Digital Marketing Apprenticeships | Digital Marketer

Overview

Digital Marketing Apprenticeships Overview

Digital Marketer apprentices are taught how 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. They'll be responsible for some of the straightforward elements of the overall marketing plan or campaign.

To achieve their Digital Marketing Apprenticeship, you'll have to:

  • Demonstrate competence against three knowledge modules: Principles of Coding, Marketing Principles and Digital Marketing Business Principle. These are assessed by examinations set by the British Computer Society and regulated by Ofqual. Apprentices must pass all three modules.
  • Submit a portfolio of evidence showing how they have applied the knowledge from these modules to projects and activities in their workplace.
  • Complete their formal End Point Assessment, which comprises: a synoptic project to showcase knowledge and skills from across the apprenticeship; a review of their portfolio of evidence; and a final interview with an independent EPA assessor.

Successful Digital Marketer apprentices go on into roles such as a Digital Marketing Assistant, Digital Marketing Executive, Social Media Executive, Content Co-ordinator, Email Marketing Assistant, SEO Executive.

Technical Competencies

Upon completion of their Digital Marketer apprenticeship, individuals will be able to:

  • apply a good level of written communication skills for a range of audiences and digital platforms and with regard to the sensitivity of communication
  • analyse and contribute information on the digital environment to inform short and long term digital communications strategies and campaigns
  • review, monitor and analyse online activity and provides recommendations and insights to others
  • respond efficiently to enquiries using online and social media platforms.
  • apply structured techniques to problem solving, and analyses problems and resolves issues across a variety of digital platforms
  • understand and create basic analytical dashboards using appropriate digital tools
  • build and implement digital campaigns across a variety of digital media platforms
  • apply 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
  • use digital tools effectively
  • measure and evaluate the success of digital marketing activities
  • interpret and follow:
    • 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 integration
  • operate effectively in their own business', their customers' and the industry's environments
  • recommend and apply 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

Technical Knowledge and Understanding

Upon completion of their Digital Marketer apprenticeship, individuals will understand:

  • the principles of coding
  • basic marketing principles
  • the customer lifecycle
  • the role of customer relationship marketing
  • how teams work effectively to deliver digital marketing campaigns and can deliver accordingly
  • the main components of Digital and Social Media Strategies
  • 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
  • digital etiquette
  • how digital platforms integrate in to the working environment
  • the required security levels necessary to protect data across digital and social media platforms
  • 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

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

Apprentice will achieve two BCS knowledge modules and one vendor qualification.

Funding

£11,000

Level

This is a level 3 apprenticeship

Professional Recognition

This apprenticeship is recognised for entry onto the register of IT technicians confirming SFIA level 3 professional competence and those completing the apprenticeship are eligible to apply for registration.

Duration

The duration of this Firebrand apprenticeship is 16 months. Because this period involves both training and the final End Point Assessment (some of which must be carried out in the workplace), employers need to ensure the apprentice’s contract covers the full programme duration.

Registration to the Register of IT Technicians (RITTech)

Once apprentices have completed their apprenticeship they are officially recognised by the British Computer Society (BCS) for entry onto the Register of IT Technicians, confirming SFIA level 3 professional competence.

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Curriculum

Digital Marketing Apprenticeship curriculum

Firebrand’s apprenticeship programme covers all mandatory knowledge and skills outlined in the apprenticeship standard. Every Firebrand apprentice attends a suite of market-leading training programmes, to cover knowledge required from the apprenticeship standard. This training is then fleshed out through a package of selected online learning, which also allows apprentices to explore any topics of particular interest/importance to them in greater depth.

How are apprentices taught?

Apprentices receive a range of market-leading training as part of their qualification – typically between three and five courses per apprenticeship - giving them fundamental skills at speed.

We'll deliver all the knowledge apprentices need to learn for each knowledge module in the Standard through our Lecture | Lab | Review delivery. Apprentices then attend a Syllabus Review Session to cover the knowledge content covered in the apprenticeship standard.

Knowledge Module 1: Principles of Coding

Upon completion of this Knowledge Module, Digital Marketing apprentices will:

  • Understand the principles of coding

Read through the full curriculum for Firebrand's classroom-based training and supporting online learning modules below.

