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Marketing Executive Level 4

Equip your team (or accelerate your own career) with the
Marketing Executive Level 4 Apprenticeship integrated with
CIM Level 4 in Professional & Digital Marketing—a practical programme that blends
marketing knowledge, campaign delivery skills, and professional behaviours required of a modern marketing executive.
Backed by the Department for Education funding framework* and delivered by Kent Business College, the programme helps you
plan smarter campaigns, execute with confidence, and evidence measurable impact—while earning respected CIM credits.

Why employers and learners choose this programme

Immediate workplace impact – Apply learning to live campaigns from day one.
Recognised credentials – Apprenticeship plus CIM Level 4 module exams and credits.
Work‑based, flexible delivery – Live online teaching, one‑to‑one coaching, and on‑the‑job projects.
Smart funding* – Levy or SME co‑funding reduces training cost for employers.
Career progression – Build towards marketing management and specialist digital roles.

Three modules. One goal: confident marketing execution.

Module 1 · Impact & Planning (6 months)

Lay strong foundations in planning and evaluation while practising campaign delivery.

You’ll cover:

Marketing Impact (CIM topic) — CIM exam waived
Integrated Campaigns (CIM topic) — CIM exam waived
Marketing Campaigns Project Management (Executive)

Ideal for: junior marketers, content executives, assistants moving into execution roles.

Module 2 · Social Media Marketing Executive (4 months)

Design, run and evaluate social campaigns that support business goals.

You’ll cover:

Social Media Marketing — CIM exam
SM Campaigns Project Management

Ideal for: social media executives, community managers, content creators.

Module 3 · Marketing Technology Executive (4 months)

Use martech and analytics to drive decisions and iterate quickly.

You’ll cover:

MarTech — CIM exam
Google Analytics Certificate
Agile Project Management (for marketing teams)

Ideal for: digital marketers keen to leverage data, automation and agile methods.

Delivery & Support

Live online classes and masterclasses, plus one‑to‑one coaching.
Work‑based projects aligned to employer objectives.
Community: Marketing Chapter Club (study groups, dinners, UK‑wide meet‑ups).

At‑a‑glance

Level	4 (professional)
Credential	Marketing Executive Apprenticeship + CIM Level 4 modules (2 exams)
Duration	12 months total
Eligibility	Employed in England and supported by employer; standard apprenticeship entry rules apply
Funding	Department for Education apprenticeship funding (levy or SME co‑funding). Not included: CIM membership & 2 CIM exam fees

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Book an Information Sessio

Cost Coverage by Kent Business College (Discretionary)

For the Marketing Executive Level 4 Apprenticeship, the CIM membership cost is £60 per year and the total cost of CIM exams is £520.
While these costs are typically the responsibility of the employer, Kent Business College is currently offering to waive them on a discretionary basis, providing exceptional value and support to both learners and employers.

*Funding note: The Department for Education funds the apprenticeship training fee. CIM exam fees and CIM membership are separate and not covered by apprenticeship funding.

Frequenty Asked Questions

Who pays for the cost of exams and qualifications?

For the Marketing Executive Level 4 Apprenticeship, the CIM membership cost is £60 per year, and the total cost of CIM exams is £520.
While these costs are typically the responsibility of the employer, Kent Business College is currently offering to waive them on a discretionary basis, providing exceptional value and support to both learners and employers.

How is the apprenticeship delivered?

This apprenticeship is delivered through a blended model designed to offer flexibility, academic rigour, and practical application. Learners attend a 2-hour live online session each week for 52 weeks, which forms the core of the structured delivery. In addition, we host optional in-person workshops every four months in key cities such as London, Maidstone, Nottingham, and Manchester, with all transportation costs fully covered by Kent Business College.

Outside the live sessions, learners are expected to commit 2 to 3 hours per week to independent study. This typically involves reading 10 to 20 pages of structured learning material and completing 20 to 30 multiple-choice questions (MCQs) to consolidate their understanding.

Each month, learners are also required to submit a reflective report outlining how the Knowledge, Skills, and Behaviours (KSBs) gained through the programme are being applied in their professional context and how this contributes to improved marketing practice.

