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.
The Digital Marketer, Level 3 will give the apprentices the opportunity to develop the following skills:
• Written communication
• Research- analyse and contribute information on the digital environment
• Technologies- recommend and apply effective, secure and appropriate solution
• Data- review, monitor and analyse
• Customer Service
• Problem solving
• 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
• 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, and company, team or client approaches to continuous integration
• Can operate effectively in their own business’s, their customers’ and the industry’s environments
The apprentice will also develop knowledge in the following areas:
• Principles of coding
• Basic marketing principles
• The customer lifecycle
• The role of customer relationship marketing
• Effective team work to deliver digital marketing campaigns
• The main components of Digital and Social Media Strategies
• 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
• The similarities and differences, including positives and negatives, of all the major digital and social media platforms
• The business environment and business issues related to digital marketing and customer needs
• How digital platforms integrate in to the working environment
• The required security levels necessary to protect data across digital and social media platforms
The apprenticeship will be delivered via day release attendance at the Heart of Worcestershire College on Wednesdays from 9am to 4:00pm at our Worcester All Saints Campus. Apprentices will also be visited in the workplace every 5-6 weeks by a College Learning and Skills Development Officer (LSDO). Every 10-12 weeks the LSDO will arrange a progress review with the employer mentor and the apprentice.
Level 1 English and Maths, individual employers will set the further selection criteria, but this might include GCSEs, A levels, a level 2 apprenticeship or other relevant qualifications. Employers are likely to be looking for a proven passion for digital and social media.
Level 2 English and Maths will need to be passed. if not already, prior to taking the End Point Assessment.
How will I be assessed?
During the Digital Marketing Apprenticeship the apprentice will achieve the following:
• MTA HTMLS
• Knowledge module 2, Marketing Principles (for Level 3 Digital Marketers)
• Knowledge module 3, Digital Marketing Business Principles (for Level 3 Digital Marketers)
• You will also work with professional Digital Marketing tools such as Google Analytics/Garage
The End Point Assessment (EPA) can only be triggered after 12 months of starting the apprenticeship and is dependent on when the employer and training provider decide the apprentice is ready. EPA is typically expected to conclude within 3 months. The employer has the final decision to progress the apprentice to EPA. The apprentice and training provider should feel confident the learning outcomes have been achieved.
The EPA consists of three elements, all of which may be completed online. All assessment methods need to be passed. Each assessment method should directly assess the knowledge, skills and behaviours of the Standard. The assessor has the final decision.