Marketing Executive
Level 4
Marketing Executive
Level 4
- Entry Requirements
- Qualification
- Duration
Standard Overview
Marketing Executives play an important role in helping organisations understand their customers, strengthen their brand and achieve commercial objectives.
Throughout this apprenticeship, you’ll develop the skills to plan and deliver integrated marketing activity across multiple channels, using customer insight, data and technology to inform decision-making.
Standard Overview
Marketing Executives play an important role in helping organisations understand their customers, strengthen their brand and achieve commercial objectives.
Throughout this apprenticeship, you’ll develop the skills to plan and deliver integrated marketing activity across multiple channels, using customer insight, data and technology to inform decision-making.
- Entry Requirements
- Qualification
- Duration
Marketing Executive apprentices develop skills in:
- Developing customer-focused marketing strategies
- Researching markets, audiences and competitors
- Creating integrated marketing and communication plans
- Managing brand positioning, messaging and content
- Planning and delivering multi-channel campaigns
- Managing customer and stakeholder relationships
- Using CRM, CMS, AI and marketing automation technologies
- Analysing campaign performance and marketing data
- Measuring KPIs, ROI and commercial impact
- Evaluating campaigns and identifying opportunities for improvement
Typical Responsibilities
- Marketing strategy and planning
- Market and competitor research
- Audience segmentation and persona development
- Customer journey mapping
- Brand and messaging development
- Content planning and campaign coordination
- Digital and multi-channel marketing
- Stakeholder and agency management
- CRM and marketing technology
- Budget and resource management
- Campaign analytics and reporting
- Performance evaluation and optimisation
- Marketing project coordination
- Continuous professional development
Marketing Executive apprentices develop skills in:
- Developing customer-focused marketing strategies
- Researching markets, audiences and competitors
- Creating integrated marketing and communication plans
- Managing brand positioning, messaging and content
- Planning and delivering multi-channel campaigns
- Managing customer and stakeholder relationships
- Using CRM, CMS, AI and marketing automation technologies
- Analysing campaign performance and marketing data
- Measuring KPIs, ROI and commercial impact
- Evaluating campaigns and identifying opportunities for improvement
Typical Responsibilities
- Marketing strategy and planning
- Market and competitor research
- Audience segmentation and persona development
- Customer journey mapping
- Brand and messaging development
- Content planning and campaign coordination
- Digital and multi-channel marketing
- Stakeholder and agency management
- CRM and marketing technology
- Budget and resource management
- Campaign analytics and reporting
- Performance evaluation and optimisation
- Marketing project coordination
- Continuous professional development
Entry Requirements
There are no formal entry requirements for this apprenticeship, although employers may have their own requirements for the role.
A genuine interest in marketing and a willingness to develop your strategic, creative and commercial skills are essential.
The apprenticeship is particularly suited to individuals who are already working in a marketing role or are looking to progress into a Marketing Executive position.
Knowledge, Skills and Behaviours
Knowledge and understanding
- Marketing theory, concepts, and basic principles, such as what marketing is, the marketing mix, the promotional mix, and the differences between each channel used.
- The business’s structure, vision, priorities, and objectives, and how their marketing role supports these.
- Business tools used to measure the impact of business objectives, the wider environment and sustainability on marketing activities.
- What a marketing plan is, how it is built and its purpose.
- The importance of competitor analysis and how to undertake it.
- Brand theory such as positioning, value, identity, guidelines, and tone of voice.
- Create content using principles of design and copywriting, and adapt it for online and offline media, e.g., writing digital content for the web versus leaflets.
- Current and emerging technologies, software and systems which impact on marketing.
- Relevant regulatory and legislative requirements such as data protection, GDPR, cyber security, trading laws, and copyright law for the handling and processing of data and its application.
- Principles of conducting marketing communications ethically and diversely.
- How internal stakeholders work to support the delivery of all marketing campaigns.
- Common marketing channels, cross-channel behaviour, and how to manage and operate an integrated campaign using online and offline channels.
- How to brief and manage external marketing suppliers.
- Adapt communications for appropriate stakeholders and internal audiences.
- The principles of content marketing and content creation.
- Budget management and how to measure return on investment (ROI).
- The metrics for the delivery and evaluation of marketing activity
- The importance of reviewing campaigns regularly to ensure effectiveness and optimisation.
- The campaign management process including research, planning, budgeting, implementation, and delivery.
- Tools used to support campaign management such as social media, Gantt charts, data analytics, and project management software.
