Digital Marketer - Apprenticeship Connectapprenticeshipconnect.co.uk/.../02/Digital-Marketer-L3.pdfmember magazine ITNOW CIM, The Chartered Institute of Marketing, is the world’s

2018/19

Digital MarketerLevel 3 (standard)

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This guide includes everything you need to know about the Digital Marketer apprenticeship standard delivered by Apprenticeship Connect. Within this brochure, we will introduce you to who we are and what we do, as well as our partnerships and our commitment to you. You will understand the benefits of life as an Apprenticeship Connect learner and the knowledge and skills you will gain by studying the Digital Marketer Level 3 course. We will also cover what you should expect from course enrolment to certification and the journey you will undertake to become a highly skilled marketing professional.

About this guide

We are an accredited apprenticeship recruitment and training provider delivering professional courses and apprenticeships across England. Our courses are developed in collaboration with specialist curriculum experts to ensure our training programmes offer the very best knowledge and skills to help our learners become exceptional.

Who we are

At Apprenticeship Connect, we understand that everyone is different and what works for one individual may not work for another. So, we take time to get to know you and understand what motivates you, what your interests are and what you want to achieve. Our courses are tailored to the specific training needs and future aspirations of each and every one of our learners. We create individual learning plans that are as unique as you are, ensuring you receive the very best support to get ahead in your chosen career.

How we work

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We have a proven track record of helping individuals achieve their goals, but don’t just take our word for it. Our independent feedback scores and learner achievement rates speak for themselves:

Here’s how our learners rate us:

Our record

External reviews

Our partners

4.5/54.7/5

of employers believe UK school leavers and graduates could improve their digital skills*

82%

Learner statistics

Remain in employment after course completion*

95%

*Apprenticeship Connect data 2017/18

*Deloitte UK digital disruption index 2019

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The Digital Marketer Level 3 course provides learners with the knowledge and skills required to become a certified marketing professional. Our course is expertly tailored to the job role of a Digital Marketer and will teach you the skills required 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. The training we deliver will teach you how to work to marketing briefs and instructions by applying knowledge of the customer life cycle and a wide range of digital platforms to real world practices. The Digital Marketer Level 3 course creates a concrete platform for professional development within the marketing sector.

About the course

Course information

To qualify for an apprenticeship course, the following criteria must be met:

• be aged 16+ at the time of enrolment• be a citizen of the UK or European Economic

Area (EEA), or have lived in the UK or EEA for the past three consecutive years

• be in full-time employment, working a minimum of 30 hours per week

• not already hold a qualification at level 4/foundation degree/HNC or above in the same area that you wish to study

Eligibility criteria

To be enrolled onto the Digital Marketer Level 3 course, you must:

• have achieved English and maths GCSEs at a minimum of or above grade C/grade 4 or functional skills level 2 (or equivalent)

• have successfully completed the Digital Marketer Level 3 entry assessment and achieved a minimum score of level 1 in English and maths initial assessments

• be employed within a job role in which your day-to-day responsibilities support the course syllabus

Entry requirements

Standard reference: ST0122

Course duration: 18 months

Suitable for: Digital Marketing AssistantSocial Media ExecutiveSEO ExecutiveAnalytics Executive

Professional recognition:

Course fee: £11,000

Our training courses are either funded by the Government or by employers, depending on the size of the company. Learners are not required to contribute towards the cost of training in any way.

All our tutors have an employment background in marketing and real-world exposure to the digital marketer job role requirements. As a business, we invest heavily in continuous professional development (CPD) and our tutors receive regular training to ensure we are continually improving our service. Our tutors are all certified, Disclosure and Barring Service (DBS) checked and quality checked to ensure you receive the very best training and support throughout the programme.

Our tutors

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 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.

