L4 Marketing Executive | COPA Apprenticeships



COPA Apprenticeships
Mochdre Business Park
St David's House
Colwyn Bay
LL28 5HB

Tel: 01492 543 431
Email: enquiries@copaapprenticeships.com

COPA Apprenticeships

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Apprenticeship Standard
L4 Marketing Executive

This level 4 apprenticeship is for someone early in their marketing career and looking to progress. Or it could be for someone who has taken on marketing responsibilities and is interested in pursuing a role in marketing. Either way this apprenticeship is ideal for those looking to build upon their tactical marketing skills.

Professional Qualification:
Level 4 Certificate in Professional Marketing (CIM)
Functional Skills

L2 Maths & English


Typically, 18 months + End Point Assessment

Entry requirements

Individual employers will identify entry requirements such as previous qualifications, training or other criteria. Most candidates will have Level 2 maths and English (equivalent to GCSE grade C/4 or above), ideally as part of five GCSE A-C/4-9 grades or other comparable qualifications. Apprentices without English or maths at Level 2 must achieve this prior to the completion of the apprenticeship.

Typical job roles
  • Marketing Executive

  • Marketing Officer

  • Marketing and Communications Officer

  • Marketing Specialist

  • Communications Executive

  • Communications Specialist

Role profile

A Marketing Executive will help shape, support and deliver marketing plans, working in conjunction with the Marketing Manager who will define the overall marketing strategy.

A highly audience-focused role which requires creativity, communication and project management skills - these individuals are responsible for planning and executing tactical and targeted marketing activity.

Delivery model

Each and every business is different, which is why we offer a range of delivery options – face-to-face support, online learning and residential modules. All are designed to meet the requirements of the specific apprenticeship standard and professional qualification - ensuring each apprentice develops the skills, knowledge and behaviours specified. E-portfolio systems will be used from sign-up through to completion to minimise the use of paper, allowing our Business Coaches to track learner progress on an ongoing basis to achieve timely completions.

Professional registration and progression

This apprenticeship is designed to meet the requirements for registration as an Associate Member (ACIM) of the Chartered Institute of Marketing (CIM), dependent on the candidates meeting the required criteria. A typical progression route from marketing executive is marketing manager, which involves responsibility for organisational marketing plans and budgets.

Apprenticeship Standards are made up of three key elements:

  • Technical knowledge
  • Know-how
  • Practical application of the Knowledge
  • Learnt through a combination of on and off the job training
  • Mindsets, attitudes and approaches required for competence
  • Behaviours tend to be transferable (between levels)
Marketing Concepts & Theories
  • The fundamentals of marketing theory that support the marketing process e.g. the extended marketing mix (7Ps: Product, Price, Place, Promotion, Physical environment, Process, People), product development, and segmentation
Business Understanding and Commercial Awareness
  • The characteristics and plans of the business and sector they work within, including their vision and values

  • How marketing contributes to achieving wider business objectives

  • The target audience’s decision-making process and how that can influence marketing activities

  • The sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations.

Market Research

The principles of effective market research and how this can influence marketing activity e.g. valid data collection sources and methodologies and usage, including digital sources, and when to use quantitative and qualitative methods.

Products and Channels
  • Basic principles of product development and product/service portfolios

  • The marketing landscape and how routes to market interplay most efficiently, e.g. franchise model, distribution

  • The features and benefits of different marketing communications channels and media, both digital and offline, and when and how to apply these.

Marketing Campaigns
  • Coordinate and maintain key marketing channels (both digital and offline)

  • Plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic,Time-bound) objectives

  • Manage the production and distribution of marketing materials, e.g. digital, print and video content as appropriate.

Interpersonal and Communications Skills
  • Produce a wide range of creative and effective communications, including ability to write and proofread clear and innovative copy, project briefs, and give confident presentations

  • Able to engage and collaborate with a wide range of clients/stakeholders, across departments internally and with clients/suppliers externally to support marketing outcomes as required.

Service Delivery
  • Use good project and time management to deliver projects/tasks/events as appropriate, effectively. Including the ability to divide time effectively between reporting, planning and delivery

  • Coordinate several marketing campaigns/projects/events to agreed deadlines

  • Effectively liaise with, and manage, internal and external stakeholders including suppliers to deliver required outcomes.

Budget Management
  • Monitor project budgets within their scope of work using appropriate systems and controls.
Evaluation and Analysis
  • Evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources.

  • Assimilate and analyse data and information from a range of sources to support marketing activities

  • Evaluate data and research findings to derive insights to support improvements to future campaigns.

Systems and Processes
  • Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, produce reports and deliver copy

  • Use appropriate technologies to deliver marketing outcomes e.g. digital/web analytics, social media, CRM.

Agile and Flexible
  • A tenacious and driven approach to see projects through to completion

  • Being a proven ‘self-starter’ and have an adaptable approach to meet changing work priorities.

Creative Thinker
  • A creative and analytical mind, with a willingness to think of new ways of doing things

  • They come up with ideas and solutions to support the delivery of their work.

Resilience and Continuous Improvement
  • A willingness to learn from mistakes, as not all activities go to plan, and improve their own performance as a result.
Professionalism and Emotional Intelligence
  • A high level of professionalism, reliability and dependability with a passion for the customer

  • A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others

  • Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity.

L4 Marketing Executive not right?

Have a look at some of our other Marketing apprenticeships. Or view all the apprenticeships offered by COPA Apprenticeships.

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COPA Apprenticeships is a trading name of North Wales Training, an independent training provider owned by Grŵp Llandrillo Menai (GLLM), one of the largest further education providers in the UK.