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Level: 3

Location: Workplace

Years: 2

Interview: Y

Course Summary

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.


Entry requirements

GCSE grades 9-4 in English and Maths or the equivalent are desirable.  Apprentices without English or Maths at Level 2 must achieve these prior to taking the End Point Assessment.


In addition to having good literacy and numeracy skills, you will need to be well motivated and self disciplined. Employers may well require a proven passion for digital and social media.


You must be willing to use and maintain an e-portfolio of evidence.


You will be required to attend an interview before enrolling on this course.


Course Content

Technical knowledge and understanding will include:

·       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 

·       the main components of digital and social media strategies

·       the principles of all the following specialist areas: search marketing, search engine optimisation, email marketing, web analytics and metrics, mobile apps and Pay-Per-Click and how these can work together

·       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 into the working environment

·       the security levels necessary to protect data across digital and social media platforms


How will I be assessed?

Technical knowledge and understanding is assessed during the programme through a combination of knowledge modules and specified vendor and professional qualifications. These must be passed before the End Point Assessment can take place.


The final End Point Assessment is based on:


·         a portfolio, produced towards the end of the apprenticeship - containing evidence from real work projects completed during the apprenticeship - which is assessed as part of the End Point Assessment

·         a project - giving the apprentice the opportunity to undertake a business-related project over a one-week period away from the day-to-day workplace

·         an employer reference

·         a structured interview with an assessor - exploring what has been produced in the portfolio and during the project as well as how it has been produced


Are there any additional costs or specialist equipment required?


What can I do after this course?


This apprenticeship is recognised for entry to the Register of IT Technicians and those completing their apprenticeship are eligible to apply for registration.


Completion of the apprenticeship would also allow access to join as an Affiliate (Professional) member of the Chartered Institute of Marketing (CIM) and/or Associate member of BCS.



·    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


Did you find the course information on this page useful?


Sam Lavelle

Sam	Lavelle

Digital Marketing apprentice Sam meets Prime Minister during London Fashion Week

Working for prestigious knitwear brand John Smedley has brought marketing apprentice Sam Lavelle lots of exciting opportunities – not least meeting the Prime Minister at London Fashion Week. Sam, who is taking digital marketing qualifications via Derby College as part of his apprenticeship, was among a number of UK fashion apprentices who spoke with Theresa May during the event.
The Prime Minister was there to champion the UK's fashion industry – and highlight the vital contribution apprenticeships make in ensuring the sector remains a global leader.Sam, who has been with John Smedley since April, is delighted to have the chance to work alongside highly experienced and knowledgeable people on a daily basis. He is also enjoying working towards an OCR in IT through Derby College which will further his digital marketing skills. Sam said:

It's great. My tutors are supportive and I'm assessed in the workplace so I don't have to go into college. A lot of my learning is done online, which is also very convenient, and my assessors are flexible with meetings.
"Digital marketing is a big part of my role at John Smedley and I'm heavily involved in producing social media and other written website content for the company's central hub.

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