Lead marketing at strategic level.
Build the commercial judgement, leadership confidence and strategic planning capability to shape marketing direction—not simply deliver activity. Work towards the Marketing Manager Level 6 apprenticeship and the CIM Level 6 Diploma in Professional & Digital Marketing.
Marketing leadership is a decision discipline.
At Level 6, the focus changes. You are expected to connect customer evidence, commercial priorities, brand choices, resources and stakeholder expectations into a coherent marketing direction.
See the strategic curriculumStrategic planning
Translate organisational objectives into clear marketing priorities, choices, measures and resource requirements.
Commercial intelligence
Interpret financial and marketing information, make stronger investment cases and evidence contribution.
Customer and market insight
Use evidence to understand demand, segmentation, behaviour, competition and opportunity.
Brand and customer experience
Shape propositions, journeys and experiences that are credible, coherent and valuable.
Leadership and influence
Lead teams, agencies and stakeholders while making difficult choices with confidence and professionalism.
Performance and adaptation
Measure impact, learn from evidence and adapt strategy when markets, priorities or risks change.
Occupational competence plus professional recognition.
The apprenticeship develops the full Marketing Manager occupational standard. The integrated CIM route builds advanced strategic and digital marketing capability. Final qualification structure and assessment arrangements are confirmed with KBC.
Marketing Manager Level 6
Develop the knowledge, skills and behaviours required to operate with strategic focus, align marketing to organisational objectives and demonstrate value.
CIM Level 6 Diploma
Build strategic thinking, commercial awareness and leadership capability through the CIM Diploma in Professional & Digital Marketing.
CIM Diploma
Build the system behind better marketing decisions.
The curriculum below combines the Level 6 occupational capabilities with CIM-aligned strategic themes. Module sequencing and the final CIM combination are confirmed for each KBC cohort.
Strategy and Planning
Turn organisational ambition into a coherent marketing plan with clear priorities, choices, resources, governance and measures.
Commercial Intelligence
Understand the economics of marketing, allocate resources responsibly and build credible cases for investment.
Customer Journey & Brand
Design coherent customer experiences and brand choices that support demand, trust, loyalty and long-term value.
AI, Channels & Optimisation
Lead digital and AI-enabled marketing with human judgement, governance, evidence and accountability.
The curriculum presentation is an integrated capability map, not a guarantee of a fixed CIM module combination. KBC will confirm the selected CIM modules, timetable and assessment route for the cohort.
Use intelligence to make better choices.
At Level 6, AI and analytics should improve the quality and speed of decision-making—not replace accountable leadership. The marketer remains responsible for context, ethics, risk, brand and commercial judgement.
Leave with strategic outputs your organisation can use.
The programme is designed around applied marketing practice. Learners develop evidence through real decisions, stakeholder activity and workplace improvement.
From assignment to organisational asset.
Build evidence that demonstrates thinking, leadership, application, results, reflection and next-step improvement.
Marketing managers lead beyond the marketing team.
The role requires confidence with senior stakeholders, agencies, colleagues and customers. Learners develop the ability to communicate choices, challenge constructively, manage risk and take others with them.
Structured support from strategy to assessment.
A blended work-based journey combining live learning, specialist teaching, coaching, employer involvement and evidence development.
Role and capability review
Confirm the strategic scope of the learner’s role, existing experience and the new learning required.
Live specialist teaching
Explore frameworks, evidence, examples and professional application with experienced tutors.
Workplace projects
Use the learning to improve a real plan, customer experience, decision or marketing system.
Coaching and review
Review progress, barriers, evidence, stakeholder feedback and the next development priority.
CIM and EPA preparation
Organise evidence and prepare to demonstrate occupational competence and professional knowledge.
Learner perspectiveConfidence to apply theory in the real role.
Work-based learning becomes meaningful when the learner can use strategic tools in stakeholder conversations and day-to-day decisions.
“The apprenticeship helped me strengthen my confidence, use strategic analysis and lead conversations with stakeholders and customers.”
KBC’s recent public learner spotlight with Karina describes applying tools such as PESTLE analysis, building communication confidence and taking a more active role in meetings.
Eligibility Criteria
Review the following criteria before applying for the Marketing Manager Level 6 apprenticeship.
Please note: We have a limited number of funded apprenticeship spaces available, and they are offered strictly on a first-come, first-served basis. Due to high demand, we encourage early applications to avoid disappointment.
This checklist is an initial guide only. Kent Business College must complete a formal eligibility, employment, residency, prior-learning and funding review before confirming a place.
Check the criteria that apply
Clarity before commitment.
The final offer should clearly distinguish the apprenticeship, CIM qualification route, funding eligibility and professional progression.
Check eligibilityNo. The official Level 6 apprenticeship standard is Marketing Manager. Marketing Executive is the Level 4 standard. This page therefore uses the correct official title: Marketing Manager Level 6.
KBC currently presents an 18-month delivery route on its public website. The individual learning plan, prior-learning review and assessment timetable may affect the final duration.
KBC publicly presents the programme with the CIM Level 6 Diploma in Professional & Digital Marketing. The selected modules, registration, membership, assessment fees and any resit costs should be confirmed in writing during enrolment.
No. The qualification can support progression towards CIM membership and Chartered Marketer status, but chartered recognition remains subject to CIM’s separate experience, membership and continuing professional development requirements.
It is designed for experienced marketers moving into or already working in roles such as Marketing Manager, Marketing and Communications Manager, Corporate Communications Manager, Product or Proposition Manager, and Insight or Innovation Manager.
It may be fully funded or heavily subsidised through apprenticeship funding, depending on the employer and learner circumstances. Funding must be confirmed through KBC’s formal eligibility review. Funded places are limited and offered on a first-come, first-served basis.
Build the marketing leader your organisation needs next.
Discuss the role, strategic development needs, CIM route and likely funding position with Kent Business College.