Key information

  1. Status: Approved for delivery
  2. Reference: ST1031
  3. Version: 1.0
  4. Level: 3
  5. Typical duration to gateway: 18 months
  6. Typical EPA period: 5 months
  7. Maximum funding: £11000
  8. Route: Sales, marketing and procurement
  9. Date updated: 12/12/2023
  10. Approved for delivery: 11 December 2023
  11. Lars code: 737
  12. EQA provider: Ofqual
  13. Review: this apprenticeship will be reviewed in accordance with our change request policy.
Print apprenticeship summary

Apprenticeship summary

Overview of the role

Support customer focussed marketing activities that drive the demand for a product or service.

Occupation summary

This occupation is found in small, medium, large and multinational organisations in private, public and third sectors such as the finance, construction, facilities, automotive, manufacturing, engineering, health, retail, food, hospitality, and IT. Multi-channel marketers will sit within a specific company/agency that provides marketing deliverables and advice to external clients, or within an internal marketing team, delivering marketing activities to drive that business. The role will be primarily office-based or remote working. They may spend time away from the work area attending exhibitions and events, meetings with external marketing suppliers, marketing research suppliers, visiting clients, trade shows, or supporting research activities.

The broad purpose of the occupation is to support customer focussed marketing activities that drive the demand for a product or service through awareness raising and/or perception building to generate results to the bottom line. The emerging green economy is creating increasing opportunities for new and complex services and products. This may require marketing activities to be focussed on raising awareness of the benefits of carrying out transactions or purchases or products within an environmentally sustainable model.

As part of the Marketing team the multi-channel marketers will contribute to the implementation of the Marketing strategy and plans. They will be responsible for delivering day-to-day marketing activities across a multitude of platforms, channels and systems that are essential to the Marketing function and activities of the company.

In their daily work, an employee in this occupation interacts with a wide range of internal stakeholders such as members of their own team, other departments such as sales, operations, public relations, IT, HR, customer services, senior management and finance.

They also interact with external stakeholders such as clients/customers and suppliers such as printers, digital agencies, PR and media agencies, event display companies, market research agencies, and media sales professionals.

An employee in this occupation will be responsible for coordinating and delivering specific marketing activities such as marketing content creation, background market and customer research, monitoring campaign analytic 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.

Multi-channel marketers will define, design, build and implement campaigns across a variety of platforms to drive customer engagement and retention. In addition, they will be responsible for parts of the campaign within their area of responsibility. As part of the Marketing team, they will contribute to the implementation of the Marketing strategy and plans and will have responsibility for elements of the overall marketing plan.

They will be the first point of contact for day-to-day activities in the marketing team and will be responsible for allocating higher levels of work to the management team. This role will work on their own and in a range of team settings. They work within agreed budgets and available resources. Multi-channel marketers work without high levels of supervision, usually reporting to senior stakeholders. They may occasionally be responsible for decision making on smaller areas of campaigns, but more often will support or influence the decisions of others.

Typical job titles include:

Digital communications assistant Digital marketing assistant Marketing administrator Marketing assistant Marketing communications assistant Marketing junior Social media assistant

Duties

  • Duty 1 Contribute to the marketing plan, delivery or evaluation of strategic marketing activity through the creation of written planning and evaluation documents and presentations, e.g., marketing campaign, market and customer intelligence research, communicate and present to stakeholders, agencies and internal teams.
  • Duty 2 Use appropriate primary and/or secondary research methods including survey tools, key word research tools and desktop research to gather marketing insight or evaluation.
  • Duty 3 Use research data to inform marketing decisions, targeting, planning, delivery.
  • Duty 4 Source, create and edit content in collaboration with colleagues for appropriate marketing channels, such as website, email, social media, sales materials, affiliate marketing or event displays, ensuring that brand guidelines are met in order to achieve marketing objectives.
  • Duty 5 Support and manage the cataloguing of offline and digital marketing materials and assets in line with marketing regulations and legislation including sustainability of hard copy and digital campaigns, e.g., storage and organisation of marketing materials, administering creative asset management systems, recycling/circular economy/energy consumption.
  • Duty 6 Publish, monitor and respond to editorial, creative or video content via website, social media/video sharing platforms, offline platforms.
  • Duty 7 Support the administration of marketing activities, e.g., organise a webinar or online/offline event; run an email campaign, run a pay per click (PPC) campaign, support press, advertising and PR activity, and partner marketing activity.
  • Duty 8 Use the organisation’s customer relationship management system (inhouse or externally sourced) to maintain accurate customer data and relationships are managed in the pursuit of marketing goals.
  • Duty 9 Identify and use relevant/emerging trends, solutions and technologies to implement effective marketing activities.
  • Duty 10 Contribute to the monitoring of marketing expenditure and activities to a specified budget and plan in line with company processes.
  • Duty 11 Monitor, optimise, analyse and evaluate marketing campaigns and channels in order to deliver on marketing objectives for the organisation and/or clients, measuring marketing delivery effectiveness.

Apprenticeship summary

ST1031, multi-channel marketer level 3

This is a summary of the key things that you – the apprentice and your employer need to know about your end-point assessment (EPA). You and your employer should read the EPA plan for the full details. It has information on assessment method requirements, roles and responsibilities, and re-sits and re-takes.

What is an end-point assessment and why it happens

An EPA is an assessment at the end of your apprenticeship. It will assess you against the knowledge, skills, and behaviours (KSBs) in the occupational standard. Your training will cover the KSBs. The EPA is your opportunity to show an independent assessor how well you can carry out the occupation you have been trained for.

Your employer will choose an end-point assessment organisation (EPAO) to deliver the EPA. Your employer and training provider should tell you what to expect and how to prepare for your EPA.

The length of the training for this apprenticeship is typically 18 months. The EPA period is typically 5 months.

The overall grades available for this apprenticeship are:

  • fail
  • pass
  • merit
  • distinction


EPA gateway

The EPA gateway is when the EPAO checks and confirms that you have met any requirements required before you start the EPA. You will only enter the gateway when your employer says you are ready.

The gateway requirements for your EPA are:

  • achieved English and mathematics qualifications in line with the apprenticeship funding rules
  • for the project report with presentation and questioning, the project's title and scope must be agreed with the EPAO and a project summary submitted

  • for the interview underpinned by portfolio of evidence, you must submit a portfolio of evidence

Assessment methods



Who to contact for help or more information

You should speak to your employer if you have a query that relates to your job.

You should speak to your training provider if you have any questions about your training or EPA before it starts.

You should receive detailed information and support from the EPAO before the EPA starts. You should speak to them if you have any questions about your EPA once it has started.Reasonable adjustments

If you have a disability, a physical or mental health condition or other special considerations, you may be able to have a reasonable adjustment that takes this into account. You should speak to your employer, training provider and EPAO and ask them what support you can get. The EPAO will decide if an adjustment is appropriate.


Professional recognition

This apprenticeship aligns with Chartered Institute of Marketing (CIM) for Affiliate

Please contact the professional body for more details.

This apprenticeship aligns with Digital Marketing Institute (DMI) for Power

Please contact the professional body for more details.

This apprenticeship aligns with Data and Marketing Association (DMA) for Individual

Please contact the professional body for more details.