- The customer journey, including customer offline and digital touchpoints, customer personas, how to engage customers at different stages of their journey, sales funnels and how to segment an audience for targeting.
- The impact marketing has on the level of customer service or the customer experience, including community management channels
- Quality management and the maintenance of online and offline assets.
Skills
- Develop or interpret briefs for external or internal stakeholders and measure delivery in line with the specification and agreed timelines
- Plan and coordinate a marketing activity using marketing tactics to acquire and retain one or more customer segments using available resources.
- Contribute to the generation of innovative and creative approaches across video, images, and other formats, both online and offline, to support campaign development.
- Use research/survey software to gather audience insight and/or evaluation to support the project.
- Use copywriting techniques to write persuasive text/copy to meet a communications objective, ensuring it is in line with organisational brand guidelines.
- Build and implement multi-channel campaigns across a variety of platforms, either offline or digital media.
- Proofread marketing copy ensuring it is accurate, persuasive and is on brand.
- Use software to design and create marketing assets to meet the technical specifications.
- Contribute to the research of external suppliers to support recommendations and procurement of marketing goods and services.
- Organise offline and digital assets, ensuring they are co-ordinated and legally compliant.
- Use a content management system to publish text, images, and video/animated content.
- Create and maintain spreadsheets to support marketing activities such as project/budget planning and organisation of marketing assets.
- Use technology and software packages to support day-to-day activities, e.g., stakeholder communications, development of briefs, data analysis, report writing, presentations and project management.
- Identify and use data and technologies to achieve marketing objectives.
- Monitor and amend campaigns to meet budget requirements including time and monetary costs.
- Review campaigns regularly to ensure effectiveness to optimise the results.
- Measure and evaluate campaign delivery to identify areas for improvement.
- Use data analysis tools to record, interpret and analyse customer or campaign data.
Behaviours
- Has accountability and ownership of their tasks and workload.
- Takes responsibility, shows initiative and is organised.
- Works flexibly and adapts to circumstances.
- Works collaboratively with others across the organisation and external stakeholders.
- Seeks learning opportunities and continuous professional development.
- Acts in a professional manner with integrity and confidentiality.
Entry Requirements
There are no formal entry requirements for this apprenticeship, although employers may have their own requirements for the role.
A genuine interest in marketing and a willingness to develop your strategic, creative and commercial skills are essential.
The apprenticeship is particularly suited to individuals who are already working in a marketing role or are looking to progress into a Marketing Executive position.
Knowledge, Skills and Behaviours
Knowledge and understanding
- Marketing theory, concepts, and basic principles, such as what marketing is, the marketing mix, the promotional mix, and the differences between each channel used.
- The business’s structure, vision, priorities, and objectives, and how their marketing role supports these.
- Business tools used to measure the impact of business objectives, the wider environment and sustainability on marketing activities.
- What a marketing plan is, how it is built and its purpose.
- The importance of competitor analysis and how to undertake it.
- Brand theory such as positioning, value, identity, guidelines, and tone of voice.
- Create content using principles of design and copywriting, and adapt it for online and offline media, e.g., writing digital content for the web versus leaflets.
- Current and emerging technologies, software and systems which impact on marketing.
- Relevant regulatory and legislative requirements such as data protection, GDPR, cyber security, trading laws, and copyright law for the handling and processing of data and its application.
- Principles of conducting marketing communications ethically and diversely.
- How internal stakeholders work to support the delivery of all marketing campaigns.
- Common marketing channels, cross-channel behaviour, and how to manage and operate an integrated campaign using online and offline channels.
- How to brief and manage external marketing suppliers.
- Adapt communications for appropriate stakeholders and internal audiences.
- The principles of content marketing and content creation.
- Budget management and how to measure return on investment (ROI).
- The metrics for the delivery and evaluation of marketing activity
- The importance of reviewing campaigns regularly to ensure effectiveness and optimisation.
- The campaign management process including research, planning, budgeting, implementation, and delivery.
- Tools used to support campaign management such as social media, Gantt charts, data analytics, and project management software.
- The customer journey, including customer offline and digital touchpoints, customer personas, how to engage customers at different stages of their journey, sales funnels and how to segment an audience for targeting.
- The impact marketing has on the level of customer service or the customer experience, including community management channels
- Quality management and the maintenance of online and offline assets.
Skills
- Develop or interpret briefs for external or internal stakeholders and measure delivery in-line with the specification and agreed timelines
- Plan and coordinate a marketing activity using marketing tactics to acquire and retain one or more customer segments using available resources.
