Level 3 Digital Marketing Apprenticeship Programme Guide NO ORDINARY JOURNEY 1 How The Programme Works CONTENTS The Level 3 Digital Marketing programme is an 18 month course that will develop your skills and understanding of digital marketing. The programme is made up of the following areas:

PAGE • Knowledge Based and Technical Workshops A series of monthly workshops focusing on technical skills and the understanding of digital marketing disciplines. • Webinar Programme Running throughout the course and keeping learners up to date on the latest 4 ...... Workshop Programme industry developments, specific subject matters and other points of interest. • 1:1 Tutor Support You will have a dedicated tutor who will work with you and support you 15 ...... Webinar Programme throughout the programme. • Work-based Experience Developing your skills in the workplace with support from your employer. • Vendor Qualification You will be required to undertake an additional vendor qualification in support 16 ...... Programme Investment of your Level 3 Digital Marketing. (See page 14 for details)

All of the above will run throughout the first 15 months of the programme and you will receive consistent 17 ...... Workshop Schedule support and guidance in preparing you for the end point assessment.

END POINT ASSESSMENT The end point assessment is where your qualification is assessed at the end of the programme. It is based on a portfolio containing evidence from real work projects which have been completed during the programme and cover all the areas of the apprenticeship standard. Your portfolio forms the basis of your end point assessment. The end point assessment involves:

• Project The opportunity to undertake a business-related project over a one-week period away from the day to day workplace. • Employer reference Provided by your employer in support of your progress and understanding. • Interview Held with an assessor and exploring what has been produced in the portfolio and the project, as well as looking at how it has been produced.

Unlike the old apprenticeships, where a pass was the only grade you could achieve, an independent assessor will assess each element of the end point assessment against three criteria, and will then decide whether to award successful students with a pass, merit or distinction.

• Pass All of the three criteria of the apprenticeship have been met at the expected level. • Merit Two of the criteria have been significantly above the expected level, with the third being at the expected level. • Distinction All three criteria of the apprenticeship have been significantly above the expected level.

2 3 The Workshop Programme Marketing Principles and the Customer Lifecycle

Marketing Principles & The techniques transcend into the digital The topics covered in this session Customer Lifecycle world. This session focuses on key are used and reinforced throughout (2days) marketing principles such as the 7 the entirety of the programme as all Introductory Workshop This first session has been P’s, audience personas and moves digital work completed by students designed to provide students with into the customer lifecycle. Other will observe the key principles Introductory Workshop expectations, programme content with the learners to understand their a foundation knowledge of all topics covered include creative derived from this session. (1 day) and the Ascento delivery model. individual strengths and highlight things marketing and how these and consistent branding. This session will provide students Finally the session will provide areas for development before with an insight into the 18 month the requirements of End Point creating a personalised learning By the end of this session you will be able to... programme, including the Ascento Assessment and a practical tutorial plan and introducing them to their history and values. The session will with the learning software that we first activities of the programme. also go into detail on key staff who use. • Understand both the customer • Understand how brand guidelines • Create content plans for your will be working with you, student We will also work on a 1:1 basis and product lifecycles. should be applied and used organisation

• Create personalised audience • Understand the 7 P’s personas for your organisation

“I received really great support from my tutor during the 18 months of the digital marketing apprenticeship, the monthly Ascento workshops and webinars provided a valuable foundation of current knowledge and direction for my career development ” Lydia Paul - Pryor Marking By the end of this session you will be able to...

• Understand the requirements • Create a personalised learning • Understand the learning software and commitment required to plan used throughout the duration of complete your digital marketing the programme apprenticeship • Understand the End Point Assessment process and • Identify areas for development requirements against the apprenticeship standard

4 5 Marketing Planning & Strategy Social Media Marketing

Marketing Planning & the SOSTAC model in its entirety. set objectives, understand their own Social Media Marketing Strategy Students will look at how to organisation, plan content and set (2days) (2 days) effectively use audience personas, appropriate KPIs. This two day workshop focuses on psychological attachment towards role in the workplace. This session looks at one of the research competitors, complete a Students will work on a real life the key social media channels and social media platforms. The session discusses the most important aspects of any SWOT and PESTLE analysis and content calendar that they can how they can be leveraged within Learners will understand the importance of social media strategy digital marketing role – how to plan most importantly; how to use these take away and implement into an organisation. The session pays audience demographics and their and planning, how to achieve this content and create a marketing findings for their own marketing their roles, along with a SOSTAC very close attention towards the behaviour of each platform so that and how to effectively analyse strategy. This is a hands on two material. marketing plan template. social media landscape as learners they can ensure they are using the social media engagement. days where students work through They will also understand how to discuss the ever changing platforms correctly within their own

By the end of this session you will be able to... By the end of this session you will be able to...

