Marketing Executive Level 4


This Marketing Executive level 4 qualification will support learners in developing the knowledge and skills required to work in a range of clinical marketing and digital marketing environments.

The qualification is formed of Knowledge, Skills, and Behaviour, your KSBs reflect your ability in your course. KSBs must be demonstrated to achieve the diploma

It covers many areas, including marketing concepts and theories, market research, budget management, service delivery, and more.

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Course Details

Skill Level

Level 4


Marketing Executive

Course Duration

16 Months

Marketing Executive Level 4 will help shape, support and deliver marketing plans, working in conjunction with the Marketing Manager who will define the overall marketing strategy. A highly audience focused role which requires creativity, communication and project management skills – these individuals are responsible for planning and executing tactical and targeted marketing activity. Typical responsibilities include:

Managing and maintaining key marketing channels, including digital, offline and social media

Planning and delivering tactical integrated marketing campaigns

Managing the production and distribution of marketing materials

Liaising and networking with a range of stakeholders including customers, colleagues, suppliers (incl. agencies) and partner organisations

Collecting and analysing research information to understand target audience behaviour and views across the market in general and the marketing mix

Assisting in the achievement of brand positioning to agreed guidelines

Organising and attending events such as conferences, seminars, receptions and exhibitions.

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.

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.

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.

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.

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.

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.

This Marketing Executive level 4 course is suitable for learners or apprentices who wish to work or are working in a variety of different settings within marketing. We require learners to be at least 16 years old. To take advantage of this opportunity you must be in work, training, or on a practical placement, this is needed to show your competence in the skills and knowledge you learn from the course. As part of the apprenticeship, we will try to find you a suitable company if you are not currently in work.

Apprentices without level 2 English and maths must achieve this level before taking the end-point assessment

All units will be assessed internally by your Tutor or Assessor using a portfolio of evidence. The portfolio will cover 3 main bases, Knowledge, Skills & behaviour. These are the core components that define what an apprentice needs to learn and demonstrate to complete their training and be competent in their role. The KSBs framework ensures that apprentices gain a comprehensive foundation of knowledge, develop essential skills, and adopt professional behaviours. This holistic approach equips them to meet the demands of their specific roles and contribute effectively to their industries. 

After Completing all of these actions you will be graded Pass, Merit, Distinction and be awarded a Marketing Executive Level 4 Certificate.

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Future Prospects And Career Opportunities 

After completing your apprenticeship and achieving the Marketing Executive Level 4 Diploma you have a variety of options for your next steps. 

– Progression onto Level 5 apprenticeships

– Progression into specialised marketing courses

– You can achieve roles such as Marketing Executive, Marketing Officer, Marketing and Communications Officer, Marketing Specialist, Communications Executive, Communications Specialist


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