Marketing Executive Apprenticeship
The primary role of a Marketing Executive is to help develop, implement, and support marketing plans. They work closely with the marketing manager to set the overall marketing strategy. This role requires a strong focus on understanding the target audience, as well as creativity, communication skills, and project management skills.Typical Job Roles: Marketing Executive, Marketing Officer, Marketing and Communications Officer, Marketing Specialist, Communications Executive, Communications Specialist.
Duration: The duration of this apprenticeship is typically 15 months + gateway.
Level: This is a level 4 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.
What’s covered?
Marketing Theory Fundamentals
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
Brand Positioning, PR, and Strategies
The concepts of brand positioning and management, implementing process to support corporate reputation, producing marketing strategies
Stakeholder Principles
The principles of stakeholders and the target audience’s decision making process and how that can influence marketing activities
Sales Funnels, CRM, and Legalities
The sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations, and customer relationship management (CRM), both internal and external, to facilitate effective cross-functional relationships internally, and channel and customer relationships externally
Market Research, Surveys, and Competitor
Analysis
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
Project Management and Budget
Plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives and monitor project budgets within their scope of work using appropriate systems and controls
Product Development, Marketing Landscapes,
USPs, and Marketing Channels
Basic principles of product development and product/service portfolios and the marketing landscape and how routes to market interplay most efficiently, e.g. franchise model, distribution
Presentation 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
Professional Discussion Skills
Develop professional discussion skills in preperation for the End Point Assessment
Report Writing
Develop report writing skills to help assimilate and analyse data and information from a range of sources to support marketing activities
Evaluating Feedback
Evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources. Evaluate data and research findings to derive insights to support improvements to future campaigns.
Marketing Executive Apprenticeship End Point Assessment
The Marketing Executive Level 4 End Point Assessment will include the following types of assessment:
- Multiple Choice Test (MCT)
- Professional Discussion
- Project Showcase
Professional Recognition
This apprenticeship is designed to meet the requirements for registration as an Affiliate Member with the Chartered Institute of Marketing (CIM).
