Marketing Executive Level 4 KSBs
Explore the official Knowledge, Skills and Behaviours for the Marketing Executive apprenticeship. We’ve grouped the exact
Explore the official Knowledge, Skills and Behaviours for the Marketing Executive apprenticeship. We’ve grouped the exact
wording into clear boxes, with practical guidance for employers and learners.
Marketing Executive Level 4 KSBs
Explore the official Knowledge, Skills and Behaviours for the Marketing Executive apprenticeship. We’ve grouped the exact
Explore the official Knowledge, Skills and Behaviours for the Marketing Executive apprenticeship. We’ve grouped the exact
wording into clear boxes, with practical guidance for employers and learners.
Knowledge
Explore the official Knowledge, Skills and Behaviours for the Marketing Executive apprenticeship. We’ve grouped the exact
Knowledge Area
Marketing Concepts & Theories
- The fundamentals of marketing theory that support the marketing process e.g. the extended marketing mix (7P’S: Product, Price, Place, Promotion, Physical environment, Process, People), product development, and segmentation.
- The concepts of brand positioning and management and implementing process to support corporate reputation.
- The principles of stakeholder management and customer relationship management (CRM), both internal and external, to facilitate effective cross-functional relationships internally, and channel and customer relationships externally.
Knowledge Area
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.
Knowledge Area
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.
Knowledge Area
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.
Skills
The Marketing Executive is able to:
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
Skills Area
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
Skills Area
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.
Skills Area
Budget Management
- Monitor project budgets within their scope of work using appropriate systems and controls.
Skills Area
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
Skills Area
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.
Skills Area
Behaviours
The Marketing Executive is able to demonstrate:
Behaviours Area
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.
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.
Behaviours Area
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.
Behaviours Area
Behaviours Area
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.
What this means for employers
Practical benefits: The KSBs provide a ready-made capability framework. Use them to shape role profiles, induction plans, and on-the-job projects. The Skills items (e.g., coordinating channels, SMART planning, stakeholder liaison, budget monitoring, evaluation and analysis) translate directly into improved campaign delivery, stronger compliance, and better ROI.
How to apply: map current team tasks to the Skills list; assign a live campaign as the evidence vehicle; use the Knowledge areas to define learning topics; and coach Behaviours to foster reliability, creativity, and professional conduct. Build quarterly objectives around this page to measure progress.
What this means for learners
How to use this page: Treat the Knowledge boxes as your study checklist; the Skills as your “do it in practice” list; and the Behaviours as how you show up at work. Collect evidence from real campaigns (plans, assets, dashboards, stakeholder feedback) and link each item to the relevant K, S or B.
Career impact: Mastering these KSBs builds confidence and credibility—helping you progress to Marketing Executive roles and, in time, towards specialist or managerial posts.