Social Media and Digital Marketing

Learning Programme Content

The Learning Programme provision shall comprise of three mandatory elements:

• Qualifications,
• Essential Skills
• On/off the job training

The total minimum credit value required for the Level 3 Pathway Social Media is 60 credits

The total minimum credit value required for the Level 3 Pathway in Digital Marketing is 92 credits

The total minimum credit value required for the Level 4 Pathway Digital Marketing is 138 credits.

Entry requirements

Level 3: Social Media and Level 3: Digital Marketing

Digital marketing and the use of social and digital media is a key part of business marketing strategies and practice today.

Employers are looking to attract applicants who have a keen interest in social media and digital marketing. They expect applicants to demonstrate a "can do" attitude and have basic numeracy, literacy and IT skills on which the Apprenticeship will build.

Entrants will come from a diverse background and will come with a range of experience, age, personal achievements and, in some cases, prior qualifications and awards which may count towards the achievement of an Apprenticeship programme. Examples include learners who have:

• held a position of responsibility at school or college
• undertaken work experience or work placement
• experience completed the Duke of Edinburgh Award or similar award
• achieved GCSEs or A levels
• achieved QCF Awards, Certificates or Diplomas Welsh Baccalaureate
• undertaken a foundation apprenticeship in Business Administration, Information Technology and Marketing

Level 4: Digital Marketing

There are no entry requirements for this pathway in addition to the general Pathway entry requirements.

Though it would be an advantage for candidates to have experience of the industry or have successfully completed the Apprenticeship in Social Media and Digital Marketing (Wales) or Advanced Apprenticeship in Social Media and Digital Marketing (England).

Apprenticeship pathway learning programme(s)

Level 3: Social Media

Level 3: Social Media Qualifications

Participants must achieve the following combined qualification below.

Please see Annex 1 for the relationship between the competence and knowledge units within the combined qualification.

Essential Skills Wales (ESW)

Essential Skills Wales qualifications assessment languages are English-Welsh

On/Off the Job training

On/Off the Job Qualification details (Minimum Credit & Hours)

Level 3 Diploma in Social Media for Business - Minimum 42 credits

Total On and Off the job training hours for the 12 month programme is 533

On/Off the Job Essential Skills details (Minimum Credit & Hours)

• 6 credits/60 GLH Level 2 Essential Skills Wales Communication
• 6 credits/60 GLH Level 2 Essential Skills Wales Application of Number
• 6 credits/60 GLH Level 2 Essential Skills Wales Digital Literacy

Level 3: Digital Marketing

Level 3: Digital Marketing Qualifications

Participants must achieve the following combined qualification below.

Please see Annex 2 for the relationship between the competence and knowledge units within the combined qualification.

Essential Skills Wales (ESW)

Essential Skills Wales qualifications assessment languages are English-Welsh

On/Off the Job training

On/Off the Job Qualification details (Minimum Credit & Hours)

On/Off the Job Essential Skills details (Minimum Credit & Hours)

• 6 credits/60 GLH Level 2 Essential Skills Wales Communication
• 6 credits/60 GLH Level 2 Essential Skills Wales Application of Number
• 6 credits/60 GLH Level 2 Essential Skills Wales Digital Literacy

Level 4: Digital Marketing

Level 4: Digital Marketing Qualifications

Participants must achieve the following combined qualifications below.

Please see Annex 3 for the relationship between the competence and knowledge units within the combined qualification.

Essential Skills Wales (ESW)

Essential Skills Wales qualifications assessment languages are English-Welsh

On/Off the Job training

On/Off the Job Qualification details (Minimum Credit & Hours)

Level 4 Diploma in Digital Marketing - Minimum 120 Credits

Total On and Off the Job training hours for the 12 month programme is 861

On/Off the Job Essential Skills details (Minimum Credit & Hours)

• 6 credits/60 GLH Level 2 Essential Skills Wales Communication
• 6 credits/60 GLH Level 2 Essential Skills Wales Application of Number
• 6 credits/60 GLH Level 2 Essential Skills Wales Digital Literacy

Other additional requirements

This pathway does not have any other additional requirements

Progression

Level 3: Social Media

Progression onto Level 3 Social Media Apprenticeship may be from a wide number of routes due to the varying backgrounds and past academic including work related experiences of apprentices. Such routes will include having:

• achieved a Level 2 Foundation Apprenticeship in Business & Administration or Marketing.
• achieved a Level 2 Foundation Apprenticeship in IT Applications Specialist, IT User or IT Professional.
• achieved Welsh Baccalaureate.
• achieved QCF Awards, Certificates or Diplomas.
• achieved GCSEs or A levels.

Learners may also progress onto the Apprenticeship without prior qualifications.

Most learners progressing into the Social Media and Digital Marketing Apprenticeship may have some prior experience in this area, although this is not a formal requirement. All individuals should be judged on their own merits, experiences and capabilities.

