Digital Marketer
The primary role of a digital marketer is to de fine, 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.
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 e ective, 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 e ciently 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 e ectively
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 e ffectively 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 di erences, 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 e ectively in a variety of situations
Maintain productive, professional and secure working environment
Seminars
Seminars are mandatory and will be delivered either virtually or remotely, dependant on the needs and access arrangements for the Learner. Where access and facility is limited, alternative arrangements will be made for the Learner.
Principles of On-line & Off-line Marketing: Theory
Principles of On-line & Off-line Marketing: Collaboration
Principles of On-line & Off-line Marketing: Customer Lifecycle
Principles of On-line & Off-line Marketing: CRM
Principles of On-line & Off-line Marketing: Strategy
Digital Marketing Business Principles: Platforms Part 1
Digital Marketing Business Principles: Platforms Part 2
Digital Marketing Business Principles: Business
Digital Marketing Business Principles: Etiquette Part 1
Digital Marketing Business Principles: Etiquette Part 2
Digital Marketing Business Principles: Data
Principles of Coding: Principles Part 1
Principles of Coding: Principles Part 2
Principles of Coding: Principles Part 3
Principles of Coding: Web Part 1
Principles of Coding: Web Part 2
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 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 |
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 Google Analytics IQ 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
Completion of the apprenticeship would also allow access to join as an A liate (Professional) member of the CIM (Chartered Institute of Marketing) and/or Associate membership of BCS.