Marketing Executive

Level: 4

Duration: 15 (Excluding EPA)

Apprenticeship Overview

Marketing is vitally important to all businesses providing the insight to develop and deliver new products and services to meet ever-changing customer needs. It is the process of researching, developing, promoting and distributing, products or services through effective channels to engage with a range of target audiences.

A Marketing Executive will help shape, support and deliver marketing plans, working in conjunction with the Marketing Manager who will define the overall marketing strategy.

DEVELOPING CORE KNOWLEDGE:

  • The fundamentals of marketing theory that support the marketing process e.g. the extended marketing mix (7P’S: Product, Price, Place, Promotion, Physical environment, Process, People), product development, and segmentation
  • The characteristics and plans of the business and sector they work within, including their vision and values
  • The principles of effective market research and how this can influence marketing activity e.g. valid data collection sources and methodologies and usage, including digital sources, and when to use quantitative and qualitative methods
  • The marketing landscape and how routes to market interplay most efficiently, e.g. franchise model, distribution
  • The features and benefits of different marketing communications channels and media, both digital and offline, and when and how to apply these

DEVELOPING CORE SKILLS:

  • Coordinate and maintain key marketing channels (both digital and offline)
  • Plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives
  • Manage the production and distribution of marketing materials, e.g. digital, print and video content as appropriate
  • Use good project and time management to deliver projects/tasks/events as appropriate, effectively. Including the ability to divide time effectively between reporting, planning and delivery
  • Monitor project budgets within their scope of work using appropriate systems and controls
  • Evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources
  • Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, produce reports and deliver copy

DEVELOPING CORE BEHAVIOURS:

  • A tenacious and driven approach to see projects through to completion
  • A creative and analytical mind, with a willingness to think of new ways of doing things
  • A willingness to learn from mistakes, as not all activities go to plan, and improve their own performance as a result
  • A high level of professionalism, reliability and dependability with a passion for the customer

*The End Point Assessment duration for this Apprenticeship is 3 months