Progression possibilities from the Apprenticeship in Social Media and Digital Marketing are (this list is not exhaustive):

• The Level 4 Higher Apprenticeship in Business and Professional Administration and IT.
• Further or higher education to undertake Business, Marketing and IT related qualifications, including Level 4 Higher Qualifications, Foundation Degrees and full Degrees.
• Higher Level qualifications in Team Leading and Management

Level 3: Digital Marketing

Progression onto Level 3 Digital Marketing Apprenticeship may be from a wide number of routes due to the varying backgrounds and past academic and work related experiences of apprentices. Such routes will include having:

• achieved a Level 2 Foundation Apprenticeship in IT application specialist, IT software, web and telecoms professional, Marketing and Business and Administration.
• achieved QCF Awards, Certificates or Diplomas.
• achieved GCSEs or A levels.

Learners may also progress into the Apprenticeship without prior qualifications.

Most learners progressing into the Social Media and Digital Marketing Apprenticeship may have some prior experience in this area, although this is not a formal requirement. All individuals should be judged on their own merits, experiences and capabilities.

Progression possibilities from the Apprenticeship in Social Media and Digital Marketing are (this list is not exhaustive):

• The Level 4 Higher Apprenticeships in Business and Professional Administration and IT, Software, Web and Telecoms Professionals.
• Further or higher education to undertake Business, Marketing and IT related qualifications, including Level 4
• Higher Qualifications, Foundation Degrees and full Degrees.
• Higher Level qualifications in Management

Level 4: Digital Marketing

Progression onto the Higher Apprenticeship in Digital Marketing at level 4 may be from a wide number of routes due to the varying backgrounds, past academic achievement or work related experience. Such routes may include, but not be exclusive to:

• Achievement of Apprenticeship in Social Media and Digital Marketing (Wales)
• Achievement of Advanced Apprenticeship in Social Media and Digital Marketing (England) Achievement of Apprenticeship in IT, Software, Web and Telecom (Wales)
• Achievement of Advanced Apprenticeship in IT, Software, Web and Telecom (England)
• Achievement of Apprenticeship in Marketing (Wales)
• Achievement of Advanced Apprenticeship in Marketing (England)
• Achievement of Apprenticeship in Business and Administration (Wales)
• Achievement of Advanced Apprenticeship in Business and Administration (England)
• Achievement of Level 3 Certificate or Diploma in Social Media, ICT Systems and Principles, Business and Administration or Marketing
• Achievement of Level 3 Diploma in Digital Marketing or ICT Competence Achievement of (14-19) High Diploma
• Achievement of A Levels

Appropriate works experience recommended as a minimum of 2 years, though employers may wish to place individuals on the Higher Level Apprenticeship based on their merit and/or capabilities

Progression routes from the Level 4 Digital Marketing

Apprentices will most likely take up a position of employment based on the units taken and chosen career, but will also have the opportunity to progress to such as:

• Higher level qualifications in management
• Higher education in Business, Marketing or IT related disciplines that may include Foundation or full degrees
• Recognition by a trade or professional body in their given discipline

Equality and diversity

It is important that apprenticeship Pathways are inclusive and can demonstrate an active approach to identifying and removing barriers to entry and progression. Pathways should advance equality of opportunity between persons who share protected characteristics and those persons who do not as identified in the Equality Act 2010.

The Protected characteristics identified in the Equality Act are age, disability, gender re-assignment, race, religion or belief, sex, sexual orientation, pregnancy and maternity. Marriage and civil partnership is also included although only in respect of the requirement to eliminate discrimination in employment.

Training providers and employers MUST also comply with the other duty under the Equality Act 2010 to ensure that applicants are not discriminated against in terms of entry to the industry based upon those nine protected characteristics.

The Digital Wales report 2011 includes details of key recommendations for the Welsh

Government to take forward as part of their digital remit in 2012. These included developing measures to:

• promote the use of creative digital skills by Small Medium Enterprises (SMEs) in all industry sectors;
• improve digital literacy at all stages of education and across the general population;
• help stimulate demand and take-up of next generation broadband;

This Pathway is about creating the opportunities for learners to enhance and build digital skills allowing them to develop and support the Digital Wales recommendations. It will support the development of competence and knowledge in social media and digital marketing that will aid and encourage new entrants into this workforce, thereby ensuring fair access for all that apply for the programme.

This apprenticeship is seen as a vital route to encourage, enhance and up skill individuals into social media and digital marketing. It offers no barriers to entry and intends to accommodate all learners regardless of gender, age, disability or ethnic origin.

The learning content required for the off-the-job learning can be delivered in a number of different learning styles to accommodate learner requirements.

Historically, in many sectors, employers have expected new entrants to be educated to at least degree level and, as a result, there is a large pool of untapped talent. This Pathway aims to support and encourage that untapped talent to enter this emerging industry sector. There are no known or apparent workforce imbalances on the basis of gender or race.

The growth of social media and digital marketing has been rapid and the majority of uses are self taught therefore there is a lack of awareness of the level of skills held by the individual.

This Pathway will support more formal training for this sector and broaden this workforce’s knowledge and skills as this sector emerges and grows.

The diversity of the apprenticeship workforce reflects the social media and digital marketing workforce as a whole.

Employment responsibilities and rights

Employment Responsibilities and Rights (ERR) is no longer compulsory.  But it is recommended that all apprentices (especially the 16 years -18 year group) receive a company induction programme.

Responsibilities

It is the responsibility of the Training Provider and Employer to ensure that the requirements of this pathway are delivered in accordance with the Welsh Government Apprenticeships Guidance.

Further information may be obtained from: Welsh Government

DfES-ApprenticeshipUnit@gov.wales

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