Marketing Impact & Planning
A practical, workplace-centred block that blends Marketing Impact and Planning Integrated Campaigns (both taught; CIM exams waived within this module) with Marketing Campaigns Project Management. Built to deliver value for employers and momentum for ambitious marketers.
- Duration: 5 months ( 20 weeks )
- 140 Hours: 7 per week
Program Overview
Our Marketing Executive Level 4 Apprenticeship provides comprehensive training in core marketing principles, digital strategies, and practical skills needed for today’s dynamic marketing landscape.
For employees (potential learners)
Build confidence,
ship campaigns, show impact
You will master the extended marketing mix, understand your audience’s decision-making,plan channel activity, and measure what matters. You’ll also practise stakeholder coordination, budget tracking and risk-aware delivery so that campaigns land cleanly and add value.
Outcome: a portfolio of real work—plans, assets, dashboards and reflections—mapped to the standard’s knowledge, skills and behaviours.
For employers
Stronger briefs,
faster delivery, better ROI
Result: measurable gains in conversion, retention and cost-per-result; better governance and compliance across campaigns.
How this maps to the apprenticeship
Stakeholder and customer relationship management:
foster effective cross-functional working and customer-centric thinking.
Legal, regulatory and compliance frameworks:
operate with awareness of data protection and responsible practice
Skills in campaign planning, production and evaluation:
plan against SMART objectives, manage assets,
and evaluate effectiveness using appropriate data.
Behaviours:
show agility and flexibility, creativity, resilience and continuous improvement, professionalism and emotional intelligence.
Marketing concepts and theories:
extended marketing mix, product development
and segmentation in real planning tasks.
Business understanding and commercial awareness:
link marketing choices to the organisation’s vision, values and wider objectives.
Market research:
select valid sources and methods; analyse results to inform decisions.
Products and channels:
understand portfolios and the communications landscape,
when and how to apply digital and offline channels.
Taught CIM topic · exam waived in this module
Marketing Impact
Understand the role of marketing in the organisation and the concepts that underpin effective activity.
What you’ll cover
- Purpose and contribution of marketing: value creation, customer-centricity, agility and competitive advantage
- Environment scanning and audits: PESTEL, customer and competitor analysis, and internal capabilities.
- Research and insight: choosing valid data sources (internal, external, qualitative, quantitative) and turning data into action.
- Buyer behaviour: B2B vs B2C roles, decision-making journeys, personas and adoption of innovations.
- Planning: SMART objectives, segmentation and targeting, positioning, growth options and portfolio models.
- Marketing mix: integrating product, price, place, promotion, process, people and physical evidence; responsible and sustainable choices.
- Channels and content: aligning media and messages to objectives across the journey.
- Measurement: selecting meaningful metrics and reporting insights clearly.
How this maps to the apprenticeship
Marketing campaigns:
coordinate and maintain key channels; plan and deliver tactical work to SMART objectives; manage production and distribution of content.
Interpersonal and communication skills:
write clear briefs and copy, present confidently, and collaborate across departments and with suppliers.
Service delivery:
apply strong project and time management; run multiple campaigns to agreed deadlines; liaise with internal and external stakeholders.
Budget management:
monitor project budgets using appropriate systems and controls.
Evaluation and analysis:
choose appropriate data sources, analyse performance
and derive insights to improve future campaigns.
Systems and processes:
use the organisation’s systems, digital analytics, social tools and customer relationship management to deliver outcomes efficiently.
Behaviours:
demonstrate a self-starter mindset, creativity and solution-finding, learning from mistakes, professionalism, empathy and ethical practice.
Taught CIM topic · exam waived in this module
Planning Integrated Campaigns
Create customer-centric plans across digital and traditional channels, and measure outcomes with discipline.
What you’ll cover
- Measurement and optimisation: conversion testing, dashboards and stakeholder reporting; metrics such as return on investment, return on marketing investment, brand awareness, share of voice, retention and lifetime value.
- Innovation in techniques: social platforms and formats, search changes, automation and analytics, and the practical use of emerging technologies such as generative artificial intelligence.
- Customer engagement with media and content: segmentation, personas, lifecycle and journey mapping, integration of online/offline, and user and customer experience.
- Developing the plan: situation analysis, SMART objectives, segmentation and targeting, channel selection, integrated communications mix, implementation and project management, agency and resource management, and budgeting.
- How the organisation interacts with customers: revenue models, acquisition and retention activity, and responsible communications.
How this maps to the apprenticeship
Project and time management:
plan and deliver projects/events effectively, dividing time between reporting, planning and delivery.
Stakeholder management:
engage colleagues and suppliers to deliver required outcomes; maintain professional relationships.
Budget monitoring:
track costs within scope using appropriate systems.
Evaluation and continuous improvement:
review performance, capture lessons and improve next time.
Professional behaviours:
reliability, customer focus, empathy and ethical conduct.
Executive practice
Marketing Campaigns Project Management
What you’ll cover
- Define scope, milestones and success measures; write a concise brief aligned with business objectives.
- Build a realistic schedule and content calendar; coordinate internal teams and external suppliers.
- Track risks, issues and changes; manage quality and approvals; ensure compliance is baked in.
- Monitor spend and value; report on progress with simple, visual dashboards and recommendations.
What your organisation gains
Sharper strategy into execution
clear links from business goals to campaign objectives, audiences, channels and metrics.
Channel excellence:
appropriate use of paid, owned and earned media with consistent messaging and content operations.
Data-driven learning:
practical use of analytics and testing to improve conversion, retention and lifetime value.
Governance and efficiency:
better briefs, fewer reworks, tighter supplier management and improved compliance.
Curriculum outline · 6 months
Teaching, practice & assessment
Months 1–2
Marketing foundations, the environment, buyer behaviour, research and insight; short diagnostics and a planning brief.
Months 3–4
Integrated campaign design, channel planning, content strategy and creative; supplier coordination and compliance checks.
Months 5–6
Delivery, optimisation and measurement; dashboards and presentations; reflection on behaviours and professional practice.
Assessment approach:
Work-based portfolio with a campaign project pack (brief, SMART objectives, stakeholder map, schedule, content/calendar, budget tracker and risk log), performance dashboard and a reflective account. CIM exams for the two taught topics are waived within this module.
