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Digital Marketer (Integrated) Degree Apprenticeship BA (Hons)

Start date

  • Level(s) of Study: Professional / Undergraduate
  • Typical Offer: 112 UCAS tariff points
  • Start Date(s): September 2024
  • Duration: 42 months
  • Study Mode(s): Block release
  • Campus: City Campus
Information for 2024

Introduction:

Evolving digital technologies are shaping the future of customer relations. How do we adapt to these changes and what can we expect from the future of digital marketing?

Our Digital Marketer (Integrated) Degree Apprenticeship (DMDA) offers a unique blend of academic learning and practical work experience, designed to equip individuals with the skills and knowledge necessary for a successful career in the ever-evolving digital landscape. The curriculum covers a broad spectrum of business and digital marketing topics, including digital customer insight, digital marketing planning, digital optimisation, and online campaign planning, business analytics, and organisational management. The course is not only suited for aspiring and experienced marketers, but for those who recognises opportunities to enhance digital capabilities within the business.

FOR EMPLOYERS:

  • Apprentices gain specialised digital marketing knowledge and skills aligned with industry needs
  • Apprentices apply theoretical knowledge to real-world projects, enhancing on-the-job productivity
  • Stay ahead of industry trends and innovations with employees well-versed in the latest digital marketing strategies

“The apprentices are having a massive impact on our business…I wouldn’t hesitate to recommend the Level 6 Digital Marketer Degree Apprenticeship at NTU to any business who is progressive and proactive in developing their staff.” – Colin Campbell, the Chairman of The Campbell Clinic Group.

Read more about our employer case studies.

FOR APPRENTICES:

  • Apply theoretical knowledge directly to practical projects, ensuring a seamless transition to the workplace
  • Benefit from a unique blend of academic study and on-the-job training
  • Access to resources that encourage ongoing skill development, keeping you at the forefront of digital marketing innovations

“Adding the DMDA knowledge and experience to my supply chain experience makes me a unique person who can help bring commercial, marketing, and supply chain closer together to achieve quicker decision making and excellence in customer experience.” – Geoff Shelly, Senior Supply Chain Manager, Walgreens Boots Alliance.

Read more about our apprentice case studies.

Nottingham Business School has both EQUIS and AACSB accreditation.

  • Nottingham Business School is a Chartered Institute of Marketing (CIM) accredited Study Centre, and the course is aligned with the CIM syllabus offering our learners opportunities to gain additional qualifications. The course also encompasses all the knowledge, skills and behaviours from the Institute for Apprenticeships (IfA) Standard.
  • Apprentices will have a number of one-on-one tutor sessions during each year, which will allow you to discuss your personal and professional development, gain feedback about your work and much more.

Course accreditation

  • EQUIS logo

What you’ll study

The structure of the Level 6 Digital Marketer Degree Apprenticeship is based on the Chartered Institute of Marketing (CIM) Professional Digital Marketing qualifications syllabus and encompasses all the knowledge, skills and behaviours from the Institute for Apprenticeships (IfA) Standard.

The principal aim of the Digital Marketer Degree Apprenticeship is to provide a challenging and dynamic educational experience in which learners are developed to be self-reliant, creative, enterprising and challenging professionals, committed to academic excellence and responsive to the changing demands of a dynamic digital marketing profession and the society which it serves.

Year one modules

  • Applied Marketing (CIM)
  • Introduction to Management and Organisational Behaviour
  • Business Analytics
  • Digital Marketing Techniques (CIM)
  • Personal and Professional Development 1

Year two modules

  • Understanding Buyers and the Customer Journey
  • Web Analytics and Social Media Monitoring
  • Research for Digital Marketing
  • Planning Digital Campaigns (CIM)
  • Personal and Professional Development 2

Year three modules

  • Marketing and Digital Strategy (CIM)
  • Digital Optimisation (CIM)
  • Mastering Digital Channels (CIM)
  • Work-Based Research Project
  • Personal and Professional Development 3

Applied Marketing (CIM)

This module provides a comprehensive introduction to marketing, fostering an appreciation for its significance in organisational success. Explore the fundamentals of marketing within the business context through this module. Gain a profound understanding and assessment of the marketing concept and principles. Delve into the role of marketing in organisations, uncovering key concepts that drive marketer activities. Examine the elements of the marketing mix and their application to meet market and customer needs. Additionally, acquire insights into a tactical planning framework designed to enhance marketing effectiveness.

