AI Enablement
Our Level 3 AI Enablement programme enables learners to use AI confidently, reducing manual work, and improving how systems are used across the business.
AI & AUTOMATION FOR MARKETING
Our Level 4 AI & Automation for Marketing apprenticeship enables marketing executives and other marketing professionals to build AI-enabled workflows, connect systems and automate tasks across campaigns, CRM, lead management and reporting.
LEVEL 4 AI & AUTOMATION FOR MARKETING APPRENTICESHIP
View our full AI & Automation for Marketing programme outline. Including:
- About Baltic
- Programme Overview
- Who It’s For?
- Programme Delivery
- Apprenticeship Timeline
- Core Training Modules
- Be-Spoke Apprenticeships
- End Point Assessment
Employer
I’m looking to train future digital talent
Apprentice
I’m looking to develop digital skills
LEVEL 4 AI & AUTOMATION FOR MARKETING APPRENTICESHIP
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The Value
Duration: 9 – 12 months, including assessment.
Repetitive tasks, disconnected systems and manual reporting can take valuable time away from your marketing team. Our Level 4 AI & Automation for Marketing apprenticeship develops the skills to address these challenges across campaign workflows, CRM, lead management and reporting.
This AI training for marketing teams helps employees identify automation opportunities, design and build workflows, test their reliability and introduce them into everyday activity. Learners assess where AI adds value and importantly, where human judgement, approvals and oversight remain essential.
For your business, this can mean reduced manual workload and more consistent marketing processes. Employees develop the skills to measure outcomes such as time saved, improved quality and faster response, helping you assess the value of the solutions they introduce.
View Full Programme DetailsLEVEL 4 AI & AUTOMATION FOR MARKETING APPRENTICESHIP
View our full AI & Automation for Marketing apprenticeship programme outline. Including:
- About Baltic
- Programme Overview
- Who It’s For?
- Programme Delivery
- Apprenticeship Timeline
- Core Training Modules
- Be-Spoke Apprenticeships
- End Point Assessment
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Who’s It For?
This programme is designed for marketing professionals who understand your business’s marketing activity and are ready to take responsibility for improving its processes through AI and automation.
It offers an AI upskilling route for marketing executives and employees working in roles such as: Digital Marketing Executive, CRM Executive, Campaign Executive, Marketing Operations Executive, Marketing Automation Executive, Marketing Systems Coordinator, & Marketing and Communications Executive.
The programme supports existing employees or new recruits whose roles offer opportunities to investigate marketing processes, build and test workflows, involve colleagues and measure results.
Employ an Apprentice GuideHOW TO EMPLOY AN APPRENTICE: THE COMPLETE GUIDE
Download our full guide. Including:
- Introduction to Apprenticeships
- The Benefits
- The Cost
- Apprenticeship Wage Recommendations
- Apprenticeship Standards
- Training Providers
- Interview Tips
- Choosing the Right Candidate
- Recruiting
- Next Steps
Colleagues discussing strategy during meeting
CIM Marketing Club Access
Learners on this programme gain exclusive access to the Chartered Institute of Marketing’s Marketing Club throughout their apprenticeship.
Through expert-led webinars, practical guides, templates and current industry insight, learners can build on their apprenticeship training and explore ideas to apply in their role. Leaners can access career advice, and information about future CIM qualifications.
For employers, this means having employees who keep up with marketing trends, bring fresh thinking to everyday activity and draw on useful resources to support their work, while taking greater ownership of their professional development.
Manage an Apprentice GuideHOW TO MANAGE AN APPRENTICE: THE COMPLETE GUIDE
Download our full guide. Including:
- Onboarding
- Apprentice Employment Rights
- Setting Goals
- The Role of a Workplace Mentor
- Collaborating with your Training Provider
- Off the Job Hours
- Review Calls
- Next Steps
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Apprenticeship Funding
Apprenticeship funding can help you invest in AI and marketing automation skills for existing employees or new recruits.
The apprenticeship can be fully funded by your Levy funds, government funding or a Levy transfer, depending on your organisation and the employee’s eligibility. Any employer contribution will depend on the funding rules and eligibility requirements that apply to your business and employee.
