What the assessor is looking for, and how to frame your answers using your own work
20-minute presentation followed by at least 6 questions (25 minutes) · Evidence from your Project Report and Presentation ONLY
Explain which metrics you chose to deliver and evaluate your campaign, and how you applied them accurately to get meaningful data.
Show how you used reliable, accurate data to plan your marketing. Also explain the resources (tools, people, materials) you used to organise your work.
Explain how your project helped keep existing customers (retain) and win new ones (acquire), with at least 2 examples for each.
Describe your role within the company (structure), explain the organisation's vision and values, how your work supports its objectives, and what impact your marketing has on sustainability.
Give examples of how you worked with others (stakeholders, team members, clients). Also explain how you changed your communication style depending on who you were talking to.
Name the copywriting techniques you used and explain why they suited your chosen channels. Show how you followed brand guidelines and ensured content was proofread before publishing.
Explain how the campaign management process and tools you used (or proposed) were the right choice — that they matched the project goals, were measurable and aligned to the budget.
Explain how you took responsibility for reviewing performance (measuring KPIs, benchmarking) to improve results, and how you kept internal stakeholders involved throughout.
Show how you evaluated and measured what happened during the campaign, how you interpreted the data accurately to draw conclusions, and how you managed your own workload throughout.
Name at least 2 advanced techniques you applied and at least 2 software packages, explaining how they contributed to campaign management and achieving your marketing objectives.
These are still based on your Project Report & Presentation. Expect them if you're performing well.
Explain the benefits AND limitations of the recommendations you made in your project.
Evaluate the strengths and weaknesses of your campaign management approaches, and show how campaign data was used to inform your recommendations.
Justify why you chose the communication methods you used to present your findings, and explain why other methods would not have been as suitable.
Evaluate whether your copywriting choices suited the channels and audiences used, and make valid, evidence-backed recommendations for improvement.
Explain why you chose the specific marketing activities and resources you used to retain or acquire customers — justify the plan, not just describe it.
60-minute professional discussion · Questions are directly linked to your Portfolio of Evidence · Refer to your case studies, CMS evidence, and Organisation Overview
Name at least 2 marketing theories, 2 marketing concepts, and 2 marketing principles, and explain how you actually used them to make decisions in your real work.
Explain the rules (regulatory and legal) around handling data in a marketing role — covering things like how you collect, store and use customer data lawfully and ethically.
Explain the principles behind good marketing communications, why it matters to be ethical (honest, transparent, trustworthy), and why diversity and inclusion are important in marketing.
Show how you briefed external suppliers (agencies, freelancers, printers, etc.) and managed those relationships professionally — maintaining integrity and confidentiality throughout.
Describe the customer journey — both offline and online touchpoints. Explain the customer personas you used, walk through the sales funnel, explain how you segment your audience, and describe how marketing affects customer experience.
Explain why competitor analysis is important and how you go about doing it. Also show how you research potential external suppliers before making recommendations.
Show how you researched and evaluated external suppliers, and how you made recommendations for buying marketing goods or services (e.g. choosing a print supplier, design agency, or ad platform).
Show how you create content, how you adapt it for different channels (online and offline), how you organise your assets, and how you make sure everything is legally compliant.
Explain the marketing channels you used (online and offline), show how they worked together (cross-channel), and demonstrate how you built and implemented campaigns using them.
Give examples of how you prioritised your workload when things changed and how you adapted when situations shifted (new briefs, tight deadlines, unexpected results).
Show (using your Portfolio CMS evidence) that you have published text content, image content, AND video/animated content using a content management system.
Explain how you measure return on investment (ROI), how you monitor campaigns to stay within budget, and how you make adjustments when campaigns go over or under budget.
Name the current technologies you use to record and analyse customer data, and identify emerging technologies that could impact marketing campaigns in the future.
Explain how you actively identify and pursue opportunities to develop professionally — training, qualifications, self-study, events, and so on.
Based on your Portfolio. The assessor will probe these areas if your pass criteria responses are strong.
Analyse how your customer targeting approach affected the customer journey, and make evidence-based recommendations for how the journey could be improved further.
Evaluate whether the channels you used were the most suitable for your campaigns, and make data-driven recommendations for how you'd change your channel approach.
Justify why you chose the specific technology and software tools to analyse your findings — and explain why other options weren't as suitable for your context.
The assessor is not trying to catch you out — they want to see that you understand why you did things, not just that you did them. For every answer, try to follow the structure: "I did X, because Y, and the result was Z." Refer back to specific page numbers or sections of your Portfolio or Project Report by name — it shows confidence and makes your evidence much stronger.