Introduction to Management and Organisational Behaviour

This module focuses on work and people management in organisations. Apprentices explore key theories, policies, and practices, analysing their impact on organisations and society. Adopting a holistic approach, we consider the perspectives of both workers and management. Apprentices connect theory to real-world scenarios through case studies, investigations, and examples, facilitating reflective learning. Building on prior knowledge, we introduce frameworks integrating sociology and psychology perspectives. This comprehensive exploration enhances apprentices' understanding of organisational management, fostering critical thinking and the application of concepts in diverse contexts.

Business Analytics

This module explores the transformative impact of data on organisations, shaping competition and fostering business growth. Embracing Business Analytics practices is crucial for organisations to navigate data and gain a competitive edge, employing statistical methods to explore and interpret big data. Apprentices will gain knowledge and understanding of Business Analytics, including the sources of business data and the application of data analyses to support management decision-making processes. This module equips apprentices with essential skills to navigate the dynamic landscape of data-driven decision-making in contemporary business environments.

Digital Marketing Techniques (CIM)

This year-long module focuses on understanding the dynamic digital landscape and honing skills to enhance digital marketing effectiveness. It covers digital techniques such as utilising the digital marketing toolbox, online PR, SEO marketing, and online customer acquisition/conversion/retention activities. Topics include customisation, triggered processes, co-creation, and assessing strong and weak practices in Digital Marketing. The Digital Enhancement aspect explores integrated digital marketing processes, incorporating frameworks/models, resource planning, data management, and methods for customer feedback capture and analysis. Digital Management delves into developing and evaluating digital marketing plans, integrating analytics across the marketing mix, and employing tools for monitoring and reporting digital changes in the marketing environment.

Personal and Professional Development 1

This module supports the beginning of Personal and Professional Development by focusing on the development of the ‘individual’ in the context of ‘self’, ‘learner’, and ‘employee’. It is a vehicle that will begin by referencing the learner’s application embedded in the Initial Needs Analysis (INA) and deepening this to become a Personal Development Plan to demonstrate and evidence achievement of the necessary Knowledge, Skills, and Behaviours associated with the relevant degree Apprenticeship Standard or industry-specific competency framework.

Understanding Buyers and the Customer Journey

This module aims to introduce the concept of understanding consumer behaviour and the vital role of the customer journey in influencing consumers. It offers a holistic perspective on the customer, encompassing both online and offline environments and their respective impacts. The specific objectives include fostering a comprehensive understanding of consumer behaviour and key influences drawn from psychology and sociology, particularly brand-related factors. The module also aims to cultivate an appreciation for the broader customer journey across both online and offline realms, along with an understanding of online journeys and the requisite tools for their design and development

Web Analytics and Social Media Monitoring

This module introduces apprentices to relevant concepts and tools in web analytics and social media monitoring within the digital marketing discipline, emphasizing their significance in understanding online customer behaviour and evaluating campaign effectiveness. Specifically, the goal is to equip apprentices with knowledge of relevant Key Performance Indicators (KPIs) and metrics, foster an understanding of appropriate data collection methods, and develop analytical approaches to support decision-making. The module also seeks to cultivate apprentices as effective decision-makers who utilise established approaches and methods to drive data and insight-driven decisions when spearheading digital marketing activities.

Research for Digital Marketing

This module seeks to develop apprentices as effective decision-makers proficient in employing established approaches and techniques to comprehend digital consumers. In organisational decision-making, effective marketing research plays a pivotal role in understanding consumers and market dynamics. The surge in social media has altered consumer behaviour and introduced innovative avenues for market research. The module explores fundamental market research principles and contemporary digital developments, encompassing tools, techniques, and the role of market research agencies. Through this exploration, apprentices gain insights into the evolving landscape of market research within the digital context, empowering them as informed decision-makers in the dynamic digital marketplace.

Planning Digital Campaigns (CIM)

Throughout this year-long module, apprentices delve into the intricacies of crafting effective marketing campaigns and developing pertinent activities to influence customers. The module imparts knowledge and skills essential for planning and executing successful campaigns that yield tangible results for organisations. Emphasising creative and collaborative communication campaign development, the module covers the application of the planning process, analysis of the organisation's current commercial standing, setting SMART campaign objectives, evaluating the impact of a live campaign, and instilling the discipline of measuring and assessing success. This holistic approach supports continuous improvement in navigating the rapidly evolving landscape of marketing.

Personal and Professional Development 2

The second of three Personal and Professional Development modules, Personal and Professional Development 2, builds upon Personal and Professional Development 1 and aims to develop the apprentice further as ‘learner’ in the context of ‘group’, ‘team’, and ‘collaboration’. This module moves the apprentice to the next level of the scaffold and considers the role of the learner as a collaborator by reflecting on teamwork deliverables in studies and the workplace. It supports the apprentice in exploring the contribution an employee makes to an organisation’s development and innovation as part of a team.  This year of professional development considers: The knowledge, skills, and qualities required to collaborate successfully and the apprentice’s role in their acquisition and development. The work-based approach to collaborative learning, working, and development. The continuing development of critically reflective practice as it applies theory to practice.