Additional grants and incentives may also be available to support recruitment and training. Our team will explain the available options, confirm any contribution and help you understand the support available before you commit.
Explore your Funding OptionsTechnical Training
The programme includes seven core courses, combining live online training with self-study to balance expert guidance with independent learning.
COURSE 1
Learners develop a practical understanding of artificial intelligence, including generative AI, machine learning, large language models, workflow automation and agentic AI. They explore how these technologies can support areas such as campaign planning, content operations, customer insight, segmentation, lead management and reporting, while considering their limitations and the importance of responsible use.
COURSE 2
Learners explore how marketing activity is planned, delivered and measured to identify where AI or automation could create genuine value. They examine marketing processes, stakeholder needs and existing challenges before defining an opportunity for improvement.
COURSE 3
Learners consider how an identified marketing opportunity could be addressed through AI or automation. They explore user and business needs, compare available approaches and develop a responsible solution proposal that is realistic for their organisation.
COURSE 4
Learners develop the communication and change-management knowledge needed to introduce AI and automation successfully within marketing teams. They explore how to involve affected colleagues, respond to concerns and prepare people for new tools, processes and ways of working.
COURSE 5
Learners develop practical skills in creating AI-enabled workflows for marketing activity. They use prompting, automation steps and connected tools to reduce repetitive work, improve consistency and support more efficient marketing processes.
COURSE 6
Learners test and improve AI-enabled marketing solutions before they are introduced more widely. They consider whether a solution works as intended, meets user needs and produces accurate, accessible and brand-appropriate outcomes.
COURSE 7
Learners explore how to introduce AI-enabled solutions successfully within marketing teams and demonstrate the value they create. They plan implementation, support marketing users and monitor outcomes to ensure improvements can be sustained.
WHAT YOUR BUSINESS CAN GAIN
REDUCE REPETITIVE WORK
Develop the skills to automate recurring tasks and reduce manual administration across marketing processes.
CONNECT MARKETING SYSTEMS
Improve how information moves between tools and teams across campaigns, CRM, lead management and reporting.
MAINTAIN QUALITY & CONTROL
Build testing, approvals and human oversight into AI-enabled workflows to support accurate, brand-appropriate outcomes.
MEASURE THE IMPACT
Track time saved, quality improvements, response times and adoption to understand the value of each solution.
TELL US ABOUT YOUR TEAM
We’ll help you assess whether the programme is a suitable fit, explore funding and identify relevant training options.
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BE-SPOKE APPRENTICESHIPS
Build the skills your business needs with apprenticeship training tailored to your goals, industry and team. Baltic gives you the flexibility to customise the programme through a choice of modules relevant to your employee’s role.
Alongside the core training, your employee completes one Expert Module and two Be-Spoke modules.
For this programme, our Expert Modules offer additional AI marketing training with the opportunity to gain an industry-recognised credential, while our Be-Spoke Modules develop practical knowledge and skills aligned with your employee’s role, development needs and your business priorities.
Let’s Discuss your Training NeedsExpert Modules: Additional AI Training & Certifications
Develop further expertise within your marketing team through a choice of two Expert Modules, which provide your learner with the opportunity to earn an additional recognised certification.
CompTIA AI For Marketing Essentials
Give your team additional AI marketing training that complements the programme’s core focus on automation. This module broadens your employee’s skills across audience and competitor research, campaign planning, content creation, SEO, reporting and personalisation, helping them apply AI to more of your day-to-day marketing activity.
Employees develop practical prompting skills and the judgement to check outputs, protect customer information and maintain brand standards. It’s a useful option for businesses that want their marketer to support both workflow improvements and campaign delivery.
The module includes 6 – 8 hours of self-study and an assessment, with successful completion leading to the CompTIA AI for Marketing Essentials CompCert.
Microsoft Certified: Power Platform Fundamentals
Build Microsoft Power Platform knowledge within your marketing team, giving your employee a clearer understanding of the tools available to automate processes, connect data and create business applications. The module explores Power Automate, Power Apps, Dataverse, Power Pages and Copilot Studio, including how AI agents and generative AI can support business solutions.
