Marketing (England)

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Framework details

Framework ID: FR03054
Issue number: 7
Issued: 29 August 2014

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Marketing (England)
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Issued by

Contact name: David Garrick
Telephone number: 020 7091 9620
Please download the framework for email contact information.


Defining apprenticeships

An Apprenticeship is a job with an accompanying skills development programme designed by employers in the sector. It allows the apprentice to gain technical knowledge and real practical experience, along with functional and personal skills, required for their immediate job and future career. These are acquired through a mix of learning in the workplace, formal off the job training and the opportunity to practice and embed new skills in a real work context. This
broader mix differentiates the Apprenticeship experience from training delivered to meet narrowly focused job needs.

All apprentices commencing their Apprenticeship must have an Apprenticeship Agreement between the employer and the apprentice. This can be used to reinforce the understanding of the requirements of the apprenticeship.

On completion of the Apprenticeship the apprentice must be able to undertake the full range of duties, in the range of circumstances appropriate to the job, confidently and competently to the standard set by the industry.

Profile of the sector

Over half a million people work in marketing occupations in England, with the industry playing an essential role in ensuring the success of public, private and not-for-profit organisations across all sectors of the economy. The marketing industry includes the marketing of traditional goods and services, conferences and events, market research and social marketing.

The marketing industry is extremely competitive and is driven by the need to develop both innovative and cost-effective methods of working whilst keeping pace with rapidly changing consumer preferences.

The key drivers of change in the marketing profession reflect this dynamism and include:

  1. technological change which have in turn stimulated changing skills demand throughout the workforce. Most significantly, the demand for IT skills has increased in order to supplement new media and graphic design trends in marketing practice
  2. relationship marketing - a strong emphasis upon client retention which has created demand for communications-based skill sets amongst marketing personnel
  3. social marketing - a focus on social responsibility and sustainable marketing practice which demands strong communication skills.
  4. policy and legislation – heavy regulation of consumer protection and advertising.

 Other challenges which face employers and which impact on recruitment, retention and profitability include:

  • employment entry routes are currently more aligned to graduates, with 35% of workers having been through HE or holding a professional qualification
  • there are very few workers below the age of 20, meaning employers are not tapping into potential from younger applicants
  • the market research specialism tends to employ the highest proportion of temporary workers, which can act as a disincentive to job applicants
  • around a third of employers experience difficulty in recruiting for specific positions because applicants lack the skills or experience required
  • major roles affected by skills shortages in marketing tend to centre on first line management, senior marketing managers and senior brand managers who need IT, digital and media skills
  • skills gaps for market research include technical and research design skills, product design, leadership and people skills.

The Marketing Apprenticeship has been designed to address the challenges outlined above for employers of all sizes across the public, private and not-for-profit sectors. It will attract new talent into the marketing industry and help to up skill the workforce to meet employer skills priorities.

Intermediate apprentices are likely to work in job roles such as marketing assistant, market research assistant or events management assistant; undertaking a range of activities which might include collecting market research data, analysing competitor activity, contributing to marketing campaigns, planning and organising an event or exhibition and using a range of digital technologies.

Advanced apprentices are likely to work in job roles such as marketing co-ordinator, junior marketing executive/officer, advertising account executive or market researcher; undertaking a range of activities which might include conducting market research, designing and evaluating marketing plans, contributing to advertising and promotional campaigns and events, maintaining a portfolio of products and managing budgets.

Download framework

Marketing (England)
(PDF document 3.46 MB)