Marketing and Digital Strategy (CIM)

This module aims to enable the learner to take both a traditional and digital strategic approach to marketing planning, integrating digital strategy, models and frameworks, and techniques throughout to achieve competitive advantage.  Apprentices will be able to recognise the significance of situation analysis and use techniques to assess the external and internal environments that enable effective decision-making.  The learner will be able to apply all stages within the marketing planning process – from the audit through strategic decision-making to the implementation of plans across both traditional and digital channels. Finally, the module aims to enable the learner to manage resources and employ monitoring and measurement techniques that enable the achievement of strategic marketing objectives.

Digital Optimisation (CIM)

This module will provide the apprentices with an in-depth understanding of the strategic and transformative implications that many organisations face in adopting digital marketing in practice and application.  The module compromises three main themes that support this in-depth understanding in terms of developments in the digital environment and its impacts on marketing. The module will enable apprentices to integrate and optimise digital marketing within an organisation, develop strategic responses to change and ensure responses are measured to evidence success for an organisation.

Mastering Digital Channels (CIM)

This module develops the skills and knowledge required to enable strategic decision-making for the management of Digital Channels, and the knowledge to understand the customer journey and desired customer experience. The module comprises three main themes which support the development of skills to assess digital customer insights and strategic options for channel selection, knowledge about the effective management and legalities of digital channels and campaigns, and techniques to understand the customer journey and develop planning skills to improve user digital experience.

Work-Based Research Project

This module makes up part of the Synoptic End Point Assessment and is the ‘capstone’ for the degree course and brings together the learning and development in terms of knowledge, understanding, and application of skills which has taken place through the duration of the course.  It aims to further develop and demonstrate the understanding of the connection between evidence and theory through review and application to a contemporary digital marketing issue.  The applied nature of the WBP requires the application of a ‘consultancy’ approach with a defined ‘client’. This must consider a critical evaluative approach, empirical investigation and analysis, and a combination of academic research and business report writing skills. It requires reflection on the implications for professional practice from an ethical, professional, and continuous development standpoint.  The module provides the opportunity for learners to demonstrate the ability to diagnose and investigate a live, complex marketing issue, locate and analyse the work within the body of contemporary academic knowledge, collect and analyse data, derive supportable conclusions and make practical and actionable recommendations for change, improvement or enhancement of current digital marketing practice.


As an Integrated Degree Apprentice, this module contains one assessment that is completed as part of the End Point Assessment (EPA) of the apprenticeship and detailed in the ST0481/AP01 Digital Marketer (integrated) Degree Apprenticeship End-Point Assessment Plan.

Personal and Professional Development 3


This module looks at drawing together the knowledge, skills and behaviours developed over the apprenticeship. It builds on the work undertaken during years one and two on the individual and collaborative working practices and extends this into the higher-levels seeking to draw the learning together from across the programme supporting the apprentice not only for the production of the final applied work-based project, but also for the final year of their apprenticeship. This module scaffolds the apprentices learning towards their End Point Assessment and evidencing of their Competency Framework.  Specifically, the aims of the module are to develop a critical understanding of evidence-based approaches for demonstrating competence and sharing knowledge, develop and evidence an understanding of the behaviours, skills and leadership styles to lead projects.   Develop confidence to engage in dialogue and clearly articulate, evidence of achievements, development needs, and plans for self-directed learning.  Develop an ability to be independent and have autonomy and accountability for your own personal and professional development. Enable an understanding of how to identify ongoing development needs for continuous career management.


As an Integrated Degree Apprentice this module contains one assessment that is completed as part of the End Point Assessment (EPA) of the apprenticeship and detailed in the ST0481/AP01 Digital Marketer Integrated Degree Apprenticeship End-Point Assessment Plan

Management of the Gateway and End-point assessment (EPA) for integrated apprenticeships

Apprentices who have completed all elements within their degree programme will be able to access the EPA gateway and complete the final End Point Assessment (EPA). This will take place between 3 and 6 months after the completion of the degree.The EPA for an integrated degree will be carried out by NBS as the End Point Assessment Organization (EPAO), However, as per the IfA requirements an Independent Assessor will be appointed, by the course team either from another institution or organisation, or from the University but outside Nottingham Business School.The apprentices must have demonstrated that they have met the Knowledge, Skills and Behaviours as required, have English and Maths at the required standard and have evidenced this showing successful ‘sign off’. The apprentices must have passed their degree before going forwards for the EPA and the apprenticeship will not be achieved until both the degree and EPA have been passed.

