Higher Apprenticeship in Advertising & Marketing Communications - Level 4 (England)

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1 Higher Apprenticeship in Advertising & Marketing Communications - Level 4 (England) Latest framework version? Please use this link to see if this is the latest issued version of this framework: afo.sscalliance.org/frameworkslibrary/index.cfm?id=fr02672 Issue date: 27 February 2014 Issued by Creative Skillset

2 Higher Apprenticeship in Advertising & Marketing Communications - Level 4 (England)

3 Framework summary Higher Apprenticeship in Advertising & Marketing Communications - Level 4 Higher Apprenticeship in Advertising & Marketing Communications This framework includes information on Personal Learning and Thinking Skills Pathways for this framework at level 4 include: Pathway 1: Advertising & Marketing Communications Competence qualifications available to this pathway: Knowledge qualifications available to this pathway: Combined qualifications available to this pathway: B1 - Level 4 Diploma in Marketing Communications (Advertising) QCF This pathway also contains information on: Employee rights and responsibilities Functional skills

4 Framework information Information on the Issuing Authority for this framework: Creative Skillset The Apprenticeship sector for occupations in creative and digital media, broadcast, journalism, fashion and textiles, advertising and marketing communications, set crafts and photo imaging. Issue number: 3 Framework ID: FR02672 This framework includes: Level 4 Date this framework is to be reviewed by: 31/03/2016 This framework is for use in: England Short description Creative Industries have customarily relied on graduates to meet their higher skills needs. Employers are currently seeking a supply of new entrants with technical skills. Skills gaps that have been identified include: multi-platform all rounders, handling and managing people, business planning skills and creatives who understand traditional and digital advertising techniques. This Level 4 Higher Apprenticeship, has been developed to address these needs, provide progression routes and enable employers to access and develop talent from a more diverse workforce. Job roles covered by this framework include: Creatives including digital roles; Creative service; Client service; Advertising account executive.

5 Contact information Proposer of this framework Employers and industry bodies supporting this development include the IPA, MAA, IPM, BIMA, DMA, Livity, Bray Leino, WPP, Digitas, AMVBBDO, School of Communication Arts, Grey London, MBA, DDB London, McCann London, Addiction Worldwide, Lowe Worldwide, Creative Process, Creative Matters, 18 Feet, Get Additive, The Talent Business, JWT London. Developer of this framework Name: Organisation: Organisation type: Job title: Nicole Suter Creative Skillset Sector Skills Council Development Manager Phone: Postal address: Website: Creative Skillset Focus Point Caledonian Road London N1 9GB Issuing Authority's contact details Issued by: Creative Skillset Issuer contact name: John West Issuer phone: Issuer

6 Revising a framework Contact details Who is making this revision: Your organisation: Your address: Nicole Suter Creative Skillset Why this framework is being revised This framework is being revised in response to the SASE 2013 changes. Summary of changes made to this framework Inclusion of the revised Combined qualification to meet the 90 credit minimum per SASE Removal of Transferable skills requirements. Inclusion of an optional Additional Employer Requirement for Apprentices employed by IPA or MAA member bodies/employers. Qualifications removed Pearson BTEC Level 4 Diploma in Marketing Communications (Advertising) 61 credits 600/6846/2 AIM Awards Level 4 Diploma in Marketing Communications (Advertising) 61 credits 600/6698/2 Qualifications added AIM Awards Level 4 Diploma in Marketing Communications (Advertising) QCF 90 credits 600/6698/2 Qualifications that have been extended