This extended online seminar provides apprentices with deeper insight into the Dot Native platform and other supporting resources. Apprentices will understand:

  • What the Dot Native certification in Digital Marketing is
  • How Dot Native fits in with their learning
  • Best practice tips to get the most out of Dot Native, and the certification
  • Additional Google courses for practical marketing application

This modules for Level 3 Digital Marketers, covers the range of concepts, approaches and techniques that are applicable to Principles of Coding for which Apprentices are required to demonstrate their knowledge and understanding. The course objectives include:

  • Understands and has an appreciation of logic
  • Understands, has an awareness of and recognises software languages
  • Understands the compatibility of code on different platforms
  • Understands the components involved to make the Web work
  • HTML Fundamentals (2h 13minutes)*
  • Semantic HTML (1h 49 minutes)*
  • HTML5 Fundamentals (3h 47minutes)*
  • Intro to HTML5 and CSS3 (2h 35minutes)
  • Using HTML5 and CSS3 (2h 12 minutes)
  • Building HTML5 and Javascript Applications (4h 50minutes)

Total time: 17 hours 26 minutes

Knowledge Module 2: Marketing Principles

Upon completion of this Knowledge Module, Digital Marketing apprentices will:

  • Understand and can apply basic marketing principles
  • Understand the role of customer relationship marketing
  • Understand how teams work effectively to deliver digital marketing campaigns and can deliver accordingly
  • Understand and can apply the customer lifecycle
  • Understand the main components of Digital and Social Media Strategies

Read through the full curriculum for Firebrand's classroom-based training and supporting online learning modules below.

Basic Marketing Principles

In this topic, learners will explore and apply basic marketing principles as they apply to digital marketing. The successful apprentice should be able to:

  • Define components of the marketing mix
  • Demonstrate an understanding of the digital marketing mix by applying it to a product or service
  • Explain each of the stages of the product lifecycle

Customer Relationship Marketing

In this topic, learners will explore the role of customer relationship marketing in digital marketing. The successful apprentice should be able to:

  • Define what is meant by 'relationship marketing'
  • Explain the benefits, limits and constraints of relationship marketing
  • Describe the process of creating a targeted digital marketing campaign
  • Identify the digital content that you would include in your digital marketing campaign

The Role of Effective Teamwork

In this topic, learners will understand how to ensure that teams can work effectively to deliver digital marketing campaigns. The successful apprentice should be able to:

  • Define the roles and responsibilities in a digital marketing team
  • Identify ways in which you could influence the team in the planning of the campaign
  • Explain the importance of working cohesively and not in isolation

Customer Engagement and Market Segmentation

In this topic, learners will explore customer engagement and market segmentation as they apply to digital marketing. The successful apprentice should be able to:

  • Describe the different acquisition process for different channels of clients
  • Explain how to generate engagement from different types of audiences / clients across different digital channels
  • Identify different audience types for a product / service and give recommendations for good and bad practice for communicating and engaging with each
  • Explain the key market segmentation strategies
  • Identify the differences between Business to Consumer (B2C) and Business to Business relationships (B2B)

The Customer Lifecycle

In this topic, learners will explore the customer lifecycle. The successful apprentice should be able to:

  • Explain the different stages of the customer lifecycle
  • Explain the importance to a business of new leads, existing customers and repeat customers

Main Components of Digital and Social Media Strategies

In this topic, learners will state the main components of digital and social media strategies and how they relate to business objectives. The successful apprentice should be able to:

  • Identify the key types of digital marketing strategies and how to align them to different audiences
  • Describe how digital and social media strategies align to business objectives
  • Explain how to check that a brief has been met and why this is important to review against the expectations
  • Describe the importance of clearly defined dependencies within a digital marketing strategy
  • Explain the different functions within an organisation and how they affect digital and social media marketing

How Digital and Social Media Strategies are Implemented

In this topic, learners will explore how to implement digital and social media strategies and exploit real-time information. The successful apprentice should be able to:

  • Define real-time data and explain how and when to respond to positive and negative comments
  • Explain the role of blogs and articles in increasing website traffic
  • Demonstrate the alignment of products / services with social media communications
  • Define click-through-rate and explain the importance of measuring it
  • Explain how to manage and monitor the online reputation of a company
  • Introduction to Business Information Technology (1h 54minutes)*
  • Social Media Marketing for your Startup (3h 4minutes)*
  • Marketing and Selling Your Own Products and Services (2h 3minutes)*

Total time: 7 hours 01 minutes

Knowledge Module 3: Digital Marketing Business Principles

Upon completion of this Knowledge Module, Digital Marketing apprentices will:

  • Understand the principles of all of the following specialist areas: search marketing, search engine optimisation and Pay-Per-Click, e mail marketing, web analytics and metrics, mobile apps and understands how these can work together
  • Understand the similarities and differences, including positives and negatives, of all the major digital and social media platforms
  • Understand and be able to respond to the business environment and business issues related to digital marketing and customer needs
  • Understand and follow digital etiquette
  • Understand how digital platforms integrate into the working environment
  • Understand and be able to follow the required security levels necessary to protect data across digital and social media platforms

Read through the full curriculum for Firebrand's classroom-based training and supporting online learning modules below.