Print occupational standard

Details of the occupational standard

Occupation summary

This occupation is found in small, medium, large and multinational organisations in private, public and third sectors such as the finance, construction, facilities, automotive, manufacturing, engineering, health, retail, food, hospitality, and IT. Multi-channel marketers will sit within a specific company/agency that provides marketing deliverables and advice to external clients, or within an internal marketing team, delivering marketing activities to drive that business. The role will be primarily office-based or remote working. They may spend time away from the work area attending exhibitions and events, meetings with external marketing suppliers, marketing research suppliers, visiting clients, trade shows, or supporting research activities.

The broad purpose of the occupation is to support customer focussed marketing activities that drive the demand for a product or service through awareness raising and/or perception building to generate results to the bottom line. The emerging green economy is creating increasing opportunities for new and complex services and products. This may require marketing activities to be focussed on raising awareness of the benefits of carrying out transactions or purchases or products within an environmentally sustainable model.

As part of the Marketing team the multi-channel marketers will contribute to the implementation of the Marketing strategy and plans. They will be responsible for delivering day-to-day marketing activities across a multitude of platforms, channels and systems that are essential to the Marketing function and activities of the company.

In their daily work, an employee in this occupation interacts with a wide range of internal stakeholders such as members of their own team, other departments such as sales, operations, public relations, IT, HR, customer services, senior management and finance.

They also interact with external stakeholders such as clients/customers and suppliers such as printers, digital agencies, PR and media agencies, event display companies, market research agencies, and media sales professionals.

An employee in this occupation will be responsible for coordinating and delivering specific marketing activities such as marketing content creation, background market and customer research, monitoring campaign analytic 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.

Multi-channel marketers will define, design, build and implement campaigns across a variety of platforms to drive customer engagement and retention. In addition, they will be responsible for parts of the campaign within their area of responsibility. As part of the Marketing team, they will contribute to the implementation of the Marketing strategy and plans and will have responsibility for elements of the overall marketing plan.

They will be the first point of contact for day-to-day activities in the marketing team and will be responsible for allocating higher levels of work to the management team. This role will work on their own and in a range of team settings. They work within agreed budgets and available resources. Multi-channel marketers work without high levels of supervision, usually reporting to senior stakeholders. They may occasionally be responsible for decision making on smaller areas of campaigns, but more often will support or influence the decisions of others.

Typical job titles include:

Digital communications assistant Digital marketing assistant Marketing administrator Marketing assistant Marketing communications assistant Marketing junior Social media assistant

Occupation duties

Duty KSBs

Duty 1 Contribute to the marketing plan, delivery or evaluation of strategic marketing activity through the creation of written planning and evaluation documents and presentations, e.g., marketing campaign, market and customer intelligence research, communicate and present to stakeholders, agencies and internal teams.

K1 K2 K3 K4 K11 K13 K14 K16 K17 K18 K19 K20 K21 K22

S1 S2 S3 S13 S15 S17

B4 B6

Duty 2 Use appropriate primary and/or secondary research methods including survey tools, key word research tools and desktop research to gather marketing insight or evaluation.

K5 K9 K10 K12 K18 K19

S4

B1

Duty 3 Use research data to inform marketing decisions, targeting, planning, delivery.

K1 K4 K11 K18 K20

S1 S2 S4 S9 S13 S15

B4

Duty 4 Source, create and edit content in collaboration with colleagues for appropriate marketing channels, such as website, email, social media, sales materials, affiliate marketing or event displays, ensuring that brand guidelines are met in order to achieve marketing objectives.

K6 K7 K9 K10 K11 K12 K13 K14 K15 K23

S3 S5 S6 S7 S8 S9

B1 B4

Duty 5 Support and manage the cataloguing of offline and digital marketing materials and assets in line with marketing regulations and legislation including sustainability of hard copy and digital campaigns, e.g., storage and organisation of marketing materials, administering creative asset management systems, recycling/circular economy/energy consumption.

K6 K9 K13 K16 K23

S10 S13

B2

Duty 6 Publish, monitor and respond to editorial, creative or video content via website, social media/video sharing platforms, offline platforms.

K6 K7 K9 K10 K12 K15 K18 K19 K21 K22 K23

S5 S6 S7 S11 S13 S14

B1

Duty 7 Support the administration of marketing activities, e.g., organise a webinar or online/offline event; run an email campaign, run a pay per click (PPC) campaign, support press, advertising and PR activity, and partner marketing activity.

K6 K7 K9 K10 K11 K12 K13 K14 K15 K19

S2 S5 S6 S7 S8 S9 S11 S12 S16

B1 B2 B6

Duty 8 Use the organisation’s customer relationship management system (inhouse or externally sourced) to maintain accurate customer data and relationships are managed in the pursuit of marketing goals.

K9 K21 K22 K23

S10 S12 S13

B1 B3

Duty 9 Identify and use relevant/emerging trends, solutions and technologies to implement effective marketing activities.

K6 K7 K8 K10 K12 K19

S2 S5 S8 S11 S14 S18

B1 B3 B5

Duty 10 Contribute to the monitoring of marketing expenditure and activities to a specified budget and plan in line with company processes.

K11 K16 K18 K19

S12 S13 S15

Duty 11 Monitor, optimise, analyse and evaluate marketing campaigns and channels in order to deliver on marketing objectives for the organisation and/or clients, measuring marketing delivery effectiveness.

K11 K12 K13 K14 K16 K17 K20 K21 K22

S4 S6 S12 S13 S16 S17 S18

B1 B6

KSBs

Knowledge

K1: Marketing theory, concepts and basic principles such as what marketing is, the marketing mix the promotional mix and the differences between each channel used. Back to Duty

K2: The business’ structure, vision, priorities, and objectives, and how their marketing role supports these. Back to Duty

K3: Business tools used to measure the impact of business objectives, the wider environment and sustainability on marketing activities. Back to Duty

K4: What a marketing plan is, how it is built and its purpose. Back to Duty

K5: The importance of competitor analysis and how to undertake it. Back to Duty

K6: Brand theory such as positioning, value, identity, guidelines, and tone of voice. Back to Duty

K7: 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. Back to Duty

K8: Current and emerging technologies, software and systems which impact on marketing. Back to Duty

K9: Relevant regulatory and legislative requirements such as data protection, GDPR, cyber security, trading laws, and copyright law for the handling and processing of data and its application. Back to Duty

K10: Principles of conducting marketing communications in an ethical and diverse manner. Back to Duty

K11: How internal stakeholders work to support the delivery of all marketing campaigns. Back to Duty

K12: Common marketing channels, cross channel behaviour, and how to manage and operate an integrated campaign using online and offline channels. Back to Duty

K13: How to brief and manage external marketing suppliers. Back to Duty

K14: Adapt communications for appropriate stakeholders and internal audiences. Back to Duty

K15: The principles of content marketing, and content creation. Back to Duty

K16: Budget management and how to measure return on investment (ROI). Back to Duty

K17: The metrics for the delivery and evaluation of marketing activity Back to Duty

K18: The importance of reviewing campaigns regularly to ensure effectiveness and optimisation. Back to Duty