7 Purpose of this framework Summary of the purpose of the framework National Apprenticeship Service (NAS) - Statement on Apprenticeship Quality Definition An Apprenticeship is a job with an accompanying skills development programme designed by employers in the sector. It allows the apprentice to gain technical knowledge and real practical experience, along with functional and personal skills, required for their immediate job and future career. These are acquired through a mix of learning in the workplace, formal off the job training and the opportunity to practice and embed new skills in a real work context. This broader mix differentiates the Apprenticeship experience from training delivered to meet narrowly focused job needs. All apprentices commencing their Apprenticeship on or after 6th April 2012 must have an Apprenticeship Agreement between the employer and the apprentice. This can be used to reinforce the understanding of the requirements of the Apprenticeship. On completion of the Apprenticeship, the apprentice must be able to undertake the full range of duties, in the range of circumstances appropriate to the job, confidently and competently to the standard set by industry. Overview of the Advertising & Marketing Communications sector Advertising & Marketing Communications is a large and diverse sector, ranging from small creative agencies to sales departments, but at the heart of the 13,000 companies and almost 250,000 individuals working in advertising is the drive to satisfy the client. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action, usually to purchase or consume a product or service. It is totally driven and focussed on the client and the client's marketing or advertising need for a brand or product. It crosses multiple platforms from broadcast, print, billboard and online. It is a sector which leads the way with cross-platform innovation as campaigns cross boundaries between TV, radio, print, billboard and interactive media. The advertising industry generates 6.2 billion annually for the UK economy. Job roles within advertising are varied and include creatives who may be involved with writing copy, visual design and digital campaigns, client service including media planning and buying, client account management and project management, production and client service. This Higher Apprenticeship in Advertising & Marketing Communications has been developed in response to the industry's current and future skills needs; including the move to integrated digital functions within agencies. It provides an alternative route to degree level provision and entry into what has historically been a graduate industry. One of the aims of this Apprenticeship is to increase the diversity of the workforce to greater reflect the audience the

8 Apprenticeship is to increase the diversity of the workforce to greater reflect the audience the industry serves. Creative Skillset's consultation with industry led to closer work with employers to define their skills needs and shape the Higher Apprenticeship planning and development stages in Roles and skills gaps that were identified included: Multi-platform all rounders (including IT support staff working between platforms); Management and leadership; Commercial/Business skills; Sales skills; Digital Strategy/Planning; Creative Technology; Creatives that understand digital. Throughout the Apprenticeship development process, Creative Skillset worked with employers and providers across England. The qualification components of the framework were developed with awarding organisations and industry experts, to ensure they meet the needs of the changing world of Advertising & Marketing Communications. As part of the 2013 framework review, the Advertising Council and in particular, the IPA members and the MAA members, requested the inclusion of their professional training programmes the IPA Foundation Certificate for IPA members and the MAA Diploma in Digital Marketing for MAA members, as additional learning for apprentices working for IPA or MAA member agencies. As these are not a compulsory component across the entire industry for framework completion, it has been included in the Additional Employer Requirements section of the framework, and is an optional component of the framework for those employers who would like their apprentices to undertake this additional learning. Aims and objectives of this framework (England) The aims for this Apprenticeship in Advertising & Marketing Communications are to attract and develop creative and digitally aware work-ready apprentices, who are multi-skilled and can work across the industry. The Apprenticeship also contains job specific content for those who may be working in larger agencies and specialising in certain roles. Objectives for this Apprenticeship: to provide a non-traditional route into the industry, which has historically been dominated by graduates; to provide an entry route for underrepresented groups; to allow employers to add value to their organisations by bringing in new expertise,techniques and technologies; to provide the Advertising & Marketing Communications Industry with a stream of

9 to provide the Advertising & Marketing Communications Industry with a stream of motivated employees equipped with the digital, creative and business skills required for the future; to equip new entrants with the transferable soft and technical skills to undertake more varied and converging job roles; to provide flexible routes into a variety of job roles in the industries and into higher level training and education. Employers will work with Creative Skillset to carry out ongoing monitoring and evaluation to assess the extent to which this Apprenticeship meets the above objectives. Industry will work, as and when required, with Creative Skillset to update the content of the framework in response to the fast-moving changes within the Advertising & Marketing Communications Industry.

