Marketing Technology Executive (4 months)
A practical block that blends the CIM Level 4 Award in MarTech with Agile Project Management for Marketing. Learn how tools and data power modern campaigns — and how to organise teams to deliver value quickly and responsibly.
Optional assessment: You may sit the Chartered Institute of Marketing MarTech exam to gain the Award certificate. If you choose not to, your apprenticeship qualification is unaffected, but you will not receive the Chartered Institute of Marketing Award.
Marketing Technology Executive
(3 months) Module 3
A practical block that blends the CIM Level 4 Award in MarTech with Agile Project Management for Marketing. Learn how tools and data power modern campaigns — and how to organise teams to deliver value quickly and responsibly.
Optional assessment: You may sit the Chartered Institute of Marketing MarTech exam to gain the Award certificate. If you choose not to, your apprenticeship qualification is unaffected, but you will not receive the Chartered Institute of Marketing Award.
For employees (potential learners)
From tools to outcomes — make MarTech work for you
Across four months you’ll demystify platforms, automate repetitive work, and use analytics to make clear recommendations. You’ll practise building simple stacks, connecting data ethically, and running short delivery cycles so that ideas move from whiteboard to live quickly — and improve with evidence.
Outcome: a work-based portfolio — stacks, workflows, dashboards and reflections — mapped to the standard’s knowledge, skills and behaviours.
For employers
Cleaner data, faster delivery, better ROI
This module translates technology into business results: clearer objectives, smarter automation, improved stakeholder visibility and practical governance. Expect reduced rework, tighter compliance and more consistent performance reporting across teams and suppliers.
Result: measurable gains in conversion and cost-per-result; improved retention through relevant, timely customer journeys.
Chartered Institute of Marketing · Level 4 Award
MarTech (Marketing Technology)
Develop the knowledge and practical skills to apply marketing technology — including the responsible use of artificial intelligence — across the whole customer journey.
What you’ll cover
- Why technology matters: the scope of marketing technology in different organisational contexts; benefits and limitations; automation; how tools support marketing goals and the marketing mix; legal considerations such as data protection and privacy.
- Artificial intelligence in practice: where it helps (for example, media buying, targeting, lead scoring, automation, personalisation and content creation) and the risks (bias, discrimination, compliance and ethics).
- Applications across the journey: advertising technology for paid campaigns; social media management tools; customer relationship platforms for segmentation, lifecycle messaging, personalisation and loyalty.
- Analytics that matter: what platforms measure (for example, Google Analytics 4 and social insights); choosing meaningful metrics and key performance indicators; segmenting data; turning insights into recommendations for future activity.
These themes mirror the CIM Level 4 Award in MarTech focus on the significance of marketing technology (including artificial intelligence), its application across the customer journey, and using analytics to inform decisions.
How this maps to the apprenticeship
- Marketing concepts and theories: apply the extended marketing mix and segmentation with technology choices that serve audience needs and brand positioning.
- Business understanding and commercial awareness: link platform selection and automation to wider business objectives and the customer decision-making process.
- Market research: use valid digital sources and platform data to inform plans; separate signal from noise; present findings clearly.
- Products and channels: understand product and service portfolios and how different routes to market combine with digital channels.
- Campaign skills: coordinate channels, plan to specific objectives, and manage the production and distribution of assets with technology support.
- Interpersonal and communication skills: write transparent briefs and supplier requests; present recommendations that non-specialists can act upon.
- Service delivery and budget management: use project and time management to stand up and run tools; monitor spend and value using appropriate systems and controls.
- Evaluation and analysis; systems and processes: select appropriate data sources, analyse performance, and use analytics and customer relationship systems effectively.
- Professional behaviours: agility and flexibility, creativity in problem-solving, learning from mistakes, professionalism, empathy and ethical conduct.
Executive practice
Agile Project Management (for Marketing)
Turn plans and technology into delivery with simple agile practices that help teams move quickly without losing control.
What you’ll cover
- Set clear goals and success measures that connect to business outcomes; define the scope and value of work items.
- Use backlogs, sprint or time-boxed planning, and visual boards to prioritise, sequence and track work.
- Run lightweight ceremonies — stand-ups, reviews and retrospectives — to maintain pace, quality and learning.
- Coordinate internal teams and external suppliers; manage risks (including compliance and brand) and handle change cleanly.
- Integrate analytics and test-and-learn so improvements are continuous and evidence-led.
How this maps to the apprenticeship
- Project and time management: deliver projects and events effectively, dividing time between reporting, planning and delivery.
- Stakeholder management: liaise across departments and with suppliers to deliver outcomes; maintain strong relationships.
- Budget monitoring: track costs within scope using appropriate systems and controls.
- Evaluation and continuous improvement: review performance, capture lessons and improve next time.
- Professional behaviours: reliability, customer focus, empathy and ethical conduct in fast-moving contexts.
Curriculum outline · 4 months
Teaching, practice & assessment
- Month 1: introduction to stacks and data flows; legal and ethical considerations; setting objectives and measures.
- Month 2: applications across the journey — advertising technology, social tools and customer relationship platforms; content and automation workflows.
- Month 3: analytics in practice — set up dashboards, segment data, run tests; generate insights and recommendations for stakeholders.
- Month 4: agile delivery — plan and run a short improvement cycle; present results; reflect on behaviours and professional practice.
Assessment approach: Work-based portfolio including a simple technology stack map, workflow or automation, performance dashboard, stakeholder presentation and reflective account. The Chartered Institute of Marketing MarTech exam is optional. Opting out does not affect the apprenticeship outcome, but it means the Chartered Institute of Marketing Award certificate will not be issued.
Employer value
What your organisation gains
- Sharper strategy into execution: clear lines from objectives to journeys, tooling and metrics.
- Operational excellence: smoother workflows and approvals; fewer reworks; better supplier management.
- Data-driven learning: practical use of analytics and testing to improve conversion, retention and lifetime value.
- Governance and compliance: confident handling of data, privacy and ethical standards in day-to-day operations.
For context on the overall certificate naming and positioning, see CIM’s Certificate in Professional & Digital Marketing.
Ready to take the next step?
Download the programme catalogue or book an information session with an adviser.