Take responsibility for the marketing activities and strategy of your organisation.
Marketing Manager Apprenticeship
End Point Assessment Centre
24 months (this does not include EPA period)
Our Green Skills Pathway
Employers could get £1,000 each for taking on an apprentice who is either:
- aged 16 to 18 years old, or
- aged 19 to 25 years old and has an education, health and care (EHCP) plan or has been in the care of their local authority
What you can use the payment for
The payment is different to apprenticeship levy funds, so you can spend it on anything to support your organisation’s costs. For example, on uniforms, your apprentice’s travel or their salary. You do not have to pay it back.
To read the full Apprenticeship Standard: Click here
Who is this course suitable for?
A marketing manager is a professional responsible for overseeing the marketing activities of a company or organisation. Their primary role is to develop, implement, and execute marketing strategies to promote products or services, attract customers, and generate revenue. Marketing managers typically perform various tasks such as market research, identifying target audiences, creating marketing campaigns, managing advertising and promotional activities, analysing marketing data, monitoring competitors, and collaborating with other departments such as sales, product development, and finance.
Typical job roles may include:
- Marketing Manager
- Marketing and Communications Manager
- Corporate Communications Manager
- Product/Proposition Manager
- Insight/Innovations Manager
What the successful candidate should be able to do at the end of the apprenticeship:
A Marketing Manager is responsible for the marketing activities and strategy of their organisation. From overseeing the marketing budget, planning and implementing campaigns to tracking their success and reporting back to senior management. They have a strategic focus, ensuring that marketing activities align to brand guidelines and shape business needs and objectives and deliver a return on investment. A Marketing Manager will develop, position and promote the products or services of the company, selecting appropriate channels and using appropriate messaging. Being a Marketing Manager requires in-depth experience of marketing as well as great communication skills, high levels of creativity and the confidence to manage a team of marketers.
Typical responsibilities include:
- Developing and implementing the operational marketing strategy, key marketing campaigns and stakeholder engagement plans to deliver against key business objectives
- Delivering data and evidence driven decision making through commissioning reliable research to inform marketing strategies
- Tracking and reporting on marketing/sales data to inform senior management decision making
- Establishing marketing goals based on campaign analysis, product/service performance and market forecasts
- Managing the marketing budget to develop cost-effective marketing plans
- Approves and oversees the creative development of a range of marketing materials/channels
- Manages relationships with key stakeholders to support marketing delivery and corporate reputation, this may include briefing and managing external agencies or specialist marketing teams (e.g. digital) internally
These are the personal attributes and behaviours expected of all content creators carrying out their roles:
Agile and flexible – A tenacious and driven approach to see projects through to completion. Being a proven ‘self-starter’ and have an adaptable approach to meet changing work priorities.
Creative Thinker – A creative and analytical mind, with a willingness to think of new ways of doing things. They come up with ideas and solutions to support the delivery of their work.
Resilience and continuous improvement – A willingness to learn from mistakes, as not all activities go to plan, and improve their own performance as a result.
Professionalism and Emotional Intelligence –A high level of professionalism, reliability and dependability with a passion for the customer. A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others. Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity.
96 of learners say this course helped them to succeed in their marketing careers and developed their understanding and confidence in this area.
OCCUPATIONAL BRIEF OF STANDARD
Marketing Concepts & Theories
- The principles and theories of marketing that support the strategic marketing process, e.g. the extended marketing mix (7P’S: Product, Price, Place, Promotion, Physical environment, Process, People), marketing management processes, product development and how to apply and align these to the business plan and strategic objectives
- Brand development and safeguarding, including the analysis and planning of how a brand is perceived in the market, value propositions and delivery of tangible elements such as product pricing, packaging etc
- Consumer and organisational behaviour theories and concepts, including the customer (business 2 business/consumer) decision-making process and how that influences marketing strategy
- Advanced stakeholder management and the application of customer relationship management (CRM), both internal and external, to facilitate the delivery of marketing plans
- Marketing Communication planning models and budgetary methodologies.
Business understanding and Commercial Awareness
- Their organisation’s vision, mission, values, strategy, plans, stakeholders, customers and competitors to support the decision and planning process
- The wider business perspective in which marketing operates nationally and internationally, including the influences of the internal and external market/sector, the opportunities, challenges and issues it faces, and how marketing can address these
- How to measure and deliver Return on Investment for marketing activities and plans
- The relevant industry/sector-specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations.
Research & Insight
- Effective market research and evaluation techniques and methods and how to use the results to inform marketing planning and activities
- Reliable information sources and how to use these to deliver measurable improvements to marketing activities, including how metrics are used to measure these
- New and emerging trends and themes in marketing.
Product and Service Development
- The principles of product and service design and implementation and portfolio management
- The features and benefits of different marketing communications, routes to market, and how to leverage these to maximum effect, including the use of appropriate digital channels and systems.
- Lead and implement a clear marketing plan and strategy, linked to business requirements to sustain a marketing advantage
- Develop effective marketing campaigns and channels, assessing their features and benefits to best meet business requirements and customer needs
- Develop detailed integrated marketing plans for all products/ services using offline and digital media tools – work with marketing team/ specialist agencies to do this.
Advanced Interpersonal and Communication Skills
- Influence, negotiate and persuade at the senior level collaborating with a wide range of stakeholders internally and externally to gain support/backing for marketing delivery
- Act as a consultant, providing professional marketing advice to stakeholders around the business or to external clients as relevant
- Present complex information in an understandable and stimulating way whether through effective verbal presentation or creative written copy.
Service Delivery and Improvement
- Oversee, manage and approve key marketing activities/projects
- Deliver measurable marketing outcomes against key performance indicators and identify and drive continuous improvement, challenging existing processes and procedures where needed.
- Effectively plan and manage the marketing budget, to deliver on strategic objectives, and evaluate and justify return on marketing investment
- Effectively engage, negotiate and manage third-party suppliers and internal stakeholders.
Planning & Analysing
- Effectively evaluate marketing activities using measurement data and analytics to identify relevant key performance indicators (KPI) and return on marketing investment (ROI) to meet business objectives
- Assimilate and analyse complex data and information from a range of sources to evolve, lead and plan marketing activities.
- Seek out opportunities to increase income generation and gain new business e.g. new products, markets and services as relevant
- Construct a robust business case in support of marketing activities/plans
- Effectively manage and develop stakeholder relationships at the senior level
- Assess business risks and reputational impacts of marketing activities.
- Inspire and motivate internally and externally to deliver marketing plans effectively, acting as a role model for marketing best practices and taking responsibility for improving their own and the team’s and/or stakeholder’s performance, as relevant.
Systems and Processes
- Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example, to analyse data, inform search engine marketing, produce reports and deliver copy
- Actively interrogate systems and information sources to make judgements on when to introduce new ways of working/identify new systems/processes to improve marketing activities or address those new requirements and /or marketing trends.
Kiwi Education is an fantastic training provider who really does put it’s students at the heart of their delivery. Our staff have felt supported throughout their apprenticeship
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