MSLETB Survey

MSLETB | Digital Marketing & Media Survey

Dear Respondent,

Mayo Sligo Leitrim Education and Training Board (MSLETB) have been appointed as education partners with the newly established national Digital Marketing & Media Apprenticeship Consortium Steering Group (CSG). This CSG are a network of employers leading the development of a proposed Level 6 Apprenticeship in Digital Marketing and Media intended to serve multiple industries. It is planned that the apprenticeship will be available as a 2-year full time programme and will be delivered through a blend of work-based learning, online and face to face classes. The target audience will be new hires looking to commence a career in this area or current employees wishing to upskill or reskill in the area of digital. It is intended that on completion of the programme the graduates would have the knowledge, skills and competencies to work competently in Digital Marketing and/or Media environment.

As this programme will be derived from industry requirements, we would be grateful if you could complete the following questionnaire as comprehensively as possible. Responses will provide valuable insights and data that can be used to make informed decisions about the programme content.

We would be grateful if you would complete this survey by 5pm on Thursday 4th of May.

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* 1. What industry does your organisation operate in?

Advertising & Marketing

Construction

Education

Finance

Food & Beverage

Health Care

Hospitality

Manufacturing

Professional Services

Retail

Technology

Transport

Other (please specify)

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* 2. What size is your organisation (number of employees)?

Less than 10 employees

Small Enterprise (10 - 49 employees)

Medium Sized Enterprise (50 – 249 employees)

Large Enterprise (250 employees or more)

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* 3. What size is your marketing team?

0-5 people

6-15 people

16-30 people

Over 30 people

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* 4. What are your top marketing objectives for the next 5 years? Please rank the objectives from most important to least important (1 being most important & 8 being least important).

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* 5. What are the key Digital Marketing Channels & Approaches you use?

Website and/or apps

Building your initial presence online

Understanding target audience & customer personas

Social Media Marketing

Online advertising and/or social media advertising

Content Marketing (blogs, videos, social media posts)

Email Marketing

Pay-per-click advertising (monetisation of web sites etc)

Influencer marketing

Inbound Marketing (driving website traffic via content, email and other activities)

Search Engine Optimisation SEO (optimising website to become more visible)

Affiliate Marketing (third parties promoting your brand)

Monitoring Marketing Analytics

Marketing Automation

Conversion Rate Optimisation (increasing conversions of users on website or app)

Other (please specify)

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* 6. Please provide what you consider to be the key rationale as to why this apprenticeship programme is required in your industry.

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* 7. How likely would you be to take on a Digital Marketing & Media Apprentice? (1 being very unlikely & 5 being very likely)

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 8. Please give reasons for your answer to the previous question.

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* 9. Please identify the top 3 skills you consider to be the most relevant in mentoring the apprentice in the workplace?

Priority 1

Priority 2

Priority 3

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* 10. Which of the following skills would you require of a Digital Marketing & Media graduate for them to be of benefit to your organisation?

	Not at all important	Slightly Important	Important	Fairly Important	Very Important
Develop robust digital marketing plans	Develop robust digital marketing plans Not at all important	Develop robust digital marketing plans Slightly Important	Develop robust digital marketing plans Important	Develop robust digital marketing plans Fairly Important	Develop robust digital marketing plans Very Important
Conduct market research	Conduct market research Not at all important	Conduct market research Slightly Important	Conduct market research Important	Conduct market research Fairly Important	Conduct market research Very Important
Manage social media channels	Manage social media channels Not at all important	Manage social media channels Slightly Important	Manage social media channels Important	Manage social media channels Fairly Important	Manage social media channels Very Important
Create unique content (blogs, videos, images etc)	Create unique content (blogs, videos, images etc) Not at all important	Create unique content (blogs, videos, images etc) Slightly Important	Create unique content (blogs, videos, images etc) Important	Create unique content (blogs, videos, images etc) Fairly Important	Create unique content (blogs, videos, images etc) Very Important
Manage multiple projects simultaneously	Manage multiple projects simultaneously Not at all important	Manage multiple projects simultaneously Slightly Important	Manage multiple projects simultaneously Important	Manage multiple projects simultaneously Fairly Important	Manage multiple projects simultaneously Very Important
Use a wide range of digital marketing tools	Use a wide range of digital marketing tools Not at all important	Use a wide range of digital marketing tools Slightly Important	Use a wide range of digital marketing tools Important	Use a wide range of digital marketing tools Fairly Important	Use a wide range of digital marketing tools Very Important
Analyse & reporting of marketing performance	Analyse & reporting of marketing performance Not at all important	Analyse & reporting of marketing performance Slightly Important	Analyse & reporting of marketing performance Important	Analyse & reporting of marketing performance Fairly Important	Analyse & reporting of marketing performance Very Important
Website creation and management	Website creation and management Not at all important	Website creation and management Slightly Important	Website creation and management Important	Website creation and management Fairly Important	Website creation and management Very Important
Search Engine Optimisation	Search Engine Optimisation Not at all important	Search Engine Optimisation Slightly Important	Search Engine Optimisation Important	Search Engine Optimisation Fairly Important	Search Engine Optimisation Very Important
Online advertising incl social media advertising	Online advertising incl social media advertising Not at all important	Online advertising incl social media advertising Slightly Important	Online advertising incl social media advertising Important	Online advertising incl social media advertising Fairly Important	Online advertising incl social media advertising Very Important
Manage email marketing campaigns	Manage email marketing campaigns Not at all important	Manage email marketing campaigns Slightly Important	Manage email marketing campaigns Important	Manage email marketing campaigns Fairly Important	Manage email marketing campaigns Very Important
Understand data protection and cybersecurity	Understand data protection and cybersecurity Not at all important	Understand data protection and cybersecurity Slightly Important	Understand data protection and cybersecurity Important	Understand data protection and cybersecurity Fairly Important	Understand data protection and cybersecurity Very Important
Use marketing automation software	Use marketing automation software Not at all important	Use marketing automation software Slightly Important	Use marketing automation software Important	Use marketing automation software Fairly Important	Use marketing automation software Very Important
Use CRM software	Use CRM software Not at all important	Use CRM software Slightly Important	Use CRM software Important	Use CRM software Fairly Important	Use CRM software Very Important
Guide your organisation on what digital tools to use	Guide your organisation on what digital tools to use Not at all important	Guide your organisation on what digital tools to use Slightly Important	Guide your organisation on what digital tools to use Important	Guide your organisation on what digital tools to use Fairly Important	Guide your organisation on what digital tools to use Very Important

