Arrangements for: HNC Advertising and Public Relations. Group Award Code: G85H 15. HND Advertising and Public Relations. Group Award Code: G85J 16

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1 Arrangements for: HNC Advertising and Public Relations Group Award Code: G85H 15 HND Advertising and Public Relations Group Award Code: G85J 16 Validation date: February 2006 Date of original publication: May 2006 Version: 03 (February 2015)

2 Acknowledgement SQA acknowledges the valuable contribution that Scotland s colleges have made to the development of Higher National qualifications.

3 Contents History of changes Introduction Rationale for the revision of the award Title of the awards Background Rationale Overview of Stakeholder Consultation Summary of Feedback Other Related Qualifications Aims of the award Common Aims HNC General Aims HNC Specific Aims HND General Aims HND Specific Aims Table Linking Units to Aims of the Group Awards Target Groups Articulation with Higher Education Employment Opportunities Professional Body Recognition Access to Awards Award(s) structure Main Changes to Awards Main Changes to the Units in the Group Awards HNC Advertising and PR Structure HND Advertising and PR Structure Comparison with National Occupational Standards (NOS) Graded Units Core Skills Credit Transfer Arrangements Approaches to delivery and assessment Content and Context Delivery and Assessment Sequence of Delivery Re-assessment Eligibility for reassessment Developing alternative assessments Graded Units Sequencing Management Key Knowledge and Skills Re-assessment of Graded Units Assessment Strategy Assessment Integration Opportunities Delivery Modes Opportunities for Core Skills Development Assessment Exemplars Additional Resources General information for centres General information for candidates Key Skills and Knowledge Main Assessment Methods...27

4 8.3 Employment Opportunities HE Articulation Routes Professional Qualification Exemptions Core Skills Open Learning Glossary of terms Appendices...30 Appendix

5 History of changes It is anticipated that changes will take place during the life of the qualifications, and this section will record these changes. This document is the latest version and incorporates the changes summarised below. Version Description number 03 Revision of Unit: DG6M 34 International Marketing: An Introduction has been revised by H8PD 34 International Marketing: An Introduction and will finish on 31/07/ Revision of Unit: DM0V 34 Creative Industries: An Introduction has been revised by H4A1 34 and will finish on 31/07/2015. Date 09/02/15 24/09/13 1

6 1 Introduction This is the Arrangements document for the revised Group Awards in HNC and HND Advertising and Public Relations which were validated on 22 February This document includes: background information on the development of the Group Awards, its aims, guidance on access, details of the Group Award structures, and guidance on delivery. 2 Rationale for the revision of the award 2.1 Title of the awards The two revised awards, HNC and HND in Advertising and Public Relations will replace the two current awards. They will retain the existing titles for the revised Group Awards in line with stakeholders views that these titles continue to reflect the aims of the Group Awards, they are well-respected by industry and have an integrity that would prove invaluable to the revised Group Awards. 2.2 Background The original unitised HN Advertising and Public Relations Group Award was developed as a result of demand from industry in Scotland and was introduced in 1994 only as an HND qualification. This HND in Advertising and Public Relations was developed to meet an identified need in Scotland for a specialist qualification in advertising, public relations and the media which had previously been satisfied by the HND Communication Studies. This new HND in Advertising and Public Relations proved popular and was very successful in recruiting candidates, especially in city colleges. In 1996 there was further demand from stakeholders, especially candidates, for a dedicated HNC in Advertising and Public Relations to offer candidates opportunities at a more introductory level and which would offer more flexibility with their studies. Consequently, the HND in Advertising and Public Relations was revalidated in 1997 to take on board the current developments in the industry, in particular the movement towards independent media shops, and also to introduce the HNC in Advertising and Public Relations to meet demands of stakeholders. The uptake statistics for these two Group Awards are detailed on the following page. Since 1994, five centres in Scotland have been involved in the delivery of the HNC and HND in Advertising and Public Relations. These are: Aberdeen College Central College of Commerce Dundee College Perth College Stevenson College 2

