Common job roles
- Digital Marketing Executive
- Social Media Executive
- Content Co-ordinator
- Campaign Executive
- Analytics Executive
- SEO Executive
Roles you may progress into
- Digital Marketing Manager
- Head of Marketing
- Campaign Manager
- Analytics Manager
- Head of SEO and PPC
- Social Media Manager
Programme delivery
Phase 1
Pre-Induction
Before your induction, a member of Estio’s Apprenticeship Onboarding team will contact you and your employer representative to discuss your job role and the apprenticeship standard. During this initial consultation, you will also begin your personalised Vocational Scorecard, which assesses your current skill levels against the apprenticeship standard.
The scorecard ensures we fully understand your starting point, so that we can work with your employer to develop an individual learning plan that is tailored to your needs, and gives you the best opportunity to achieve at the highest level.
Induction
Your induction will take place within the first two weeks of starting your employment and will be facilitated by the Onboarding team at your nearest Estio training centre. You will go through an overview of your chosen apprenticeship programme and be given details of what dedicated support is in place for you throughout your learning journey. In addition, you will receive login details for our Virtual Learning Environment, which you will use to complete both mandatory and optional training modules as part of your programme. Any outstanding diagnostic assessments and enrolment documents will be completed, and you can ask any last questions you may have before you formally begin your training.
Functional skills
We use BKSB tests to determine your current level of knowledge, to assess if you need further support with English and/or Maths.
If you do, our Functional Skills Training team will work with you to supply these skills. You will be supported through remote training sessions and workshops, which run for 3 days (for each).
Once you feel comfortable, you can sit the Level 2 Maths and/or English exams. These qualifications are equivalent to an A* – C (4-9) grade at GCSE, they are fully certified by City & Guilds and can be used to further enhance your CV and skillset.
Phase 2
Modules
What you will learn
This Google qualification is certified through Google’s Digital Garage. It features 26 online modules and takes around 40 hours to complete. This provides a broad foundation in digital marketing skills.
- The online opportunity
- Your first steps in online success
- Build your web presence
- Plan your online business strategy
- Get started with search
- Get discovered with search
- Make search work for you
- Be noticed with search ads
- Improve your search campaigns
- Get noticed locally
- Help people nearby find you online
- Get noticed with social media
- Deep dive with social media
- Discover the possibilities of mobile
- Make mobile work for you
- Get started with content marketing
- Connect through email
- Advertise on other websites
- Deep dive into display advertising
- Make the most of video
- Get started with analytics
- Find success with analytics
- Turn data into insights
- Build your online shop
- Sell more online
- Expand internationally
What you will learn
- Introducing Google Analytics
- The Google Analytics interface
- Basic reports
- Basic campaign and conversion tracking
- Data Collection and processing
- Setting up data collection and configuration
- Advanced analysis tools and techniques
- Advanced marketing tools
- Understanding users
- Attracting high value traffic
- Improving site engagement
- Improve product performance
- Google Analytics Individual Qualification (GAIQ) Exam
What you will learn
Campaign Planning
The first part of this module starts with understanding how to effectively plan a digital marketing campaign. This will be scenario based and is designed to allow apprentices to plan for content marketing, produce content, apply post production techniques and finally deploy it using suitable channels.
Content Capture & Curation
The second part is a workshop that enables learners to gain experience in capturing still and moving images, and developing written content for marketing campaigns.
Post Production
The post production phase of content marketing facilitates apprentices in preparing captured and curated content using suitable image and video editing software such as DaVinci Resolve. Furthermore this section enables learners to effectively prepare written copy so that it is keyword rich and considers SEO factors before being deployed online.
Deploying Content Online With WordPress
The final section introduces apprentices to the WordPress platform and how it can be used as an online publishing platform for
written and multimedia content.