Other (please specify)

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* 11. When hiring a Digital Marketing & Media Graduate, what human (transversal) skills are most important? Please rank the skills from 1 to 9 (1 being the most important & 9 being the least important).

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* 12. What types of Digital Media skills do you consider to be important for a Digital Marketing & Media Graduate to have?

	Not at all important	Slightly Important	Important	Fairly Important	Very Important
Digital photography & image editing	Digital photography & image editing Not at all important	Digital photography & image editing Slightly Important	Digital photography & image editing Important	Digital photography & image editing Fairly Important	Digital photography & image editing Very Important
Graphic design capabilities	Graphic design capabilities Not at all important	Graphic design capabilities Slightly Important	Graphic design capabilities Important	Graphic design capabilities Fairly Important	Graphic design capabilities Very Important
Video production	Video production Not at all important	Video production Slightly Important	Video production Important	Video production Fairly Important	Video production Very Important
Designing & editing webpages	Designing & editing webpages Not at all important	Designing & editing webpages Slightly Important	Designing & editing webpages Important	Designing & editing webpages Fairly Important	Designing & editing webpages Very Important
Creating blog posts and/or magazine articles	Creating blog posts and/or magazine articles Not at all important	Creating blog posts and/or magazine articles Slightly Important	Creating blog posts and/or magazine articles Important	Creating blog posts and/or magazine articles Fairly Important	Creating blog posts and/or magazine articles Very Important
Designing printed material (leaflets, posters, flyers, etc.)	Designing printed material (leaflets, posters, flyers, etc.) Not at all important	Designing printed material (leaflets, posters, flyers, etc.) Slightly Important	Designing printed material (leaflets, posters, flyers, etc.) Important	Designing printed material (leaflets, posters, flyers, etc.) Fairly Important	Designing printed material (leaflets, posters, flyers, etc.) Very Important
Mobile app content & design	Mobile app content & design Not at all important	Mobile app content & design Slightly Important	Mobile app content & design Important	Mobile app content & design Fairly Important	Mobile app content & design Very Important
Podcast creation & editing	Podcast creation & editing Not at all important	Podcast creation & editing Slightly Important	Podcast creation & editing Important	Podcast creation & editing Fairly Important	Podcast creation & editing Very Important
Storytelling via content.	Storytelling via content. Not at all important	Storytelling via content. Slightly Important	Storytelling via content. Important	Storytelling via content. Fairly Important	Storytelling via content. Very Important

Other (please specify)

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* 13. What are the top 3 media channels that you would like a Digital Marketing & Media Graduate to create content for in your organisation?

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* 14. How challenging is it to find the right target audience when it comes to advertising in your organisation? (1 being not challenging at all & 5 being very challenging).

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 15. What types of advertising skills do you consider to be important for a Digital Marketing & Media Graduate to have?

	Not at all important	Slightly Important	Important	Fairly Important	Very Important
Plan advertising campaigns (including which media to advertise in)	Plan advertising campaigns (including which media to advertise in) Not at all important	Plan advertising campaigns (including which media to advertise in) Slightly Important	Plan advertising campaigns (including which media to advertise in) Important	Plan advertising campaigns (including which media to advertise in) Fairly Important	Plan advertising campaigns (including which media to advertise in) Very Important
Allocating advertising budgets to the right channels	Allocating advertising budgets to the right channels Not at all important	Allocating advertising budgets to the right channels Slightly Important	Allocating advertising budgets to the right channels Important	Allocating advertising budgets to the right channels Fairly Important	Allocating advertising budgets to the right channels Very Important
Evaluating & analysing advertising campaigns	Evaluating & analysing advertising campaigns Not at all important	Evaluating & analysing advertising campaigns Slightly Important	Evaluating & analysing advertising campaigns Important	Evaluating & analysing advertising campaigns Fairly Important	Evaluating & analysing advertising campaigns Very Important
Understanding the advertising mix for specific target audiences	Understanding the advertising mix for specific target audiences Not at all important	Understanding the advertising mix for specific target audiences Slightly Important	Understanding the advertising mix for specific target audiences Important	Understanding the advertising mix for specific target audiences Fairly Important	Understanding the advertising mix for specific target audiences Very Important
Using platforms to optimise advertising efficiency	Using platforms to optimise advertising efficiency Not at all important	Using platforms to optimise advertising efficiency Slightly Important	Using platforms to optimise advertising efficiency Important	Using platforms to optimise advertising efficiency Fairly Important	Using platforms to optimise advertising efficiency Very Important
Providing advertising advice to clients	Providing advertising advice to clients Not at all important	Providing advertising advice to clients Slightly Important	Providing advertising advice to clients Important	Providing advertising advice to clients Fairly Important	Providing advertising advice to clients Very Important

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* 16. If each of the above suggestions were included, what roles in your organisation / sector would suit graduates of this programme?

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100% of survey complete.