Every apprentice is allocated a dedicated coach, who provides monthly one-to-one sessions to support the learner in applying marketing principles within their role. In addition, our teaching staff—who are all university lecturers or professors—offer one-to-one academic support as needed.

All coaches and teachers are CIM-qualified professionals with extensive industry experience. Furthermore, they are all trained and certified in safeguarding, ensuring a safe and supportive learning environment for every apprentice.

Who is funding the CIM memberships?

The Department for Education and the Apprenticeship Levy do not cover the cost of professional memberships. While these costs are typically the responsibility of the employer, Kent Business College is currently offering to waive them on a discretionary basis, providing exceptional value and support to both learners and employers.

What are the entry requirements?

Applicants should currently be working—or planning to work—in a marketing role, as our apprenticeships are occupationally focused rather than purely educational programmes. We do not require specific academic qualifications, such as GCSEs or formal Maths and English tests, for entry into our programmes. Instead, our compliance team assesses each applicant’s eligibility on a case-by-case basis, ensuring suitability and alignment with the programme objectives. At Kent Business College, we believe education and professional development should be accessible to everyone. Therefore, if you need additional support in English and Maths, we provide these services as optional, fully funded extras at no additional cost.

How is the apprenticeship structured around full-time work?

The program is designed specifically for working professionals, requiring only 7 hours per week of study time. This includes 2 hours of live online sessions (which are recorded if you can’t attend), 2 to 3 hours of self-paced learning (reading 10 to 20 pages a week), and 2 to 3 hours of reflective practice. All activities are flexible and can be rearranged based on your workload. Your employer is required to provide you with this dedicated study time within your working week.

How are the apprenticeships funded?

Funding comes primarily through the UK government’s apprenticeship levy scheme. For levy-paying employers (those with a pay bill over £3 million annually), the program is 100% funded. For non-levy paying employers, the government funds 95% of the cost, with the employer contributing just 5% (£300 total, which can be paid monthly at approximately £30 per month). Additionally, apprenticeships for individuals under 20 years old are 100% funded regardless of the employer’s levy status.

What support is available during the program?

You’ll receive comprehensive support throughout your learning journey, including one-to-one tutoring available 7 days a week until 9:00 PM (including weekends), a dedicated program advisor, access to a digital library of resources, interactive learning materials, and optional face-to-face networking workshops. Additionally, you’ll be part of a cohort of fellow learners, creating opportunities for peer support and collaborative learning.

What certifications will I receive upon completion?

This is a dual award programme, meaning that upon successful completion, you will receive two recognised qualifications:

Level 4 Marketing Executive Apprenticeship – with the Chartered Institute of Marketing (CIM) acting as the independent End Point Assessment Organisation.
CIM Level 4 Certificate in Professional and Digital Marketing – a respected vocational qualification grounded in practical marketing principles.

Together, these qualifications not only demonstrate your competence in applying marketing knowledge and skills in the workplace, but also provide a strong platform for career progression. Completion of the Level 4 apprenticeship enables you to progress to a Level 6 marketing qualification or even a master’s degree in the future.

The CIM qualification is widely recognised by employers across the UK and internationally as a benchmark for marketing excellence. It draws on industry research and decades of professional best practice, supporting British businesses to grow and thrive in competitive markets.

Program Structure

The programme combines weekly online live classes, guided self-study, and monthly reflective practice to ensure learners gain both academic knowledge and practical marketing expertise. Each apprentice benefits from one-to-one coaching and support from CIM-qualified professors with real industry experience. Its unique value lies in the dual award – the Level 4 Marketing Executive Apprenticeship and the prestigious CIM Level 4 Certificate – providing a nationally funded pathway with globally recognised professional accreditation.

Marketing Executive Level 4 KSBs | Kent Business College

Marketing Executive Level 4 · KSBs

Marketing Executive Level 4 KSBs

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

The Marketing Executive requires an understanding of:

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

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.

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.

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.

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.

Behaviours

The Marketing Executive is able to demonstrate:

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.

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.

Note: The KSB text above is the official wording, grouped for clarity without altering content.

Module 1: Marketing Impact & Planning (6 months) | Marketing Executive Level 4 | Kent Business College

Marketing Executive Level 4 · Module 1

Marketing Impact & Planning (6 months)

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.