K19: The campaign management process including research, planning, budgeting, implementation, and delivery. Back to Duty

K20: Tools used to support campaign management such as social media, Gantt charts, data analytics, and project management software. Back to Duty

K21: The customer journey including customer offline and digital touchpoints, customer personas, how to engage customers at different stages of their journey, sales funnels and how to segment an audience for targeting. Back to Duty

K22: The impact marketing has on the level of customer service or the customer experience, including community management channels Back to Duty

K23: Quality management and the maintenance of online and offline assets. Back to Duty

Skills

S1: Develop or interpret briefs for external or internal stakeholders and measure delivery in-line with the specification and agreed timelines Back to Duty

S2: Plan and coordinate a marketing activity using marketing tactics to acquire and retain one or more customer segments using available resources. Back to Duty

S3: Contribute to the generation of innovative and creative approaches across video, images, and other formats, both online and offline, to support campaign development. Back to Duty

S4: Use research/survey software to gather audience insight and/or evaluation to support the project. Back to Duty

S5: Use copywriting techniques to write persuasive text/copy to meet a communications objective ensuring it is in-line with organisational brand guidelines. Back to Duty

S6: Build and implement multi-channel campaigns across a variety of platforms, either offline or digital media. Back to Duty

S7: Proofread marketing copy ensuring it is accurate, persuasive and is on brand. Back to Duty

S8: Use software to design and create marketing assets to meet the technical specification. Back to Duty

S9: Contribute to the research of external suppliers to support recommendations and procurement of marketing goods and services. Back to Duty

S10: Organise offline and digital assets ensuring they are co-ordinated and legally compliant. Back to Duty

S11: Use a website content management system to publish text, images, and video/animated content. Back to Duty

S12: Create and maintain spreadsheets to support marketing activities such as project/budget planning and organisation of marketing assets. Back to Duty

S13: Use technology and software packages to support day to day activities, e.g., stakeholder communications, development of briefs, data analysis, report writing, presentations and project management. Back to Duty

S14: Identify and use data and technologies to achieve marketing objectives. Back to Duty

S15: Monitor and amend campaigns to meet budget requirements including time and monetary costs. Back to Duty

S16: Review campaigns regularly to ensure effectiveness, to optimise the results. Back to Duty

S17: Measure and evaluate campaign delivery to identify areas for improvement. Back to Duty

S18: Use data analysis tools to record, interpret and analyse customer or campaign data. Back to Duty

Behaviours

B1: Has accountability and ownership of their tasks and workload. Back to Duty

B2: Takes responsibility, shows initiative and is organised. Back to Duty

B3: Works flexibly and adapts to circumstances. Back to Duty

B4: Works collaboratively with others across the organisation and external stakeholders. Back to Duty

B5: Seeks learning opportunities and continuous professional development. Back to Duty

B6: Acts in a professional manner with integrity and confidentiality. Back to Duty

Qualifications

English and Maths

Apprentices without level 2 English and maths will need to achieve this level prior to taking the End-Point Assessment. For those with an education, health and care plan or a legacy statement, the apprenticeship’s English and maths minimum requirement is Entry Level 3. A British Sign Language (BSL) qualification is an alternative to the English qualification for those whose primary language is BSL.

Professional recognition

This standard aligns with the following professional recognition:

  • Chartered Institute of Marketing (CIM) for Affiliate
  • Digital Marketing Institute (DMI) for Power
  • Data and Marketing Association (DMA) for Individual
Print EPA plan

End-point assessment plan

V1.0

Introduction and overview

This document explains the requirements for end-point assessment (EPA) for the Multi-channel marketer apprenticeship. End-point assessment organisations (EPAOs) must follow this when designing and delivering the EPA.

Multi-channel marketer apprentices, their employers and training providers should read this document.

An approved EPAO must conduct the EPA for this apprenticeship. Employers must select an approved EPAO from the Education and Skills Funding Agency’s Register of end-point assessment organisations (RoEPAO).

A full-time apprentice typically spends 18 months on-programme (this means in training before the gateway) working towards competence as a multi-channel marketer. All apprentices must spend at least 12 months on-programme. All apprentices must complete the required amount of off-the-job training specified by the apprenticeship funding rules.

This EPA has 2 assessment methods.

The grades available for each assessment method are:

Assessment method 1 - Written project report with presentation and questioning:

Assessment method 2 - Interview underpinned by portfolio of evidence:

The result from each assessment method is combined to decide the overall apprenticeship grade. The following grades are available for the apprenticeship:

EPA summary table

On-programme - typically 18 months

The apprentice must complete training to develop the knowledge, skills and behaviours (KSBs) of the occupational standard.

The apprentice must complete training towards English and maths qualifications in line with the apprenticeship funding rules.

The apprentice must compile a portfolio of evidence.

End-point assessment gateway

The employer must be content that the apprentice is working at or above the occupational standard.

The apprentice’s employer must confirm that they think the apprentice:

  • is working at or above the occupational standard as a multi-channel marketer
  • has the evidence required to pass the gateway and is ready to take the EPA

The apprentice must have achieved English and maths qualifications in line with the apprenticeship funding rules.

For the project report with presentation and questioning, the apprentice must submit the following supporting material: project scoping document requirements. To ensure the project allows the apprentice to meet the KSBs mapped to this assessment method to the highest available grade, the EPAO should sign-off the project’s title and scope at the gateway to confirm it is suitable. A brief project summary must be submitted to the EPAO. It should be no more than 500 words. This needs to show that the project will provide the opportunity for the apprentice to cover the KSBs mapped to this assessment method. It is not assessed.

For the interview underpinned by portfolio of evidence the apprentice must submit a portfolio of evidence.

The apprentice must submit any policies and procedures as requested by the EPAO.

End-point assessment - typically 5 months

Grades available for each assessment method:

Project report with presentation and questioning

  • fail
  • pass
  • distinction

Interview underpinned by portfolio of evidence

  • fail
  • pass
  • distinction

Overall EPA and apprenticeship can be graded:

    • fail
    • pass
    • merit
    • distinction
Professional recognition

This apprenticeship aligns with Chartered Institute of Marketing (CIM) for Affiliate

The apprenticeship will either wholly or partially satisfy the requirements for registration at this level.

This apprenticeship aligns with Digital Marketing Institute (DMI) for Power

The apprenticeship will either wholly or partially satisfy the requirements for registration at this level.

This apprenticeship aligns with Data and Marketing Association (DMA) for Individual

The apprenticeship will either wholly or partially satisfy the requirements for registration at this level.

Duration of end-point assessment period

The EPA is taken in the EPA period. The EPA period starts when the EPAO confirms the gateway requirements have been met and is typically 5 months.

The expectation is that the EPAO will confirm the gateway requirements have been met and the EPA starts as quickly as possible.

EPA gateway

The apprentice’s employer must confirm that they think their apprentice is working at or above the occupational standard. The apprentice will then enter the gateway. The employer may take advice from the apprentice's training provider(s), but the employer must make the decision.

The apprentice must meet the gateway requirements before starting their EPA.

