Deconstructing the Multi-Channel Marketer apprenticeship standard

In this article, we’re going to take a look at the new Multi-Channel Marketer (MCM) apprenticeship which was recently released and discuss its many elements. We’re doing this as MCM is very different to the old Digital Marketer standard from its basic requirements to end-point assessment (EPA). So, let’s get started.

Duration

MCM will typically last between 13 –  15 months. It has a mandatory 12-month and one-day work experience requirement followed by a buffer of 3 months on average. However, End-Point Assessment could take up to 5 months due to the project requirement. This is when apprentices will complete a workplace project as part of the assessment methods.

KSBs

There is a total of 47 KSBs on this standard. All of them can be seen on the IATE website. There are 23 knowledge requirements, 18 skill requirements, and 6 behavioural requirements. To help provide some context.

Knowledge elements can basically be tackled like answering questions. For example, K4 states “What a marketing plan is, how it is built and its purpose.” so this means that the apprentice will need to discuss in as much depth as they can, what a marketing plan is, its purpose, and how they’re designed.

Skills will have to be demonstrated in the project and portfolio. Again, similar to the portfolio from Digital Marketer, these will typically be shown through screenshots with written accounts, or videos, or even demonstrations.

Lastly, we have behaviours, these will also be a combination of demonstration with accounts. Think of these like the With Whom competencies from Digital Marketer. Effectively, show how you behave, communicate, and work with others.

We’ll write a separate article on the KSBs later on.

EPA

Like Digital Marketer, there are several elements to EPA. However, they’re a little more grouped this time around. There are two “assessment methods” used during EPA in MCM. They’re more complex than previously so you’ll need to work with your training provider to ensure that you’re ready for everything.

Assessment method 2: Interview underpinned by a portfolio of evidence

I’ve started with assessment method 2 as it’s the one that apprentices will work on during their workplace experience. Like Digital Marketer level 3, Apprentices will be required to build a portfolio of evidence over the duration of their work experience. This will require them to provide accounts of activities, behaviours and demonstrations of knowledge outlined by the KSBs. This will typically take the form of a document of some sort with things like screenshots or embedded videos.

Apprentices will have an interview with an Assessor, which is expected to run for a minimum of 60 minutes. During the session, they will be asked a minimum of six questions related to specific elements of their job. The portfolio of evidence can be used during this interview to help apprentices to answer questions or provide examples.

Typically, the portfolio will consist of around 12 pieces of evidence, all mapped against the relevant KSBs. It is recommended that apprentices demonstrate this evidence holistically which will allow them to demonstrate multiple KSBs in smaller projects or demonstrations. Use a plan, do, review approach.

Potential sources of evidence could include:

• workplace documentation such as policies and procedures;
• witness statements;
• annotated screenshots;
• and video clips (with a maximum total duration of 5 minutes, featuring the identifiable apprentice).

This list is not exhaustive, and other evidence sources may be included.

It’s important to note that the portfolio of evidence is not directly assessed by the End-Point Assessment Organization (EPAO); it forms the foundation of the interview. The independent assessor will review the portfolio to formulate questions for the interview.

Assessment method 1: Project with a report

Apprentices are required to undertake a workplace project and compose a report. The project’s title and brief must be agreed upon with the End-Point Assessment Organisation (EPAO) during gateway. Basically after 12 months and a day. The report can be up to 2500 words plus or minus 10% (250 words).

Apprentices will have up to 12 weeks to complete the project and report. Additionally, apprentices will be expected to prepare and deliver a presentation to an assessor during EPA. The presentation slides, along with any supporting materials, should be submitted with the project and report. Apprentices will deliver their presentation and be asked questions off of the back of their project and report. This will last at least 45 minutes.

Now, here’s where things get a little more specific. This is something that your training provider will help you with, however. The report must contain the following:

The report must include at least:

• an executive summary (or abstract)
• an introduction
• the scope of the project (including key performance indicators, aims and objectives)
• a project plan
• research outcomes
• data analysis outcomes
• project outcomes
• discussion of findings
• recommendations and conclusions
• references
• appendix containing a mapping of KSBs to the report.

The report must also include:

• an introduction
• an executive summary
• the scope of the project (including key performance indicators)
• objectives
• research and methodology
• approach taken and risks to consider
• financial budgeting and resources
• outcomes and impact of the project implemented
• measure of success
• recommendations and conclusions

The project report must have a word count of 2500 words. A tolerance of 10% above or below is allowed at the apprentice’s discretion. Appendices, references and diagrams are not included in this total. The apprentice must produce and include a mapping in an appendix, showing how the report evidences the KSBs mapped to this assessment method.

Presentation

The apprentice is required to create and present a session to an independent assessor. Following the presentation, the independent assessor will conduct a question-and-answer session covering the project, report, and presentation.

The presentation should cover:

• an overview of the project;
• the project scope (including key performance indicators);
• summary of actions undertaken by the apprentice;
• project outcomes and how these were achieved.

The overall duration for the presentation and questions will be 45 minutes. This will comprise a 20-minute presentation and a 25-minute question-and-answer session. There is an option for the assessor to extend both the presentation and questioning by up to 10%, allowing the apprentice to conclude their final points or address any questions as needed.

The apprentice must complete and submit the report and any presentation materials to the EPAO by the end of week 12 of the EPA period.

KSBs split between project and portfolio

The 47 KSBs are split between the two assessment methods. 24 KSBs for the portfolio and interview, and 23 for the project and report.

Assessment method grading

The two assessment methods have pass and distinction criteria. To pass the qualification overall, apprentices must demonstrate all of the pass criteria at a minimum. What sets pass and distinction criteria apart is essentially the idea of depth and breadth, IE, breadth of skills and depth of knowledge. The better and more skilled you are, the higher the mark you’ll get.

Overall grading

Multi-Channel Marketer uses the following overall grading:

• Pass
• Merit
• Distinction
• Fail

The final grade will be a combined grade between the two assessment methods discussed above. Effectively, all KSBs must be complete and demonstrated to pass. However, to get merit, apprentices must achieve a distinction in either one of the assessment methods and a pass in the other. To get a distinction, both assessment methods must achieve a distinction.

We feel that MCM will be a better reflection of the apprentice’s true skill and that the final grades will show a much better distribution between pass, merit, and distinctions. Something that was always an issue with Digital Marketer was that merit was incredibly rare due to its odd weighting and requirements.

There you have it

That’s Multi-Channel Marketer. It’s more complex than Digital Marketer and will likely throw a lot of individuals off for the first year or so. However, overall, it feels like a more rounded qualification which we feel will suit a lot of businesses looking to hire an apprentice.