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.
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.
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
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
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
Apprentice Sam Mount is helping Derby’s Cathedral Quarter Hotel to improve its social media presence. He is one of three apprentices recruited by the hotel across its operations in a new partnership with Derby College.
One of the city’s top boutique establishments, the hotel is a business focused on customer experience, and values its social media credibility highly. Sam’s work plays an important role in communicating and engaging with customers as well as building the hotel brand through creative platforms.
He attends Derby College on day release every two months as he works towards an NVQ award.
While the social side of university life appealed to me, I wasn’t convinced that I wanted to study for three years, especially when there was no guarantee of a job at the end of it.
I’d always been interested in both the software and hardware aspects of computer technology, so when I saw the social media opportunity on the national apprenticeship website, I decided to give it a go.