Digital marketing apprenticeship content - what we teach


By Jessica Houston – School of Marketing Ambassador

School of Marketing’s Digital Marketing Apprenticeship Content

Have you ever wondered what a digital marketing apprenticeship consists of? Yes, well, let us explain what we teach in our forward-thinking course. 

It should be no surprise to learn that the digital marketing landscape has grown exponentially over the last ten years and underpins how businesses approach marketing today. So, to prepare our students for success, we’ve developed a top digital marketing apprenticeship programme that leaves no stone unturned. We pride ourselves on teaching the latest skills and techniques available to marketers today to equip them with the necessary tools to thrive in the industry. 

What is the Digital marketing apprenticeship standard? 

The Digital Marketing Level 3 Apprenticeship Standard sets out the core competencies and skills required as part of the course, including technical competencies, technical knowledge and understanding and skills, attitudes and behaviours. Below these sit particular learning outcomes which need to be met by the end of the course. All in all, this brings some consistency around what students will learn, no matter which provider they choose, enabling all Level 3 students to complete their apprenticeship with a standardised knowledge base. 

We have then taken these requirements to build our course as engaging, practical, and insightful as possible using real-world examples and lessons from the best marketing industry leaders. 

The School of Marketing Learning Journey 

We have created a learning journey that seamlessly brings the standard across five semesters (10 weeks per semester), and a number of optional elective modules , and draws on some of the most critical skills marketers need to know. 


Semester 1 - The fundamentals of marketing and digital marketing 

  • Principles of marketing and branding in a digital world 
  • Market research using digital tools 

  • Media planning and integrated marketing communications 

  • Fundamentals of Digital Marketing 

  • Digital community building and content marketing


Semester 2 - Customer lifecycle management using digital and social media platforms 

  •  Customer lifecycle and application in a digital context 

  • Omni-channel marketing • Social selling principles 

  • Digital channels for customer service 

  • Managing relationships, issues and complaints using digital marketing


Semester 3 - Digital strategy, tools, integrations and using social media platforms to engage customers 

  • Digital and social media platforms 

  • Data driven strategies 

  • Digital media buying 

  • SEO, PPC and Mobile App marketing 

  • Email marketing, influencer marketing and voice technology


Semester 4 - Generating creativity, digital innovations and overcoming problems through stakeholder collaborations and technology 

  • Campaign process and delivery 

  • Creating a creative brief 

  • Problem solving in a structured and creative way 

  • Working with stakeholders and agencies 

  • Data protection and digital security


Semester 5 - Digital integration, implementation and measuring outcomes

  • Key performance indicators 

  • Digital measurement techniques and process 

  • Web analytics and metrics 

  • AI and Machine learning 

  • Marketing automation 

  • Digital transformation and integration

Elective modules

We also offer optional elective modules throughout your learning journey that are designed to boost your learning by taking a deep dive into your chosen topic(s). 


1. eCommerce, Social Commerce and D2C 

  • Develop eCommerce and social commerce campaigns using various platforms 

  • Determine the role of direct to consumer strategies vs third parties


2. Organic Social and Content Marketing

  • Increasing and engaging with followers 

  • Determining how to create a content plan that resonates 

  • Developing an engaging journey to turn customers into fans


3. Pay-per Click, Paid Advertising and Paid Social

  • Creating pay per click campaigns 

  • Developing paid social adverts; channels and creative 

  • Determining how ad exchanges work and types of programmatic options available including content discovery platforms 


4. Search Engine Optimisation and Search Engine Marketing

  • Determining key levers of on-site SEO; website performance, keyword analysis, tools and analytics, landing page optimisation 

  • Determining key levers of off-site SEO; back links, creative copy, blogging and vlogging, customer experience

Our learning outcomes provide just a flavour of the various topics that we cover on the course touching many of the traditional marketing practices and pairing these with the modern technologies shaping today’s industry, including AI and Machine learning. 

If this has sparked your interest, you can reach out to us via .