Digital Marketer Level 3 Apprenticeship Programme
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.
Details of standard
Role Profile
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. 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.
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.
Entry Requirements
Individual employers will set the selection criteria, but this might include GCSEs, A levels, a level 2 apprenticeship or other relevant qualifications, relevant experience and/or an aptitude test with a focus on functional maths. 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 effective, 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 efficiently 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, e mail marketing, web analytics and metrics, mobile apps and Pay-Per-Click
Uses digital tools effectively
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
company defined ‘customer standards’ or industry good practice for marketing
company, team or client approaches to continuous integrationCan operate effectively in their own business’s, their customers’ and the industry’s environments
Technical Knowledge and Understanding
Understands the principles of coding
Understands and can apply basic marketing principles
Understands and can apply the customer lifecycle
Understands the role of customer relationship marketing
Understands how teams work effectively to deliver digital marketing campaigns and can deliver accordingly
Understands the main components of Digital and Social Media Strategies
Understands the principles of all of the following specialist areas: search marketing, search engine optimisation, e mail marketing, web analytics and metrics, mobile apps and Pay-Per-Click and understands how these can work together
Understands the similarities and differences, 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 effectively in a variety of situations
Maintain productive, professional and secure working environment
Qualifications
Qualifications
Existing Apprentices
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 https://www.nsar.co.uk/digital-eqa/digital-apprenticeship-standards/
Knowledge Modules
Vendor or Professional Qualifications
Knowledge Module 1: Principles of Coding (for level 3 Digital Marketer Apprenticeship)
MTA HTML 5
CIW – Site Development Associate
Knowledge Module 2: Marketing Principles (for Level 3 Digital Marketer)
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.
New apprentices:
Apprentices who start their studies after the 1st June 2020 will use the qualifications listed in Table 2 below.
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.
Table 2: The knowledge modules are summarised below and further details are available in the occupational brief available from https://www.nsar.co.uk/digital-eqa/digital-apprenticeship-standards/
Knowledge Modules
Vendor or Professional Qualifications
Knowledge Module 1: Principles of Coding (for level 3 Digital Marketer Apprenticeship)
MTA HTML 5 Application Development Fundamentals (98-375)
CIW – Site Development Associate
Knowledge Module 2: Marketing Principles (for Level 3 Digital Marketer)
Google Squared
CIM Level 3 Award in Digital Fundamentals
Dot Native
CIW – Internet Business Associate
Knowledge Module 3: Digital Marketing Business Principle (for level 3 Digital Marketer Apprenticeship)
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.
To note: if apprentices started their studies prior to the 1st June 2020 but have not yet selected or started their mandated qualifications, then they will select their qualifications from Table 2.
English and Maths
Level 2 English and maths will need to be achieved, if not already, prior to taking the end point assessment.
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 Affiliate (Professional) member of the CIM (Chartered Institute of Marketing) and/or Associate membership of BCS.
Duration
The duration of this apprenticeship is typically 18 months.
Level
This is a level 3 apprenticeship.