- Contribute to the generation of innovative and creative approaches across video, images, and other formats, both online and offline, to support campaign development.
- Use research/survey software to gather audience insight and/or evaluation to support the project.
- Use copywriting techniques to write persuasive text/copy to meet a communications objective ensuring it is in-line with organisational brand guidelines.
- Build and implement multi-channel campaigns across a variety of platforms, either offline or digital media.
- Proofread marketing copy ensuring it is accurate, persuasive and is on brand.
- Use software to design and create marketing assets to meet the technical specification.
- Contribute to the research of external suppliers to support recommendations and procurement of marketing goods and services.
- Organise offline and digital assets ensuring they are co-ordinated and legally compliant.
- Use a content management system to publish text, images, and video/animated content.
- Create and maintain spreadsheets to support marketing activities such as project/budget planning and organisation of marketing assets.
- Use technology and software packages to support day-to-day activities, e.g., stakeholder communications, development of briefs, data analysis, report writing, presentations and project management.
- Identify and use data and technologies to achieve marketing objectives.
- Monitor and amend campaigns to meet budget requirements including time and monetary costs.
- Review campaigns regularly to ensure effectiveness to optimise the results.
- Measure and evaluate campaign delivery to identify areas for improvement.
- Use data analysis tools to record, interpret and analyse customer or campaign data.
Behaviours
- Has accountability and ownership of their tasks and workload.
- Takes responsibility, shows initiative and is organised.
Works flexibly and adapts to circumstances. - Works collaboratively with others across the organisation and external stakeholders.
- Seeks learning opportunities and continuous professional development.
- Acts in a professional manner with integrity and confidentiality.
Modules
- Safe Working Practises
- Electrical Fundamentals
- Equipment Testing & Troubleshooting
- Maintaining Equipment
- Performance Spaces
- Stage/Production Management Principles
- Problem Solving
- Lighting Equipment
- Audio Equipment
- Industry Awareness
- Wellbeing
- Programming and Operations
- Storage and Logistics (Part 1)
- Storage and Logistics (Part 2)
- Technical Specifications – Lighting
- Technical Specifications – Audio
- LOLER
- Automation
- Scene Changes
- Maintenance of Venue Systems
- History of Theatre
- Venue Budgeting
- Production Design
- Assemble and Configure Project Planning
- Assemble and Configure Project – Execution
Modules
Apprentices will cover the following modules:
- The Marketing Profession & Business Environment
- Marketing Strategy & Audience Planning
- Branding, Messaging & Content Planning
- Multi-Channel Campaign Planning
- Stakeholder & Customer Relationship Management
- Marketing Technology & Digital Systems
- Campaign Delivery & Project Coordination
- Marketing Analytics & Performance Measurement
- Evaluation, Insight & Continuous Improvement
- Professional Practice, Ethics & Commercial Awareness
- Integrated Marketing Project
- EPA Preparation
Modules
Apprentices will cover the following modules:
- The Marketing Profession & Business Environment
- Marketing Strategy & Audience Planning
- Branding, Messaging & Content Planning
- Multi-Channel Campaign Planning
- Stakeholder & Customer Relationship Management
- Marketing Technology & Digital Systems
- Campaign Delivery & Project Coordination
- Marketing Analytics & Performance Measurement
- Evaluation, Insight & Continuous Improvement
- Professional Practice, Ethics & Commercial Awareness
- Integrated Marketing Project
- EPA Preparation
Employer Testimonials
Employer Testimonials
Where do you see yourself?
This apprenticeship can support progression into a range of marketing roles, including:
Digital Marketing Executive
A Digital Marketing Executive is responsible for the planning, development and implementation of an organisation’s digital marketing strategy. They may also train and manage junior roles.
Campaign Executive
A campaign executive plans, implements, and monitors marketing or advertising campaigns under the supervision of a manager.
Marketing Coordinator
A marketing coordinator helps plan, organize, and run marketing campaigns. They track campaign results, write content, research market trends, and manage event or project logistics to support the wider marketing team.
Content Marketing Executive
As it sounds, the Content Marketing Executive role is focused on creating engaging content for a wide range of platforms.
Brand Executive
A brand executive supports and executes strategies to build, grow, and protect a company’s market identity and public reputation.
Communications Executive
A Communications Executive manages an organisation’s public image and internal messaging by creating content, handling media inquiries, and coordinating public relations campaigns.
Marketing Account Executive
A Marketing Account Executive acts as the primary link between a marketing agency and its clients, managing daily communication and ensuring campaigns run smoothly.
