Digital Marketing
Level 4
Level 4 Apprenticeship Diploma in Digital Marketing
Digital marketing drives modern business success, blending creativity and data to engage audiences. With rapid technological change and rising demand for skilled professionals, this apprenticeship offers a clear route to mastery combining practical competence and professional knowledge to help learners and employers thrive in today’s competitive, digital-first economy.
Contents
Apprenticeship Framework
Level 4 Diploma in Digital Marketing
Essential Skills Qualifications
Welsh Language Development
Apprenticeship Framework
Develops practical digital marketing skills and knowledge to plan, deliver, and evaluate multi-channel campaigns using modern tools and strategies for measurable results.
The programme prepares learners for roles such as:
• Digital Marketing Manager – leading multi-channel strategies and performance analytics.
• Campaign Manager – overseeing integrated campaigns for diverse clients or large-scale projects.
• MarTech & SEO Specialist – optimising technology and search strategies to maximize ROI.
Who is this apprenticeship for?
This programme is ideal for individuals working in marketing roles who want to strengthen their digital expertise, as well as those looking to progress into strategic positions. It suits employees in SMEs managing multi-channel campaigns, and professionals in larger organisations or agencies seeking advanced digital marketing knowledge and practical competence.
Overview
This programme is delivered through a blend of 1-to-1 coaching, interactive workshops, and hybrid learning sessions. Delivery is flexible and tailored to individual needs, ensuring practical application in the workplace. Learners receive monthly progress reviews with an assessor (around two hours) and complete structured tasks between visits (approximately 12 hours per month). This apprenticeship also includes multiplechoice examinations as part of the CIM qualification that must be completed in person at ACT’s Head office.
On completion of this apprenticeship, you will achieve the following:
• Level 4 Apprenticeship Diploma in Digital Marketing
• Agored Level 4 Diploma in Digital Marketing, Development and Strategy
• CIM Level 4 Certificate in Professional and Digital Marketing
• Essential Skills Application of Number Level 2*
• Essential Skills - Communication Level 2*
• Essential Skills - Digital Literacy Level 2*
On the following pages, you will find information relating to the main qualification (Level 4 Diploma in Digital Marketing), as well as other aspects that will make up this apprenticeship programme, including Essential Skills and Welsh Language Development.
* If you already hold Essential Skill (or equivalent) qualifications, these may be used as a ‘proxy’ towards your apprenticeship framework.
Level 4 Diploma in Digital Marketing
This qualification will be completed alongside your work role. You will gather evidence from your work that you will use in your qualification. You will also be required to attend workshops and regular meetings with your assessor.
Length of time to complete
We will tailor your learning programmes to suit your needs, so that each learner’s experience is unique. While learner’s needs will be different, the recommended time to complete this programme is 24 months.
Course Delivery
An assessor will meet with the candidate once a month for approximately two hours. In addition, they will be set approximately twelve hours’ worth of work to complete before their next meeting.
Knowledge skill development will be achieved through the attendance to five workshops that will take place on a rolling basis. CIM invigilated exams will be completed after attendance to each workshop.
Support will be given to each learner using interactive remote delivery tools, interactive workbooks, signposting to digital tools available and through one-toone support from the assessment team.
Each learner will have a CIM Membership for the durations of their qualification, access to the CIM content hub and a wealth of learning resources.
Examples of some of the tasks that might be set by our assessors include:
• Provide evidence to demonstrate planning strategic campaigns.
• Develop an ethical plan for stakeholder engagement and decision making within own organisation
In addition, there are a series of hybrid workshops that provide practical and applicable support to work-based activities. These workshops are available for all learners to book onto
The course will look at the latest techniques and technological developments within the workplace to drive creativity, productivity and efficiency. Candidates can choose from a range of units, to ensure that they gain the skills needed to make improvements in the workplace.
What you will learn
To achieve the Level 4 Diploma in Digital Marketing, Development and Strategy qualification, learners must complete all mandatory units (minimum 46 credits) and select optional units totalling at least 23 credits. We will work with you to choose units that match your role and business needs. Up to 7 credits may be taken at Level 3. For an overview of all units, please visit the Agored Cymru website and search ‘Level 4 Diploma in Digital Marketing, Development and Strategy’.
A brief overview of these units is below.
Mandatory Units
• Data Analysis (11 credits)
• Digital Collaboration (3 credits)
• Digital Content for Social Media Channels (8 credits)
Optional units*
• Website Software - Level 3 (5 credits)
• Manage a Budget – Level 4 (4 credits)
• Spreadsheet Software – Level 3 (6 credits)
• User Centred Development (UX) –Level 3 (7 credits)
• Problem Solving – Level 4 (10 credits)
• Content Design – Level 4 (12 credits)
• Community Leadership and Collaboration – Level 4 (8 credits)
• Using Data to Tell Stories– Level 4 (4 credits)
• Implementing Generative AI (GenAI) in the Workplace – Level 4 (10 credits)
• Manage a Digital Content Development Project (9 credits)
• Business Ethics (15 credits)
• Bilingualism in User Interactions – Level 3 (4 credits)
• Sustainable Development and Global Citizenship in User Centred Design – Level 3 (5 credits)
• Data Visualisation – Level 3 (4 credits)
• Principles of Artificial Intelligence use in the Workplace – Level 3 (4 credits)
• Product Innovation and Emerging Technologies– Level 4 (12 credits)
• Optimise the Effectiveness of Digital Content Delivery–Level 4 (12 credits)
• Email Marketing – Level 4 (9 credits)
• Develop Interactive Multimedia Digital Content – Level 4 (12 credits)
* Don’t worry! During the first visit/meeting, our assessors’ work with all learners and employers to review which of the optional units are the most appropriate for your programme.