7 Statistics ENTRIES product Total Award Titles code level 1996/ / / / / / / / /05 HNC Adv & PR G1BS HND Adv & PR G2C AWARDS Award Titles product Total code Level 1996/ / / / / / / / /05 HNC Adv & PR G1BS HND Adv & PR G2C Rationale Since the last revalidation of this Group Award in 1997, there have been significant changes in the industries served by the current awards and the revised awards have been developed to take account of market research information received from advertising, PR and media organisations. There have also been major changes in Higher Education provision in the sector, including the revision of programmes that were current back in 1997, as well as the development of new programmes which are now used as articulation routes for candidates completing the HNC and HND Advertising and Public Relations. Consultation with this significant stakeholder group formed part of the market research process. Feedback from candidates who have achieved the current HN Advertising and PR Group Award was also considered essential to the consultation process. The Qualification Development Team (QDT) felt it was important that candidate experience of the current qualifications should inform proposals for the future to ensure that that good practice across centres could be integrated into the new frameworks and more importantly, that candidates use of these qualifications to access HE and industry positions would prove invaluable. 2.4 Overview of Stakeholder Consultation Stakeholder Employers Delivering Centres Method of consultation Questionnaire sent to employers (information gathered on award content and structure) Focus group with six employers drawn from advertising, public relations and media organisations Initial seminar with representatives of all delivering centres to establish QDT Postal questionnaire to all delivering centres (this covered the structure and content of awards as well as suggestions for Graded Units) 3

8 Stakeholder Higher Education Ex students Method of consultation Four meetings of the QDT (the first focussed on the market research feedback, the second on the proposed award structures and the third and fourth considered new Units) Face to Face meetings with Course Leaders at Queen Margaret University College, Caledonian University and Paisley University E Mail correspondence direct with other Universities or via local colleges with links to Universities Focus Group with eight ex students Postal questionnaire to establish destination statistics 2.5 Summary of Feedback The consultation process with stakeholders highlighted the following main issues: there was a demand for the continuation of separate HNC and HND Awards the number and content of Mandatory Units should reflect the changes in the industry the number and content of Optional Units should be flexible to allow for local centre and industry needs there should be strong emphasis on communication as a Core Skill and where possible this should be made an integral part of relevant Units there was little demand for languages as part of either programme and they should be dropped the Graded Units should reflect the ethos of the new programmes and be practical and project based where possible the assessment methods should be holistic and integrated with the Units so that the learning process is not assessment driven the current Group Awards have been successful in articulating with HE and the new designs should at least meet these current standards there was general support for work experience and if this was not possible then a Unit should be included in the HND Award which allows candidates to undertake an investigation into a relevant organisation. there should be opportunities for candidates to develop analytical skills and personal development programmes 2.6 Other Related Qualifications The current SQA catalogue includes the following: National Qualifications (NQ) Courses covering Advertising, Public Relations and Media (SCQF levels 3, 4, 5, 6). These contain both exam based and project based courses. 4

9 Higher Higher Advertising and Public Relations (SCQF level 6) is currently on the SQA catalogue. Higher National Qualifications (HN) There are close links between the proposed qualifications in HN Advertising and Public Relations and HN Marketing (SCQF levels 7 and 8) which is currently under review. Several Units which have been common to both structures have been developed in partnership between the two review teams. There are also close links between the HN Advertising and Public Relations and the HN Communication and Media. 3 Aims of the award 3.1 Common Aims Both the HNC and HND Advertising and PR qualifications have certain common aims, these are as follows: Both qualifications follow the main thrust of all advanced qualifications by concentrating on the ability to demonstrate competences. Both qualifications provide a degree of choice for candidates and enable them to pursue a range of different employment, higher education and professional paths. Both qualifications provide flexibility in giving candidates opportunities to delay or accelerate academic or career directions. For example, HNC candidates can articulate with the HND qualification in a logical and easy manner. Equally, HND candidates can terminate their course at the end of the first year and obtain a HNC qualification. 3.2 HNC General Aims 1 To allow the candidate to develop a range of transferable skills, for example in oral and written communication, information and creative technology and working in groups with specific reference to advertising, public relations, media and marketing. 2 Enabling progression within the SCQF. 3 To ensure candidates have the opportunities to develop transferable skills including Core Skills to the levels demanded by employers and/or progression in higher education. 4 Building on previously acquired transferable skills. 5 Developing study and research skills. 5

