Introducing IfATE’s New Apprenticeship Standard… Multi-Channel Marketer

The Digital Marketer (DM) apprenticeship standard was introduced in March 2016 and quickly became a popular choice for employers looking to expand their marketing teams with entry-level talent and aspiring marketers looking to begin their marketing careers.

Many of today’s senior marketers can thank this standard for teaching them how to design, build, and implement effective online and offline marketing campaigns.

The DM standard went under review in 2018. IfATE released the draft of a new proposed End Point Assessment plan among assessors four years later, which invited speculation of an entirely new, revised Digital Marketing apprenticeship standard. In 2023 IfATE confirmed the industry speculation, announcing there would be a new and improved apprenticeship standard. Introducing… ✨ Multi-Channel Marketer ✨

What Is Multi-Channel Marketing?

The multichannel approach understands that each platform is different, and rather than trying to create a seamless experience across platforms, Multi-Channel Marketers will create different strategies, campaigns, and content for each platform.

The majority of modern businesses will uphold a multichannel approach – whether they are aware of it or not. Any business that uses two or more channels to reach its clients or customers is considered multichannel.

Essentially, businesses that adopt a multichannel approach are present and creating content on the multiple platforms their customers are using.

When Does Multi-Channel Marketer Go Live?

Multi-Channel Marketer is due to come into effect on 11^th December 2023. After this date, IfATE’s Digital Marketer and Marketing Assistant will retire.

Digital Marketer VS Multi-Channel Marketer: What’s the Difference?

The new Multi-Channel Marketer (MCM) standard will replace both the Digital Marketer and Marketing Assistant apprenticeship standards. The MCM will blend together aspects of both retired programmes while adding new and exciting modules that better reflect the roles and duties of the modern marketer.

The DM standard teaches learners how to utilise online and offline marketing communication channels, while Multi-Channel Marketer will take more of a ‘content marketing’ approach. The new MCM standard will teach learners to interact with clients and customers through both direct and indirect communication channels.

Perhaps the most notable difference between the older standards and Multi-Channel Marketer is the shift in assessment style. Previously, DM required learners to undertake exams throughout the apprenticeship but MCM does not have the same requirements.

DM’s End Point Assessment requires learners to provide a portfolio showing how they have demonstrated the standard’s required competencies, and they must complete a synoptic project. The learner will discuss both their portfolio and their synoptic project in an interview with an assessor. As part of the EPA process, the employer is required to give a lengthy employer reference.

MCM’s End Point Assessment requires learners to provide a portfolio showing how they have demonstrated the standard’s required Knowledge, Skills, and Behaviours (KSBs). They then must discuss this portfolio during an interview with an assessor.

Alongside this, to better reflect the requirements of a modern marketer, learners will have to complete a report project, present this to an assessor, and answer questions on their project. MCM will not require the traditional employer reference.

Both programmes are made up of 5 courses. DM focused on three core marketing pillars (online & offline marketing theory, coding, and Google Analytics 4), but our new MCM programme covers a wider range of marketing components.

The new programme recognises the importance of end-to-end marketing and covers a wider range of modern marketing avenues – such as event marketing, social media content creation, search engine optimisation, and email marketing, while leveraging available data and using AI tools and platforms.

While IfATE does not require MCM learners to undertake exams throughout the apprenticeship, our programme will still require learners to complete a Google Analytics certification after their 4^th course. We want to ensure our learners are prepared and certified to use the industry’s most widely used analytical tool!