Thinking about a career in digital marketing but not sure if university is the right path?
Meet Victoria, our digital marketing degree apprentice at Design Monkey. She’s balancing full-time work, study, and personal life while earning a degree without going to university in the traditional way.
To mark National Apprenticeship Week, I sat down with Victoria to hear about her journey, the challenges she’s faced, and why she believes apprenticeships are a great way to gain hands-on experience while learning.
If you are thinking about an apprenticeship or are simply interested in what one is like, her story provides genuine insights into the field of digital marketing.
Course and Learning Experience
What is a digital marketing degree apprenticeship and how is it different to a standard degree?
A digital marketing degree apprenticeship is a further education opportunity. It's available to people who are employed, who want to further their education. So for someone who may have completed A levels or previous apprenticeships, this is an opportunity available to them to complete a university degree without actually having to go to university.
In my case, I've already completed two apprenticeships which meant I was able to complete a degree apprenticeship, but it's different to a standard apprenticeship in that you don't go to university like you would if you were a normal university student, you'd. In my case, I do two workshops every trimester and the rest of the content is available for me to read through in my own time. And I also don't have exams like normal university students, I go through what's known as endpoint assessment, which includes a project, a portfolio, and an interview which is similar to my past apprenticeships.
How long have you been on the course and what have you learned so far?
So I've just started my second year because I'm in the January cohort.
I've completed a mix of modules so far, such as one that taught me about higher education and how to write academically. I've also completed Principles of Marketing, which built on a lot of the knowledge that I learnt in my digital marketing apprenticeship.
My favourite module so far is Introduction to Campaign Planning because it's so relevant to my job and a lot of the theories that I'd learned I've started to transfer over into my role.
How do online lessons compare to in-person workshops?
I find the in-person workshops are really fun because you get to meet the whole cohort and catch up with everybody, and I've made some friends as well. But completing the online work can be quite isolating sometimes especially if you don't have your network of people on your course. You might get stuck on something and think you're the only person who's struggling when actually someone else could be in the same position. So I always prefer in-person workshops.
How does the university support apprentices with academic work?
So there's the ARU library who has a lot of resources and courses as well, which I've used in the past, especially when it comes to Harvard referencing.
And even though I'm a degree apprentice student, I also have access to all of the support networks a normal university student would have.
Career Development
Why did you choose marketing?
It wasn't my first choice in careers. When I was at school, I'd always thought of going to catering, but after doing 2 years at college, I discovered it wasn't for me. I didn't enjoy it as much as I thought I would, so I completed a business administration apprenticeship instead, which because of the role that I was in, led me to doing a digital marketing apprenticeship.
This introduced me to SEO through a project that I completed. I fell in love with SEO and with the support of my tutor, applied for a job at Design Monkey.
And now I work with our clients who want to improve their website with the SEO, which I love.
How has the apprenticeship helped shape your career goals?
I think it's opened up a lot more opportunities to me and I think it will when I've graduated as well. I know I want to work in SEO but I’ll always keep my options open.
What skills have you gained that you didn't expect to learn?
Presenting skills.
I am usually quite a shy person, and I struggle to talk in meetings as I find it quite scary.
There was a past assignment that I had to do which was a presentation which really boosted my confidence and also a support that I did earlier this week at Cambridge Regional College that has really helped boost my confidence.
How would you see your career progressing after you complete the apprenticeship?
I'm not sure at the moment. I've got so many opportunities available to me so I'm keeping my mind open and seeing what happens. I think when it comes to careers, it's the best way to be.
Are there networking opportunities with other apprentices or industry professionals?
Through my workshops, I meet up with the other apprentices who are on the course.
We're able to share our experiences and the opportunities that have been available to us. There's also communities that I'm part of, like Girls in Marketing and Women in Tech SEO. There's also Brighton SEO as well.
Support and Employer Involvement
How has Design Monkey supported you?