10 3.3 HNC Specific Aims 6 To allow candidates to improve their educational qualifications for entry to the 2nd year of the HND or to undergraduate specialist/non-specialist degrees mainly at year 1 entry point. 7 To give candidates the opportunities to develop actual skills to enable them to obtain a career in Advertising, Public Relations and the Media at a junior level in a wide range of private and public sector agencies, consultancies and industry. 3.4 HND General Aims 8 Building on candidates previously acquired transferable skills. 9 Developing study and research skills. 10 Enabling progression within the SCQF. 11 To ensure candidates develop transferable skills including opportunities for Core Skills to the levels demanded by employers and/or progression in Higher Education. 12 To ensure candidates develop the range and depth of transferable skills achieved at the HNC level, particularly in the key areas of advertising, public relations and the media as well as practical skills in support areas such as market research, copywriting and creative technologies. 3.5 HND Specific Aims 13 To provide candidates with opportunities to obtain skills to enable them to achieve a career as a trainee manager/executive in a wide range of advertising agencies, PR consultancies and also private and public sector organisations 14 To enable candidates to develop their skills so that they will be able to progress to business, academic and professional qualifications at a higher level through an advanced entry route usually to year 3 entry point. 15 Preparation of HND candidates for progression to professional qualifications in the communication industries such as the IPR Graduate entry scheme or the CIM at a relevant stage. 16 Ensuring candidates have the options to permit an element of vocational specialisation. 6

11 3.6 Table Linking Units to Aims of the Group Awards The following table identifies how the aims are met by mandatory Units: Unit Aims Advertising: The Advertising Industry 1,2,3,6,7 Public Relations: Principles and Practice 1,2,3,56,7 Advertising: Media Sales 1,2,3,5,6,7 Media Analysis: Advertisements 1,5,6,7 Marketing : An Introduction 1,5,6,7 Consumer Behaviour and The Marketing Process 1,5,6,7 Marketing Research Theory 1,5,6,7 Communication: Presenting Complex 1,3,4,5,6,7 Communication For Vocational Purposes Using Software Application Packages 1,3,4,6,7 Advertising and Public Relations: 1,2,3,4,5,6,7 Graded Unit 1 Advertising: Developing a Campaign 8,9,11,12,13,14,15,16 Public Relations: Strategic Analysis, Planning and 8,9,11,12,13,14,15,16 Application Advertising: Research Techniques For Media Sales 8,9,12,13,16 Sales Promotion 9,13,16 Direct Marketing 9,13,16 Marketing Research Applications 8,9,12,13 Industrial Investigation 8,9,12,16 Digital Imaging 8,9,10,12,13,16 Advertising and Public Relations: 8,9,10,11,12,13,14,15,16 Graded Unit Target Groups The Advertising and PR awards are suitable for a wide range of candidates including: School leavers Candidates progressing from suitable NQ awards Adult returners to education Candidates in employment who wish to enhance their career prospects 3.8 Articulation with Higher Education There are a number of HN articulation routes for the awards either into Year 1 and 2 (with an HNC) or Year 3 (with an HND) and these are detailed below. Entry to these programmes is usually dependent on a satisfactory UCAS reference and specific conditions of either HNC or HND Graded Units. Centres should be aware that HE will require a specific combination of grades from the Graded Units of the HNC and HND awards. No information is available on this at present but when it becomes available it will be published in the History of Changes section of this document. 7

12 The following list provides details of articulation routes of past candidates: BA Media, University of Paisley BA PR with Media or Marketing or Psychology, Queen Margaret University College, Edinburgh BA Communication and Mass Media, Glasgow Caledonian University BA Marketing, Glasgow Caledonian University BA Communication, Napier University, Edinburgh BA Marketing Management, Napier University, Edinburgh BA Business with Marketing, University of Abertay, Dundee BA Corporate Communications, Robert Gordon s University 3.9 Employment Opportunities The awards have general aims to equip candidates with the skills to gain employment at a junior managerial level in the following vocational areas: Advertising agencies: both full service and above the line Media Buying Organisations Advertising Sales Departments of above the line media Public Relations Consultancies Internal PR Operations Internal Advertising Departments Internal Marketing Departments Design, Sales Promotion and Direct Marketing organisations The following list provides an indication of the types of positions taken up by HNC/HND candidates: Account Executive Advertising Sales Executive PR Consultant Copywriter Media Officer Advertising Sales Sales Manager Marketing Manager Marketing Officer Marketing Assistant Online Commercial Manager Account Handler Field Sales Manager Events Co-ordinator Marketing Production Assistant Trainee Account Executive Junior PR Account Executive 3.10 Professional Body Recognition The HND Advertising and PR gains exemption for the first stage of the Chartered Institute of Marketing examinations and candidates will enter at the Professional Diploma level. 8

