Entry QUALIFICATION OBJECTIVES 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 work as part of a team, in which they will have responsibility for some of the straightforward elements of the overall marketing plan or campaign.

This qualification is suited to the following roles:• Digital Marketing Assistant • Digital Marketing Executive • Digital Marketing Coordinator • Campaign Executive • Social Media Executive • Content Coordinator • Email Marketing Assistant • SEO Executive • Analytics Executive • Digital Marketing Technologist

QUALIFICATION OPPORTUNITIESEligibility to apply for a place on the Independent Register of IT Technicians, providing recognition of their competence in applying technical skills in a business environment whilst signing up to a professional code of conduct and behaviours. A place on the register acknowledges that those achieving an Apprenticeship Standard have joined the professional community and opens the door to the continued support, career development and guidance that professional bodies provide.

QUALIFICATION DELIVERYThe completion of this Apprenticeship Standard will require monthly training visits from a qualified IPS Trainer to develop the learner’s skills and progress the build of the Apprentice’s portfolio to prepare for End Point Assessment. The Apprenticeship Standard is achieved through the completion of three mandatory units listed below:

• Knowledge Module 1 - Principles of Coding • Knowledge Module 2 - Marketing Principles • Knowledge Module 3- Digital Marketing Business Principle

Two of these modules will be delivered via IPS whilst the third will also be delivered via IPS, but with the use of a vendors platform to achieve the likes of MTA HTML 5, CIW, CIM, Dot Native, Google Analytics or Google Squared. The chosen qualification may have an impact on overall costings but can be discussed/negotiated upon expression of interest. Employers involved in the development of this Apprenticeship Standard include:• IBM • Capgemini • Microsoft • Cisco • BT • HP • The Royal Signals • Lowe and Partners • Qinetiq • Weboo, • 4Ps Marketing • Fujitsu, Accenture • Atos • CGI • Visa • Contentive • Thales • Ticket Master • NCA • Virgin Media

Employers are likely to be looking for a proven passion for digital and social media. Individual employers will set selection criteria, but this might include GCSE’s, A-levels, a Level 2 Apprenticeship or other relevant qualifications, relevant experience and/or an aptitude test with a focus on functional mathematics.

Duration The minimum duration for this Apprenticeship Standard is 18 months.

Progression This Apprenticeship is recognised for entry on to the Register of IT Technicians and those completing their Apprenticeships are eligible to apply for registration. Completion of the Apprenticeship would also allow access to join as an Affiliate (Professional) member of the CIM (Chartered Institute of Marketing) and/or Associate membership of BCS. Level This qualification is completed via an Apprenticeship Standard at Level 3 and learners will achieve a recognised vendor specific qualification in addition to two further modules through City and Guilds.

For further informationT: 01634 298808E: theoffice@ips-international.com

Head Office:

Northbank HouseSir Thomas Longley RoadMedway City EstateRochester, Kent ME2 4DU

Tel. 01634 298800 Email: theoffice@ips-international.comWebsite: www.ips-apprenticeships.co.uk

Apprenticeship Digital Marketer

Level 3

TECHNICAL COMPETENCIESWritten Communication Apply a good level of written communication skills for a range of audiences and digital platforms and

with regard to the sensitivity of communication.

Research Analyses and contributes information on the digital environment to inform short and long term digital communications strategies and campaigns.

Technologies Applies effective, secure and appropriate solutions using a wide variety of digital technologies and tools over a range of platforms and user interfaces to achieve marketing objectives.

Data Reviews, monitors and analyses online activity and provides recommendations and insights to others.

Customer Service Responds efficiently to enquiries using online and social media platforms.

Problem Solving Applies structured techniques to problem-solving, analyses & resolves issues across digital platforms.

Analysis Understands and creates basic analytical dashboards using appropriate digital tools.

Implementation Builds and implements digital campaigns across a variety of digital media platforms.

Marketing Methods Apply at least two of the specialist areas: search marketing, search engine optimisation, email marketing, web analytics and metrics, mobile apps and Pay-Per-Click.

Digital Tools Using a variety of digital tools effectively.

Digital Analytics Measures and evaluates the success of digital marketing activites.

Interprets and follows • Latest developments in digital media technologies and trends• Marketing briefs and plans• Company defined ‘customer standards’ or industry good practice for marketing• Company, team or client approaches to continuous integration

Environment Can operate effectively in their own business, their customer’s and industry environments.

