Course overview
Learners gain a deeper understanding of crucial digital marketing and communication aspects, as well as how to use revolutionary tools like AI to connect with customers and create standout products.
In an organisational setting, apprentices examine the current marketing landscape and build a professional network. They engage in practice-based learning to develop hands-on marketing skills, taking their first step towards a fulfilling and successful career in digital marketing.
Top reasons to study this course:
- Industry input: learners gain an insight into the contemporary world of marketing.
- Practice-based learning: students develop practical marketing skills in an organisational setting.
- Strategic thinking: this course produces marketers who can think and act strategically while developing impactful and ethical marketing content.
Please note, we can only respond to enquiries from employers, or individuals with agreement from their employer to undertake an apprenticeship.
* Subject to University approval
Course details
Course structure
Year 1 core modules
Digital Communications and Advertising
Apprentices learn how to develop digital communication and advertising strategies that align with marketing objectives, serving as a foundational framework for campaign planning.
In today’s modern world, the central focus of any marketing campaign should be the consumer. To communicate effectively with consumers, it is important to understand how they think, feel and act.
Learners discover how to identify and exploit various influences on consumer psychology that can help inform people’s decision-making processes. Apprentices build upon theoretical insights from these perspectives, evaluating consumer culture. This includes the role of brands, as well as the uses and consequences of communications campaigns, including use of celebrity endorsements and influencers.
Sustainable and Ethical Digital Marketing
Apprentices explore the principles and practices of sustainable digital marketing, with an emphasis on responsible strategies and their impact on businesses and society. Apprentices also gain insights into ethical considerations and legal implications in digital marketing, ensuring they can conduct marketing activities with a strong sense of responsibility and compliance.
The Essence of Digital Marketing
Students gain an understanding of the core principles and strategies underpinning the digital marketing landscape. Through a combination of theory and practical applications, apprentices dive into the essential components of successful digital marketing, developing a solid foundation to further explore the field.
Year 2 core modules
Content Creation for Digital Marketing
Successful digital marketing hinges on the creation of compelling content. This module equips learners with the skills to develop engaging and persuasive content tailored for digital marketing campaigns. Topics of focus include digital marketing techniques, creating impactful content for customer communications, and designing graphic posts for social media campaigns aimed at driving conversions.
Learners also delve into digital communications, and key building blocks such as target audience identification, behavioural marketing, audience profiling, current trends, channel selection, graphic design, video production, scheduling, testing and measurement.
Digital Marketing Analytics for Decision-making
This module introduces theoretical and practical aspects of digital marketing analytics, and the techniques to optimise digital marketing campaigns. These include web analytics, data visualisation and performance metrics. Learners develop skills to analyse and effectively use data to make impactful, data-driven marketing decisions.
Disruptive Strategy and Planning
Globalisation has seen many marketplaces become saturated with offerings, with many organisations struggling to differentiate themselves. As a result of this, innovative organisations have used strategic planning and innovative thinking to disrupt the market and change the landscape for future offerings.
Learners discover how to think differently, create innovative solutions and use design thinking to plan for marketplace issues.
Learners establish a strong foundation in research methodology, tailored specifically for digital marketing. They explore crucial components of research design, data collection techniques and data analysis methods relevant to digital marketing contexts. The primary focus is on cultivating critical skills essential for conducting effective research in the industry.
Apprentices develop the skills they need to create a robust research proposal that addresses contemporary marketing issues within the digital landscape, to bridge the gap between theoretical knowledge and practical application. When the module is complete, learners should be well-equipped to design and develop research proposals that contribute to the advancement of knowledge in the field.
Year 3 core modules
Digital Innovation and Professional Development
In 2016, the EU introduced the EntreComp Framework as a way of harbouring entrepreneurialism and innovation, to remove barriers for individuals wishing to take this route. Learners use this framework to develop and enhance their individual progress of proficiency levels throughout the module. Their existing knowledge of design thinking helps them create innovative solutions to complex digital marketing issues.
Digital Relationship Marketing
This module delves into relationship marketing in the digital age – B2B, B2C, C2C and B2G – and their marketing strategies, emphasising their unique dynamics. Apprentices learn about account-based marketing, content marketing, lead generation, personalisation, community-building, networking and engagement, email marketing campaigns, e-commerce and digital sales channels.
Marketing Project in Practice and End Point Assessment
Learners conduct a digital marketing consultancy project linked to their organisation. As part of the End Point Assessment, learners reflect on their entire apprenticeship journey and demonstrate how they have met the key elements of the apprenticeship standard, and how they have applied their learning within their organisation.
Modules offered may vary.
How you learn
The course has been designed and delivered in partnership with industry. It is taught by academics and practitioners, and is underpinned by a focus on permeability with industry, employers and practice. Project-based learning is core to this course, drawing directly on industry projects and real-world scenarios, alongside embedded employment/enterprise experiences and access to work experience opportunities and global initiatives.
There is also a focus on learners managing their own learning and self-development. Learning experiences are enhanced through enabling classroom learning to complement workplace practices.
How you are assessed
The course assessment strategy reflects workplace requirements, drawing directly on industry projects and real-world scenarios and reflecting professional body requirements.
Formative assessments allow apprentices to receive regular feedback on their work in progress, to identify areas for improvement. Assessment support is provided at various points throughout delivery to ensure apprentices can apply their learning to various scenarios.
Learners are assessed through business reports, case study analysis, presentations, market research proposals and live client briefs.
Our Disability Services team provide an inclusive and empowering learning environment and have specialist staff to support disabled students access any additional tailored resources needed. If you have a specific learning difficulty, mental health condition, autism, sensory impairment, chronic health condition or any other disability please contact a Disability Services as early as possible.
Find out more about our disability services
Entry requirements
Entry requirements
To be accepted on to a degree apprenticeship course you must have support from your employer and meet the course entry requirements.
The apprentice must be employed in a relevant job role to undertake this apprenticeship and agreement from you as the employer, including the commitment to a minimum of six hours per week off-the-job training.
As the employer, you set the general internal selection criteria but the apprentice is also required to meet the entry requirements specified by the University. A typical learner would have 96 tariff points from at least two A levels (or equivalent).
Before starting their Teesside University apprenticeship, learners must hold Level 2 qualifications in English and maths. Find out more..
However, the University would also welcome mature learners without conventional entry requirements, and can take into account alternative qualifications and experience.
Job role responsibilities
Potential candidates must have some experience of, or be moving towards leading and managing in a work environment.
You can gain considerable knowledge from work, volunteering and life. Under recognition of prior learning (RPL) you may be awarded credit for this which can be credited towards the course you want to study.
Find out more about RPL
Employability
Career opportunities
This course is focused on preparing learners for success within the global workplace, through becoming research active, future ready, globally connected, socially and ethically engaged, and digitally empowered. This could be through a professional career, start-up enterprise or impact in their community.
