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MARKETING EXECUTIVE (LEVEL 4)

Duration

15 months of programmer plus (£9,000)

 

Course Overview

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. Occupations in marketing span most industries and sectors and the roles can sit within a specific company/agency that provides marketing deliverables and advice to external clients, or within an internal marketing team, delivering marketing activities to drive that business. Marketing teams generally work with external agencies to deliver specialist elements of their marketing campaigns.

 

A Marketing Executive will help shape, support and deliver marketing plans, working in conjunction with the Marketing Manager who will define the overall marketing strategy. A highly audience focused role which requires creativity, communication and project management skills – these individuals are responsible for planning and executing tactical and targeted marketing activity.

 

 

Suitable workplace experiences

The Marketing Executive typically reports to a Marketing Manager. Typical job titles include: Marketing Executive, Marketing Officer, Marketing and Communications Officer, Marketing Specialist, Communications Executive, Communications Specialist.

 

Typical responsibilities include:

  • Managing and maintaining key marketing channels, including digital, offline and social media
  • Planning and delivering tactical integrated marketing campaigns
  • Managing the production and distribution of marketing materials
  • Liaising and networking with a range of stakeholders including customers, colleagues, suppliers (incl. agencies) and partner organisations
  • Collecting and analysing research information to understand target audience behaviour and views across the market in general and the marketing mix
  • Assisting in the achievement of brand positioning to agreed guidelines
  • Organising and attending events such as conferences, seminars, receptions and exhibitions.

Course Content

The course is structured to cover all of the following aspects along with supporting the behaviours required to work within this environment:

 

Knowledge (on programme learning taught via webinar/class):

  • Marketing Concepts & Theories
  • Business understanding and Commercial Awareness
  • Market Research
  • Products and Channels

 

Skills (workplace competencies to be evidenced):

  • Marketing Campaigns
  • Interpersonal and Communications Skills
  • Service Delivery
  • Budget Management Evaluation and Analysis
  • Systems and Processes

 

Behaviours (business behaviours to be evidenced):

  • Agile and flexible
  • Creative Thinker
  • Resilience and continuous improvement
  • Professionalism and Emotional Intelligence
  • Project preparation for EPA

Course Delivery

Apprentices will attend classroom sessions and/or webinar delivery for this apprenticeship. Learners will need to evidence 20% off the job hours using teaching sessions, shadowing/training and development in the workplace, time spent writing tasks. This is an ESFA requirement. Project work will be the main assessment method during the programme of learning phase. It is expected that by month 15 the learner will enter EPA, which lasts around 5 months.

 

The EPA consists of 3 distinct assessment methods:

  • Multiple Choice Knowledge Test
  • Project Showcase (based on project completion and report within first few months of EPA; project report, presentation and Q&A)
  • Professional Discussion

Entry Requirements

Typical applicants will display a good attitude, a positive approach to learning & development and a high level of ambition. Apprentices will need to sit an initial assessment in both English and Maths and if they are starting the course without a GSCE grade 4 (C) or above they will need to sit Functional Skills Level 2 English and Maths before completion of the apprenticeship.

 

Professional Recognition

This apprenticeship is designed to meet the requirements for registration as an Affiliate Member with the Chartered Institute of Marketing (CIM).

 

Further information can be found: https://www.instituteforapprenticeships.org/apprenticeship-standards/marketing-executive/