Don’t just take our word for it, hear from our students themselves

Student Profiles

Eloise Watts

Level 6 Digital Marketer Degree Apprenticeship

I love the focus NBS puts on personal and professional development. I've learnt so much about myself, which has bettered me not only as a person but also as an employee and student.

Geoff Shelley

Level 6 Digital Marketer Degree Apprenticeship

It helped me understand processes more, possibilities of different marketing opportunities and reporting functionality, increase my profile and develop my confidence.

Megan Tuohy

Level 6 Digital Marketer Degree Apprenticeship

NTU go above and beyond to ensure they’re making learning as engaging as possible and always there for any questions you have.

How you’re taught

As you will be in full-time employment during this degree you will be called back to Nottingham Business School for intensive study blocks for each module. These can last between 3 – 16 days depending on the module. You will also be expected to complete independent study outside of University as well.

The programme uses a variety of teaching, learning and assessment methods, including group work, written assignments and presentations. You will be working on work-based projects to complete your assignments, which allows you to add value to your organisation as you go through the course.

You will also have a number of one-on-one tutor sessions during each year, which will allow you to:

  • discuss your personal and professional development
  • discuss and gain feedback about your work
  • ask questions about the projects you're working on
  • raise any difficulties you are experiencing relating to your work, personal circumstances or your University experience.

You'll also use our virtual learning environment, NOW, which is a flexible web-based system that gives you 24-hour access to module learning materials and reading lists. It allows you to discuss work with tutors and submit coursework electronically from anywhere in the world.

In addition, you'll find lots of professional support here, whatever your needs, plus plenty of people to turn to if you need any help or support.

Assessment for the apprenticeship consists of the following:

  • On program assessments - a range of formative and summative module assessments designed to test and evaluate the apprentice’s achievement of the module and course learning outcomes for the degree BA (Hons) Digital Marketing
  • Four, formative, personal development review events. Two onsite, two virtual, to review progress of the apprentice by academic and employer mentor
  • The EPA - report on work-based project, presentation of report on work-based project and interview

Staff Profiles

Ayane Fujiwara - Senior Lecturer

Nottingham Business School

Ayane Fujiwara, Senior Lecturer in Marketing, Nottingham Trent University

Soheon Kim - Senior Lecturer

Nottingham Business School

Soheon is a Lecturer in the Marketing division at Nottingham Business School. She teaches both undergraduate and postgraduate at a variety of levels including marketing principles, consumer research and marketing

Case Studies

The Campbell Clinic Group

Colin Campbell, Chairman of The Campbell Clinic Group, discusses how apprentices studying for the Level 6 Digital Marketer Degree have benefitted their business.

Read more

Entry requirements

You will need to apply for a degree apprenticeship role or already be employed in a job in England with responsibilities aligned with the degree content.

Individual employers will set the selection criteria for their apprentices though most will be expected to hold:

  • 112 UCAS Tariff points
  • 5 GCSE's including English language and maths at grade C / 4 or above
  • Individual employers may have additional selection criteria for their apprenticeships
  • Applicants who do not meet the standard entry requirements will be considered subject to experience and academic assessment.

To find out what qualifications have tariff points, please use our tariff calculator.

Nottingham Business School will liaise with employers to determine their requirements.

Applicants who cannot evidence their required level 2 qualifications will be asked to complete a functional skills assessment prior to joining the course.

Please note that candidates who do not hold enough UCAS tariff points may be considered on a case-by-case basis with aptitude and experience taken into consideration.

Getting in touch

If you need more help or information, get in touch through our enquiry form

We will review your identity documents / immigration status to verify residency eligibility in line with the apprenticeship funding rules, at application stage.

Fees and funding

Degree apprenticeships are paid for by employers, and not by apprentices.

Employers with a payroll of more than £3 million can use their apprenticeship levy contributions to pay for places on apprenticeship programs.

Any business with a payroll below £3 million can benefit from significant government funding to support their commitment to apprenticeships. Currently, government support covers 95% of the total cost of an apprentice’s training, with the employer contributing the remaining 5% of the cost.​

Additional incentives are also available to employers who take on young apprentices.

If you or your employer have any questions regarding the fees and funding available for this apprenticeship, please see our Apprenticeships pages, contact our Apprenticeships team at apprenticeships@ntu.ac.uk, or call +44 (0)115 848 2589.

Unfortunately English apprenticeships are not available for EU or international students.

How to apply

Ready to join us? Apply through our NTU Applicant Portal.

Make sure you check the entry requirements above carefully before you do.

For more information or to talk to us about the companies who currently have opportunities available email us or call +44 (0)115 848 4200.

Unfortunately this course is not available for EU or international students.

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