Level 3 Digital Marketing Apprenticeship Curriculum

Intent

The Level 3 Digital Marketing Apprenticeship curriculum aims to equip students with the necessary skills and knowledge to become proficient digital marketers. The curriculum is designed to prepare students for the digital business environment, ensuring they understand the fundamental principles of coding, digital marketing business principles, and marketing principles. By the end of the program, students will be equipped with the skills required to implement effective digital marketing campaigns and strategies that deliver measurable impact and attainment.

Implementation

The curriculum will be delivered over a period of 18 months, with a combination of theory and practical training. The curriculum will be delivered through a range of teaching methods including lectures, workshops, group projects, and self-directed learning. The courses included in the curriculum are:

Principles of Coding (MTA HTML 5)
Marketing Principles
Digital Marketing Business Principles

Assessment

Students will be assessed through a range of methods, including written assignments, practical assessments, workplace observations, witness testimonies, project work and exams. The assessment criteria will be aligned with the learning objectives and will aim to test the knowledge, skills, and understanding of the students. Regular feedback and support will be provided to ensure students can progress and achieve their learning goals.

Impact

The curriculum aims to deliver measurable impact by ensuring that students have a comprehensive understanding of the fundamental principles of digital marketing. Students will be equipped with the skills and knowledge to implement effective digital marketing campaigns and strategies that deliver measurable outcomes. The impact of the program will be evaluated regularly to ensure that the curriculum remains relevant and up to date with the latest industry trends.

Attainment

Upon completion of the Level 3 Digital Marketing Apprenticeship, students will attain a nationally recognised qualification that demonstrates their proficiency in digital marketing. Students will have the skills and knowledge required to succeed in the digital business environment, and they will be able to apply their learning to a range of industries and sectors.

Course breakdown:

Course 1: Principles of Coding (MTA HTML 5)

Introduction to coding principles and web development
Fundamentals of HTML 5 and CSS
Web design and development best practices
Responsive design and user experience

Course 2: Marketing Principles

Introduction to marketing principles and concepts
Marketing mix and segmentation
Consumer behaviour and buyer personas
Marketing research and analytics

Course 3: Digital Marketing Business Principles

Introduction to digital marketing principles and concepts
Digital marketing strategy and planning
Search engine optimisation (SEO) and pay-per-click (PPC) advertising
Social media marketing and email marketing

Overall, the Level 3 Digital Marketing Apprenticeship curriculum is designed to equip students with the skills and knowledge required to succeed in the fast-paced and ever-changing digital marketing landscape. By combining theory with practical training and assessment, students will be well-prepared to implement effective digital marketing campaigns and strategies that deliver measurable impact and attainment.

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Level 2 Digital Promotion for Business Curriculum

Intent

The Level 2 Digital Promotion for Business curriculum aims to provide students with a foundational understanding of digital marketing and promotion. The curriculum is designed to help students develop the necessary skills and knowledge to use digital tools and platforms to promote products and services effectively. By the end of the program, students will be able to implement basic digital marketing techniques and evaluate their effectiveness.

Implementation

The curriculum will be delivered over a period of 14 weeks, with a combination of theory and practical training. The curriculum will be delivered through a range of teaching methods including lectures, workshops, group projects, and self-directed learning. The courses included in the curriculum are:

Digital promotion for Business
Understanding Search Engine Optimisation for Business
Producing Digital Promotional Content for Business
Data protection and digital media for business
Measuring the effectiveness of digital promotional activity for business
Understanding social media
E-mail campaign for business promotion
Online reputation management

Assessment

Students will be assessed through a range of methods, including written assignments, practical assessments, and project work. The assessment criteria will be aligned with the learning objectives and will aim to test the knowledge, skills, and understanding of the students. Regular feedback and support will be provided to ensure students can progress and achieve their learning goals.

Impact

The curriculum aims to deliver measurable impact by ensuring that students have a foundational understanding of digital marketing and promotion. Students will be equipped with the skills and knowledge required to use digital tools and platforms to promote products and services effectively. The impact of the program will be evaluated regularly to ensure that the curriculum remains relevant and up-to-date with the latest industry trends.

Attainment

Upon completion of the Level 2 Digital Promotion for Business, students will attain a nationally recognised qualification that demonstrates their proficiency in digital promotion. Students will have the skills and knowledge required to use digital tools and platforms to promote products and services effectively. Students can use the qualification as a stepping stone for entering the digital marketing sector.

Learners can progress to Level 3 and higher qualifications in digital marketing, pursue careers in digital marketing, or start their own businesses. Learners can also choose to specialize in specific areas of digital marketing, such as SEO, PPC, social media, or content marketing.

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Level 3 Diploma in Digital Marketing

Delivery Method: Hybrid (online and in-person)
Assessment Methods - Portfolio of evidence and timed secured exams

Course Aims

The course aims to equip learners with the skills and knowledge required to pursue careers in digital marketing across various industries. It covers key disciplines like search marketing, social media, email campaigns, web analytics, project management, and e-commerce.

By the end of the course, learners will be able to

Develop and execute digital marketing strategies
Create and optimise digital campaigns across key channels
Use data and analytics to measure performance
Stay current on digital marketing trends and technologies
Demonstrate professionalism and integrity

Course Rationale

This course was selected to meet growing employer demand for digital marketing skills. It develops practical expertise across essential digital capabilities. The curriculum covers core knowledge areas identified by industry experts as vital for succeeding in modern digital roles.

Course materials and resources are accessible 24/7 through the online VLE. Upon completion, learners can progress to higher education such as digital marketing degrees, or directly into employment and higher level apprenticeships.

Curriculum

Intent

Course Overview

Introduction to the City & Guilds Level 3 Diploma in Digital Marketing, emphasising its relevance in the modern digital business landscape.

Course Aims

Equip learners with the skills and knowledge required to pursue careers in digital marketing across various industries.
Cover key disciplines like search marketing, social media, email campaigns, web analytics, project management, and e-commerce .

Implementation

Delivery Method

Hybrid delivery method, combining online and in-person learning to ensure flexibility and accessibility for learners.

Assessment Methods

Portfolio of evidence and timed secured exams to measure learners' understanding and application of digital marketing concepts.

Units Covered

Understanding the Business Environment
Understand Legal, Regulatory, and Ethical Requirements in Sales and Marketing
Principles of Marketing and Evaluation
Digital Marketing Metrics and Analytics
Using Collaborative Technologies
Delivering E-commerce Solutions
Principles of Social Media within a Business
Principles of Keywords & Optimisation (SEO)
Search Engine Marketing
Online Display Advertising
Email Marketing
Content Management System Website Creation
Website Software
Develop Own Professionalism

Impact

Course Rationale

Selected to meet growing employer demand for digital marketing skills.
Develops practical expertise across essential digital capabilities.
Covers core knowledge areas identified by industry experts as vital for succeeding in modern digital roles.

Benefits for Learners

Develop and execute digital marketing strategies.
Create and optimise digital campaigns across key channels.
Use data and analytics to measure performance.
Stay current on digital marketing trends and technologies.
Demonstrate professionalism and integrity.

Progression Opportunities

Learners can progress to higher education such as digital marketing degrees or directly into employment and higher-level apprenticeships.

This curriculum provides a structured framework for the City & Guilds Level 3 Diploma in Digital Marketing, ensuring that learners receive a comprehensive education in this field.