10 Entry conditions for this framework National Apprenticeship Service Statement on Apprenticeships Quality Definition The minimum hours of employment for an apprentice should be at least 30 hours per week. By exception, where the individual's circumstances or the particular nature of employment in a given sector makes this impossible, then an absolute minimum of 16 hours must be met. In such cases the duration of the Apprenticeship should be extended. Entry Conditions New entrants to the Creative Industries must have an understanding and appreciation of different technologies, along with general knowledge and soft skills; including the capacity to work efficiently and in teams. Employers are looking for work-ready individuals who have the right attitude, strong communication and IT skills and a strong passion for the subject area. Employers are encouraged to get involved in the recruitment and selection stages, to ensure they get to know the apprentices before their employment. For Advertising & Marketing Communications apprentices, the ability to network, communicate confidently and market their own skills and achievements provide a useful base to build on for this Apprenticeship. The minimum qualification entry requirements for entry into this Higher Apprenticeship in Advertising and Marketing Communications are the achievement of: GCSE qualification in English (with enhanced functional content) at grade C or above; or Functional Skills qualification in English at level 2. and GCSE qualification in Mathematics (with enhanced functional content) at grade C or above; or Functional Skills qualification in Mathematics at level 2. Apart from those specified above, there are no other specific qualification requirements for entry onto this Apprenticeship; examples of achievements that may provide a useful introduction may include: Qualification achievements QCF Awards, Certificates or Diplomas at Level 3 in Media related subjects; OR GCSE or A Levels; OR an Advanced Apprenticeship in Marketing, Creative and Digital Media or other related subjects; OR a (14-19) Foundation or Higher Diploma, especially those which incorporate creative and

11 digital skills development. Please note - This list is not exhaustive and other qualifications may also provide a useful grounding in the sector. There are some direct progression and credit transfer opportunities from particular vocational qualifications, such as the Level 3 Certificate in Preparing to Work in Creative Media. Other non-qualification achievements that may be useful include: a portfolio of evidence from work experience; non-accredited courses; volunteering; having previously worked, or are, working in the sector. Please note that processes exist to ensure that candidates with prior knowledge, qualifications and experience are not disadvantaged by having to repeat their learning. Training providers and Awarding Organisations will be able to advise on the current rules for accrediting prior learning and recognising prior experience.

12 ... level 4 Level 4 Title for this framework at level 4 Higher Apprenticeship in Advertising & Marketing Communications Pathways for this framework at level 4 Pathway 1: Advertising & Marketing Communications

13 ... level 4... Pathway 1 Level 4, Pathway 1: Advertising & Marketing Communications Description of this pathway Advertising & Marketing Communications Total minimum credit value for this pathway is 90 credits 90 credits for the Combined Qualification - Level 4 Diploma in Marketing Communications (Advertising) QCF Knowledge 22 credits in the mandatory units Competence 10 credits in the mandatory units The remaining 58 credits will be shared between knowledge and competence - and this will vary depending on the optional units taken. Entry requirements for this pathway in addition to the framework entry requirements There are no additional requirements other than the general entry conditions.

14 ... level 4... Pathway 1 Job title(s) Creatives Creative Service Client Service Advertising Account Executive Job role(s) Creatives within the Advertising & Marketing Communications industry are responsible for the creative ideas and communications solutions developed for clients.they may produce concepts, write copy for varied media, develop visual designs or develop and maintain interactive content. Creative Service involves tasks found in Client Service roles, but there is also the need for involvement in some elements of the Creatives role including visual design. Client Service scope,organise and secure the platforms and channels needed to present the Advertising & Marketing Communications solutions developed by the Creatives. This may involve them quality assuring content, planning channel and platform usage and buying this. Advertising Account Executives act as the link between one or more clients and the rest of the agency. The executive is responsible for the daily management of one or more clients' advertising campaigns. They work within a project and create marketing communications solutions meeting client briefs.

15 ... level 4... Pathway 1 Qualifications Competence qualifications available to this pathway Knowledge qualifications available to this pathway