For businesses using Microsoft systems, this provides additional expertise to help assess suitable tools for marketing challenges and contribute to discussions with technical colleagues. Security, governance and responsible AI are covered throughout.
The three-day instructor-led course includes the PL-900 exam, giving employees the opportunity to earn Microsoft Certified: Power Platform Fundamentals alongside their apprenticeship.
Customise your Programme with Be-Spoke Modules
Select two modules to develop the skills most relevant to your employee’s role and your business priorities.
Develop expertise within your team to support your business’s visibility across search engines and AI-powered search. Employees build skills in keyword research, on-page and off-page optimisation, local search and campaign planning, with performance tracking through Google Search Console and GA4.
Develop a strong understanding of your business environment, strategic planning, organisational vision and values, and how to align marketing activity with wider business goals to support long-term success.
Build your team’s capability to coordinate digital and offline marketing channels around shared campaign goals. Employees develop their understanding of channel selection and integration, using analytics, key performance indicators and return on investment to assess results and improve performance.
Develop the expertise to turn marketing data into practical recommendations for your business. Employees build skills in interpreting results, identifying opportunities and evaluating campaign performance, supporting more informed decisions about customer engagement and marketing investment.
Build practical workflow automation capability within your team using Microsoft Power Automate. Employees develop the skills to create, test and manage cloud flows that connect applications and move information between systems, helping reduce repetitive administration and manual handovers.
Develop your team’s ability to create AI agents that use relevant knowledge and tools to support workplace tasks. Employees configure instructions, topics and knowledge sources, then test and publish agents for use within your organisation.
Develop practical marketing automation skills to connect applications and reduce repetitive work. Employees build no-code workflows using triggers, actions and rules that determine what happens next, then create AI agents with defined instructions, tools and safeguards.
WE’RE PROUD TO PARTNER WITH
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ABOUT BALTIC APPRENTICESHIPS
At Baltic Apprenticeships, we believe workplace training is the most powerful tool for skills development. Since 2007, we’ve been dedicated to delivering high-quality, digital training to aspiring professionals across England.
As an Ofsted Outstanding and award-winning training provider, we specialise in AI, Data, IT, Digital Marketing, Software Development, and Sustainability training.
We offer both short courses for immediate skills development and long-term apprenticeship programmes that build lasting expertise, giving employers flexible options to upskill their teams and grow talent strategically.
Learn More About UsAPPRENTICESHIP PROGRAMMES
Our apprenticeship programmes range from 12 – 24 months and lead to a nationally recognised qualification; designed to build deep expertise and create sustainable talent pipelines.
Data & Business Insights
Our Level 3 Data & Business Insights apprenticeship builds the skills needed to unlock data capabilities and spark digital transformation. By the end of this course, apprentices will have the confidence to make data-driven decisions.
Microsoft IT Support Technician
Our Level 3 IT Support apprenticeship creates expert IT Technicians with exceptional problem-solving skills. Apprentices will learn to optimise systems, configure devices, and provide outstanding customer service.
Modern Marketing Professional
Our Level 3 Modern Marketing Professional apprenticeship develops the skills to understand audiences, create compelling content, plan and deliver integrated campaigns, and use data and AI responsibly to improve marketing performance.
AI & Digital Transformation
Our Level 4 AI & Digital Transformation programme develops internal leaders who can embed data-driven decision-making, support technology adoption, and build confidence with automation and AI tools.
AI for Business Automation
Our Level 4 AI for Business Automation programme enables learners to identify automation opportunities, implement AI solutions confidently, and deliver measurable business value across the organisation.
Sustainability for Business Impact
Our Level 4 Sustainability for Business Impact apprenticeship is designed for Sustainability Managers and Business Leaders, providing an ROI-focused training solution to embed sustainable practices into operations that deliver immediate business impact.
Data Analyst
Our Level 4 Data Analyst apprenticeship develops professionals who can turn organisational data into clear, actionable insight, empowering learners to move beyond reporting to support smarter, data-driven decisions.
Infrastructure & Security Engineer
Our Level 4 Infrastructure and Security Engineer apprenticeship develops the skills to design, maintain, secure, and optimise modern network infrastructure across cloud, hybrid, and on-premise environments, helping organisations support resilient digital operations.