These are:

  • achieved English and maths qualifications in line with the apprenticeship funding rules
  • for the project report with presentation and questioning the apprentice must submit Project scoping document

The apprentice must agree the subject, title and scope for their project with their employer and EPAO by submitting a scoping document which will be no more than 500 words. This will not be assessed by the independent assessor.

  • for the interview underpinned by portfolio of evidence the apprentice must submit Portfolio of evidence

Portfolio of evidence requirements:

The apprentice must compile a portfolio of evidence during the on-programme period of the apprenticeship. It should only contain evidence related to the KSBs that will be assessed by this assessment method. It will typically contain 12 discrete pieces of evidence. Evidence must be mapped against the KSBs. Evidence may be used to demonstrate more than one KSB; a qualitative as opposed to quantitative approach is suggested.

Evidence sources may include:

  • workplace documentation and records, for example:
  • workplace policies and procedures
  • witness statements
  • annotated photographs
  • video clips (maximum total duration 5 minutes); the apprentice must be in view and identifiable

This is not a definitive list; other evidence sources can be included.

The portfolio of evidence should not include reflective accounts or any methods of self-assessment. Any employer contributions should focus on direct observation of performance (for example, witness statements) rather than opinions. The evidence provided should be valid and attributable to the apprentice; the portfolio of evidence should contain a statement from the employer and apprentice confirming this.

The EPAO should not assess the portfolio of evidence directly as it underpins the interview. The independent assessor should review the portfolio of evidence to prepare questions for the interview. They are not required to provide feedback after this review.

The apprentice must submit any policies and procedures as requested by the EPAO.

Order of assessment methods

The assessment methods can be delivered in any order.

The result of one assessment method does not need to be known before starting the next.

Project report with presentation and questioning

Overview

A project involves the apprentice completing a significant and defined piece of work that has a real business application and benefit. The project must meet the needs of the employer’s business and be relevant to the apprentice’s occupation and apprenticeship. The research and written project report must start after the apprentice has gone through the gateway.

This assessment method has 2 components:

  • project with a project output

  • presentation with questions and answers

Together, these components give the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method. They are assessed by an independent assessor.

Rationale

This assessment method is being used because:

  • The written project report is the most valid method as it allows the demonstration of professional competence. The written project project report will contribute to the employer’s business and be part of the apprentices’ everyday work, ensuring that they can demonstrate KSBs in practice. Producing a written report reflects normal practice in the workplace for Multi-channel marketer, so this assessment method is appropriate.
  • It is a significant and complex piece of work that thoroughly tests both higher and lower order knowledge and skills.
  • Note that it is essential that the written project report articulates the apprentice’s own work practice rather than the activities performed by the team of which they were part.

Delivery

The apprentice must complete a project that aligns with the criteria for this assessment method. Examples of the types of projects an apprentice could submit include:

  • Undertake research into new tools that could be used for gathering audience insights. Use the tool to gather data and make recommendations for a future marketing campaign.
  • Research and identify emerging trends and technologies and outline how these can be used to impact on marketing activities. Recommend changes that could be implemented by the organisation.
  • Analyse and evaluate a marketing campaign. Identify any strengths or weaknesses or continuing themes and develop a plan to improve future campaigns.

To ensure the project allows the apprentice to meet the KSBs mapped to this assessment method to the highest available grade, the EPAO must sign-off the project’s title and scope at the gateway to confirm it is suitable. The EPAO must refer to the grading descriptors to ensure that projects are pitched appropriately.

The project output must be in the form of a report and presentation.

The research and written project report must start after the apprentice has gone through the gateway. The employer should ensure the apprentice has the time and resources, within the project period, to plan and complete their project.

The apprentice may work as part of a team to complete the project, which could include internal colleagues or technical experts. The apprentice must however, complete their project report and presentation unaided and they must be reflective of their own role and contribution. The apprentice and their employer must confirm this when the report and any presentation materials are submitted.

Component 1: Project report

The report must include at least:

  • an executive summary (or abstract)
  • an introduction
  • the scope of the project (including key performance indicators)
  • objectives
  • research and methodology
  • approach taken and risks to consider
  • financial budgeting and resources
  • discussion of findings
  • outcomes and impact of the project implemented
  • measure of success
  • recommendations and conclusions
  • appendix containing mapping of KSBs to the report.

The project report must have a word count of 2500 words. A tolerance of 10% above or below is allowed at the apprentice’s discretion. Appendices, references and diagrams are not included in this total. The apprentice must produce and include a mapping in an appendix, showing how the report evidences the KSBs mapped to this assessment method.

The apprentice must complete and submit the report and any presentation materials to the EPAO by the end of week 12 of the EPA period.

Component 2: Presentation with questions

The presentation with questions must be structured to give the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method to the highest available grade.

The apprentice must prepare and deliver a presentation to an independent assessor. After the presentation, the independent assessor must ask the apprentice questions about their project, report and presentation.

The presentation should cover:

  • an overview of the project
  • the project scope (including key performance indicators)
  • summary of actions undertaken by the apprentice
  • project outcomes and how these were achieved

The presentation with questions must last 45 minutes. This will typically include a presentation of 20 minutes and questioning lasting 25 minutes. The independent assessor must use the full time available for questioning. The independent assessor can increase the time of the presentation and questioning by up to 10%. This time is to allow the apprentice to complete their last point or respond to a question if necessary.

The independent assessor must ask at least 6 questions. They must use the questions from the EPAO’s question bank or create their own questions in line with the EPAO’s training. Follow up questions are allowed where clarification is required.

The purpose of the independent assessor's questions is:

  • to verify that the activity was completed by the apprentice
  • to seek clarification where required
  • to assess those KSBs that the apprentice did not have the opportunity to demonstrate with the report, although these should be kept to a minimum
  • to assess level of competence against the grading descriptors

The apprentice must submit any presentation materials to the EPAO at the same time as the report - by the end of week 12 of the EPA period. The apprentice must notify the EPAO, at that point, of any technical requirements for the presentation.

During the presentation, the apprentice must have access to:

  • Audio-visual presentation equipment
  • Flip chart and writing and drawing materials
  • Computer
  • any other requirements as previously notified to the EPAO

The independent assessor must have at least 2 weeks to review the project report and any presentation materials, to allow them to prepare questions.

The apprentice must be given at least 2 weeks’ notice of the presentation with questions.

Assessment decision

The independent assessor must make the grading decision. They must assess the project components holistically when deciding the grade.

The independent assessor must keep accurate records of the assessment. They must record:

  • the KSBs demonstrated in the report and presentation with questions
  • the apprentice’s answers to questions
  • the grade achieved

Assessment location

The presentation with questions must take place in a suitable venue selected by the EPAO for example, the EPAO’s or employer’s premises. It should take place in a quiet room, free from distractions and influence.

The presentation with questions can be conducted by video conferencing. The EPAO must have processes in place to verify the identity of the apprentice and ensure the apprentice is not being aided.

Question and resource development

The EPAO must develop a purpose-built assessment specification and question bank. It is recommended this is done in consultation with employers of this occupation. The EPAO must maintain the security and confidentiality of EPA materials when consulting with employers. The assessment specification and question bank must be reviewed at least once a year to ensure they remain fit-for-purpose.

