Professional & Digital Marketing Level 4
Level 4 CIM Certificate
Professional & Digital Marketing The Level 3 qualification in Professional & Digital Marketing has been developed with extensive employer led-research to maximise career progression opportunities.
Contents Programme Framework Level 4 CIM Certificate in Professional & Digital Marketing
1
acttraining.org.uk
Apprenticeship Framework Created to equip learners with the ability to understand, utilise and develop the skills needed whilst working in social media and digital marketing for business purposes. The programme prepares learners for roles such as: • Digital Marketer • Multi-channel Marketer • Marketing Assistant
Who is this apprenticeship for? A typical candidate would be a member of a team responsible for marketing within a small to medium enterprise. Candidates will be expected to work on their own, undertaking projects or aspects of projects for which they will have sole responsibility.
Overview This programme will primarily be delivered through 1-to-1 sessions with a member of the ACT delivery team, using remote learning sessions. An ACT assessor will meet with once a month for approximately two hours to support progress. Learners will also be set tasks to complete between each visit, for approximately 4 hours per month (please note – this is just a guide and will vary based on learner needs).
On completion of this apprenticeship you will achieve the following: • Level 4 CIM Certificate in Professional & Digital Marketing On the following pages, you will find information relating to the main qualification (Level 4 CIM Certificate in Professional & Digital Marketing), as well as other aspects that will make up this apprenticeship programme.
2
acttraining.org.uk
Level 4 Professional & Digital Marketing This qualification will be completed alongside your work role. You will gather evidence from your work that will be able to be used 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 12 months.
Course Delivery This programme will primarily be delivered through 1-to-1 sessions with a member of the ACT delivery team, using a mixture of face-to-face and remote learning sessions. An ACT assessor will meet with the learner, either in the workplace or through digital means (for example, Microsoft Teams) once a month for approximately two hours to support progress. Learners will also be set tasks to complete between each visit. The use of Office 365 and related tools will be essential to the course. With participants being set tasks which will allow them to practice and demonstrate their learnt skills in the workplace. All of these workshops can be made bespoke for your business needs, at your workplace or ACT’s Head Office, provided there are a sufficient number of learners.
What you will learn This programme is made up of 1 mandatory unit (these have to be completed by all learners as part of the qualification) and a combination of optional units (we will work with you to decide what units are relevant to your role, and your business).
3
acttraining.org.uk
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.
4
Mandatory Modules
Module Outline
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
Module Outline
Responsible Marketing
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.
Planned Integrated Campaign
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.
acttraining.org.uk
5
Optional Modules – Group B
Module Outline
Content Marketing
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.
Social Media Marketing
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 produce an effective social media plan and measure its outcomes.
MarTech
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.
Search Engine Optimisation
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.
acttraining.org.uk
Have any questions about our Professional & 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
6
acttraining.org.uk