16 ... level 4... Pathway 1 Combined qualifications available to this pathway B1 - Level 4 Diploma in Marketing Communications (Advertising) QCF No. Ref no. Awarding organisation Credit value Guided learning hours UCAS points value B1a 600/6698/2 AIM Awards Relationship between competence and knowledge qualifications The combined qualification includes both competence and knowledge units. The split between knowledge and competence credits achieved will vary from learner to learner, depending on the optional units chosen. A minimum of 22 knowledge credits and minimum of 10 competence credits will be achieved from undertaking the mandatory units; the remaining knowledge and competence will be achieved through optional units. Knowledge and competence will be assessed separately within the qualification. Examples of knowledge assessment could be in the form of group classroom technical activity, specific technical workshop sessions and on-line platform study. Competence assessment could be in the form of a portfolio of products under development, 1-1 on-site delivery and planned assessment visits in the work place. All activity will be supported by an Individual Learner Plan. Candidates are required to achieve a minimum of 90 credits (476 GLH) from the units listed below: Mandatory units - 32 Credits (187 GLH): Awareness of employment in the creative media sector L/600/9037; Awareness of health & safety in the creative media sector D/600/8510; Theories, practice and standards in Marketing Communications - Advertising J/504/3077; Understanding own marketing communications - advertising employer and its market L/504/3078; Identifying clients operating contexts, portfolios and current marketing communications - advertising J/504/3080; Understanding clients needs and priorities for marketing communications - advertising L/504/3081; Collaborative working within marketing communications - advertising R/504/3082. Optional units - minimum 58 credits (289) GLH. Candidates will take a selection of units depending on their job role:

17 ... level 4... Pathway 1 depending on their job role: Identifying and understanding target audiences for marketing communications - advertising D/504/3084; Producing creative marketing communications - advertising concepts and solutions for clients H/504/3085; Producing copy for use in marketing communications - advertising M/504/3087; Producing visual design for use in marketing communications - advertising H/504/3099; Quality assuring marketing communications - advertising content T/504/3088; Using digital channels, platforms and social networks to deliver marketing communications -advertising A/504/3089; Planning platform or channel use F/504/3093; Buying channel or platform space or time L/504/3095; Presenting marketing communications - advertising solutions D/504/3098; Communicating using digital marketing/sales channels T/502/8624; Designing & developing a website L/601/3315; Website software R/502/4631; Imaging software R/502/4614; Database software T/502/4556; Designing and developing procedural computer programs T/601/3311; Designing and developing object-oriented computer programs T/601/3308; Develop & extend critical and creative thinking skills D/601/6464; Design Development, Creativity and Business Development R/501/8389; Leadership and People Management in the Design and Creative Industries J/501/8390; Intellectual Property Management in the Design and Creative Industries L/501/8391; Design Project Management for Creative Practitioners R/501/8392; Doing Business Globally Y/501/8393; Optimise web pages for search engines D/504/6244; Manage on-line engagement R/504/6094. When apprentices have achieved the required number and combination of credits, they will receive their Diploma, and claim their Higher Apprenticeship completion certificate from the certifying body Creative Skillset. From 1st March 2014, providers should upload Version 3 of the ACE Apprentice Declaration and Authorisation form as part of the certification process. This can be downloaded directly from ACE: Although ERR and PLTS are no longer mandatory elements within Higher Apprenticeships, and are not completion conditions of this framework, they have been mapped to the mandatory units. Links to National Occupational Standards (NOS) The Mandatory units are based on National Occupational Standards Marketing Communications - Advertising 2012

18 ... level 4... Pathway 1 Within the optional units: Advertising orientated units are based on National Occupational Standards for Marketing Communications - Advertising 2012; Digital/IT User units are based on National Occupational Standards IT User 2009 and Interactive Media and Computer Games 2012; the unit, Develop & Extend Critical and Creative Thinking Skills is based on National Occupational Standards Design 2009; and the unit, Communicating using digital marketing/sales channels is based on the Sales NOS Where contextualised optional qualifications for the Creative Industries have been based on a combination of other National Occupational Standards, Creative Skillset has contacted the relevant Sector Skills Councils/Bodies to inform them of the use of the units within the framework.

