Earning Criteria

• This person can identify and apply the core principles of marketing theory, being familiar with the philosophies of the seven principles of marketing (7Ps) and how to apply them to their work environment.
• This person understands the importance of collaboration in delivering successful marketing campaigns and can identify the contribution different team members make to the planning.  They understand the different approaches to fostering collaboration, which includes the principles, methods and behaviours in influencing others to ensure the success of a campaign.
• This person recognises and can apply the different stages of the customer lifecycle, the key pinch points in the journey and the different channels required to engage different customers and different market segments
• This person recognises the benefits, limits, risks and constraints of customer relationship marketing, how these fit with the components of a marketing campaign and the need for customer segmentation/ categorisation to facilitate appropriate customer relationship marketing through the right channels.
• This person understands how digital marketing and social media can form part of an inclusive marketing strategy including any legal, regulatory or ethical requirements, as well as know the components of risk management and how to measure the return on investment (ROI) for a number of business models.  In addition, they will have some knowledge of traditional and emerging business types.
• This qualification is regulated by OFQUAL  URL: https://www.gov.uk/government/organisations/ofqual