Interested in a simple Skills Scan and Learning Progress Tracker tool for the Marketing assistant standard?
Knowledge
K1: Marketing theory, concepts and basic principles e.g., what marketing is, the marketing mix (7Ps: product, price, place, promotion, physical environment, process, people), the promotional mix and the difference between its elements (advertising, sales, public relations etc), what a marketing plan is.
K2: Current technologies such as systems and software, that can help deliver effective marketing planning (research), delivery and evaluation
K3: Legislation and regulatory frameworks affecting marketing operations, e.g. General Data Protection Regulation (GDPR)/eprivacy, trading laws, copyright law, Advertising Standards Authority (ASA)
K4: Principles of Marketing ethics such as targeting vulnerable adults and children; principles of conducting marketing communications in a legal, decent and honest manner, advertising being clearly differentiated from news/entertainment, ensuring consumer data is never compromised and marketing strategies avoid stereotyping
K5: The Internal dependencies that positively and negatively influence the success of marketing, e.g. IT, finance, sales, operations
K6: Primary and secondary research and the different sources of primary and secondary research data
K7: Brand theory (positioning/value/identity/guidelines) to a basic level
K8: How marketing fits within organisational structures and processes
K9: How to brief and manage external marketing suppliers, and an understanding of the risks to ineffective briefing/management
K10: Copywriting and proofreading techniques
K11: Search engine optimisation techniques and effective video production and publishing practice
K12: The benefits of a customer relationship management system
K13: The benefits of marketing automation processes and systems
K14: The metrics relevant to the delivery and evaluation of marketing activity, and an understanding of which are most relevant to that activity
K15: Budgeting principles and good procurement practice
K16: Importance of planning and maintaining offline and digital assets
K17: Awareness of social media platforms appropriate to customer and business segments
K18: The customer journey and the customer segments relevant to their market
Skills
S1: Use research/survey software to gather audience insight and/or evaluation
S2: Applying creativity to use a website content management system to publish text, images and video/animated content
S3: Use a social media platform to publish text, images and video content
S4: Use high volume email delivery software to acquire and/or retain one or more market segments and understand the response
S5: Organise offline and digital assets in a coordinated and legally compliant way (there may be several pieces of legislation that a Marketing Assistant may need to comply with, these should be relevant to the sector they work in and the type of activity. Examples include GDPR; Consumer Protection from Unfair Trading Regulations 2008; Consumer Credit Act; Copyright, Designs and Patents Act)
S6: Able to compile briefs for an external marketing supplier (e.g. printer/display stand producer/graphic designer etc) and oversee successful delivery in-line with specification
S7: Write persuasive text to meet a marketing communications objective, using common copywriting techniques such as adapting writing style to ensure it is appropriate to different channels in-line with organisational brand guidelines.
S8: Proofread marketing copy to ensure that it is accurate, persuasive and legally compliant and is on brand.
S9: Able to plan and coordinate a marketing activity (external and/or internal) comprising several different marketing tactics to acquire or retain one or more customer segments. Carries out the tasks within known resources.
S10: Analyse and present defined external and internal marketing data to inform discussions about planning, delivery and/or evaluation of marketing activities/brand performance.
S11: Spreadsheets - create and maintain spreadsheets using common business software, e.g. Excel, Numbers, in support of marketing activities (such as project/budget planning and monitoring, and to support organisation of marketing assets)
S12: Presentations - compile and present marketing information (e.g. to inform internal stakeholders of the results of a marketing tactic or present ideas for future marketing tactics) using common business software, e.g. PowerPoint. Basic presentation skills to deliver these findings.
S13: Compile a report from a marketing system/software, e.g. CRM, Google Analytics, Dotmailer
Behaviours
B1: Professional and customer focussed, shows commitment to putting the customer at the centre of marketing activities
B2: Apply ethical behaviour in planning, delivery and evaluation of marketing activity. Including carrying out activity in a way that values equality and diversity
B3: Commitment to continuous development of self and marketing activities through own initiative, within scope of own responsibility, keeping abreast of external developments including competitor and market trends
B4: Self motivated - takes responsibility for own actions
B5: Reflective and analytical, solving problems with internal and external sources of intelligence and data with a commitment to using evidence to support decisions.
B6: Collaborative, consultative and supportive to achieve marketing outcomes, good listener, shows empathy with the views of others
B7: Strong attention to detail
B8: Responsive and flexible, able to work at pace within deadlines balancing short and long term priorities (multitask)
B9: Shows creativity in their approach to work
Duty 1
DUTY: Create and edit content in collaboration with senior colleagues for offline and/or digital marketing channels, such as website, social media, sales materials or event displays, ensuring that brand guidelines are met in order to achieve marketing objectives.
K2
K3
K7
K10
K11
K16
K17
K18
S2
S3
S4
S7
S8
S9
B1
B2
B3
B7
B8
B9
Duty 2
DUTY: Publish editorial, creative and video content via social media or video sharing platforms, e.g. LinkedIn, Twitter, Instagram
K2
K3
K7
K10
K11
K17
K18
S2
S3
S4
S8
S9
B1
B2
B4
B7
B9
Duty 3
DUTY: Specify, purchase and quality assure marketing goods and services from external suppliers e.g. place a brochure print order, book exhibition space, book media space.
K1
K3
K5
K9
K15
S6
S9
S10
B2
B4
B6
B7
B8
Duty 4
DUTY: Manage the cataloguing of offline and digital marketing assets including permissions and compliance, in-line with marketing regulations and legislation, e.g. storage and organisation of marketing materials, administering creative asset management systems.
K2
K3
K8
K16
S5
S11
B4
B7
B8
Duty 5
DUTY: Monitor and evaluate marketing delivery effectiveness by producing and interpreting reports from one or more marketing tools or systems, e.g. marketing automation report; social media monitoring report; analytics and metrics reports, budget tracker.
K2
K3
K4
K6
K12
K13
K14
K18
S1
S10
S11
S12
S13
B1
B3
B5
B7
Duty 6
DUTY: Contribute to the planning, delivery or evaluation of marketing activity through creation of written planning and evaluation documents and presentations, e.g. marketing campaign results, market and customer intelligence research, update marketing plan
K1
K3
K5
K6
K8
K14
S1
S10
S11
S12
S13
B1
B2
B3
B4
B5
B6
B7
B9
Duty 7
DUTY: Use content management software to publish and refresh effective online content to engage with different customer segments.
K2
K3
K4
K7
K10
K11
K17
K18
S2
S3
S7
S8
S9
B1
B2
B7
B8
B9
Duty 8
DUTY: Use appropriate primary and secondary research methods including survey tools and desktop research to gather marketing insight or evaluation, and inform marketing decisions, planning and delivery.
K2
K3
K4
K6
K7
K14
S1
S10
S11
S12
S13
B1
B2
B3
B5
B7
Duty 9
DUTY: Monitor marketing expenditure and activities to a specified budget and plan, ensuring invoices are processed efficiently.
K5
K8
K9
K15
S11
B2
B4
B7
Duty 10
DUTY: Efficiently and effectively source creative assets (photographs, graphically designed creative, video content) for the production of marketing communication collateral in-line with regulations and legislation.
K2
K3
K7
K9
K16
S5
S6
S8
S10
B1
B2
B4
B7
B8
B9
Duty 11
DUTY: Establish and maintain effective day to day relationships and communication between the marketing function and internal and external stakeholders to support marketing activities.
K5
K8
K9
K12
S9
S10
S12
B1
B4
B5
B6
B8
Duty 12
DUTY: Implement marketing activities through marketing administration, e.g. organise an exhibition display, arrange a marketing meeting, organising an event.
