iti 5 April 2025

Executive (Marketing) Apprenticeship Course Syllabus

Course Title

Executive (Marketing) Apprenticeship Course

Course Code

EM101

Description

This course, under the Apprenticeship Training Scheme (ATS), provides comprehensive training for marketing executives, focusing on developing marketing strategies, conducting market research, engaging customers, and leveraging digital marketing tools. Apprentices will gain hands-on experience in creating marketing campaigns, analyzing consumer behavior, and managing brand activities, preparing them for roles in corporate, retail, and service sectors. The course aligns with the National Apprenticeship Promotion Scheme (NAPS) and complies with the Apprentices Act, 1961.

Objectives

  • Develop and execute effective marketing strategies to achieve organizational goals.
  • Conduct market research to identify consumer needs and market trends.
  • Create and manage digital marketing campaigns using social media and online platforms.
  • Engage with customers and maintain brand consistency across marketing activities.

Schedule

The course spans 8 weeks, combining basic training and on-the-job practical training as per ATS guidelines. Each week focuses on specific skills essential for marketing executives. Below is the detailed breakdown:

Week 1: Introduction to Marketing

Overview of marketing roles, workplace ethics, marketing concepts, and organizational branding under ATS.

Week 2: Market Research Basics

Conducting surveys, analyzing consumer behavior, and identifying market opportunities.

Week 3: Marketing Strategies

Developing marketing plans, segmenting markets, and positioning products/services.

Week 4: Digital Marketing Fundamentals

Using social media, email marketing, and SEO tools to create digital campaigns.

Week 5: Content Creation and Branding

Creating marketing content (e.g., ads, posts) and maintaining brand consistency across channels.

Week 6: Customer Engagement

Interacting with customers, managing feedback, and building customer loyalty programs.

Week 7: Marketing Analytics and Reporting

Using tools like Google Analytics to measure campaign performance and prepare marketing reports.

Week 8: Final Project and Assessment

Completion of a comprehensive marketing campaign project and preparation for the All India Trade Test (AITT) under NCVT.

Assessment Methods

Apprentice performance is evaluated through a combination of practical, theoretical, and participatory components, preparing them for the National Apprenticeship Certificate (NAC):

  • Weekly Assignments: 40%
  • Midterm Project: 20%
  • Final Project: 30%
  • Participation and Attendance: 10%

Instructor

Prof. Anil Gupta

Language

Available in: English

Status

Published

Additional Notes

Apprentices must be at least 14 years old and meet the minimum educational qualification (typically 12th grade passed or equivalent, preferably with a commerce or business background, as per trade requirements). The course includes basic training (20-25% of the program) and on-the-job training, with a stipend provided as per NAPS guidelines (e.g., Rs. 7700 per month for one-year ITI trade passed apprentices, as per Gazette notification dated 25th September 2019). Successful completion leads to the National Apprenticeship Certificate (NAC) upon passing the All India Trade Test (AITT), recognized for employment in government and private sectors. The training emphasizes practical marketing skills and digital tools, addressing the demand for skilled marketing professionals in India’s competitive corporate and retail sectors.