For employees (potential learners)

Build confidence, ship campaigns, show impact

Expect hands-on planning and delivery. You will master the extended marketing mix, understand your audience’s decision-making, carry out focused research, 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

This module turns the standard into day-to-day practice: clearer objectives, smarter channel selection, tighter supplier management, and meaningful metrics. You’ll see improved consistency, reduced rework and better use of budget across digital and offline activity.

Result: measurable gains in conversion, retention and cost-per-result; better governance and compliance across campaigns.

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 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.
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.

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

How the organisation interacts with customers: revenue models, acquisition and retention activity, and responsible communications.
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.
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.

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.

Executive practice

Marketing Campaigns Project Management

Turn plans into delivery with clear roles, schedules and controls, using pragmatic techniques drawn from project management.

What you’ll do

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.

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.

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.

Employer value

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.

Ready to take the next step?

Download the programme catalogue or book an information session with an adviser.

Download the Catalogue Book an Information Session

Module 2: Social Media Marketing Executive (4 months) | Marketing Executive Level 4 | Kent Business College

Marketing Executive Level 4 · Module 2

Social Media Marketing Executive (4 months)

A focused block combining Social Media Marketing (Chartered Institute of Marketing Level 4 Award) and Social Media Campaigns Project Management. Learn to design, deliver and evaluate social activity that supports real business goals — and evidence it robustly at work.

Optional assessment: You may sit the Chartered Institute of Marketing exam for Social Media Marketing 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)

Turn your social skills into business results

Across four months, you will plan live social activity, build editorial calendars, craft platform-fit content, and measure performance with confidence. You will learn how audiences behave on different platforms, how algorithms and formats shape reach, and how to use listening, community management and influencers responsibly. You will also practise stakeholder coordination, budget tracking and simple risk controls, so campaigns land on time and to standard.

Outcome: a work-based portfolio that includes plans, assets, dashboards and reflections — directly aligned to the standard’s knowledge, skills and behaviours.

For employers

Better briefs, cleaner delivery, clearer reporting

This module translates social theory into daily practice: clear objectives, precise audience and channel selection, sharp content operations, and actionable reporting. Expect reduced rework, faster approvals, stronger compliance, and social activity that demonstrably supports acquisition, retention and reputation.

Result: measurable gains in engagement and conversion, improved cost-per-result, and a confident practitioner who understands both the brand and the numbers.

Chartered Institute of Marketing · Level 4 Award

Social Media Marketing

Develop the knowledge and practical skills to implement effective social media activity across platforms and journeys.

What you’ll cover

Why social matters: the growing importance of social to organisations and customers; aligning social objectives to business outcomes.
Platforms and formats: strengths and limitations of major platforms; content types and best-practice formats; the role of user-generated content and influencers; community management and moderation.
Listening and insight: social listening, audits and competitor benchmarking; turning data into audience and content insight.
Planning and content operations: objectives, audiences and messaging; calendars, workflows and approvals; working with agencies and creators.
Paid, owned and earned: when to use paid social, setting up campaigns, targeting options, and integrating with organic activity.
Measurement and optimisation: choosing meaningful metrics; building dashboards; experimentation and test-and-learn; reporting for stakeholders.
Responsible practice: data protection, consent, accessibility, inclusivity and ethical standards in social activity.

How this maps to the apprenticeship

Marketing concepts and theories: apply the extended marketing mix and segmentation when planning social activity; align brand positioning and reputation.
Business understanding and commercial awareness: connect platform choices and content to wider objectives and customer decision-making.
Market research: use valid digital sources, social listening and qualitative/quantitative methods to inform plans.
Products and channels: understand product/service portfolios and how digital and offline channels work together.
Campaign skills: coordinate channels, plan to SMART objectives, and manage production and distribution of assets.
Interpersonal and communication skills: write briefs and copy, present clearly, and collaborate across teams and suppliers.
Service delivery and budget management: apply project/time management and monitor spend using appropriate systems.
Evaluation and analysis; systems and processes: select appropriate data sources, analyse performance, and use analytics and customer relationship tools effectively.
Professional behaviours: act with agility and flexibility, think creatively, learn from mistakes, and demonstrate professionalism, empathy and ethical practice.

Executive practice

Social Media Campaigns Project Management

Turn plans into delivery with clear roles, schedules and controls, using pragmatic project-management techniques suited to fast-moving social channels.