13 4 Access to Awards As with all SQA qualifications, access to the awards is at the discretion of the centre. The following recommendations are for guidance only. Examples of appropriate entry qualifications are specified below. They are not exhaustive or mutually exclusive and may be considered in a variety of combinations. Scottish Group Awards in Advertising and Public Relations at Intermediate 2 or Higher any other relevant Scottish Group Award at Intermediate 2 or Higher appropriate groupings of National Units, for example those focussing on advertising and PR, media studies or creative technology any two National Qualifications at Higher, together with three Standard Grade passes at 3 or above an SVQ at level 2 or 3 in a relevant area different combinations of relevant National Qualifications, Vocational Qualifications and equivalent qualifications from other awarding bodies may also be acceptable relevant work experience for candidates where English is not their first language it is recommended that they possess English for Speakers of other Languages (ESOL) level 5 or a score of at least 5.5 in International English Language Testing System (IELTS) 5 Award(s) structure 5.1 Main Changes to Awards The previous HNC required candidates to complete 8 mandatory credits and 4 optional credits. The new HNC will require candidates to complete 10 mandatory credits and 2 optional credits. The previous HND required candidates to complete 18 mandatory credits and 12 optional credits. The new HND will require candidates to complete 22 mandatory credits and 8 optional credits. The introduction of Graded Units. Candidates have to achieve a 1-credit Graded Unit at SCQF level 7 to gain the HNC or first year of an HND; and a further 2-credit Graded Unit at SCQF level 8 in the second year to gain the HND. Both Graded Units are project-based and will assess the candidate s ability to carry out the planning, developing and evaluating of a practical assignment. The introduction of the Scottish Credit and Qualifications Framework (SCQF). Each Unit that is included in the awards has been levelled against a Unit descriptor. This levelling process ensures that the Units within the awards that are at the same level are broadly comparable in terms of the general level of difficulty Eleven Units were specifically written or revised for the development of these Group Awards. Of the other Units proposed within the framework, three were revised in consultation with the HN Marketing review and the others were drawn from relevant cognate areas (ie sector groups within SQA). 9

14 5.2 Main Changes to the Units in the Group Awards The current media Units Commercial Structure of The Media and Planning For Media Marketing have been combined in one Unit called Advertising: Media Sales to take a more integrative approach. Whereas before they were optional, this new Unit is now mandatory in response to industry demand. The previous Media Research Techniques Unit, which was optional for HND, is now a mandatory Unit for HND and an optional Unit for HNC in response to industry demand. A wider selection of Creative Technology Units have been introduced to meet local delivery needs. The previous Marketing Research and International Marketing Units, which were 2-credit Units, have now been replaced with their equivalent counterparts in single credit Unit format, to allow more flexibility across the Group Awards. The HND Unit Advertising 2, which was a 2-credit Unit has been replaced with a single credit Advertising: Developing a Campaign as some of the content of the original Unit reflected the aims of the HND Group Award and has now been integrated into the HND Graded Unit. The previous Information Technology Unit has been replaced with a newer IT Unit that allows the candidate to choose a wider and more relevant selection of computer packages. In response to stakeholder feedback, Economics is now a single credit Unit instead of 2 single credit Units and there is now no need for Accounting or Languages to be included. Stakeholders felt that working with others was very important and consequently a Unit called Interpersonal and Group Skills has been introduced. HE felt that personal development plans were very important and consequently the Unit Personal Development Planning has been introduced as an optional Unit across both frameworks. 5.3 HNC Advertising and PR Structure MANDATORY UNITS 10 credits Code SCQF Credit points SCQF level SQA Credit value Advertising: The Advertising Industry DV Public Relations: Principles and Practice DV7A Advertising: Media Sales DV Media Analysis: Advertisements DH4C Marketing: An Introduction DE3C Consumer Behaviour and the Marketing DG6L Process Marketing Research Theory DG6T Communication: Presenting Complex D5P Communication For Vocational Purposes Using Software Application Packages D85F Advertising and Public Relations: Graded Unit 1 DW2C

15 Code SCQF Credit points SCQF level SQA Credit value OPTIONAL UNITS 2 Credits Advertising Copywriting DV Advertising: Researching and Planning a DV Local Campaign European Media: Analysis and D7MD Investigation International Marketing: An Introduction H8PD 34* Principles and Practices of Selling DG6W Interpersonal and Group Skills D7XF Economic Issues: an Introduction DE3A Economics 1: Micro and Macro Theory and DE3G Application Digital Imaging DV New Media DV Advertising: Developing a Campaign DV Public Relations: Strategic Analysis, DV Planning and Application Advertising: Research Techniques for DV Media Sales Sales Promotion DV8X Corporate Identity DV Personal Enterprise Skills DK2M Personal Development Planning DE3R Law and the Communication Industries DH8K Creative Industries: An Introduction* H4A Direct Marketing DV8H Marketing: Brand Management DV8M International Marketing: The Mix DG6N Services Marketing DV8F Marketing Research Applications DG6R Industrial Investigation DV Consumer Behaviour: Research and Applications Total Credits Required 12 (96 SCQF Credit Points) 5.4 HND Advertising and PR Structure MANDATORY UNITS 22 Credits DV Code SCQF Credit points SCQF level Credit Value Advertising: The Advertising Industry DV Media Analysis: Advertisements DH4C Public Relations: Principles and Practice DV7A Advertising: Media Sales DV Marketing: An Introduction DE3C Consumer Behaviour and the Marketing Process DG6L