19 ... level 4... Pathway 1 Transferable skills (England) Functional Skills / GCSE (with enhanced functional content) and Key Skills (England) Apprentices must complete or have completed one of the English transferable skills qualifications and one of the Mathematical transferable skills qualifications listed below in order to successfully complete their Apprenticeship and this will carry the QCF five credit values. If they do not have these qualifications as part of their evidence an Apprenticeship certificate cannot be awarded. English Minimum level or grade Credit value Functional Skills qualification in English GCSE qualification in English (with enhanced functional content) * achieved before September 2012 and within the 5 years immediately prior to starting an Apprenticeship. ** achieved before September 2012, otherwise at any time prior to starting the Apprenticeship. Mathematics Minimum level or grade Credit value Functional Skills qualification in Mathematics GCSE qualification (with enhanced functional content) in Mathematics * achieved before September 2012 and within the 5 years immediately prior to starting an Apprenticeship. ** achieved before September 2012, otherwise at any time prior to starting the Apprenticeship. Inclusion of Information and Communications Technology (ICT) IMPORTANT: Please note that the achievement of Transferable Skills is no longer a mandatory requirement for Higher Apprenticeships. ICT skills to an appropriate level for this Higher Apprenticeship are implicit in the development of any entry requirements specified for this pathway, and their further development is integrated into the programme as necessary for the successful achievement of the Apprenticeship and performance of the job role.

20 ... level 4... Pathway 1 Progression routes into and from this pathway Progression into the Higher Apprenticeship in Advertising & Marketing Communications The minimum qualification requirements for entry into the Higher Apprenticeship in Advertising and Marketing Communications are the achievement of: GCSE qualification in English (with enhanced functional content) at grade C or above; or Functional Skills qualifications in English at level 2. and GCSE qualification in Mathematics (with enhanced functional content) at grade C or above; or Functional Skills qualification in Mathematics at level 2. Apart from those specified above, there are no other specific qualification requirements for entry onto this Apprenticeship; examples of achievements that may provide a useful introduction may include: Qualification achievements Advanced Apprenticeship in Creative and Digital Media or other related subjects; Advanced Apprenticeship in Marketing; QCF Awards, Certificates or Diplomas at Level 3 in Media or ICT related subjects; GCSE or A Levels in Media or ICT related subjects; Functional Skills or their equivalent, in ICT at Level 2; a (14-19) Foundation or Higher Diploma, especially those which incorporate creative and digital skills development. Please note - This list is not exhaustive, and other qualifications may also provide a useful grounding in the industry. There are some direct progression and credit transfer opportunities from particular vocational qualifications, such as the Level 3 Certificate in Preparing to Work in Creative Media. Other non-qualification achievements that may be useful include: a portfolio of evidence from work experience; non-accredited courses; volunteering; having previously worked or are working in the sector. Progression routes from the Higher Level Apprenticeship in Advertising & Marketing

21 ... level 4... Pathway 1 Communications The apprentice will be able to progress to employment, self-employment, or to further study. Employment progression With further experience, apprentices could move into roles such as: Art Buyer; Digital Producer; Digital Project Manager; Advertising Account Manager. Further work-based learning Relevant Trade Bodies and Professional Bodies sector specific training such as the IPA Foundation Certificate or the MAA Diploma in Integrated Marketing (if either of these is not taken as additional learning within the Apprenticeship); Continuous Professional Development (CPD) within the job role attained. Higher Education progression Progression from the Higher Apprenticeship in Advertising & Marketing Communications should be articulated to the relevant Higher level programmes of learning. Apprentices can progress to higher or professional levels such as Foundation Degrees, Higher National Diplomas/Certificates, BA Honours Degrees and related professional courses in subjects such as: Advertising; Public Relations and Media; Media and Communication Studies; Design; ICT. Progression arrangements into Higher Education, both formal and informal, should be explored and supported, as this will help to strengthen local partnerships and support progression opportunities through the range of vocational and academic provision. For details on Higher Education courses in marketing communications - advertising related subjects, please see the UCAS website For further information on career progression within the Advertising & Marketing Communications industry, please go to dvertising/ UCAS points for this pathway:

