Learner Spotlight Part 2: Sam's Journey on the MCM Apprenticeship

When Sam first began his Level 3 Multi-Channel Marketer apprenticeship, he was excited but also uncertain. Having developed a keen interest in marketing over several years, through exposure from colleagues and friends, he wanted to understand how modern marketing channels, both online and offline, integrate within a business context.

The aim of the apprenticeship was clear: to build real, applicable skills and deliver value to Ascento Learning and Development while growing his confidence in marketing strategy, creative execution, and collaboration.

In the early modules, Sam tackled the fundamental principles of marketing, including the marketing mix, audience segmentation, buyer journeys, and customer lifecycle models. Like many apprentices, he found that marketing theory can feel abstract until it is grounded in a real-world context.

With the support of his tutor, he learned how each concept connects to Ascento’s marketing efforts, how the organisation reaches customers, the channels it uses, and the ways it communicates effectively. What Sam has enjoyed most so far is being able to apply classroom learning directly to his role.

 

 

 

 

 

 

“Sam has developed a good foundation of marketing knowledge including the SOSTAC plan, compliance and the importance of brand consistency and strategy. This theory is going to support his Apprenticeship journey and marketing role at Ascento by taking this new learned theory and creating tangible value that actively drives the business forward”. - Natalie, Marketing Tutor

Using the SOSTAC Planning Framework

 

Learning about the SOSTAC framework (Situation, Objectives, Strategy, Tactics, Action, and Control) completely changed Sam’s approach to marketing, providing a clear and logical structure for planning campaigns from start to finish.

This knowledge has transformed the way he plans campaigns. Sam now incorporates compliance checks at every stage of SOSTAC, particularly during the ‘Action’ and ‘Control’ phases, to ensure that all marketing activities are both legally sound and ethically responsible.

"Learning about the SOSTAC framework during my apprenticeship was really interesting because it gave me a clear structure for planning marketing campaigns. It helped me see how each stage, from situation analysis to control, fits together to create a focused and effective strategy."

 

Keeping It Legal

Another vital part of Sam’s apprenticeship has been understanding how to keep marketing compliant and ethical. Before starting the course, he had limited awareness of the laws and regulations that influence everyday marketing activity.

After completing this part of the programme, he developed a strong understanding of Data Protection and GDPR, Advertising Standards, Copyright and Intellectual Property, as well as Email and Digital Marketing compliance. This ensures that the marketing content he creates is both legally and ethically compliant.

"Part of my task was to audit what marketing content we were putting out and making sure that all of the materials were both legally and ethically compliant which made me think about marketing in a different way and I will consistently refer back to these whenever I am producing anything for public consumption"

 

Branding 

Branding has been one of the most eye-opening and enjoyable topics Sam has covered so far in the course. He came to understand that branding extends far beyond a logo, it represents the personality and perception of a business, built over time through every customer interaction.

A particularly rewarding task within this module involved writing company brand guidelines. Through this project, Sam ensured that tone of voice, visuals, and messaging remain consistent across all marketing channels while clearly communicating these guidelines to colleagues.

"I have really enjoyed this topic of the course because it helped me understand how businesses build their identity and connect with audiences. It showed me how much strategy and creativity go into making a brand stand out and stay consistent"

 

Reflections So Far

Reflecting on the past few months of his apprenticeship, it has become clear to Sam how valuable this experience has been. He has grown professionally, from someone who once created ad hoc marketing content, to someone who now plans, analyses, and leads marketing efforts with purpose and direction. 

"I have learned so much over the past few months and I have really enjoyed putting into practice what I am learning. I have become more confident in using different marketing tools and strategies and I am now thinking about marketing more strategically and using what I have learned to inform on my decision making process"

Looking ahead, Sam will focus on Marketing Channels, Marketing Strategy, and Stakeholder Communication to enhance his ability to plan, measure, and refine marketing activity that drives meaningful results.

For anyone considering a marketing apprenticeship, Sam’s advice would be to -

"Take the opportunity. It offers real-world experience, builds confidence, and develops the skills needed to transform creative ideas into professional marketing success."

 

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