CIM Level 4 Diploma in Professional and Digital Marketing
You will attend a series of workshops that will help develop the knowledge and skills needed for your programme. These workshops are delivered using a mix of face-to-face workshops and online programmes such as Microsoft Teams. Each module has a CIM invigilated exam and will be scheduled after the attendance of these workshops.
Workshops are run frequently. We have provided an overview of these workshops below.
Unit combinations:
• Route 1: Mandatory unit 1, 1 unit from Group A and 2 units from Group B
• Route 2: Mandatory unit 1, 2 units from Group A and 1 unit from Group B
• Extended Certificate: 1 Route (worth 50 credits) and 1 additional module from Group A or B.
A brief overview of these units is below…
Marketing Impact
This module focuses on the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. You will explore the marketing environment, customer behaviour in the digital age, market research and the marketing planning process. This will include the marketing mix and a tactical planning framework to aid marketing effectiveness.
Optional Modules –Group A
Responsible Marketing
Planned Integrated Campaign
Module Outline
This module looks at responsible marketing as a growing imperative as societal and environmental challenges grow. There is growing scrutiny on brands' behaviour regarding diversity, inclusion, and sustainability, leading to more discerning consumer choices. Marketing faces a growing need to understand and ensure socially responsible practices, prioritise transparency and honesty to build trust and be more considerate in relation to their messaging, channels and tactics.
This module is designed to help develop an understanding of the rapidly changing marketing landscape. Candidates will learn about the core concepts of marketing and explore digital innovation. Candidates will gain an understanding of how content plays a crucial role in the customer lifecycle and how audiences interact with both digital and traditional media. Finally, this module will teach candidates how to create integrated marketing campaigns across various channels, online and offline, and how to measure their effectiveness.
Optional Modules –Group B
Content Marketing
Social Media Marketing
Module Outline
This module looks at content marketing and its crucial role in delivering effective digital marketing campaigns. This module provides the knowledge and skills to successfully create content to support marketing goals. You will learn how different content formats can be used within campaigns to support the customer journey as well as the impact developing technology can have on content production. You will gain the skills to produce a suitable content plan to support organisational initiatives.
This module provides the knowledge and skills to develop and implement successful social media marketing activities. You will learn how to apply a range of social media channels and to produce suitable content to enhance an organisation’s digital activities. You will gain the skills to
MarTech
Search Engine Optimisation
produce an effective social media plan and measure its outcomes.
This module focuses on marketing technology, or ‘Martech’, which is now essential to facilitate and execute marketing activities. It will provide knowledge on the importance and application of ‘Martech’ including Artificial Intelligence within organisations. You will learn how ‘Martech’ can be used across the customer journey to support paid campaigns, and social media activities to nurture long-term relationships. You will gain the skills to successfully analyse web analytics outputs and make suitable recommendations for the future.
This module focuses on the importance of search engine marketing for organisations as part of their digital marketing activities. You will learn the key success factors for Search Engine optimisation as well as how to create effective paid search campaigns to achieve marketing goals.
Exam Invigilation – Face to Face at ACT Training or Online
All workshops require the learner to complete an invigilated multiple-choice exam in controlled conditions. The face-to-face invigilation will be run monthly at ACT Training, Ocean Park House, CF24 4ET. Learner attendance will be arranged once they have completed a workshop.
Have any questions about our Digital Marketing Level 4?
We are here to help. If you have any further questions or enquiries about the main qualification element of the programme, please contact our Route Manager:
Lucy Wilkinson Route Manager for Digital Services lucywilkinson@acttraining.org.uk
Essential Skills Qualifications
When you agree to undertake an apprenticeship, you may be required to complete Essential Skills as part of your Apprenticeship framework.
What are Essential Skills?
The Essential Skills Wales (ESW) will be initially assessed via an online Wales Essential Skills Toolkit (WEST) Assessment. If a Learner already holds an ESW certificate or equivalent qualification this can provide a proxy and learners will not need to complete that ESW element of the programme. Where a Learner is not exempt an Individual Learning Plan (ILP) will be generated from the initial WEST assessment. The modules delivery will include independent learning via WEST, prior to guided learning sessions preparing the Learner for their assessment. ESWs are assessed via controlled tasks and confirmatory tests for Communication and Application of Number, Digital Literacy is assessed via a controlled task and structured discussion.
Proxy
If you already hold qualifications, these may be used as ‘proxy’ towards your apprenticeship framework. As a result, you will be exempt from achieving that particular Essential Skill, if you wish. This will be discussed with you before you sign up. Below are some examples, although this list is not exhaustive.
Welsh Language Development
As part of your Welsh Government funded framework, you will be supported to develop and maintain your Welsh language skills for the workplace.
What is Welsh Language Development?
ACT are committed to playing their part in the Welsh Government Million Speakers strategy. All learners will complete the Prentis-iaith Welsh Language Development course as part of your framework with us.
Don’t panic – this is as a means of development and is aimed to support you with the development of your Welsh Language skills. This course is specially designed to give apprentices a basic knowledge of Welsh for the workplace and consists of 6 interactive modules to complete online. The course will be completed throughout your framework, with support from your assessor.
Already bilingual?
If you are Welsh speaking you will undertake your learning bilingually. In practice this means that you can choose the elements of your learning that you would like to complete through the medium of Welsh. You will be able to discuss your particular preferences with your assessor.