20% OFF THE JOB TRAININGDetail of how the 20% off-job-training will be met: The Education and Skills Funding Agency (ESFA), on behalf of the government, have incorporated into the Apprenticeship funding rules a requirement that all Apprentices must have at least 20% of their Apprenticeship as “off the job training”. The reason for this is to ensure that a quality programme is delivered by the employer and the training provider, which adds value to the Apprenticeship. This will benefit not only the learner, but also the employer, who will then end up with a skilled, well-rounded employee by the end of the Apprenticeship. Off the Job Training (OJT) can include training that is delivered at the Apprentice’s normal place of work, but must not be delivered as part of their normal working duties. Training towards Functional Skills in maths and English is not allowed to count towards the 20%.

Apprenticeship Digital Marketer

Level 3

REGULATED KNOWLEDGE QUALIFICATIONS VENDOR OR PROFESSIONAL QUALIFICATIONS

• Level 3 Award in the Principles of Coding

• Level 3 Certificate in the Principles of Online and Offline Marketing

• Level 3 Certificate in Digital Marketing Business Principles

• MTA HTML 5 • CIW – Site Development Associate • Google Squared • CIM (CIM level 4 award in Digital Marketing) • Dot Native • CIW – Internet Business Associate • Google Analytics IQ • CIW – Data Analytics • CIW – Social Media

Head Office:

Northbank HouseSir Thomas Longley RoadMedway City Estate

Tel. 01634 298800 Email: theoffice@ips-international.comWebsite. www.ips-apprenticeships.co.uk

Head Office:

Northbank HouseSir Thomas Longley RoadMedway City Estate

TECHNICAL KNOWLEDGE AND UNDERSTANDINGUnderstands the principles of coding.

Understands and can apply basic marketing principles.

Understands and can apply the customer lifecycle.

Understands the role of customer relationship marketing.

Understands how teams work effectively to deliver digital marketing campaigns and can deliver accordingly.

Understands the main components of Digital and Social Media Strategies.

Understands the principles of all of the following specialist areas: search marketing, search engine optimisation, email marketing, web analytics and metrics, mobile apps and Pay-Per-Click and understands how these can work together.

Understands the similarities and differences, including positives and negatives, of all the major digital and social media platforms.

Understands and responds to the business environment and business issues related to digital marketing and customer needs.

Understands and follows digital etiquette.

Understands how digital platforms integrate in to the working environment.

Understands and follows the required security levels necessary to protect data across digital and social media platforms.

Apprenticeship Digital Marketer

Level 3

Head Office:

Northbank HouseSir Thomas Longley RoadMedway City EstateRochester, Kent ME2 4DU

Tel. 01634 298800 Email: theoffice@ips-international.comWebsite. www.ips-apprenticeships.co.uk

UNDERPINNING SKILLS, ATTITUDES AND BEHAVIOURSLogical and creative thinking skills.

Analytical and problem solving skills.

Ability to work independently and to take responsibility.

Can use own initiative.

A thorough and organised approach.

Ability to work with a range of internal and external people.

Ability to communicate effectively in a variety of situations.

Maintain a productive, professional and secure working environment.

END POINT ASSESSMENTOn programme, completion will take place while the learner is working towards Gateway and will be in the form of successful completion of the knowledge modules within the Apprenticeship Standard and assessed via mini projects for each module to show competency and build up a portfolio of evidence.

At Gateway, further preparation will take place to develop the Apprentice and then prepare them for completion of a series of assessments as follows:

• A Portfolio Produced towards the end of the Apprenticeship, containing evidence from real work projects which have been completed during the programme, usually towards the end and which, taken together, cover the totality of the Apprenticeship Standard, and 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 Regarding the Apprentice from their employer.

• A Structured Interview An interview with an assessor, exploring what has been produced in the portfolio and the project as well as looking at how it has been created.

APPRENTICE COMPLETION CERTIFICATEUpon completion, the Apprentice will be graded with a Pass, Merit or Distinction.

Apprenticeship Digital Marketer

Level 3

Head Office:

Northbank HouseSir Thomas Longley RoadMedway City EstateRochester, Kent ME2 4DU

Tel. 01634 298800 Email: theoffice@ips-international.comWebsite. www.ips-apprenticeships.co.uk

SCHEME OF WORKS