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
Business Administration assessor Aimee Woore has found that taking the Level 4 Preparing to Deliver Apprenticeship Standards course at Derby College is helping her massively in her daily work.
Aimee, a sales and marketing co-ordinator for Kettering Borough Council, also delivers business admin training to staff across the borough via the ETF, the Education & Training Foundation.
And, since completing her course at Derby College's Academy of Professional Education, Training and Development, she has taken on an additional role – heading up a work experience programme for 16 to 18 year olds in Kettering – and has found her new qualification invaluable.
Aimee, who found the course online via the ETF, opted to take it at Derby College, rather than at another centre in London, and is pleased with her decision. She also welcomed the opportunity to be in a roomful of people in similar roles to her own but from a variety of different sectors and providers.
Taking the Derby College course has helped me massively in my job. The course was well structured, the facilities and materials were good and our tutors were excellent. The biggest thing I learned while on the course was teaching strategies, including hints and tips on the different options available. It was interesting to see our tutors demonstrate these options in their own teaching.
The techniques and strategies we were taught have been very helpful, both in my work and on a personal level. I thoroughly enjoyed the course and would like to use the credits to continue studying.