About Digital Marketers

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BCS, The Chartered Institute for IT, is the global awarding body for IT. Upon completion of your Digital Marketer Level 3 course, you will be able to apply for associate membership to BCS. As an associate member you will be able to:• Show your commitment to high standards of competence,

conduct and ethical practice to others• Endorse your professional integrity and experience by association

with a reliable and independent professional body• Demonstrate your professional duty and commitment to working

with regard for public interest

You will receive access to: • Industry recognised post-nominal letters AMBCS, after your

name and a defined route to Chartered IT Professional (CITP)• Interactive online career tools including CV-writer, interview

simulation and e-learning• Personal development plan (PDP) app for setting and tracking

your personal objectives• Industry news, research and publications including access to BCS

member magazine ITNOW

CIM, The Chartered Institute of Marketing, is the world’s leading professional marketing body with over 30,000 members worldwide. Upon completion of your Digital Marketer Level 3 course, you will be able to apply for associate membership to CIM. As an associate member you will be able to:• Access the CIM mentoring programme and be mentored by an

experienced and knowledgeable marketing professional• Access CPD resources to improve your capabilities and ensure

you remain current and effective as a marketing professional• Work towards Chartered Marketer status

You will receive access to: • Webinars• Marketing tool kits and practical guides• Online journals, newspapers and company reports• Networking opportunities• Latest ideas and concepts in quarterly magazine, Catalyst• Access to the CIM online content Hub, Exchange

Apprenticeship courses are developed by trailblazer groups made up of a minimum of 10 employers as well as professional bodies and trade associations, ensuring you study a curriculum that is tailored to a real-world job role. All our courses are approved by the Institute for Apprenticeships (IFA) and our curriculum’s are developed with consideration of industry leading awarding body standards, guaranteeing you work towards an approved, professional certificate that is highly relevant in your chosen industry. Completing an apprenticeship will help you develop the knowledge and skills required to excel in your chosen career, providing a concrete foundation for future growth.

Career progression

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All our courses follow a four-stage structure that includes entry assessments, course delivery, checking progress and assessing development. These stages are:

Initial AssessmentsPrior to enrolment, you will be required to complete initial assessments in English and maths to determine the level you are currently working towards. If you are currently employed within a job role which supports the course curriculum, you will be required to complete an entry assessment form to confirm job suitability. If you are applying for an apprenticeship role sourced by us, this will be completed by our team.

On-programme LearningThroughout the duration of the course, you will be supported by your employer and Apprenticeship Connect tutor to develop the competencies necessary to become a certified digital marketing professional. On-programme learning will include the teaching needed to help you develop the knowledge, skills and behaviours outlined within the apprenticeship standard as well as the training required to achieve your CIM level 4 award in Digital Marketing. Where necessary, you will also be supported to pass Functional Skills at the level stated within the course outline.

GatewayBefore you are able to progress to your End Point Assessment, your tutor and employer will make the necessary checks to ensure you have gained the knowledge, skills and behaviours required to complete your course.

End Point Assessment (EPA)All apprenticeship standards contain compulsory End Point Assessments which a learner must pass in order to achieve their completion certificate. The EPA takes place once you have completed your on-programme learning and you have successfully met the criteria outlined within the Gateway.

Course structure

*If you have already achieved GCSE grade C/grade 4 or above in English and maths, or equivalent, you may be exempt from this element of the syllabus.

The Digital Marketer Level 3 course is delivered over 18 months. At the end of month 15, we allow a three-month period for learners to prepare for and sit their EPA.

Course outline

Month 16-18

End Point Assessment (EPA)Month 15

Gateway

Attained at least the minimum knowledge, skills and technical competencies in the Standard

Successful completion of a work-based assignment covering all three units

Achieved Functional Skills certi�cates at level 2 for English and Maths*

Pre-enrolment

InitialAssessments

Initial Assessments

English & Maths

On-programme LearningMonth 0-15

Knowledge, Skills and Technical Competencies

Quali�cations: CIM Level 4 Award in Digital Marketing

Functional Skills:*English Level 2Maths Level 2

Digital Marketer Entry

Assessment

Learning diagnostics

Summarative Portfolio (Online Portfolio)

Employer Reference(Written Reference)

Synoptic Project(Project)

Interview (Structured Interview)

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20% off-the-job trainingThroughout the duration of your course you will spend a minimum of 20% of your contracted working hours studying for your apprenticeship. The focus of off-the-job training is to teach you a variety of new skills specifically related to your job role, rather than assess your existing skills and ability to complete work related tasks. This will be a combination of tutor delivery, employer support and tutor guided independent study.