22 ... level 4... Pathway 1 Employee rights and responsibilities

23 The remaining sections apply to all levels and pathways within this framework. How equality and diversity will be met The Labour Force Survey (2010) stated that women represent 42% of the workforce in advertising, with Black, Asian and Minority Ethnic groups (BAME) making up 9% of the workforce. 39% of the current workforce are aged from 35 to 49 years old. Historically, Advertising & Marketing Communications employers have expected new entrants to be educated to at least degree level (57% of the workforce) and, as a result, there is a large pool of untapped talent. There also continues to be an oversupply of aspiring entrants and over 40% of the Creative Media workforce have reported that they undertook unpaid work placements in order to gain employment; this presents a barrier to those individuals who cannot afford to work for free in order to gain employment. Creative Industries employers face skills shortages and cannot recruit the talent they need, yet take up of s by these employers is low: only 9% of Creative Media businesses have ever offered an. This framework aims to: Provide an alternative non-graduate entry route into the industry; Increase the diversity of the workforce to greater reflect the diversity of the customer base; Increase the opportunities with the Creative Industries footprint. Entry conditions to this Apprenticeship do not discriminate against any individuals, with the Apprenticeship being open and accessible to all potential apprentices. Training providers and employers must also comply with the Equality Act to ensure that applicants are not discriminated against in terms of entry to and promotion within the industry, using the protected characteristics of: age; disability; gender; gender re-assignment; marriage and civil partnership; pregnancy and maternity; race; religion or belief; or sexual orientation. Creative Skillset is passionate about promoting diversity and is seeking and sharing good

24 Creative Skillset is passionate about promoting diversity and is seeking and sharing good practice across delivery partners, in order to highlight positive examples of marketing and communication materials, and other strategies and activities used to break down barriers to entry and to ensure a more diverse talent base. Creative Skillset is also marketing and communicating this framework to ensure consistency of message and is involved in a number of activities such as: Targeted training initiatives to get new talent from under-represented groups into the industry; Use of National Occupational Standards and Labour Market Intelligence to inform accurate careers information, advice and guidance; Providing links to training providers working with under represented groups; Providing links to organisations that provide media training, support and information to people with disabilities; Raising awareness of the under representation of people with disabilities in the industry s workforce by monitoring employment trends, identifying barriers to training and development and sharing that information with partners. For more details on research into the make-up of the sector, Creative Skillset s Diversity Policy and strategy and links to other diversity activities see the Creative Skillset website

25 On and off the job guided learning (England) Total GLH for each pathway GLH does not apply to Higher Apprenticeship frameworks. Minimum off-the-job guided learning hours How this requirement will be met Minimum on-the-job guided learning hours How this requirement will be met

26 Personal learning and thinking skills assessment and recognition (England) Summary of Personal Learning and Thinking Skills Creative thinking Independent enquiry Reflective learning Team working Self management Effective participation

27 Additional employer requirements There are two optional additional employer requirements that may apply within the Advertising and Marketing Communications Apprenticeship Framework. Apprentices working for IPA member bodies For apprentices working for IPA member bodies there is the optional element of achievement of the IPA Foundation Certificate. This is not a requirement for certification purposes, and the IPA Foundation Certificate will also be available to apprentices of non-member organisations if their employer requires them to undertake this. This requirement has to be completed once. It is anticipated that candidates wishing to take the Foundation Certificate will take this towards the latter stages of the when knowledge and competence will be further developed. The provider will liaise with the IPA to register the apprentice onto the IPA Foundation Certificate during the and for the examination process, and following successful completion of the Foundation Certificate, the apprentice will receive an AIM Awards Quality Mark Certificate for this course. Proof of this additional achievement is not required for framework certification purposes. For details of the IPA Foundation Certificate, go to e/professional-qualifications Apprentices working for MAA employers For apprentices working for MAA member companies: the achievement of the MAA Diploma in Integrated Marketing. This is not a requirement for Apprentice certification purposes, and the MAA Diploma in Integrated Marketing will also be available to apprentices of non-member MAA companies if their employer requires them to undertake this. This requirement would need to be completed once. It is anticipated that candidates wishing to take the MAA Diploma in Integrated Marketing will take this towards the latter stages of the when knowledge and competence will be further developed.the provider will liaise with the MAA to register the apprentice onto the MAA Diploma in Integrated Marketing during the, and following successful completion of the MAA Diploma in Integrated Marketing, the apprentice will receive an AIM Awards Quality Mark Certificate for this course. Proof of this additional achievement is not required for Apprenticeship framework certification purposes. For details of the MAA Diploma in Integrated Marketing, go to

28 For more information visit

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