Social Media Executive
As the name suggests, Social Media Executives handle the day-to-day creation, scheduling, and management of a company’s online presence across platforms like TikTok, Instagram, and LinkedIn.
Where do you see yourself?
Digital Marketing Executive
A Digital Marketing Executive is responsible for planning, development and implementation of an organisation’s digital marketing strategy. They may also train and manage junior roles.
Digital Marketing Coordinator
A Digital Marketing Coordinator creates content, analyzes marketing trends, manages email marketing and creates analytics reports for websites, emails and campaigns.
Social Media Executive
As the name states, a Social Media Executive’s bread and butter is social media. Keep up with the latest trends and platforms, try out new post types and focus your efforts on engagement.
Content Coordinator
As it sounds, the Content Coordinator role is focused on creating engaging content for a wide range of platforms.
Email Marketing Executive
Email Marketing Executives develop an organisation’s email marketing using Email Marketing packages like Mailchimp. Write emails, build contact lists and analyse open rates and click-through rates.
SEO Executive
This role is all about Search Engine Optimisation, the art of getting your website to the top of the search results page. A key role in any organisation, expect an intricate and interesting career.
Ready to take your first step into marketing?
Build the strategic, creative and commercial skills you need to progress your marketing career.
Whether you’re already working in marketing or looking to take the next step in your career, the Level 4 Marketing Executive Apprenticeship combines practical workplace experience with structured development to help you become a confident, commercially aware marketing professional.
Register your interest today and take your first step towards a career in marketing.
Ready to take your first step into marketing?
Build the strategic, creative and commercial skills you need to progress your marketing career.
Whether you’re already working in marketing or looking to take the next step in your career, the Level 4 Marketing Executive Apprenticeship combines practical workplace experience with structured development to help you become a confident, commercially aware marketing professional.
Register your interest today and take your first step towards a career in marketing.
Understanding the industry (terms & relationships)
- Health and safety standards including: manual handling, work at height, provision and use of work equipment, construction (design and management), noise, first aid, working hours, electricity at work, fire & emergency procedures, accident reporting and Technical Standards for Places of Entertainment.
- Security and control of equipment protocols.
- Management structures within a venue, etiquette and culture, including communication protocols and interdependencies of departments.
- Relevant industry bodies and their roles e.g. HSE, ABTT, BECTU principles of stage and production management.
- Creative venue safety systems.
- The history, styles, architecture, terminology and acoustics of creative venues.
Planning
- The selection of the correct tools and equipment for tasks such as assembling scenic components and truss and rigging lighting, audio and video equipment.
- Computer-aided design – viewing, extracting information and realising specifications from system designs e.g. stage plans, lighting plans and sound schematics.
- Environmental and sustainability protocols e.g. correct disposal of different lamp types and electronic equipment, reduction in use of PVC products.
- Approaches to problem solving – to achieve the creative team’s requirements within the appropriate venue or production’s resources.
- Competently use safety and access equipment e.g. personal and fall protection equipment, ladders, access towers and tallescopes.
- Assemble and configure structures and systems from component parts.
Production Processes, Performance & Maintenance
- The agreed industry safe working procedure: e.g. The Code of Conduct for Get-ins, Fit-ups and Getouts.
- Recognition of production design elements – scenic, lighting, audio and visual e.g. means of scenic construction: timber, metal and textile. The properties of electricity, fixed and temporary electrical systems; theory, practice and safety e.g. to enable portable appliance testing of relevant technical equipment.
- The properties of mechanical and electromechanical systems e.g. to enable the assembly and monitoring of hydraulic systems for scenic effect.
- Lifting operations; theory and practice e.g. to enable monitoring of a lifting operation in compliance with LOLER such as performer flying.
- How to identify potential improvements to systems and procedures to better enable the realisation of the creative team’s vision for the production.
- Housekeeping – keeping venue work and storage areas clean, tidy and free from the build-up of waste materials.
To be eligible, applicants must be aged 16 or over, living in England and not taking part in full-time education. If they are already employed, they can start an apprenticeship in their current job to help them progress to a higher level position.
Apprenticeships range from Level 2 to Level 7. The levels and their equivalent qualifications are listed below:
Level 2 = 4 GCSEs
Level 3 = 3 A Levels
Level 4 & 5 = Foundation degree and HNC/D
Level 6 = Bachelor’s Degree
Level 7 = Master’s Degree
Access Industry currently offers apprenticeships up to Level 4, but we continually update available apprenticeships to meet learner needs and industry trends.