• Understand the ‘Big 5’ social • Understand what is required • Create brand guidelines for media platforms to build a community on each each platform used in your • Apply audience personas into a • Understand how to use research • Create a content calender for platform organisation business marketing plan. to set SMART objectives for the your own digital output across all • Understand why consumers use organisation platforms each individual social media • Know how to protect data • Create social media strategies • Know and understand the platform through social platforms that can be deployed SOSTAC model • Understand how to set • Understand how to create a meaningful KPI’s that monitor detailed SWOT analysis • Understand the demographics of • Plan and schedule engaging • Understand how to analyse social • Know how to and be able to both business goals and personal each platform social media conent media content perform a situational analysis on activity your own organisation

“The Ascento apprenticeship has enabled me to improve my digital marketing skills through the well structured workshops, webinars and support from the tutors. The networking opportunities with my fellow learners has also been beneficial and I’ve established relationships with relevant businesses, which will continue after the course” Gemma Holden - Sheffield Industrial Museums Trust

6 7 Search Engine Optimisation & PPC Analytics & Metrics

session tells the story of how SEO We focus on the similarities and Search Engine Optimisation Analytics & Metrics vanity data and valuable data and most importantly we cover has evolved, paying attention to the differences between SEO & PPC, & PPC (1 day) and we do so by working our way how to use these metrics to manage key principles which have remained whilst being able to understand (1 day) The Analytics & Metrics workshop through various digital analytical budgets, content, gain engagement present throughout this journey. how these tactics fit into an This session looks at search engine is an interactive, hands on day tools which are available to be used and report to others within their We look at how traditional SEO organisational marketing plan. optimisation and Pay Per Click where we look at the importance by the learners. organisation. is affecting modern SEO and how The learners finish the session by advertising. The learners will of data within a digital marketing Learners will learn how to value both of these can lead to huge looking at real life case studies of understand the main SEO principles, role. The session teaches students to the context around the data, rather success for any organisation. SEO success stories. both historic and present. The understand the difference between than taking metrics at face value

By the end of this session you will be able to... By the end of this session you will be able to... • Understand how search works • Use tools to perform an SEO • Understand what leads to a audit on your own website successful PPC campaign • Understand the analytical tools • Use knowledge to create • Use techniques such as A/B • Understand the definition and that are available to be used personalised dashboards which testing in your own marketing usage of keywords • Understand the role of • Write effective copy and web help monitor data effectively efforts technology on search results content • Navigate through • Know how to plan content for Analytics and understand the key • Understand the wider useage of SEO benefits • Understand the useage of mobile • Understand the auction process areas for your own marketing analytics such as social media technology in SEO & PPC of PPC campaigns goals and email marketing

• Understand the importance of • Understand the difference real time data between vanity metrics and valuable metrics

8 9 Content Marketing Email Marketing

Content Marketing This session puts the ball in Importantly the students are taught Email Marketing This session takes all experience successful subject lines and email (1 day) the students court as they are how to use analytics to monitor the (1 day) levels back to the foundations and copy. This a highly engaging one day challenged to share and create performance of their campaigns so This one day workshop provides teaches how to effectively segment Students are challenged to redefine workshop packed with practical engaging content ideas which will that content creation can be used in students with an insight into email an audience across a variety of all they know about success metrics activities on all stages of content stand out in their industry. A content their role. marketing and the culture of contributing factors which then of email marketing and consider a creation. Students will be assessing plan is created within the session how consumers use this format to progresses into how to best engage deeper, more impactful approach how to effectively plan content, how featuring appropriate resources and engage. Students are taught how audiences through the use of towards analysing email marketing to monitor competitors, how to find the importance of relevancy for a to build a strong and successful technology and linguistics. Students success. inspiration from their own consumer specific segmented audience. Each email strategy by understanding the will understand the linguistic style experiences and how to apply all of student receives feedback from variances in types of messages sent. used which is most likely to lead to this into their own creative content our content specialists on how to creation. maximise the proposed campaigns. By the end of this session you will be able to... • Understand the email marketing • Understand differences between • Apply linguistic styles to written By the end of this session you will be able to... landscape types of email communication copy • Identify existing bad practice in • Segment customers within a • Create engaging subject lines • Understand content methods and • Understand the SEO benefits • Understand how to analyse the email marketing industry, and marketing list technologies from content marketing their activity and make how to avoid this • Effectively analyse email content recommendations for future • Understand what leads to • Understand content preferences • Find inspiration from real life campaigns • Create an email marketing engaged audiences from personalised audience campaigns strategy segments • Pitch your own cotent campaigns • Plan content across a variety of and individualised feedback platforms

10 11 Brand Development Principles of Coding

Brand Development We focus on the consistency of and understand the psychology of Principles of Coding This is a highly practical and hands This engaging two day session (1 day) a brand throughout campaigns, consumers. Each of these is linked (2 days) on two day session where students provides students with a strong Our Brand Development workshop ensuring that each student can then back to the impact they can have This two day session is a mandatory will cover the principles of all key exposure to the practical world looks at the principles behind brand present their organisation is the most on other marketing activities and part of the programme for all coding languages whilst every of web coding but also covers the development. We answer the appropriate method in the public eventually linking back to analysing learners and provides them with student will use practical application knowledge required in order to questions of what exactly is a brand eye. the results and measuring the brand the knowledge needed in order to of key coding languages including thrive in a digital role. and more importantly how can we Learners will learn how to create authority. succeed at the knowledge module HTML and CSS . maximise this in our working roles. a tone of voice, company values exam.