I'm so fortunate to work at Design Monkey. I have so much support from my mentors Siobhan and Dave, but also from the whole team. They helped me from an academic standpoint, from a theory standpoint as well.
I'm also given study days as well every week, all in all, I couldn't ask for a better team to work with.
How do your mentors at Design Monkey help with your learning and development?
So Siobhan helps with the ARU side and academic writing, which is so helpful. From doing a degree, Siobhan has so much knowledge. Dave helps with everything else. He knows anything and everything about SEO, so I know that if I have a question, he'll always be able to answer it.
Do you receive feedback from your employer on your coursework and projects?
Yes. Before I submit all of my assignments, Siobhan always has a read through them just to make sure they're academically sound, and I haven't missed any key points that the assignment briefs. When I’m head down into an assignment, it's quite easy to miss something in the brief.
Assessment and Exams
What’s the biggest challenge you've faced so far in the course?
Assignment deadlines.
I am very organised at the start when I get an assignment and then other things crop up which take over and my attention shifts. I’m trying to write assignments with enough time and they are of high quality. I'm lucky that Siobhan always proofreads them as well to make sure they're good.
Are there any practical projects or case studies that have been particularly valuable?
That's a good question! Aura Fine Art stands out.
We’ve recently started implementing SEO onto their website. I've been able to apply a lot of the theory that I've learned, particularly SOSTAC. So for our new clients, it's interesting to see how the different theories I've learnt can be applied.
How do you balance work, study and personal life while doing a degree apprenticeship?
It’s a skill I've had to build as I've gone through the course. So I have my study days on a Friday which allow me to complete assignments, module content and also tracking of my knowledge, skills and behaviours.
But if there's an assignment coming up, then usually everything in my personal life stops, so I can work on my assignment, so it's still a balance. I'm still trying to find it, but I'm getting better as time goes on.
General Advice
What do you wish you had known before starting the apprenticeship?
When I completed my past apprenticeships, I always received good feedback, so I thought this apprenticeship would be plain sailing and it would be really easy, but I don't know why.
After receiving a few of my grades at the beginning was a bit of a reality check. It was always going to be challenging, but I don't necessarily think that's a bad thing. It is a new way for me to push myself to make myself better.
What are some common misconceptions about degree apprenticeships?
I think some full time students in the past have looked down on apprentices, but I think it's harder to be an apprentice because you have to balance having a social life, working and doing your studies at the same time.
What type of person do you think would benefit most from this route?
Someone like me, I'd say. I didn't do well in my GCSEs and it was almost accidental how I fell into marketing. I didn't consider pursuing a degree because I didn't take A levels, and I didn't believe it was an option for me. But it highlights that you don't have to have A Levels, you can do as many apprenticeships as you want and still be able to degree.
How would you compare your experience to someone doing a traditional university degree?
I would say this is a bit more stressful. I'm grateful that I had the opportunity to be able to work and study at the same time as I know some university students are not able to. I am also gaining relevant experience while earning a wage.
What's been the most rewarding part of your apprenticeship so far?
Receiving my highest grade. I got 74% on an assignment that I found really stressful and I really struggled with but. Receiving such a high grade reminded me why I'm doing this.
And finally, do you have any advice for somebody considering doing an apprenticeship?
I would say do it. It's such a good opportunity. All the experiences that I've been able to have, such as being awarded Cambridge Regional Colleges overall apprentice of the year last year and everything within work, I potentially wouldn't have had if I hadn't gone the apprenticeship route. So I recommend apprenticeships to anyone and everyone who listens.
Is an Apprenticeship the Right Path for You?
There is no one route into digital marketing, as Victoria shows. One way to gain entry is through an apprenticeship.
Whether you’re evaluating your prospects or thinking about an alternate route into the business, Victoria's journey shows that with the right backing and sheer determination, you can absolutely make it.
If you’re thinking about an apprenticeship, take Victoria’s advice: go for it. It might just be the best decision you ever make.