AI & Automation for Marketing
Our Level 4 AI & Automation for Marketing apprenticeship develops the skills to build AI-enabled workflows, connect marketing systems and automate repetitive tasks across campaigns, CRM, lead management and reporting.
Software Developer
Our Level 4 Software Developer apprenticeship is the solution for people looking for the next step in their software career. Building on existing knowledge, we teach advanced project management skills & development practices, creating future leaders.
Data Engineer
Our Level 5 Data Engineer apprenticeship develops strategic, business-minded engineers. Participants gain hands-on experience with data products, platforms, data pipelines, and AI-enabled engineering – aligning technical solutions with broader organisational goals.
AI Marketing Apprenticeship FAQs for Employers
Baltic’s AI & Automation for Marketing programme is a marketing-focused route to the Level 4 Artificial Intelligence (AI) and Automation Practitioner apprenticeship. It develops employees’ ability to apply AI and marketing automation across campaigns, CRM, lead management, customer journeys and reporting.
AI & Automation for Marketing replaces Baltic’s previous Level 4 Marketing Executive programme. It now follows the Level 4 Artificial Intelligence (AI) and Automation Practitioner apprenticeship standard, with training focused on applying AI and automation within marketing roles.
Yes. The programme supports AI upskilling for marketing executives, subject to suitability and eligibility. Their role must provide opportunities to improve marketing processes, build automated workflows and support their implementation.
We’ll assess their responsibilities and existing skills with you before enrolment.
Your team could automate repetitive marketing tasks such as routing leads to the right colleague, updating CRM records, generating recurring reports and sending content approval requests.
AI can support steps that involve interpreting or generating information, while straightforward automation can handle routine actions between systems.
However, suitable applications will depend on your systems, available data and business priorities.
Yes. The programme covers responsible AI use in marketing, including privacy, security, customer trust and brand protection. Employees develop the skills to check AI outputs, test automated workflows, recognise limitations and maintain human oversight where professional judgement is needed.
The apprenticeship combines live online training with self-study across seven core courses. Employees receive support from a dedicated coach and apply their training to marketing processes within your business, balancing expert guidance with independent learning.
The apprenticeship lasts 9 – 12 months, including assessment. The apprenticeships’ core training takes place during months 1 – 6, with the completion timeline agreed according to the employee’s progress and assessment requirements.
The AI marketing apprenticeship is assessed through a business-related project and a professional discussion. Employees demonstrate how they address a workplace challenge through an AI-enabled solution and evaluate its results. They also explain their decisions, including how they applied responsible AI practices and worked with colleagues.
Yes. Training and assessment costs can be fully funded through available Levy funds, a Levy transfer or government funding, subject to eligibility and the programme’s funding band. Additional grants and recruitment incentives may also be available. Our team will explain your funding options and confirm any employer contribution before enrolment.
LEVEL 4 AI & AUTOMATION FOR MARKETING APPRENTICESHIP
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Role Overview
Duration: 9 – 12 months, including assessment.
On this programme, you’ll use your understanding of customers, campaigns and business priorities to identify where AI and automation could reduce manual work or improve marketing processes.
Your role could involve connecting lead information across systems, automating recurring reports or creating approval workflows for marketing content. Working with your marketing team and colleagues across the business, you’ll help to reduce manual handovers and improve how information moves between tools. You’ll develop the judgement to recognise where AI adds value, where straightforward automation is more appropriate and where human review remains essential.
The programme suits marketing professionals working in-house or within an agency, including Marketing Executives, CRM Executives, Campaign Executives and Marketing Operations professionals.
View VacanciesColleagues discussing strategy during meeting
CIM Marketing Club Access
Access the Chartered Institute of Marketing’s Marketing Club throughout your apprenticeship, with resources to support your training and professional development.
Explore expert-led webinars, practical guides, templates and current marketing insight that you can apply in your role.
You’ll also have access to career advice, information about future CIM qualifications and opportunities to connect with other marketing students and professionals.
Marketing Club access is a programme benefit, and it is separate from a CIM qualification.
