Apprenticeship route
Marketing Manager Apprenticeship
For employed marketers moving into strategic responsibility for planning, leadership, brand direction, budgets and measurable commercial performance.
Established apprenticeship support
A practical route needs a credible delivery partner
Compare the programme first, then use our specialists to check the role, workplace evidence and funding position before enrolment.
At a glance
Overview
Support marketing leaders and managers building strategic planning, commercial decision-making, customer understanding and team-facing leadership capability.
Start with the role
Who this apprenticeship is for
Learners
Who it is for
Suitable for employed learners leading marketing plans, teams, channel strategy, budgets, customer journeys or cross-functional marketing delivery.
Learner value
Learners can build the confidence to lead marketing decisions, influence stakeholders and connect customer insight to strategy and action.
What the learner develops
Strategic planning, commercial thinking, stakeholder influence, customer journey understanding, leadership, performance analysis and decision-making.
- Strategic marketing planning
- Commercial decision-making
- Customer journey thinking
- Stakeholder influence
- Leadership and coaching
- Performance analysis
- Budget awareness
- Professional authority
Employers
Employer value
Use this route when you need stronger strategic marketing capability, clearer planning discipline and better leadership of people, priorities and performance.
What the employer contributes
A successful programme connects structured learning to meaningful workplace responsibility. Before enrolment, we help confirm that the role, available activity and internal support will give the learner a realistic opportunity to apply and evidence their development.
- A suitable employed role with relevant responsibilities
- Practical opportunities to apply learning at work
- A named manager who supports progress and feedback
- Access to projects, evidence and appropriate stakeholders
- Time for learning, reviews and required assessment activity
- Early action when progress or workplace opportunities need support
Compare your options
This apprenticeship may not be right for you
If the role, employment status, funding rules or required workplace evidence do not fit, the equivalent professional qualification may provide a more flexible route.
Apprenticeship consultation
Check the role, learner and funding position with a specialist.
Use a short consultation meeting to confirm whether this apprenticeship fits the workplace role and agree the most useful next step.
Meet your tutors
Learn from industry experts
Our course delivery team bring practical workplace insight, structured guidance, and supportive feedback to every stage of learning.
Christopher Journeaux
Trainer and Learner Support
Diane Earles
Head of Customer Experience
Fahad Malik
Marketing Executive
Jess Turnbull
Business Administrator
John Finlay
Tutor and Mentor
Mandy Mercer
Qualifications Consultant
Margaret Hyde
Trainer and Learner Support
Martin Hutchins
CEO
Nat Milner
Accounts and Office Administrator
Nic Miles
Course Coordinator
Phil Knowles
Head of Learning
Sally Steadman
Trainer and Mentor
Stuart Parton
Tutor and Mentor
A structured route
How learning and support work together
The programme combines planned development, practical workplace application and regular human support so progress remains visible and purposeful.
Planned development
Programme structure
Programmes combine scheduled learning, applied workplace tasks, regular reviews, portfolio-building and staged preparation for completion requirements.
Learning is sequenced around the requirements of the product and the opportunities available in the learner's role. Activities build towards confident application rather than isolated completion.
- Scheduled workshops and guided learning activity
- Workplace tasks connected to real responsibilities
- Evidence gathered progressively throughout the programme
- Milestones that make priorities and next steps clear
- Preparation integrated before final assessment
People-first support
Delivery and support model
Professional Academy combines trainer support, mentoring, employer guidance and technology-supported visibility so learners and line managers can see progress clearly.
Support connects the learner, their employer and Professional Academy. Regular conversations identify progress, unblock workplace challenges and keep development aligned with the role.
- Expert teaching and guidance from experienced practitioners
- Named support between scheduled learning activities
- Regular progress reviews with the learner and employer
- Feedback on application, evidence and assessment readiness
- Clear escalation when additional support is needed
From suitability to achievement
The apprenticeship journey
Use this summary to understand how suitability, planning, learning and assessment fit together.
- Stage 01
Check suitability
Confirm that the product, employed role, eligibility and available workplace activity create the right starting point.
- Stage 02
Plan the programme
Recognise prior learning, agree responsibilities and establish a practical training plan with clear milestones.
- Stage 03
Learn and apply
Combine guided learning with workplace activity, feedback, evidence and regular progress reviews.
- Stage 04
Prepare for assessment
Confirm gateway readiness, organise the required evidence and prepare confidently for independent end-point assessment.
Expert support, applied learning
How we mentor and support you
A blend of expert conversation, structured resources and applied workplace activity keeps learning practical, personal and connected to the progress you want to make.
Expert-led workshops
Learn with practising professionals
Live workshops turn theory into practical decisions. They are led by practising professionals who have held senior positions in their discipline and bring multi-sector experience, so discussion is grounded in the realities of your role.
Personal mentoring
Guidance from people who have done the role
Your mentor is a practising professional with senior leadership experience across sectors. They help you interpret feedback, overcome workplace challenges and turn learning into confident action.
