Course Summary

This apprenticeship allows the learner to define, design, build and implement digital marketing campaigns across a variety of online and social media tools. Learners develop their aptitude to drive customer acquisition, engagement, and retention while demonstrating their ability to work to marketing briefs and instructions.


Programme Duration

12-15 Months

Training Duration

4 Weeks

Training Method

Smart Classroom

Training Schedule

5-8 Weeks

Unit 1
Principles of Coding

This unit is delivered over 4 days through the Smart Classroom, followed by a 1 day exam at a local test centre.

  • Understand the principles of coding
  • Recognise and describe the use of common languages
  • Understand the importance of considering compatibility issues with code on different platforms
  • Understand the components that make the web work
Unit 2
Principles of Online and Offline Marketing Theory - Part 1

This unit is delivered over 5 days through the Smart Classroom.

  • Identify and apply the core principles of marketing theory
  • Understanding the importance of collaborating in delivering successful marketing campaigns
  • Recognise and apply the different stages of the customer lifestyle
Unit 3
Principles of Online and Offline Marketing Theory - Part 2

This unit is delivered over 4 days through the Smart Classroom, followed by a 1 day exam at a local test centre.

  • Recognise the benefits, limits, risks and constraints of customer relationship marketing
  • Understand how digital marketing and social media can form part of an inclusive marketing strategy
Unit 4
Google Analytics

This unit is delivered over 3 days through the Smart Classroom, followed by a 1 day exam at a local test centre.

  • Introducing Google Analytics
  • The Google Analytics layout
  • Basic Reporting
  • Basic Campaign and Conversion Tracking
  • Data Collection and Processing
  • Setting Up Data Collection and Configuration
  • Advanced Analysis Tools and Techniques
  • Advanced Marketing Tools
Functional Skills

This is subject to evidence provided.

  • Level 2 - Maths
  • Level 2 - English

Learners who require Functional Skills will be supported using the Smart Classroom and the sessions will last half a day each. Exams will be held in a local test centre.

End Point Assessment
The End Point Assessment is completed in the last few months of the apprenticeship. It includes an Employer Reference, Summative Portfolio, Synoptic Project and an Interview.

Smart Classroom

Our apprentices come together from all over the country and work together in the smart learning environment, interacting, communicating and engaging with the best technical trainers in IT, Software and Digital Marketing. Our Smart Classrooms are technology enhanced, cloud-based classrooms that deliver training by integrating learning technology. 

Workplace Activities

On this programme, an apprentice is required to evidence the following activities in the workplace:

  • Use of tools to analyse/report on data
  • Participation in digital marketing projects & campaigns
  • Use of a range of online communication platforms
  • Responding to customer enquiries online & on social media
  • Use of tools to review, monitor & analyse online activity
  • Use of digital marketing tools
  • Problem solving on digital platforms
  • Website optimisation
  • Use of digital tools to achieve marketing objectives

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