Marketing executive

Key information

Reference: ST0596
Date updated: 22/01/2021
Level: 4
Route: Sales, marketing and procurement
Regulated occupation: No

Details of the occupational standard

Higher Technical Qualification

Higher Technical Qualifications (HTQs) are designed to be delivered within a course of education. Some Knowledge, Skills and Behaviours may be more safely and reliably delivered in workplace settings, so may not be fully covered by the HTQ. Some qualifications will deliver additional content or added depth and breadth through, for example, use of specialist learning environments, work placements or innovative teaching methods. Check with the qualification provider if you require further information on coverage.

Occupation summary

Marketing is vitally important to all businesses providing the insight to develop and deliver new products and services to meet ever-changing customer needs. It is the process of researching, developing, promoting and distributing, products or services through effective channels to engage with a range of target audiences. Occupations in marketing span most industries and sectors and the roles can 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. Marketing teams generally work with external agencies to deliver specialist elements of their marketing campaigns. A Marketing Executive will help shape, support and deliver marketing plans, working in conjunction with the Marketing Manager who will define the overall marketing strategy. A highly audience focused role which requires creativity, communication and project management skills - these individuals are responsible for planning and executing tactical and targeted marketing activity. Typical responsibilities include: Managing and maintaining key marketing channels, including digital, offline and social media Planning and delivering tactical integrated marketing campaigns Managing the production and distribution of marketing materials Liaising and networking with a range of stakeholders including customers, colleagues, suppliers (incl. agencies) and partner organisations Collecting and analysing research information to understand target audience behaviour and views across the market in general and the marketing mix Assisting in the achievement of brand positioning to agreed guidelines Organising and attending events such as conferences, seminars, receptions and exhibitions.

Typical job titles include:

Marketing Executive Marketing Officer Marketing and Communications Officer Marketing Specialist Communications Executive Communications Specialist

KSBs

Knowledge

K1: The fundamentals of marketing theory that support the marketing process e.g. the extended marketing mix (7P's: Product, Price, Place, Promotion, Physical environment, Process, People), product development, and segmentation Back to Duty

K2: The concepts of brand positioning and management and implementing process to support corporate reputation Back to Duty

K3: The principles of stakeholder management and customer relationship management (CRM), both internal and external, to facilitate effective cross-functional relationships internally, and channel and customer relationships externally Back to Duty

K4: The characteristics and plans of the business and sector they work within, including their vision and values Back to Duty

K5: How marketing contributes to achieving wider business objectives Back to Duty

K6: The target audience's decision making process and how that can influence marketing activities Back to Duty

K7: The sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations Back to Duty

K8: The principles of effective market research and how this can influence marketing activity e.g. valid data collection sources and methodologies and usage, including digital sources, and when to use quantitative and qualitative methods Back to Duty

K9: Basic principles of product development and product/service portfolios Back to Duty

K10: The marketing landscape and how routes to market interplay most efficiently, e.g. franchise model, distribution Back to Duty

K11: The features and benefits of different marketing communications channels and media, both digital and offline, and when and how to apply these Back to Duty

Skills

S1: Coordinate and maintain key marketing channels (both digital and offline) Back to Duty

S2: Plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives Back to Duty

S3: Manage the production and distribution of marketing materials, e.g. digital, print and video content as appropriate Back to Duty

S4: Produce a wide range of creative and effective communications, including ability to write and proofread clear and innovative copy, project briefs, and give confident presentations Back to Duty

S5: Able to engage and collaborate with a wide range of clients/stakeholders, across departments internally and with clients/suppliers externally to support marketing outcomes as required Back to Duty

S6: Use good project and time management to deliver projects/tasks/events as appropriate, effectively. Including the ability to divide time effectively between reporting, planning and delivery Back to Duty

S7: Coordinate several marketing campaigns/projects/events to agreed deadlines Back to Duty

S8: Effectively liaise with, and manage, internal and external stakeholders including suppliers to deliver required outcomes Back to Duty

S9: Monitor project budgets within their scope of work using appropriate systems and controls Back to Duty

S10: Evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources Back to Duty

S11: Assimilate and analyse data and information from a range of sources to support marketing activities Back to Duty

S12: Evaluate data and research findings to derive insights to support improvements to future campaigns Back to Duty

S13: Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, produce reports and deliver copy Back to Duty

S14: Use appropriate technologies to deliver marketing outcomes e.g. digital/web analytics, social media, CRM Back to Duty

Behaviours

B1: A tenacious and driven approach to see projects through to completion Back to Duty

B2: Being a proven "self-starter" and have an adaptable approach to meet changing work priorities Back to Duty

B3: A creative and analytical mind, with a willingness to think of new ways of doing things Back to Duty

B4: They come up with ideas and solutions to support the delivery of their work Back to Duty

B5: A willingness to learn from mistakes, as not all activities go to plan, and improve their own performance as a result Back to Duty

B6: A high level of professionalism, reliability and dependability with a passion for the customer Back to Duty

B7: A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others Back to Duty

B8: Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity Back to Duty

Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England

Qualification type: HTQ

Qualification level: 4

Applicant: Pearson

Awarding body: Pearson

Approval date: 01/01/0001

Occupational pathway: N/A

Placement: No

Aligned occupational standards

ST0596 Marketing executive

End-point assessment (EPA plan)

Rigorous robust and independent assessment undertaken by an apprentice at the end of training to test that the apprentice can perform in the occupation they have been trained in and can demonstrate the duties, and knowledge, skills and behaviours (KSBs) set out in the occupational standard

End-point assessment organisation (EPAO)

An organisation approved to deliver end-point assessment for a particular apprenticeship standard. EPAOs must be on the register of end-point assessment organisations

Holistic or synoptic

Assessment of an apprentice’s knowledge, skills and behaviours in an integrated way i.e. assessing several KSBs at the same time

Knowledge, skills and behaviours (KSB)

What is needed to competently undertake the duties required for an occupational standard

Valid

Referred to in relation to assessment methods; fit for purpose

Change request policy

Most changes to an apprenticeship are made as a result of a holistic review of it. We prioritise the need for such reviews based on a range of factors. These include:

the time since the apprenticeship was developed or last reviewed (taking account of its typical duration)
the existence of any known problems with it (e.g. lower than expected starts, low achievement rate, high withdrawal rate, any issues with the availability of training or end-point assessment provision)
whether the apprenticeship is currently subject to a dispensation
the relative significance of the apprenticeship based on how many users it has

The availability of an employer group to support a review and its potential impact on any related technical education product also inform the timing of a review.

Details of apprenticeships that are currently being revised or adjusted are available in our revisions and adjustments status report.

Share this page

LinkedIn X Facebook Email

Crown copyright © 2024. You may re-use this information (not including logos) free of charge in any format or medium, under the terms of the Open Government Licence. Visit www.nationalarchives.gov.uk/doc/open-government-licence