Apprentices get up to speed and stay up to date on the latest developments in digital marketing with bite size, online courses with Dot Native. Each short course consists of videos, quizzes, learning checks and a final test. Complete all the foundation courses in the series to earn the Dot Native Certificate in Digital Marketing.

Foundation modules are:

  1. Brand
  2. Social Media
  3. Content Marketing
  4. Mobile Marketing
  5. Measurement Analytics
  6. Search Engine Marketing
  7. Ad-tech
  8. Programmatic
  9. CRM and CVM
  10. Digital Eco-system

(Dot Native online interactive learning, ALL 10 foundation modules must be completed to gain the certification required for the apprenticeship)

  • Social Media: The Big Picture (57minutes)
  • Social Media Marketing for your Startup (3h 4minutes)
  • Effective Facebook Advertising (2h 24minutes)
  • SEO Fundamentals (3h 7minutes)
  • Google Analytics Fundamentals (2h 15minutes)
  • Google Analytics for Create Professionals (3h 27minutes)
  • Inside Strategies for Growing Your Userbase (2h 34minutes)

Total time: 17 hours 48 minutes

Additional Resources

These two online Analytics Academy courses are taken as part of the Digital Marketer apprenticeship. They help apprentices learn about Google's measurement tools so that they understand how to grow business through intelligent data collection and analysis.

Unit 1: Introducing Google Analytics

  • Lesson 1: Why digital analytics?
  • Lesson 2: How Google Analytics works
  • Lesson 3: Google Analytics setup
  • Lesson 4: How to set up views with filter

Unit 2: The Google Analytics layout

  • Lesson 1: Navigating Google Analytics
  • Lesson 2: Understanding overview reports
  • Lesson 3: Understanding full reports
  • Lesson 4: How to share reports
  • Lesson 5: How to set up dashboards and shortcuts

Unit 3: Basic Reporting

  • Lesson 1: Audience reports
  • Lesson 2: Acquisition reports
  • Lesson 3: Behaviour reports

Unit 4: Basic Campaign and Conversion Tracking

  • Lesson 1: How to measure Custom Campaigns
  • Lesson 2: Tracking campaigns with the URL Builder
  • Lesson 3: Use Goals to measure business objectives
  • Lesson 4: How to measure Google Ads campaigns
  • Lesson 5: Course review and next steps

Unit 1: Data Collection and Processing

  • Lesson 1: Google Analytics data collection
  • Lesson 2: Categorizing into users and sessions
  • Lesson 3: Applying configuration settings
  • Lesson 4: Storing data and generating reports
  • Lesson 5: Creating a measurement plan

Unit 2: Setting Up Data Collection and Configuration

  • Lesson 1: Organize your Analytics account
  • Lesson 2: Set up advanced filters on views
  • Lesson 3: Create your own Custom Dimensions
  • Lesson 4: Create your own Custom Metrics
  • Lesson 5: Understand user behavior with Event Tracking
  • Lesson 6: More useful configurations

Unit 3: Advanced Analysis Tools and Techniques

  • Lesson 1: Segment data for insight
  • Lesson 2: Analyze data by channel
  • Lesson 3: Analyze data by audience
  • Lesson 4: Analyze data with Custom Reports

Unit 4: Advanced Marketing Tools

  • Lesson 1: Introduction to remarketing
  • Lesson 2: Better targeting with Dynamic Remarketing
  • Lesson 3: Course Summary

Prerequisites

Who can enroll on a Digital Marketing Apprenticeship?

End Point Assessment

How are Digital Marketer apprentices assessed?

Progression Plan

How do Digital Marketer apprentices progress?

Exams

Exams

While apprentices benefit from new digital skills they can use in their job, almost all digital apprenticeships that Firebrand offer provide the chance to gain industry recognised qualifications.

Apprentices gain qualifications through either BCS or Vendor specific exams where applicable. These qualifications add to a professional career and can be used to help move seamlessly between roles in the IT industry.

All relevant exams that will be achieved during this apprenticeship are listed below:

  1. BCS Principles of Coding
  2. BCS Level 3 Certificate in Marketing Principles
  3. Dot Native Certificate in Digital Marketing

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