What you’ll do

Write concise briefs aligned to business goals, customer insight and brand standards.
Build realistic schedules and editorial calendars; coordinate internal teams and external creators or agencies.
Run approvals and quality gates; manage changes; capture and mitigate risks (e.g., reputational, regulatory, platform policy).
Set budgets and monitor spend; ensure assets, licensing and disclosures meet compliance requirements.
Create simple, visual progress and performance dashboards to inform decision-making.

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 with colleagues, clients and suppliers to deliver outcomes; maintain strong internal and external 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 throughout delivery.

Curriculum outline · 4 months

Teaching, practice & assessment

Month 1: social landscape, platforms and audiences; listening and audit; purpose and objectives; brief writing.
Month 2: editorial planning, content creation and workflows; creator management; compliance and accessibility.
Month 3: paid social set-up, targeting and optimisation; integration with organic; community management and moderation.
Month 4: performance measurement and dashboards; presenting insights; improvement plans and reflection on behaviours.

Assessment approach: Work-based portfolio including a social campaign project pack (brief, objectives, calendar, asset list, budget and risk log), live posts or mock-ups, performance dashboard and a reflective account. The Chartered Institute of Marketing exam for Social Media Marketing 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 links from objectives to audiences, channels, content and metrics.
Operational excellence: smoother workflows and approvals; fewer reworks; better supplier and creator management.
Data-driven learning: practical use of analytics and testing to improve conversion, retention and lifetime value.
Governance and compliance: confident handling of data, disclosures, accessibility and ethical standards.

Ready to take the next step?

Download the programme catalogue or book an information session with an adviser.

Download the Catalogue Book an Information Session

Module 3: Marketing Technology Executive (4 months) | Marketing Executive Level 4 | Kent Business College

Marketing Executive Level 4 · Module 3

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.

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 do

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.

Download the Catalogue Book an Information Session

Weekly Learning Breakdown

The programme is designed to fit smoothly alongside full-time work, with a total of 348 hours spread across 52 weeks (around 12 months). Learners commit just 7 hours per week on average (self-reported), including one 2-hour online class each week. This steady, manageable pace ensures employees can build expertise without disruption to their day-to-day role

2 Hours- Live Interactive Online Sessions

Interactive 2-hour weekly sessions with industry experts, covering key concepts and practical applications.

2 to 3 Hours - Self-Paced Learning

Dedicated time to review materials and complete weekly assessments at your own pace.

2 to 3 Hours Reflective Practice

Brief reflective essays applying classroom insights to your professional role—purely developmental, no pressure or grading.

Full Inclusive Package

We’re committed to your success with comprehensive support throughout your learning journey.

Engaging Resources

Comprehensive learning materials

Access a wealth of learning resources designed to enhance your understanding and application of project control principles.

Digital Library

Access to industry journals, case studies, and reference materials.

Interactive Quizzes

Test your knowledge with regular assessments and feedback.

Templates for Makreting Plan and Reports

Professional templates for immediate workplace application.

Video Tutorials

Step-by-step guides for complex concepts and tools.

Optional Networking Workshops

Expand your professional connections

We understand that attending in-person workshops may involve travel expenses. That’s why we cover travel costs for apprentices coming from afar, ensuring everyone has equal access to these valuable networking opportunities.

This commitment to accessibility reflects our dedication to providing a comprehensive learning experience that combines the flexibility of online learning with the benefits of face-to-face interaction.

One-to-One Tutoring

Personalized support when you need it

Our dedicated tutors are available 7 days a week, until 9:00 PM, including weekends. Schedule sessions at your convenience for personalized guidance on any aspect of the program.

Graduation Ceremony

Celebrate your achievement

Upon successful completion of the program, you’ll be invited to attend our prestigious graduation ceremony held at Rochester Cathedral, where you’ll receive your certification and celebrate with fellow graduates.

Shared Benefits | Marketing Executive Level 4 | Kent Business College

Shared Benefits for Employers & Employees

This apprenticeship is uniquely designed to deliver value to both organisations and individuals. By drawing on the UK government’s apprenticeship funding, employers are able to develop marketing capability at minimal cost, while employees gain professional recognition and practical expertise without financial barriers. The programme’s dual award—combining the Level 4 Marketing Executive Apprenticeship with the CIM Level 4 Certificate in Professional and Digital Marketing—ensures that companies benefit from immediate workplace impact, and learners progress with qualifications that strengthen their professional standing and future career pathways.