Digital resourcesWhen studying at Apprenticeship Connect, you will be provided access to digital resources for the course you are studying. Our virtual learning system allows 24/7 access to syllabus information, learning aids, online assignment submission and a messaging platform to contact your tutor should you require additional support.

Learning supportWe provide additional support to learners with learning difficulties and those with physical disabilities. We can provide resources such as a scribe or large-print documents, and can facilitate other reasonable adjustments to ensure that an individual with learning difficulties or a physical disability is not at a disadvantage when completing their course.

Course delivery

All time spent studying will be recorded within your personal training diary and your progress will be frequently monitored to ensure you are on track. The time you will need to spend studying is calculated using the following formula:

Total hours required =(contracted working hours per week x programme duration (in weeks))x 0.2

Here’s an example:

Study time

Our courses are delivered through a combination of group training sessions at an Apprenticeship Connect training centre and virtual learning via online sessions.Teaching methods may include:

Teaching and learning

Throughout the course, your tutor will assess your performance to monitor your progress and tailor your teaching and learning to you as an individual. Your tutor will regularly collect evidence of your development and store it within your virtual learning account. This will allow us to review the skills and knowledge you have learnt and continually tailor your individual learning plan to your training needs.

Typical methods of assessment may include:• Reviewing tasks and projects• One-to-one discussions• Personal and professional development

reviews• Mock assessments

Tracking your progress

Contracted hours per week: 40Weeks within programme: 52Total study time: 416 hoursAverage study time per week: 8 hours

Theory and knowledge:

• lectures• role play• simulation exercises• online learning• industry visits• independent research

Practical: • shadowing• manufacturer training• one-to-one tuition

Tasks: • learning support• time spent writing

assignments

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Course contents

Technical Knowledge and Understanding

Principles of coding

Marketing principles

The customer lifecycle

Customer relationship marketing

Delivering digital marketing campaigns

Digital and social media strategies and platforms

Specialist areas: Search marketing, SEO, email marketing, web analytics, mobile apps and PPC

Business environments and issues

Digital marketing and customer needs

Digital etiquette

Underpinning Skills, Attitudes and Behaviours

Logic and creative thinking

Analytics and problem solving

Working independently and taking responsibility

Using initiative

Organisation

Working with internal and external people

Effective communication

Working in a productive, professional and secure way

Technical Competencies

Written communication

Research

Technologies

Data

Customer service

Problem solving

Analysis

Implementation

Applying specialist areas

Using digital tools

Digital analytics

Interpretation

Effective operations

The Digital Marketer Level 3 course will teach you the knowledge, skills and technical competencies outlined within the apprenticeship standard. These learning outcomes will be assessed within your End Point Assessment. The teaching areas listed below are all mandatory learning outcomes and your on-programme learning will be centred around these areas of development:

Level 4 Award in Digital Marketing

Mandatory units

The digital landscape

Digital tool kit

Digital in action

Google Analytics IQ

Google Analytics for Beginners

Introducing Google Analytics

The Google Analytics layout

Basic reporting

Basic campaign and conversion tracking

Advanced Google Analytics

Data collection and processing

Setting up data ollection and configuration

Advanced analysis tools and techniques

Advanced marketing tools

Course qualifications

In order to pass the Digital Marketer Level 3 course, you are required to complete a mandatory qualification as part of your on-programme learning. The CIM Level 4 Award in Digital Marketing will teach you about the importance of the ever-evolving digital landscape and help you develop skills to improve digital marketing effectiveness. The CIM award will provide you with awareness of the nature of the challenges and opportunities within the digital environment and the skills and tools required to support and enhance marketing activities. You will cover the importance of effective monitoring and measurement techniques that enable organisations to improve digital marketing performance. CIM qualifications are internationally recognised, obtaining this award demonstrates you are qualified by a reputable body of the highest quality.

The units covered in the CIM Level 4 Award in Digital Marketing are:

At Apprenticeship Connect, when you complete the Digital Marketer Level 3 apprenticeship standard, we can also support you to complete the Google Analytics IQ award at no additional cost. The Google Analytics IQ award is an optional award that you can opt to complete should you wish to increase your skills using Google Analytics to analyse web performance and user behaviour. Completing this award will teach you how to navigate the Google Analytics interface and reports, and set up dashboards and shortcuts. The course will also teach you how to analyse basic audience, acquisition, and behaviour reports, set up goals and track campaigns. You will also learn advanced analysis techniques including using segmentation, channel reports, audience reports, and custom reports, as well as marketing strategies like re-marketing and dynamic re-marketing that show ads to customers who have visited your website.

