Level 3 Apprenticeship Standard

 

Who is it for?

Multi-Channel Marketer is an opportunity to develop skills for people new to marketing or those who want to upskill their techniques in marketing.

The primary role of a multi-channel marketer is to coordinate and deliver specific marketing activities such as marketing content creation, background market and customer research, monitoring campaign analytics and collecting data, using relevant marketing software/systems, maintaining marketing administration activities such as managing the supply of marketing literature, tracking marketing expenditure, supporting the procurement of, and overseeing the delivery of work by external and internal marketing suppliers. More information can be found within the occupation duties of the standard here.

Learners may be in one of the following job roles -

 

• Digital Communications Assistant

• Digital Marketing Assistant

• Marketing Administrator

• Marketing Assistant

• Marketing Communications Assistant

• Marketing Junior

• Social Media Assistant

 

Course Content

The Apprenticeship Standard consists of the following knowledge, skills and behaviours:

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Knowledge

• Marketing theory, concepts and basic principles such as what marketing is, the marketing mix, the promotional mix and the difference between each channel.

• The business’ structure, vision, and priorities objectives, and how their marketing role supports these.

• Business tools used to measure the impact of business objectives, the wider environment and sustainability on marketing activities.

• What a marketing plan is, how it is built and its purpose.

• The importance of competitor analysis and how to undertake it.

• Brand theory such as positioning, value, identity, guidelines, and tone of voice.

• Create content using principles of design and copywriting, and how to adapt for online and offline mediums e.g., writing digital content for the web compared to leaflets.

• Current and emerging technologies, software and systems which impact on marketing.

• Relevant regulatory and legislative requirements such as data protection, GDPR, cyber security, trading laws, copyright law, Advertising Standards Authority (ASA) for the handling and processing of data and its application.

• Principles of conducting marketing communications in an ethical and diverse manner.

• How internal stakeholders work to support the delivery of all marketing campaigns.

• Common marketing channels, cross channel behaviour, and how to manage and operate an integrated campaign using online and offline channels.

• How to brief and manage external marketing suppliers.

• Adapt communications for appropriate stakeholders and internal audiences.

• The principles of content marketing, and content creation.

• Budget management and how to measure return on investment (ROI).

• The metrics for the delivery and evaluation of marketing activity

• The importance of reviewing campaigns regularly to ensure effectiveness and optimisation.

• The campaign management process including research, planning, budgeting, implementation, and delivery.