By the end of this session you will be able to...

• Understand key coding • Have a foundational knowledge • Perform a diagnostic assessment By the end of this session you will be able to... languages including HTML, CSS, of web coding to build from on web pages in order to find Java and Javascript coding errors • Create your own web page using • Understand the difference • List your own brand with • Use real life case studies of • Understand the relationship HTML and CSS • Make recommendations as to between a ‘brand’ and three personalised descriptive successful branding to influence between web servers and web how to further optimise the coding ‘branding’ keywords your own branding decisions clients of your own website

• Understand the key principles in • Understand how to create and • Understand the psychology of brand development use company values in marketing consumers material • Create a tone of voice • Analyse the effectiveness of a brand

12 13 IQ The Webinar Programme

As part of the digital marketing Google Analytics Individual personalised certification from qualification all learners Qualification (IQ). By passing Google and an exemption from are required to achieve one this qualification you will have the Digital Marketing Business To complement the workshop programme, we also run a series of webinars for learners. The webinars typically last internationally recognised vendor been recognised by Google as Principles Knowledge Module one hour and are delivered by our tutors and industry specialists. The webinars run on a monthly basis and cover a or professional qualification. being proficient and effective element of the apprenticeship. variety of topics that have been chosen to add value to the learners’ development throughout their qualification. All learners completing the at leveraging Google Analytics Ascento Level 3 Digital Marketing within your organisation. Apprentiship will complete the Succesful candidates will receive Webinar Topics

• The year ahead in digital marketing • Mobile marketing & maximising apps

Additional Vendor Qualifications • Writing engaging newsletters • Growing an Instagram audience In addition to the Google Analytics IQ, one additional vendor qualifiation is also available to our learners. In order to become eligible to access this secondry vendor qualification you must first succefully complete • Understanding Google Analytics •  Industry Update the Google Analytics IQ and complete the End Point Assessment process. Details on how to access your second vendor qualification can be provided by your tutor. • Industry update • Marketing principles

• Market research & audience profiles • Working with agencies Google Squared* • Online and offline mix • The future of social CIM Level 4 Award in Digital Marketing Dot Native CIW - Site Development Associate MTA HTML 5 CIW - Social Media CIW - Internet Business Associate CIW - Data Analytics

* Entry criteria and additional supplement apply to the Google Squared vendor qualification.

14 15 Programme Investment Example Programme Calender

Developing your workforce is an investment in your future. Our learning and development programmes A typical Level 3 Digital Marketing programme would be delivered along the lines of the have been designed with this in mind. Your return on investment is crucial and we pride ourselves on schedule below. However depending on the starting month of the programme this may be developing our students skills and knowledge to add real value to your business. varied slightly. For the exact dates and schedule relating to the next programme please contact one of our account managers who will be more than happy to let you have all of the upto date schedules.

Funded Pricing* Standard Pricing Year 1 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 From From Workshop 1 Workshop 2 Workshop 3 Workshop 4 Workshop 5 £550 /per head £11,000 /per head (1 day) (2 days) (2 days) (2 days) (1 day) 18 month digital marketing programme 18 month digital marketing programme Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Technical and Knowledge Workshops Technical and Knowledge Workshops Workshop 6 Workshop 7 Workshop 8 Workshop 9 Workshop 10 1:1 Tutorial Support 1:1 Tutorial Support (1 day) (1 day) (1 day) (1 days) (2 days) Webinar Programme Webinar Programme

1 Additional Vendor Qualification 1 Additional Vendor Qualification Year 2 All Assessment and Registration fees inc All Assessment and Registration fees inc Month 13 Month 14 Month 15

EPA EPA EPA (1 day) (1 day) (1 day)

*Funded pricing is available to all employers based in England with an annual payroll of less than £3 million, depending upon learner eligibility. Employers with an annual payroll of over £3 million will be required to pay the non-subsidised price using their apprenticeship levy pot. Employers who pay the apprenticeship levy but who have used all of their available levy funds will be able to access the subsidised pricing.

16 17 ASCENTO 2 Dronfield Court Wards Yard Dronfield S18 1NQ www.ascento.co.uk 0800 433 2013 [email protected]

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