The units covered in the Google Analytics IQ award are:

How will the award be assessed?You must successfully complete a work-based assignment covering all three units to achieve the award. You are required to submit your completed assignment online.

How are the modules weighted?The digital landscape = 30%

Digital tool kit = 40%

Digital in action = 30% How will the award be assessed?The assessments for each unit are completed online and you must successfully achieve a minimum of 80% in each course assessment to achieve a certificate of completion.

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Example programme of study

*the programme of study may change, subject to syllabus changes and the training requirements of individuals

Our Digital Marketer Level 3 course is delivered within six group teaching blocks of one week at your nearest Apprenticeship Connect training venue. Each teaching block is separated by a gap of around six to eight weeks, subject to cohort dates. Upon application, full details of the course timetable for your cohort will be provided. Classroom teaching will allow you to share ideas, discuss alternative tools and systems and share best practice with your classmates, allowing you to bring new ideas into your workplace. Between classroom sessions, you will be required to complete online training set by your tutor, as well as complete tutor guided independent study tasks. During this time you will also receive training provided by your employer.

Block 1

Introduction to course and systemsOnline blog systemsSafeguardingTeamwork and professionalism in the workplaceDigital marketing mixCRM systems

Apprenticeship Connect Classroom Tuition

Social media marketingMarketing campaignsCRM trainingCompetitor research

Employer Tuition

Portfolio buildingAssigned tasks

Tutor Guided Independent Study

Mock EPAQ&A preparation for EPAPeer assessmentSelf-assessment

Progress Evaluation

Block 2

Team organogramsDeveloping skills for professional growthAcquiring and retaining customersE�ective digital channelsB2B, B2C, B2G relationshipsSocial listening and engagement


Company structureResearch project supportMarket segmentationCreating a marketing strategy

Employer Tuition



ObservationMock EPAPeer assessmentSelf-assessment

Progress Evaluation

Block 3

Analytics, scheduling, email marketing, CRM, search marketing and mobile appsDynamic and static web pagesContent development for webKey word rich content creationSEO and SMOPromoting and linking content


Blog writingSocial media tools and platformsCreating website contentAnalysing website content

Employer Tuition



Debate participationMock EPAPortfolio reviewComplete Google Analytics IQ

Progress Evaluation

Block 4

Risks and threats to your organisationIndustry developmentsRule of Law in respecting privacy and dataFake news and ethical behaviourThreats and risks to digital information


Using Google AnalyticsInformation securityCopyright, patent and trademarkBrand rules and guidelines

Employer Tuition



ObservationMock EPAPortfolio reviewCompetency gaps

Progress Evaluation

Block 5

Hacking incidentsBasic logic and programmingHTML, JavaScript and JavaUsing stack in the workplaceCode compatibilitiesFile formats and �le sharingGoogle Analytics IQ supportFile compatibility formats


Using internal softwareResponding to customersProject supportImproving blog writing

Employer Tuition



Q&A preparation for EPAGoogle Analytics IQ examPortfolio reviewDevelopment opportunities

Progress Evaluation

Block 6

Assessing web and application serversThe purpose of hosting and servingFactors that impact SEOScripting languageCookies and session data storage


Employer referenceFinal review of blog and portfolioEPA preparation supportFurther progression support

Employer Tuition



Final mock EPAFinal portfolio reviewEPA preparation and supportProgression opportunities

Progress Evaluation

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The EPA takes place after block 6, once you have completed your on-programme learning and your readiness to complete the apprenticeship has been determined. The EPA enables you to prove your competence in the role of a Digital Marketer and will be facilitated by an independent End Point Assessment Organisation. Your employer and Apprenticeship Connect tutor will guide you through your EPA and advise you on the best approach to take towards your assessment.

End Point Assessment (EPA) What does the EPA consist of? Summarative Portfolio

Assesses: The application of knowledge, competence and behaviours to real work projects in the work environment.

