BMW launches apprenticeship to capitalise on ‘exciting time’ for marketing

BMW is launching a new four-year apprenticeship programme enabling aspiring marketers to learn on the job, while studying towards a BA in Business and Management.

The car marque is recruiting four candidates to take part in the Level 6 apprenticeship in the marketing and PR teams at BMW and Mini, which will see the apprentices study in parallel for a degree course at Abingdon and Witney College in Oxford.

Applications close on 20 February for the programme, which begins in September and will see the candidates rotate between four departments, spending one year embedded in each team.

The new recruits will spend three years at the BMW Group UK head office in Farnborough, Hampshire, where they will gain experience in the BMW and Mini marketing teams, as well as the corporate communications function. The apprentices will spend a further year working with the corporate communications team at the Mini plant in Oxford.

After the four years, each apprentice will have gained broad and valuable experience, positioning them perfectly for future roles.

Graham Biggs, BMW

The programme will see the apprentices help organise BMW and Mini media launch events, support marketing campaigns for both brands and write internal communications materials for the 3,500 employees at Mini’s Oxford base. The brand is also promising a “strong focus” on communicating via digital channels.

Describing this as an “exciting time” in the marketing field, BMW UK marketing director Michelle Roberts says the apprentices will have the opportunity to get involved in a variety of events and campaigns, across diverse disciplines.

BMW Group UK corporate communications director Graham Biggs believes the scheme will offer “invaluable experience” working in both marketing and corporate communications for two of the “most admired and respected brands” in the world.

“After the four years, each apprentice will have gained broad and valuable experience, positioning them perfectly for future roles across the communications landscape,” he adds.

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The creation of the marketing programme fits a wider apprenticeship strategy at BMW. Some 95 different roles will be available in the UK in 2022, spanning departments such as human resources, purchasing and engineering.

BMW is not the only brand pushing forward with apprenticeships in 2022. Yesterday Amazon announced it was introducing 1,500 new apprenticeships this year. This rollout includes 13 new apprenticeship schemes, one of which is in marketing.

Elsewhere, Marks & Spencer launched the world’s first data science and AI academy in retail in December with the introduction of a Level 7 apprenticeship in data science and AI – equivalent to a Master’s degree.

The apprenticeship programmes, which are open to marketers across the business, also include Level 3 data technician and Level 4 data analyst qualifications.

Meanwhile, in September Procter & Gamble welcomed its first cohort of four degree apprentices into the UK commercial function, two of whom are currently working in marketing as part of a nine-month rotation. The structure of the apprenticeship means each of the four apprentices will have at least one marketing assignment to work on.

The apprentices will finish the three-year course with a degree level qualification and the chance to join P&G’s entry-level management.