What you will learn
- Basic marketing principles including the marketing mix and product lifecycle
- Customer Relationship Marketing
- The role of effective teamwork including roles and responsibilities
- Customer engagement and market segmentation
- The customer lifecycle
- The main components of digital and social media strategies
- Implementing digital and social media strategies.
What you will learn
- Appreciation of logic including And, Or and Not
- Programming languages including HTML, JavaScript and Java
- Interaction and compatibility of code on different platforms including web based technology stacks and file formats
- Web components including protocols, physical equipment and systems, search engines and data
What you will learn
This section on our virtual learning environment comprises a range of topics and advises learners on the best digital marketing courses available to upskill in areas most beneficial & desirable to their workplace. Examples may include: –
Sem Rush
- SEMRush Role of Content
- SEMRush SEO Toolkit
Social Media
- Facebook Blueprint Defining and Establishing a Community
- Instagram Ad formats
- Google Ads Search
- Customer segmentation
One-to-one support
You will have a Technical Specialist and a Progress Management Co-ordinator (PMC) assigned to support you throughout your apprenticeship.
Your PMC will contact you every 4 weeks to discuss your progress made to date, check you’re understanding your training modules, and support you with gathering evidence for your portfolio. Every 12 weeks a review meeting will take place between you, your employer representative and your PMC to assess how your new learning and skills development is being applied in your job role and its impact on your wider industry skills.
The Technical Specialist will work with you to develop your portfolio of evidence for End Point Assessment, and with your employer representative to agree the various workplace projects you will be required to undertake. They will also support your employer representative to complete your Employer Reference, a document which highlights key behaviours you have demonstrated for the final assessment as part of the End Point Assessment.
In every one-to-one session, we will agree actions and SMART targets for you to complete, so that you can progress confidently and with the right support.
Your portfolio
Throughout the apprenticeship, you will contribute evidence towards your online e-portfolio. We use e-portfolios as they are accessible from anywhere, and enable you to track your progress throughout your apprenticeship.
You’ll have access to your personal dashboard, which shows you a number of key milestones and deadlines coming up, such as the training you have completed, work that is due, and any gaps in your portfolio of evidence.
Your Technical Specialist and Progress Management Co-ordinator will be available to contact at any point throughout the apprenticeship and will advise you how to provide the best evidence.
Off-the-job training
Off-the-job (OTJ) training is comprised of, but not limited to activities such as: training with Estio, shadowing, journal entries and projects for e-portfolio. Completed within working hours as agreed with the employer but average at 6 hours per week (20% of your time on your apprenticeship).
You can track your OTJ progress on your e-portfolio.
Where can this apprenticeship take you?
The Digital Marketer standard will give you the skills and experience to work as a Digital Marketing Executive, Social Media Executive, Content Co-ordinator, Campaign Executive, Analytics Executive or SEO Executive to name a few! You will be well positioned to progress into senior and management roles within these specialisms.
To further your education within this industry, you can study a Level 4 Marketing Exectuive apprenticeship. Alternatively, after achieving a recommended minimum of 1 years experience within your role after completion (this is subject to employers) you can begin a Level 6 Digital Marketer apprenticeship. You can also study CIM (Central Institute of Marketing) qualifications which are the industry standard qualifications for marketing, that most esteemed marketers will possess.
Level 4 Marketing Executive roles
Marketing Executive, Marketing Officer, Marketing and Communications Officer, Marketing Specialist, Communications Executive, Communications Specialist
More information can be found on the institute for apprenticeships website.
Level 6 Digital Marketer roles
Digital Marketing Executive/ Officer, Digital Marketing Account Manager, Digital and Social Media Executive, Digital Marketing Analyst, Digital Marketing Campaign Manager, On line and Digital Marketing Lead, On line and E-commerce Marketing Specialist, Social Media Specialist, Content Marketing Executive, Pay Per Click Analyst, Search Engine Optimisation Executive, Display Advertising Executive, Digital Producer, Programmatic Executive
More information can be found on the institute for apprenticeships website.