The assessment specification must be relevant to the occupation and demonstrate how to assess the KSBs mapped to this assessment method. The EPAO must ensure that questions are refined and developed to a high standard. The questions must be unpredictable. A question bank of sufficient size will support this.

The EPAO must ensure that the apprentice has a different set of questions in the case of re-sits or re-takes.

EPAO must produce the following materials to support the project:

  • independent assessor EPA materials which include:
    • training materials
    • administration materials
    • moderation and standardisation materials
    • guidance materials
    • grading guidance
    • question bank
  • EPA guidance for the apprentice and the employer

The EPAO must ensure that the EPA materials are subject to quality assurance procedures including standardisation and moderation.

Interview underpinned by portfolio of evidence

Overview

In the interview, an independent assessor asks the apprentice questions. It gives the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method.

The apprentice can refer to and illustrate their answers with evidence from their portfolio of evidence.

Rationale

This assessment method is being used because:

  • it allows the apprentice to be assessed against KSBs that may not naturally occur as part of a work-based project
  • it allows the apprentice to show case their depth of understanding relating to the KSBs
  • it allows the independent assessor to consider the context and sector that the apprentice operates within, giving flexibility to ensure that all the KSBs can be assessed appropriately
  • it is cost effective, and it allows consideration of the potential need to conduct the EPA remotely.

Delivery

The interview must be structured to give the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method to the highest available grade.

An independent assessor must conduct and assess the interview.

The purpose of the independent assessor's questions will be enable the apprentice to demonstrate competence in the knowledge, skills and behaviours mapped to this assessment method.

The EPAO must give an apprentice 1 weeks' notice of the interview.

The independent assessor must have at least 2 weeks to review the supporting documentation.

The apprentice must have access to their portfolio of evidence during the interview.

The apprentice can refer to and illustrate their answers with evidence from their portfolio of evidence however, the portfolio of evidence is not directly assessed.

The interview must last for 60 minutes. The independent assessor can increase the time of the interview by up to 10%. This time is to allow the apprentice to respond to a question if necessary.

The independent assessor must ask at least 6 questions. The independent assessor must use the questions from the EPAO’s question bank or create their own questions in line with the EPAO’s training. Follow-up questions are allowed where clarification is required.

The independent assessor must make the grading decision.

The independent assessor must keep accurate records of the assessment. They must record:

  • the apprentice’s answers to questions
  • the KSBs demonstrated in answers to questions
  • the grade achieved 

Assessment location

The interview must take place in a suitable venue selected by the EPAO for example, the EPAO’s or employer’s premises.

The interview can be conducted by video conferencing. The EPAO must have processes in place to verify the identity of the apprentice and ensure the apprentice is not being aided.

The interview should take place in a quiet room, free from distractions and influence.

Question and resource development

The EPAO must develop a purpose-built assessment specification and question bank. It is recommended this is done in consultation with employers of this occupation. The EPAO must maintain the security and confidentiality of EPA materials when consulting with employers. The assessment specification and question bank must be reviewed at least once a year to ensure they remain fit-for-purpose.

The assessment specification must be relevant to the occupation and demonstrate how to assess the KSBs mapped to this assessment method. The EPAO must ensure that questions are refined and developed to a high standard. The questions must be unpredictable. A question bank of sufficient size will support this.

The EPAO must ensure that the apprentice has a different set of questions in the case of re-sits or re-takes.

The EPAO must produce the following materials to support the interview underpinned by portfolio of evidence:

  • independent assessor assessment materials which include:
    • training materials
    • administration materials
    • moderation and standardisation materials
    • guidance materials
    • grading guidance
    • question bank
  • EPA guidance for the apprentice and the employer

The EPAO must ensure that the EPA materials are subject to quality assurance procedures including standardisation and moderation.

Grading

Project report with presentation and questioning

Theme
KSBs
Pass
Apprentices must demonstrate all the pass descriptors
Distinction
Apprentices must demonstrate all the pass descriptors and all of the distinction descriptors
Marketing methods, principles, and practices
K6 K17 S2

Selects appropriate metrics for the delivery and evaluation of marketing activity applying them accurately to elicit valid data (K17).

Uses valid data and resources to plan and demonstrate how marketing activities effectively retain and acquire customer segments (K6, S2).

 

Justifies their plan for the choice of marketing activities and resources used to retain and or acquire customer segments (K17, S2).

Business and organisation
K2 K3

Explains the role that they play in the organisation’s structure, vision and objectives and the impact it has on the wider environment and sustainability on marketing activities (K2, K3).

Evaluates the benefits and limitations of the proposed project recommendations to their organisation (K2).

Communication and copywriting
K14 S5 S7 B4

Explains how they work collaboratively and adapt their communication style for stakeholders and internal audiences (K14, B4).

Demonstrates copywriting techniques to write communications that are in line with organisational brand guidelines ensuring that it is proofread for accuracy (S5, S7).

Justifies the communication methods used to present their findings and why others were not suitable (K14).

Evaluates the suitability of different copywriting techniques for different marketing communications, making valid and evidence based recommendation (S5).

Campaign management
K11 K18 K19 K20 S1 S3 S16 S17 B1 B2

Explains clearly how campaign management process and tools used or proposed are appropriate, valid, and taking responsibility to enable effective reviews to take place leading to improvements in results with internal stakeholders engaged in the process (K11, K18, K19, K20, B2).

Measures and evaluates campaign delivery, accurately interpreting data to draw valid and accurate conclusions and ownership of the workload (S1, S3, S16, S17, B1).

 

 

 

Evaluates the strengths and weaknesses of different approaches used for campaign management and how the data that comes from the campaign management process can be used to informs the recommendations (K18, K19, S3, S16).

IT and digital
S4 S12 S13 S14

Applies advanced techniques to the use of software packages to contribute to campaign management and achieving marketing objectives (S4, S12, S13, S14).

N/A

Interview underpinned by portfolio of evidence

Theme
KSBs
Pass
Apprentices must demonstrate all the pass descriptors
Distinction
Apprentices must demonstrate all the pass descriptors and all of the distinction descriptors
Marketing methods, principles, and practices
K1 K4 K15

Explains how they have effectively applied relevant marketing theories, concepts, and principles to inform their decision making, drawing upon evidence to support their reasoning (K1, K4, K15).

N/A

Regulation and legislation
K9

Explains the regulatory and legislative requirements for handling and processing of data in their marketing role (K9).

N/A

Marketing communications
K10 B5

Describes the principles of conducting marketing communications and why it is important that this is undertaken in an ethical and diverse manner (K10).

Explains how they identify and seek out opportunities for professional development (B5).

 

N/A

Customer experience and the customer journey
K13 K21 K22 B6

Outlines how they brief and manage external suppliers in a professional manner with integrity and confidentiality (K13, B6).

Describes the customer journey including offline and digital touchpoints, customer personas, sales funnels and how they segment audiences for targeting and the impact that marketing has on customer service or experience (K21, K22).

 

Analyses the impact of customer targeting and make evidence based recommendations on how to improve the customer journey (K21, K22).

Research and campaign planning
K5 S9

Outlines the importance of competitor analysis and how this would be undertaken and contribute to the research of external suppliers to support recommendations (K5).