Assessment type: • Online portfolio

Task: Present evidence from real-work projects, illustrating the application of all the knowledge, skills and behaviours set out in the standard.

Assessment requirements:

• Evidence should be based on real work projects or outputs

• Portfolio must be electronic

Employer Reference

Assesses: The employer’s perspective on how the learner has performed in the workplace and the application of their knowledge, competencies and behaviours.

Assessment type: • Written reference

Task: Obtain a written reference from the learner’s employer


• Include the employer’s views about the quality of the learners work

Interview

Assesses: What the learner has done in terms of the standard of their work and how they have done it

Assessment type: • Structured interview

Task: Complete a structured interview covering the summarative portfolio and the synoptic project, with reference to the employer reference as appropriate.


• Conducted following the completion and assessment of the project and the portfolio

Synoptic Project

Assesses: The application of a selection of the knowledge, skills and behaviours defined in the standard through a business-related project.

Assessment type: • Project

Task: Complete a project as per the project brief provided, covering the definition, design, build and implementation of a digital campaign across a variety of on-line and social media platforms.


• Approximately 4 working days to complete

• Completed outside of usual working responsibilities in a controlled environment

For the Digital Marketer Level 3 course, you are required to complete four assessments. The four methods of assessment will build a cumulative picture of how well you have met the requirements of the apprenticeship standard. The overall grade you are awarded is a holistic judgement of all EPA requirements, none of the assessments are graded individually. In order to pass the apprenticeship, you must meet the expected level of quality in each assessment. The overall grade boundaries for the Digital Marketer Level 3 apprenticeship standard are:

Grading

Distinction All assessments are significantly above the expected level of quality

Merit Two assessments are significantly above the level of quality expected

Pass All assessments are of the expected level of quality

Fail One or more assessments are below the expected level of quality

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FAQs

Do I have to be in full-time employment to enrol onto this course?In order to enrol onto one of our courses, you must be employed a minimum of 30 hours per week. If you are not already employed in a role that meets our entry requirements, we will work with you to find a suitable role that supports your career aspirations.

Will I be entitled to paid annual leave whilst studying?Throughout your programme you will be entitled to the same statutory leave entitlement and have the same right to Statutory Sick Pay (SSP) as other employees. To calculate your statutory leave entitlement please visit www.gov.uk/holiday-entitlement-rights.

What happens if my employer doesn’t allow me time to study?All employers are legally required by the UK Government to allow you 20% of your contracted working hours to study towards your course. If you are having difficulties with your employer, please speak to your Apprenticeship Connect tutor.

What happens if I fall behind?Your tutor will be closely monitoring your progress with regular reviews to ensure you are on track. If at any point your development is not where it should be, your tutor and employer will work with you to update your individual learning plan and ensure you get up to speed.

What happens when I finish my course?At the end of your course, if we have placed you into your role, your employer will decide whether they will continue to employ you as a full-time member of staff and you’ll have the opportunity to decide which steps you take next. Your tutor will talk to you about career progression and you may also wish to progress onto a further training course with Apprenticeship Connect.

If I apply for a job vacancy as part of my course how much will I be paid?Each vacancy we advertise is different and the salary you receive will be dependent on the employer, role and industry you apply for. The roles we advertise are apprentice positions, however, we encourage our employers to pay above the NMW for apprentices and many of our positions include performance-related incentives. Further guidance on the NMW for apprentices can be found online at www.gov.uk/national-minimum-wage-rates.

Call our dedicated team on the hotline number below to find out about your next steps:

Courses hotline: 020 8296 6930

Are you unsure if our courses are right for you? Our careers advisors are always on hand to offer advice and guidance to help you make the best decision to get ahead in your career. Speak to one of our team today to find out more about your options:

Advice hotline: 020 3829 6920

Want to apply?

© Apprenticeship Connect January 2019

Disclaimer: All information contained within this document is accurate at the time of printing.

apprenticeshipconnect.co.uk

Apprenticeship Connect

Apprenticeship Connect

@ApprenticeshipC

@ApprenticeshipConnect

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Digital Marketer - Apprenticeship Connectapprenticeshipconnect.co.uk/.../02/Digital-Marketer-L3.pdfmember magazine ITNOW CIM, The Chartered Institute of Marketing, is the world’s