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Professional Development
Already working in marketing? Develop AI and automation skills through your current employer while building on your existing marketing experience.
This programme provides AI upskilling for marketing executives and other marketing professionals ready to take on greater responsibility for workflows, systems and process improvement. You’ll strengthen your ability to investigate problems, recommend solutions, communicate with colleagues and demonstrate the impact of your work.
These skills can support your development towards responsibilities in CRM, marketing automation, marketing operations and marketing systems.
Learn More about Professional DevelopmentIMG_3168
Assessment & Achievement
Your assessment brings together the AI and marketing automation skills you’ve developed throughout the programme. You’ll demonstrate how you apply your knowledge at work through:
Business-related Project
You’ll address a real marketing challenge by designing, developing, testing and implementing an AI-enabled solution, then evaluating its results.
Professional Discussion
You’ll draw on workplace examples to explain your decisions, demonstrate your skills and reflect on responsible AI use and collaboration with colleagues.
On successful completion, you’ll achieve the Level 4 Artificial Intelligence (AI) and Automation Practitioner apprenticeship, with practical experience of applying these skills in a marketing role.
Technical Training
The programme includes seven core courses, combining live online training with self-study to balance expert guidance with independent learning.
COURSE 1
Explore how to apply AI in marketing across campaign planning, content operations, customer insight, segmentation, lead management and reporting, while recognising its limitations and the importance of responsible use.
COURSE 2
Investigate how marketing activity is planned, delivered and measured. Examine the people, systems and information involved, identify repetitive work or delays, and define an opportunity with clear measures of success.
COURSE 3
Develop a realistic proposal for an AI or automation solution. Compare approaches, assess user needs and consider the time, cost, data and support required, incorporating privacy, security, brand protection and human oversight.
COURSE 4
Build the communication skills to introduce new processes successfully. Understand colleagues’ needs and concerns, explain AI and automation clearly, and develop guidance and feedback activities that support adoption.
COURSE 5
Create AI-enabled marketing workflows using prompts, connected tools and automation steps. Build in decisions, notifications, approvals and human review to reduce repetitive work while maintaining quality and control.
COURSE 6
Test whether your solution works as intended and produces accurate, accessible and brand-appropriate results. Gather user feedback, identify risks and use evidence to recommend improvements.
COURSE 7
Plan implementation, support colleagues and monitor how your solution performs. Measure outcomes such as time saved, improved quality and reduced manual effort, then use feedback to make further improvements.
EXPERT MODULES: ADDITIONAL AI MARKETING TRAINING
Develop further expertise through a choice of two Expert Modules, which provide you with the opportunity to earn an additional recognised certification alongside your apprenticeship.
CompTIA AI For Marketing Essentials
Broaden your AI marketing skills across audience and competitor research, campaign planning, content creation, SEO, reporting and personalisation.
Develop practical prompting and fact-checking skills, with privacy and brand safeguards that support responsible use in your role.
The module includes 6 – 8 hours of self-study and an assessment. Successful completion leads to the CompTIA AI for Marketing Essentials CompCert, adding an additional specialist credential to your apprenticeship.
Microsoft Certified: Power Platform Fundamentals
Explore how Microsoft’s low-code and AI tools can automate processes, connect data and support business applications.
Build foundational knowledge of Power Apps, Power Automate, Dataverse, Power Pages and Copilot Studio, alongside security, governance and responsible AI.
This three-day instructor-led module includes the PL-900 exam, giving you the opportunity to earn Microsoft Certified: Power Platform Fundamentals alongside your apprenticeship.
CUSTOMISE YOUR TRAINING WITH BE-SPOKE MODULES
Select two self-study modules to develop skills relevant to your role.
Develop your understanding of search engine optimisation and visibility in AI-powered search. Explore keyword research, website and content optimisation, local search and performance tracking using Google Search Console and GA4.
Understand how marketing priorities connect with your organisation’s goals. Explore your business environment, strategic planning, organisational vision and values to support more informed marketing decisions.
Explore how digital and offline channels work together around campaign goals. Develop your ability to coordinate activity and use analytics, key performance indicators and return on investment to assess and improve results.