Contributes to research of external suppliers and make recommendations for the procurement of marketing goods and services (S9).

 

N/A

 

 

IT and digital tools
K7 K23 S8 S10

Discusses how to create content and how this would be adapted for different online and offline mediums using software to produce assets, organising offline and digital assets to ensure they are co-ordinated and legally compliant (K7, K23, S8, S10).

N/A

Campaign implementation and management
K12 K16 S6 S11 S15 B3

Summarises the common marketing channels and cross channel behaviour to use in order to build and implement campaigns using offline and online media platforms working flexibly and adapting to circumstances (K12, S6, B3).

Shows how a content management system is used to publish text, images and video/animated content (S11).

Describes how to measure return on investment (ROI) and demonstrate how campaigns are monitored and amended to meet budget requirements (K16, S15).

 

Evaluates the suitability of different marketing channels for building and implementing campaigns, making valid and evidence based recommendations for change (K12, S6).

Data analysis and marketing evaluation
K8 S18

Identifies current and emerging technologies and software and how these are used to record and analyse customer data and the impact on marketing campaigns (K8, S18).

Justifies the technology and software used to analyse their findings and why others were not suitable (K8, S18).

Overall EPA grading

Performance in the EPA determines the apprenticeship grade of:

    • fail
    • pass
    • merit
    • distinction

An independent assessor must individually grade the: project report with presentation and questioning and interview underpinned by portfolio of evidence in line with this EPA plan.

The EPAO must combine the individual assessment method grades to determine the overall EPA grade.

If the apprentice fails one or more assessment methods, they will be awarded an overall fail. 

To achieve an overall pass, the apprentice must achieve at least a pass in all the assessment methods. Apprentices who fail one or more assessment method will be awarded an overall EPA fail.Apprentices must achieve at least a 'pass' in all the EPA methods to get an overall 'pass'.To achieve an overall EPA ‘merit,’ the apprentice must achieve a pass in the Project Report with presentation and questioning or the Interview and a distinction in the other Assessment Method. To achieve an overall EPA ‘distinction,’ the apprentice must achieve a distinction in both assessment methods

Grades from individual assessment methods must be combined in the following way to determine the grade of the EPA overall.

Project report with presentation and questioning Interview underpinned by portfolio of evidence Overall Grading
Fail Any grade Fail
Any grade Fail Fail
Pass Pass Pass
Pass Distinction Merit
Distinction Pass Merit
Distinction Distinction Distinction

Re-sits and re-takes

An apprentice who fails one or more assessment method(s) can take a re-sit or a re-take at their employer’s discretion. The apprentice’s employer needs to agree that a re-sit or re-take is appropriate. A re-sit does not need further learning, whereas a re-take does.

An apprentice should have a supportive action plan to prepare for a re-sit or a re-take.

The employer and EPAO agree the timescale for a re-sit or re-take. A re-sit is typically taken within 2 months of the EPA outcome notification. The timescale for a re-take is dependent on how much re-training is required and is typically taken within 3 months of the EPA outcome notification.

Failed assessment methods must be re-sat or re-taken within a 6-month period from the EPA outcome notification, otherwise the entire EPA will need to be re-sat or re-taken in full.

Re-sits and re-takes are not offered to an apprentice wishing to move from pass to a higher grade.

If the apprentice fails the project assessment method, they will be required to amend the project output in line with the independent assessor’s feedback. The apprentice will be given 4 weeks to rework and submit the amended report.

An apprentice will get a maximum EPA grade of pass for a re-sit or re-take, unless the EPAO determines there are exceptional circumstances.

Roles and responsibilities

Roles Responsibilities

Apprentice

As a minimum, the apprentice should:

  • participate in and complete on-programme training to meet the KSBs as outlined in the occupational standard for a minimum of 12 months
  • complete the required amount of off-the-job training specified by the apprenticeship funding rules and as arranged by the employer and training provider
  • understand the purpose and importance of EPA
  • meet the gateway requirements
  • undertake the EPA

Employer

As a minimum, the apprentice's employer must:

  • select the EPAO and training provider
  • work with the training provider (where applicable) to support the apprentice in the workplace and to provide the opportunities for the apprentice to develop the KSBs
  • arrange and support off-the-job training to be undertaken by the apprentice
  • decide when the apprentice is working at or above the occupational standard and is ready for EPA
  • ensure that supporting evidence required at the gateway is submitted in line with this EPA plan
  • liaise with the training provider and EPAO to ensure the EPA is booked in a timely manner

Post-gateway, the employer must:

  • confirm arrangements with the EPAO for the EPA (who, when, where) in a timely manner (including providing access to any employer-specific documentation as required, for example company policies)
  • ensure that the EPA is scheduled with the EPAO for a date and time which allows the opportunity for the apprentice to be assessed against the KSBs
  • remain independent from the delivery of the EPA
  • ensure the apprentice is given sufficient time away from regular duties to prepare for, and complete all post-gateway elements of the EPA, and that any required supervision during this time (as stated within this EPA plan) is in place
  • where the apprentice is assessed in the workplace, ensure that the apprentice has access to the resources used on a regular basis
  • pass the certificate to the apprentice upon receipt from the EPAO

EPAO

As a minimum, the EPAO must: 

  • conform to the requirements of this EPA plan and deliver its requirements in a timely manner
  • conform to the requirements of the register of end-point assessment organisations (RoEPAO)
  • conform to the requirements of the external quality assurance provider (EQAP) for this apprenticeship
  • understand the occupational standard
  • make the EPA contractual arrangements, including agreeing the price of the EPA
  • develop and produce assessment materials as detailed for each assessment method in this EPA plan
  • appoint qualified and competent independent assessors in line with the requirements of this EPA plan to conduct assessments and oversee their working
  • appoint administrators (and invigilators where required) to administer the EPA
  • provide training for independent assessors in terms of good assessment practice, operating the assessment tools and grading
  • provide information, advice, guidance and documentation to enable apprentices, employers and training providers to prepare for the EPA
  • confirm all gateway requirements have been met as quickly as possible
  • arrange for the EPA to take place, in consultation with the employer
  • ensure that the apprentice has access to the required resources and liaise with the employer to agree this if necessary, where the apprentice is not assessed in the workplace
  • develop and provide assessment recording documentation to ensure a clear and auditable process is in place for providing assessment decisions and feedback to stakeholders
  • have no direct connection with the apprentice, their employer or training provider in all instances; there must be no conflict of interest
  • have policies and procedures for internal quality assurance (IQA), and maintain records of IQA activity and moderation for external quality assurance (EQA) purposes
  • deliver induction training for independent assessors, and for invigilators and markers (where used)
  • undertake standardisation activity on this apprenticeship for an independent assessor before they conduct an EPA for the first time, if the EPA is updated and periodically (a minimum of annually)
  • manage invigilation of the apprentice to maintain security of the assessment in line with the EPAO’s malpractice policy
  • verify the identity of the apprentice
  • use language in the development and delivery of the EPA that is appropriate to the level of the occupational standard

Independent assessor

As a minimum, an independent assessor must:

  • have the competence to assess the apprentice at the level of this apprenticeship and hold any required qualifications and experience in line with the requirements of the independent assessor as detailed in the IQA section of this EPA plan
  • understand the occupational standard and the requirements of this EPA
  • have, maintain and be able to evidence, up-to-date knowledge and expertise of the occupation
  • deliver the end-point assessment in-line with this EPA plan
  • comply with the IQA requirements of the EPAO
  • have no direct connection or conflict of interest with the apprentice, their employer or training provider; in all instances; there must be no conflict of interest
  • attend induction training
  • attend standardisation events when they start working for the EPAO, before they conduct an EPA for the first time and a minimum of annually for this apprenticeship 
  • assess each assessment method, as determined by the EPA plan
  • assess the KSBs assigned to each assessment method, as shown in the mapping of KSBs to assessment methods in this EPA plan
  • make the grading decisions
  • record and report assessment outcome decisions, for each apprentice, following instructions and using assessment recording documentation provided by the EPAO, in a timely manner
  • use language in the development and delivery of the EPA that is appropriate to the level of the occupational standard
  • mark open (constructed) test answers accurately according to the EPAO’s mark scheme and procedures

Training provider

As a minimum, the training provider must:

  • work with the employer and support the apprentice during the off-the-job training to provide the opportunities to develop the KSBs as listed in the occupational standard
  • conduct training covering the KSBs agreed as part of the Commitment Statement or the Individual Learning Plan
  • monitor the apprentice’s progress during any training provider led on-programme learning
  • advise the employer, upon request, on the apprentice’s readiness for EPA
  • remain independent from the delivery of the EPA

Reasonable adjustments

The EPAO must have reasonable adjustments arrangements for the EPA.

This should include:

  • how an apprentice qualifies for reasonable adjustment
  • what reasonable adjustments may be made

Adjustments must maintain the validity, reliability and integrity of the EPA as outlined in this EPA plan.

Internal quality assurance

Internal quality assurance refers to how the EPAO ensures valid, consistent and reliable EPA decisions. The EPAO must adhere to the requirements within the roles and responsibilities section and:

  • have effective and rigorous quality assurance systems and procedures that ensure fair, reliable and consistent EPA regardless of employer, place, time or independent assessor
  • appoint independent assessors who are competent to deliver the EPA and who:
    • have recent relevant experience of the occupation or sector to at least occupational level 4 gained in the last 3 years or significant experience of the occupation or sector
  • operate induction training for anyone involved in the delivery or assessment of the EPA
  • provide training for independent assessors in good assessment practice, operating the assessment tools and making grading decisions
  • provide ongoing training for markers and invigilators
  • provide standardisation activity for this apprenticeship standard for all independent assessors:
    • before they conduct an EPA for the first time
    • if the EPA is updated
    • periodically as appropriate (a minimum of annually)
  • conduct effective moderation of EPA decisions and grades
  • conduct appeals where required, according to the EPAO’s appeals procedure, reviewing and making final decisions on EPA decisions and grades
  • have no direct connection with the apprentice, their employer or training provider; in HEI.

Value for money

Affordability of the EPA will be aided by using at least some of the following:

  • utilising digital remote platforms to conduct applicable assessment methods
  • using the employer’s premises
  • conducting assessment methods on the same day

Professional recognition

This apprenticeship aligns with:

Chartered Institute of Marketing (CIM) for Affiliate

Digital Marketing Institute (DMI) for Power

Data and Marketing Association (DMA) for Individual

KSB mapping table

Knowledge Assessment methods
K1

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

Back to Grading
Interview underpinned by portfolio of evidence
K2

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

Back to Grading
Project report with presentation and questioning
K3

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

Back to Grading
Project report with presentation and questioning
K4

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

Back to Grading
Interview underpinned by portfolio of evidence
K5

The importance of competitor analysis and how to undertake it.

Back to Grading
Interview underpinned by portfolio of evidence
K6

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

Back to Grading
Project report with presentation and questioning
K7

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.

Back to Grading
Interview underpinned by portfolio of evidence
K8

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

Back to Grading
Interview underpinned by portfolio of evidence
K9

Relevant regulatory and legislative requirements such as data protection, GDPR, cyber security, trading laws, and copyright law for the handling and processing of data and its application.

Back to Grading
Interview underpinned by portfolio of evidence
K10

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

Back to Grading
Interview underpinned by portfolio of evidence
K11

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

Back to Grading
Project report with presentation and questioning
K12

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

Back to Grading
Interview underpinned by portfolio of evidence
K13

How to brief and manage external marketing suppliers.

Back to Grading
Interview underpinned by portfolio of evidence
K14

Adapt communications for appropriate stakeholders and internal audiences.

Back to Grading
Project report with presentation and questioning
K15

The principles of content marketing, and content creation.

Back to Grading
Interview underpinned by portfolio of evidence
K16

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

Back to Grading
Interview underpinned by portfolio of evidence
K17

The metrics for the delivery and evaluation of marketing activity

Back to Grading
Project report with presentation and questioning
K18

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

Back to Grading
Project report with presentation and questioning
K19

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

Back to Grading
Project report with presentation and questioning
K20

Tools used to support campaign management such as social media, Gantt charts, data analytics, and project management software.

Back to Grading
Project report with presentation and questioning
K21

The customer journey including customer offline and digital touchpoints, customer personas, how to engage customers at different stages of their journey, sales funnels and how to segment an audience for targeting.

Back to Grading
Interview underpinned by portfolio of evidence
K22

The impact marketing has on the level of customer service or the customer experience, including community management channels

Back to Grading
Interview underpinned by portfolio of evidence
K23

Quality management and the maintenance of online and offline assets.

Back to Grading
Interview underpinned by portfolio of evidence
Skill Assessment methods
S1

Develop or interpret briefs for external or internal stakeholders and measure delivery in-line with the specification and agreed timelines

Back to Grading
Project report with presentation and questioning
S2

Plan and coordinate a marketing activity using marketing tactics to acquire and retain one or more customer segments using available resources.

Back to Grading
Project report with presentation and questioning
S3

Contribute to the generation of innovative and creative approaches across video, images, and other formats, both online and offline, to support campaign development.

Back to Grading
Project report with presentation and questioning
S4

Use research/survey software to gather audience insight and/or evaluation to support the project.

Back to Grading
Project report with presentation and questioning
S5

Use copywriting techniques to write persuasive text/copy to meet a communications objective ensuring it is in-line with organisational brand guidelines.

Back to Grading
Project report with presentation and questioning
S6

Build and implement multi-channel campaigns across a variety of platforms, either offline or digital media.

Back to Grading
Interview underpinned by portfolio of evidence
S7

Proofread marketing copy ensuring it is accurate, persuasive and is on brand.

Back to Grading
Project report with presentation and questioning
S8

Use software to design and create marketing assets to meet the technical specification.

Back to Grading
Interview underpinned by portfolio of evidence
S9

Contribute to the research of external suppliers to support recommendations and procurement of marketing goods and services.

Back to Grading
Interview underpinned by portfolio of evidence
S10

Organise offline and digital assets ensuring they are co-ordinated and legally compliant.

Back to Grading
Interview underpinned by portfolio of evidence
S11

Use a website content management system to publish text, images, and video/animated content.

