘customer standards’ or industry good practice for marketing
  • a company, team, or client approaches to continuous integration

Operation

Can operate effectively in their own businesses, their customers’ and the industry’s environments

Technical Knowledge and Understanding

Principles of coding

Understands and can apply basic marketing principles

Understands and can apply the customer lifecycle

The role of customer relationship marketing

How teams work effectively to deliver digital marketing campaigns, able to deliver accordingly

The main components of Digital and Social Media Strategies

The principles of the following areas: search marketing, SEO, email marketing, web analytics and metrics, mobile apps and Pay-Per-Click and understands how these can work together

Understands the similarities and dierences, including positives and negatives, of all the major digital and social media platforms

Understands and responds to the business environment and business issues related to digital marketing and customer needs

Understands and follows digital etiquette

Understands how digital platforms integrate in to the working environment

Understands and follows the required security levels necessary to protect data across digital and social media platforms

Underpinning Skills, Attitudes and Behaviours

Logical and creative thinking skills

Analytical and problem solving skills

Ability to work independently and to take responsibility

Can use own initiative

A thorough and organised approach

Ability to work with a range of internal and external people

Ability to communicate eectively in a variety of situations

Maintain productive, professional and secure working environment

Qualifications

Apprentices must achieve one internationally recognised vendor or professional qualification, from the right-hand column in the table below. This then exempts one of the Ofqual-regulated knowledge modules, as shown in the left-hand column. Apprentices who started their studies prior to 1st June 2020, and who are due to complete by November 2020, will continue on their qualifications listed in Table 1 below.

Table 1: The knowledge modules are summarised below and further details are available in the occupational brief available from nsar.co.uk

Knowledge Module Vendor or Professional Qualifications

1: Principles of Coding (for level 3 Digital Marketer Apprenticeship)

2: Marketing Principles (for Level 3 Digital Marketer)

 

 

 

3: Digital Marketing Business Principle (for level 3 Digital Marketer Apprenticeship)

MTA HTML 5

CIW – Site Development Associate

Google Squared
CIM (CIM level 4 award in Digital Marketing) Dot Native

CIW – Internet Business Associate

Knowledge Module 3: Digital Marketing Business Principle (for level 3 Digital Marketer Apprenticeship)

Google Analytics IQ

CIM (CIM level 4 award in Digital Marketing) CIW – Data Analytics

CIW – Social Media

Dot Native
Google Squared

 

Individual employers will select which vendor or professional qualification the apprentice should take.

Apprentices who start their studies after the 1st June 2020 will use the qualifications listed in Table 2 below.
Apprentices must achieve one internationally recognized vendor or professional qualification, from the right-hand column in the table below. This then exempts one of the Ofqual-regulated knowledge modules, as shown in the left-hand column.
Table 2: The knowledge modules are summarised below and further details are available in the occupational brief available from nsar.co.uk.

 

Knowledge Module Vendor or Professional Qualifications

1: Principles of Coding (for level 3 Digital Marketer Apprenticeship)

2: Marketing Principles (for Level 3 Digital Marketer)

3: Digital Marketing Business Principle (for level 3 Digital Marketer Apprenticeship)

MTA HTML 5 Application Development Fundamentals (98-375)

CIW – Site Development Associate

Google Squared
CIM Level 3 Award in Digital Fundamentals Dot Native
CIW – Internet Business Associate

Google Analytics IQ
CIM Level 3 Award in Digital Fundamentals CIW – Data Analytics
CIW – Social Media Strategist
Dot Native

Google Squared

 

Individual employers will select which vendor or professional qualification the apprentice should take.

End Point Assessment

The Digital Marketing Level 3 End Point Assessment will include the following types of assessment:

 

 

  • Project Presentation
  • Portfolio based summary
  • Interview and Employer Reference

Professional Recognition

This apprenticeship is recognised for entry on to the Register of IT Technicians and those completing their apprenticeships are eligible to apply for registration.
Completion of the apprenticeship would also allow access to join as an Aliate (Professional) member of the CIM (Chartered Institute of Marketing) and/or Associate membership of BCS.

Role Profile

The primary role of a digital marketer is to dene, design, build and implement digital campaigns across a variety of online and social media platforms to drive customer acquisition, customer engagement and customer retention. A digital marketer will typically be working as part of a team, in which they will have responsibility for some of the straightforward elements of the overall marketing plan or campaign. The marketer will work to marketing briefs and instructions. They will normally report to a digital marketing manager, a marketing manager or an IT Manager.