Develop the skills to interpret marketing data, identify patterns and recommend improvements. Use evidence to guide decisions about campaigns, customer engagement and marketing investment.
Create, test and manage automated cloud flows that connect applications and move information between systems. Apply these skills to reduce repetitive tasks and manual handovers in your workplace.
Explore how to create AI agents using instructions, topics, knowledge sources and tools. Develop skills in configuring, testing and publishing agents for workplace use.
Build no-code workflows across applications using triggers, actions, data mapping and conditional logic. Then explore creating an AI agent with defined instructions, tools and guardrails.
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1-2-1 COACHING & SUPPORT
You’ll have a designated coach throughout your apprenticeship to provide guidance, feedback and support as you develop your skills.
Your coach will help you connect the training with your role, review your progress and prepare for assessment. Support is tailored to your learning needs, with opportunities to ask questions and work through challenges.
Our dedicated Safeguarding Team is also available for advice and support with wellbeing or safety concerns.
WE’RE PROUD TO PARTNER WITH
The application process with Baltic and Plimsoll was really simple in comparison to both university applications and also some other apprenticeships. I’ve noticed throughout the jobs in my career that the application process can be just as important as the job itself.
Annalise McAleer – Digital Marketing Apprentice
Read MoreI knew that full time education wasn’t for me. With a mortgage and bills to pay, I still needed to work full time. So an apprenticeship looked perfect for me. Combining learning with my job works well for me. I’d like to continue my apprenticeship journey with a Level 6 qualification next.
Kelly Baber – Digital Marketing Apprentice
Read MoreAI Marketing Apprenticeship FAQs for Learners
Yes. The programme suits marketing executives who want to build on their experience with AI and marketing automation skills. It is also relevant to professionals in CRM, campaign and marketing operations roles. You’ll need your employer’s support and opportunities to apply these skills at work.
A Level 4 Marketing apprenticeship traditionally focuses on planning, coordinating and delivering marketing activity, including strategy, campaigns and performance analysis.
Baltic’s AI & Automation for Marketing programme builds on your marketing experience to develop skills in connecting systems, automating repetitive tasks and applying AI responsibly across CRM, lead management, campaign workflows and reporting.
The AI & Automation for Marketing programme follows the Level 4 Artificial Intelligence (AI) and Automation Practitioner standard, offering a different specialism for marketing professionals who want to improve the processes and systems behind marketing activity.
You’ll develop skills in identifying automation opportunities, connecting marketing systems, designing and testing workflows, checking AI outputs and using AI responsibly. You could apply these skills to CRM updates, lead routing, content approvals and recurring reports. You’ll also develop the judgement to recognise when AI, straightforward automation or human review is appropriate.
The apprenticeship combines live online training with self-study across seven core courses. Employees receive support from a dedicated coach and apply their training to marketing processes within your business, balancing expert guidance with independent learning.
The apprenticeship lasts 9 – 12 months, including assessment. The apprenticeships’ core training takes place during months 1 – 6, with the completion timeline agreed according to the employee’s progress and assessment requirements.
Yes. You’ll choose one Expert Module and two Be-Spoke modules alongside your seven core courses. Options cover AI in marketing, Microsoft automation tools, SEO and AI search visibility, marketing strategy, analytics and workflow automation. Baltic and your employer will help you choose modules that support your responsibilities and development goals.
On successful completion, you’ll achieve the Level 4 Artificial Intelligence (AI) and Automation Practitioner apprenticeship. Your chosen Expert Module also offers the opportunity to earn either the CompTIA AI for Marketing Essentials CompCert or Microsoft Certified: Power Platform Fundamentals, subject to passing the relevant assessment or exam.
The AI marketing apprenticeship is assessed through a business-related project and a professional discussion. Employees demonstrate how they address a workplace challenge through an AI-enabled solution and evaluate its results. They also explain their decisions, including how they applied responsible AI practices and worked with colleagues.
No. You won’t pay for your apprenticeship training or assessment. Funding is arranged through your employer and the applicable apprenticeship funding route. You’ll receive a salary while completing the programme, including during your apprenticeship training time.