Back to Grading
Interview underpinned by portfolio of evidence
S12

Create and maintain spreadsheets to support marketing activities such as project/budget planning and organisation of marketing assets.

Back to Grading
Project report with presentation and questioning
S13

Use technology and software packages to support day to day activities, e.g., stakeholder communications, development of briefs, data analysis, report writing, presentations and project management.

Back to Grading
Project report with presentation and questioning
S14

Identify and use data and technologies to achieve marketing objectives.

Back to Grading
Project report with presentation and questioning
S15

Monitor and amend campaigns to meet budget requirements including time and monetary costs.

Back to Grading
Interview underpinned by portfolio of evidence
S16

Review campaigns regularly to ensure effectiveness, to optimise the results.

Back to Grading
Project report with presentation and questioning
S17

Measure and evaluate campaign delivery to identify areas for improvement.

Back to Grading
Project report with presentation and questioning
S18

Use data analysis tools to record, interpret and analyse customer or campaign data.

Back to Grading
Interview underpinned by portfolio of evidence
Behaviour Assessment methods
B1

Has accountability and ownership of their tasks and workload.

Back to Grading
Project report with presentation and questioning
B2

Takes responsibility, shows initiative and is organised.

Back to Grading
Project report with presentation and questioning
B3

Works flexibly and adapts to circumstances.

Back to Grading
Interview underpinned by portfolio of evidence
B4

Works collaboratively with others across the organisation and external stakeholders.

Back to Grading
Project report with presentation and questioning
B5

Seeks learning opportunities and continuous professional development.

Back to Grading
Interview underpinned by portfolio of evidence
B6

Acts in a professional manner with integrity and confidentiality.

Back to Grading
Interview underpinned by portfolio of evidence

Mapping of KSBs to grade themes

Project report with presentation and questioning

KSBS GROUPED BY THEME Knowledge Skills Behaviour
Marketing methods, principles, and practices
K6 K17
S2

Brand theory such as positioning, value, identity, guidelines, and tone of voice. (K6)

The metrics for the delivery and evaluation of marketing activity (K17)

Plan and coordinate a marketing activity using marketing tactics to acquire and retain one or more customer segments using available resources. (S2)

None

Business and organisation
K2 K3

The business’ structure, vision, priorities, and objectives, and how their marketing role supports these. (K2)

Business tools used to measure the impact of business objectives, the wider environment and sustainability on marketing activities. (K3)

None

None

Communication and copywriting
K14
S5 S7
B4

Adapt communications for appropriate stakeholders and internal audiences. (K14)

Use copywriting techniques to write persuasive text/copy to meet a communications objective ensuring it is in-line with organisational brand guidelines. (S5)

Proofread marketing copy ensuring it is accurate, persuasive and is on brand. (S7)

Works collaboratively with others across the organisation and external stakeholders. (B4)

Campaign management
K11 K18 K19 K20
S1 S3 S16 S17
B1 B2

How internal stakeholders work to support the delivery of all marketing campaigns. (K11)

The importance of reviewing campaigns regularly to ensure effectiveness and optimisation. (K18)

The campaign management process including research, planning, budgeting, implementation, and delivery. (K19)

Tools used to support campaign management such as social media, Gantt charts, data analytics, and project management software. (K20)

Develop or interpret briefs for external or internal stakeholders and measure delivery in-line with the specification and agreed timelines (S1)

Contribute to the generation of innovative and creative approaches across video, images, and other formats, both online and offline, to support campaign development. (S3)

Review campaigns regularly to ensure effectiveness, to optimise the results. (S16)

Measure and evaluate campaign delivery to identify areas for improvement. (S17)

Has accountability and ownership of their tasks and workload. (B1)

Takes responsibility, shows initiative and is organised. (B2)

IT and digital

S4 S12 S13 S14

None

Use research/survey software to gather audience insight and/or evaluation to support the project. (S4)

Create and maintain spreadsheets to support marketing activities such as project/budget planning and organisation of marketing assets. (S12)

Use technology and software packages to support day to day activities, e.g., stakeholder communications, development of briefs, data analysis, report writing, presentations and project management. (S13)

Identify and use data and technologies to achieve marketing objectives. (S14)

None

Interview underpinned by portfolio of evidence

KSBS GROUPED BY THEME Knowledge Skills Behaviour
Marketing methods, principles, and practices
K1 K4 K15

Marketing theory, concepts and basic principles such as what marketing is, the marketing mix the promotional mix and the differences between each channel used. (K1)

What a marketing plan is, how it is built and its purpose. (K4)

The principles of content marketing, and content creation. (K15)

None

None

Regulation and legislation
K9

Relevant regulatory and legislative requirements such as data protection, GDPR, cyber security, trading laws, and copyright law for the handling and processing of data and its application. (K9)

None

None

Marketing communications
K10

B5

Principles of conducting marketing communications in an ethical and diverse manner. (K10)

None

Seeks learning opportunities and continuous professional development. (B5)

Customer experience and the customer journey
K13 K21 K22

B6

How to brief and manage external marketing suppliers. (K13)

The customer journey including customer offline and digital touchpoints, customer personas, how to engage customers at different stages of their journey, sales funnels and how to segment an audience for targeting. (K21)

The impact marketing has on the level of customer service or the customer experience, including community management channels (K22)

None

Acts in a professional manner with integrity and confidentiality. (B6)

Research and campaign planning
K5
S9

The importance of competitor analysis and how to undertake it. (K5)

Contribute to the research of external suppliers to support recommendations and procurement of marketing goods and services. (S9)

None

IT and digital tools
K7 K23
S8 S10

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. (K7)

Quality management and the maintenance of online and offline assets. (K23)

Use software to design and create marketing assets to meet the technical specification. (S8)

Organise offline and digital assets ensuring they are co-ordinated and legally compliant. (S10)

None

Campaign implementation and management
K12 K16
S6 S11 S15
B3

Common marketing channels, cross channel behaviour, and how to manage and operate an integrated campaign using online and offline channels. (K12)

Budget management and how to measure return on investment (ROI). (K16)

Build and implement multi-channel campaigns across a variety of platforms, either offline or digital media. (S6)

Use a website content management system to publish text, images, and video/animated content. (S11)

Monitor and amend campaigns to meet budget requirements including time and monetary costs. (S15)

Works flexibly and adapts to circumstances. (B3)

Data analysis and marketing evaluation
K8
S18

Current and emerging technologies, software and systems which impact on marketing. (K8)

Use data analysis tools to record, interpret and analyse customer or campaign data. (S18)

None

Employers involved in creating the standard: AF Selection, Bauer Media Group, Birmingham University, British Airways, British Engines, British Telecommunications PLC, Chartered Institute of Marketing (CIM), Clarks Ltd, Hepcomotion, Ipsos MORI, Lagommarketing, Market Research Society, Mercedes Benz Financial Services UK Ltd, Nottingham Trent University, Oxford Professional Education Group, Plott Creative, Plott Creative (S) (Marketing), Portsmouth City Council, Professional Academy, Prospects Services, Seetec, THCL, University of Hertfordshire

Version log

Version Change detail Earliest start date Latest start date Latest end date
1.0 Approved for delivery 11/12/2023 Not set Not set

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