On-demand e-learning
Build confidence between live sessions
Structured digital learning lets you prepare, revisit key concepts and progress at a pace that works alongside your role. Resources make every workshop and workplace conversation more useful.
Applied assignments
Show what you can do at work
Assignments connect learning to real responsibilities, giving you a clear way to practise, reflect and build credible evidence of progress. Expert guidance helps turn live work into meaningful development.
Presentations and feedback
Communicate your thinking with confidence
Presentations give you a supported space to articulate recommendations, explain decisions and respond to professional questions. Constructive feedback builds confidence before you use these skills with stakeholders.
English apprenticeships only
Understand apprenticeship funding
Funding and eligibility depend on employer type, learner circumstances, role suitability, start date and current English apprenticeship rules.
Assessment and progression
From gateway to apprenticeship achievement
Gateway and end-point assessment apply under current apprenticeship rules, with preparation linked to workplace evidence and employer review.
- Stage 01
Gateway
Confirm readiness for final assessment.
- Stage 02
End-point assessment
Complete the applicable independent assessment methods.
- Stage 03
Completion
Achieve the apprenticeship and plan progression.
The end-point assessment for ST0612 Marketing Manager, version 1.0, uses two complementary methods and may take up to five months after gateway.
Assessment methods
- Project showcase: the apprentice produces a project report based on a marketing plan project, followed by a 20-minute presentation and 30 minutes of questions and answers.
- Professional discussion: a 70-minute discussion with an independent assessor explores strategic marketing competence and evidence from workplace practice.
The method grades are combined to determine an overall fail, pass, merit or distinction.
Assessment plan: Skills England, ST0612 version 1.0. Requirements should be confirmed against the version applying to the learner's start date.
Study support you will receive
You are never developing alone
Hear how learners experience the people, resources and guidance around their development.
Apprenticeship standard
Knowledge, skills and behaviours
These statements are loaded directly from the Dataverse apprenticeship standard record for ST0612.
Expand each section to view all of the learning outcomes.
Knowledge14 statements
| Ref | Statement |
|---|---|
| K1 | The principles and theories of marketing that support the strategic marketing process, e.g. the extended marketing mix (7P’S: Product, Price, Place, Promotion, Physical environment, Process, People), marketing management processes, product development and how to apply and align these to the business plan and strategic objectives |
| K2 | Brand development and safeguarding, including the analysis and planning of how a brand is perceived in the market, value propositions and delivery of tangible elements such as product pricing, packaging etc |
| K7 | The wider business perspective in which marketing operates nationally and internationally, including the influences of the internal and external market/sector, the opportunities, challenges and issues it faces, and how marketing can address these |
| K6 | Their organisation’s vision, mission, values, strategy, plans, stakeholders, customers and competitors to support the decision and planning process. |
| K8 | How to measure and deliver Return on Investment in relation to marketing activities and plans |
| K9 | The relevant industry/sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations |
| K11 | Reliable information sources and how to use these to deliver measurable improvements to marketing activities, including how metrics are used to measure these |
| K12 | New and emerging trends and themes in marketing |
| K3 | Consumer and organisational behaviour theories and concepts, including the customer (business 2 business/consumer) decision making process and how that influences marketing strategy |
| K10 | Effective Market research and evaluation techniques and methods and how to use the results to inform marketing planning and activities |
| K4 | Advanced stakeholder management and the application of customer relationship management (CRM), both internal and external, to facilitate the delivery of marketing plans |
| K13 | The principles of product and service design and implementation and portfolio management |
| K14 | The features and benefits of different marketing communications, and routes to market, and how to leverage these to maximum effect, including the use of appropriate digital channels and systems |
| K5 | Marketing Communication planning models and budgetary methodologies. |
Skills19 statements
| Ref | Statement |
|---|---|
| S1 | Lead and Implement a clear marketing plan and strategy, linked to business requirements to sustain a marketing advantage |
| S2 | Develop effective marketing campaigns and channels, assessing their features and benefits to best meet business requirements and customer needs |
| S3 | Develop detailed integrated marketing plans for all products/ services using offline and digital media tools - works with marketing team/ specialist agencies to do this |
| S4 | Influence negotiate and persuade at senior level collaborating with a wide range of stakeholders internally and externally to gain support/backing for marketing delivery |
| S5 | Act as a consultant, providing professional marketing advice to stakeholders around the business or to external clients as relevant |
| S6 | Present complex information in an understandable and stimulating way whether through effective verbal presentation or creative written copy |
| S8 | Deliver measurable marketing outcomes against key performance indicators and identify and drive continuous improvement, challenging existing processes and procedures where needed |
| S7 | Oversee, manage and approve key marketing activities/projects |
| S9 | Effectively plan and manage the marketing budget, to deliver on strategic objectives, and evaluate and justify return on marketing investment |
| S10 | Effectively engage, negotiate and manage third party suppliers and internal stakeholders |
| S11 | Effectively evaluate marketing activities using measurement data and analytics to identify relevant key performance indicators (KPI) and return on marketing investment in order to meet business objectives |
| S12 | Assimilate and analyse complex data and information from a range of sources to evolve, lead and plan marketing activities |