Marketing Executive – Level 4 (with CIM)

Benefits to Employers

Real-world impact through dual award training, guided coaching, and measurable KPI improvements grounded in UK apprenticeship research.

69%

Improved staff retention

Approximately 69 % of employers report enhanced employee retention through apprenticeships :contentReference[oaicite:1]{index=1}.

78%

Boosted productivity

78 % of businesses say apprenticeships contributed to increased productivity :contentReference[oaicite:2]{index=2}.

20%

Rise in sales

Teams with apprentices recorded an average 20 % increase in sales compared to similar teams without apprentices :contentReference[oaicite:3]{index=3}.

25%

Reduced staff turnover

Apprenticeships were associated with 25 % less labour turnover, helping retain investment in talent :contentReference[oaicite:4]{index=4}.

86%

Enhanced skill relevance

86 % of employers say apprenticeships helped develop workplace-relevant skills :contentReference[oaicite:5]{index=5}.

£2.5–18k

Annual net gain per apprentice

Employers benefit by approximately £2,500 to £18,000 per apprentice during the training period :contentReference[oaicite:6]{index=6}.

Enquire about employer enrolment Download the programme overview (PDF)

Marketing Executive – Level 4 (with CIM)

Benefits to Employees (Learners)

Clear pathways for every stage—early career, established professionals, and experienced practitioners seeking formal recognition.

For Juniors / Early-Career Marketers

Dual Award CIM-Accredited 1:1 Coaching

Build a solid foundation in core marketing concepts, digital channels, and analytics—guided weekly and applied in real tasks.
Gain two recognised credentials (Level 4 Apprenticeship + CIM Level 4) to evidence competence and professional standards.
Develop confidence through monthly one-to-one coaching and structured reflective reports aligned to KSBs.
Create a portfolio of work (campaigns, MCQs, reflections) that proves practical capability to your team and managers.

For Seniors / Team Leads

Best Practice Strategic Impact Coaching Alignment

Refresh and systemise your practice with CIM best-practice frameworks for planning, governance, and measurement.
Translate strategy into measurable marketing OKRs and dashboards; strengthen stakeholder engagement and presentations.
Mentor juniors using shared language and tools from the programme, improving consistency and execution quality.
Evidence impact through monthly reflections that link decisions to outcomes, creating a credible internal track-record.

For Experienced Marketers without Formal Qualifications

Recognition of Practice CIM Credentials Portfolio Evidence

Convert years of hands-on experience into formal, industry-recognised credentials (CIM Level 4 + Level 4 Apprenticeship).
Bridge any knowledge gaps with targeted study (10–20 pages weekly + 20–30 MCQs) while continuing in your role.
Use reflective reports to showcase how your existing work meets KSBs—turning tacit know-how into documented evidence.
Access one-to-one academic and professional guidance to align your portfolio with CIM and apprenticeship standards.

Apply as a learner Download programme guide (PDF)

Apprenticeship Funding Infographic | Marketing Executive Level 4 | Kent Business College

Marketing Executive Level 4 · Funding

How the Funding Works

A quick, visual guide to levy and non-levy routes — and when Kent Business College may cover Chartered Institute of Marketing exam and membership costs on a discretionary basis.

At-a-glance

Headline Costs

£6,000

Apprenticeship training fee (Marketing Executive Level 4)

£540

CIM exam fees (optional; not funded by the Department for Education)

£65

CIM membership (not funded by the Department for Education)

      Discretionary support: Kent Business College may cover the Chartered Institute of Marketing exam and membership costs. These items are usually the employer’s responsibility; please confirm eligibility with us first.
    

Infographic

Choose your route

Start

Which applies to your organisation and learner?

Levy-paying employer

Use your levy funds for the £6,000 training fee.

Employer training cost: £0

CIM exam (£540) + membership (£65) are not funded; Kent Business College may cover on a discretionary basis.

Non-levy employer

Government funds 95% of training.

