The feedback collected as part of the operational project has been used to make the following changes and improvements to the digital marketing apprenticeship programme: Development of a new ‘work in the media’ education site to be used as part of a ‘flipped classroom’ approach to the all-important initial teaching, learning and assessment; & A new scheme of work: this features core learning delivered over the first half of the apprenticeship as part of fourteen training days, and learning for all competence-based units /outcomes will take place in the workplace.