| S14 | Construct a robust business case in support of marketing activities/plans |
| S13 | Seek out opportunities to increase income generation and gain new business e.g. new products, markets and services as relevant |
| S15 | Effectively manage and develop stakeholder relationships at senior level |
| S16 | Assess business risks and reputational impacts of marketing activities |
| S17 | Inspire and motivate internally and externally to deliver marketing plans effectively, acting as a role-model for marketing best practice and taking responsibility for improving their own and the team’s and/or stakeholder performance, as relevant |
| S18 | Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, inform search engine marketing, produce reports and deliver copy |
| S19 | Actively interrogate systems and information sources to make judgments on when to introduce new ways of working/identify new systems/processes to improve marketing activities or address those new requirements and /or marketing trends |
Behaviours9 statements
| Ref | Statement |
|---|---|
| B1 | An ability to anticipate and adapt to change |
| B2 | A highly motivated and driven approach acting with courage to drive through necessary changes and deliver difficult or long-term projects |
| B4 | An analytical mind, with an insight and ideas driven approach to meet business benefits and inspire action in others |
| B3 | A creative and innovative approach |
| B5 | A willingness to learn from mistakes, as not all activities go to plan, and improve future delivery/campaigns as a result |
| B6 | They act as a role model for marketing activities and business changes within the team and organisation, taking others with them |
| B7 | A high level of professionalism, reliability and dependability with a passion for the customer, also encouraging those behaviours in others |
| B9 | Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity, they act as a role model for that behaviour |
| B8 | A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others |
Compare with adjacent development options
Use these links to compare adjacent routes, move back up to the parent pathway page and connect this programme to wider apprenticeship support content.
Compare all related apprenticeship routes
Move back to the parent pathway page to compare route fit, progression and next-step guidance across the wider family.
Compare with professional qualifications
See whether a qualification route, rather than an apprenticeship, is the better fit for the learner, role or funding situation.
Plan funding and implementation
Explore funding, learner support, employer guidance and the wider apprenticeship journey before you commit to the route.
Free programme guide
Request the apprenticeship brochure
Take away the programme information and review it with the people involved in the decision.
Related routes and useful links
Use the parent discipline page and support pages to compare adjacent options, understand funding and plan the wider apprenticeship journey.
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Marketing qualifications
Explore flexible professional marketing qualifications for learners whose role or funding does not suit an apprenticeship.
Apprenticeship funding
Understand apprenticeship funding, eligibility and the practical steps before enrolment.
Apprenticeships for organisations
See how organisations can develop capability through role-led, workplace-based apprenticeships.
Apprenticeships for learners
Understand whether an apprenticeship fits your role, goals and employment circumstances.
Support that helps apprenticeships succeed in practice
Professional Academy combines experienced trainers, people-first support, line manager guidance and structured learner visibility.
Continual reviews keep learners moving
Regular checkpoints help employers, learners and trainers spot drift early, keep evidence on track and maintain momentum towards timely completion.
Named trainers and advisers stay close to the programme
Support is led by experienced people who understand workplace delivery, learner confidence and the practical decisions employers need to make.
Planning is shaped around timely, high-quality completion
We structure delivery, review cadence and intervention around sustained progress, strong gateway readiness and the conditions that support higher achievement.
Development stays tied to live work, not abstract theory
Learners build evidence through real campaigns, customers, service activity or operational work so the apprenticeship creates value while capability grows.
Frequently asked questions
Frequently asked questions
Who is this apprenticeship designed for?
This apprenticeship is designed for employed learners whose role provides suitable responsibilities, workplace activity and opportunities to demonstrate the required knowledge, skills and behaviours.
How long does the apprenticeship take?
The programme duration is shown in the quick facts on this page. The exact timetable depends on prior learning, workplace opportunities, learner progress and readiness for end-point assessment.
How is the apprenticeship funded?
Eligible apprenticeship training is normally funded through an employer apprenticeship levy account or co-investment. We confirm eligibility, employer contributions and any exclusions before enrolment.
What support will the learner receive?
Learners receive structured teaching, learning resources, progress reviews and named human support. Employers and line managers are involved so learning can be applied in the workplace.
How is progress assessed?
Progress is reviewed throughout the programme using learning activity, workplace evidence and regular reviews. The learner must meet the gateway requirements before completing the independent end-point assessment.
What if this apprenticeship is not the right fit?
We can compare the role, learner experience, funding position and workplace evidence with alternative apprenticeships or an equivalent professional qualification before you commit.
Explore your options
Compare workplace learning with marketing qualifications
If your responsibilities are centred on marketing delivery rather than management, review the Marketing Executive apprenticeship. If you are comparing qualification-based study with workplace learning, explore the CIM Diploma in Professional and Digital Marketing and discuss which route fits your role and circumstances.
Further Resources
Additional Information
Next step
Ready to discuss the right marketing apprenticeship route?
Talk to us about the role, the learner and the business outcome you want to achieve so we can help you confirm fit, funding and the most suitable next step.