Employer co-investment: £300 (or £30 per month, £0 interest)

CIM exam (£540) + membership (£65) are not funded; Kent Business College may cover on a discretionary basis.

Learner under 20 years old?

The Department for Education covers 100% of the £6,000 training fee.

Employer training cost: £0

CIM exam (£540) + membership (£65) remain outside apprenticeship funding; Kent Business College may cover on a discretionary basis.

Scenario A

Levy-paying employer

Training fee (£6,000) is paid from levy funds.
Your training investment today: £0
Chartered Institute of Marketing exam £540 + membership £65 (usually employer-funded). Kent Business College may cover on a discretionary basis.

Scenario B

Non-levy employer

Government funds 95% (£5,700) of the training fee.
Your co-investment: £300 (or £30 per month, £0 interest)
Chartered Institute of Marketing exam £540 + membership £65 (usually employer-funded). Kent Business College may cover on a discretionary basis.

Scenario C

Learner under 20

The Department for Education funds 100% of the £6,000 training fee.
Your training investment today: £0
Chartered Institute of Marketing exam £540 + membership £65 (usually employer-funded). Kent Business College may cover on a discretionary basis.

Side-by-side

Funding comparison

Route	Who pays training fee (£6,000)	Employer training cost	CIM exam (£540) + membership (£65)
Levy-paying employer	Levy funds	£0	Usually employer-funded; Kent Business College may cover on a discretionary basis
Non-levy employer	95% government / 5% employer	£300 (or £30 per month, £0 interest)	Usually employer-funded; Kent Business College may cover on a discretionary basis
Learner under 20	100% government	£0	Usually employer-funded; Kent Business College may cover on a discretionary basis

All funding is subject to eligibility and correct onboarding to the Digital Apprenticeship Service. Discretionary support for Chartered Institute of Marketing items must be confirmed by Kent Business College before enrolment.

Need help choosing the right route?

Book a quick call with an adviser or download the full guide.

Download the Funding Guide Speak to an Adviser

Next Steps

Eventbrite Information Event: Fully Funded Marketing Executive Level 4 Apprenticeship (with CIM Dual Award) – Online Briefing

We warmly invite employers, marketing managers, and aspiring professionals to join our upcoming online briefing, hosted on Eventbrite.

This fully funded Marketing Executive Level 4 Apprenticeship, supported by the Department for Education, includes a dual qualification with the
Chartered Institute of Marketing (CIM) Level 4 Certificate in Professional and Digital Marketing.
It equips your team to apply cutting-edge marketing strategies, strengthen customer engagement, and embed best practice directly into your workplace.

At the session, you will discover how:

Employers can access government-funded training at minimal cost.
Teams benefit from improved capability, retention, and industry-recognised qualifications.
Employees gain a prestigious CIM credential alongside the apprenticeship, strengthening their professional standing.
Both junior and senior staff can apply learning directly to campaigns and strategies for measurable results.

Date & Time: Wednesday, 17 September 2025, 13:00
Location: Online (via Eventbrite)

Reserve Your Complimentary Place

We look forward to welcoming you.

Kent Business College Team

Enrollment Process in Minutes!
Start Now!
Places are Limited

1. Employer Sign the Agreement (Click Here)

Complete the apprenticeship agreement to formalize the partnership.

2. Add Us to the Apprenticeship Digital Account (Click Here)

Set up the funding mechanism through the government portal. Log in to your Government Apprenticeship DAS account Government Apprenticeship DAS - If your employer does not have an account, you only need the Government Gateway credentials (username and password) to create an account. Once created, add us as your provider using our UKPRN: 10093689.

3. Book an Enrolment Appointment (Click Here)

30-minute session to complete necessary paperwork and orientation.

4. Basic Maths and English Assessment

Approximately 30 minutes. There's no pass or fail.

5. Training Plan Review

45-minute meeting with line manager and employee to review and approve the training plan.

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Ready to Advance Your Team’s Marketing Capability?

Contact our academic advisors to discuss which program is right for you. We’re here to help you navigate your marketing education journey.

Call us

+44 1622 37 0617

Email us

office@kentbusinesscollege.org

Visit us

29 - 39 Maidstone Innovation Centre, Gidds Pond Way, Weavering, Maidstone ME14 5FY