16 MANDATORY UNITS 22 Credits Code SCQF Credit points SCQF level Credit Value Marketing Research Theory DG6T Communication: Presenting Complex D5P Communication For Vocational purposes Using Software Application Packages D85F Advertising and Public Relations: Graded DW2C Unit 1 Advertising: Developing a Campaign DV Public Relations: Strategic Analysis, DV Planning and Application Advertising: Research Techniques for DV Media Sales Sales Promotion DV8X Direct Marketing DV8H Marketing Research Applications DG6R Industrial Investigation DV Digital Imaging DV Advertising and Public Relations: Graded DW2F Unit 2 OPTIONAL UNITS 8 Credits Advertising: Copywriting DV Advertising: Researching and Planning a DV Local Campaign European Media: Analysis and D7MD Investigation International Marketing : An Introduction H8PD 34* Principles and Practices of Selling DG6W Interpersonal and Group Skills D7XF Economic Issues: an Introduction DE3A Economics 1: Micro and Macro Theory and DE3G Application New Media DV International Marketing: The Mix DG6N Corporate Identity DV Consumer Behaviour: Research and DV Applications Services Marketing DV8F Personal Enterprise Skills DK2M Creative Industries: An Introduction* H4A Law and the Communication Industries DH8K Personal Development Planning DE3R Marketing: Brand Management DV8M Total Credits Required 30 (240 SCQF Credit Points) 12

17 5.5 Comparison with National Occupational Standards (NOS) The new National Occupational Standards (NOS) in Marketing have been developed by the Marketing and Sales Standards Setting Body (MSSSB), the government recognised standards setting body for marketing and sales. These NOS are the product of an extensive research project carried out by the MSSSB, between 2003 and The NOS are designed to act as a benchmark of best practice. Within the area of marketing, there are a number of NOS which relate to Advertising. The table below presents a mapping of the standards against relevant HN Units in Advertising. Marketing National Occupational Standard Develop advertising strategy Manage your own resources and professional development Evaluate advertising Ensure compliance with legal, regulatory, ethical and social requirements Work with other business functions Map organisations within their current and future marketing environment Obtain feedback from existing customers, suppliers and others Identify and monitor competitors marketing strategies and activities Define the need for research Analyse research data Evaluate and interpret findings and identify connections in complex data Define the customer experience Establish and understand potential market segments Demonstrate the value of marketing to the organisation Create and develop brand identity characteristics Develop an understanding of the client SQA HN Units Advertising: Developing a Campaign Advertising: Researching and Planning a Local Campaign Personal Enterprise Skills Personal Development Planning Media Analysis: Advertising Advertising: The Advertising Industry Law and The Communication Industries Public Relations: Principles and Practice Not explicitly covered Not explicitly covered Principles and Practices of Selling Not explicitly covered Marketing Research Theory Consumer Behaviour : Research and Applications Advertising: Researching and Planning a Local Campaign Consumer Behaviour: Research and Applications Marketing Research Applications Consumer Behaviour: Research and Applications Marketing Research Applications Consumer Behaviour and the Marketing Process Marketing: An Introduction Advertising and Public Relations: Graded Units 1 and 2 Marketing: An Introduction Corporate Identity Advertising: The Advertising Industry Consumer Behaviour and the Marketing Process 13

18 Marketing National Occupational SQA HN Units Standard Develop a marketing communications Advertising and Public Relations: Graded strategy and plans for products/services Units 1 and 2 Develop the creative product Advertising and Public Relations: Graded Units 1 and 2 Develop a media plan Advertising: Media Sales Advertising and Public Relations: Graded Units 1 and 2 Develop an advertising campaign Advertising: Developing a Campaign Advertising: Researching and Planning a Local Campaign Negotiate and buy media space Advertising: Media Sales Advertising: Developing a Campaign Advertising: Research and Planning a Local Campaign Develop and implement direct-response tools Direct Marketing within advertising Market to target customers using Digital Imaging digital/electronic media Develop a communications strategy to Public Relations: Strategic Analysis, manage the organisation s corporate Planning and Application. reputation Lead marketing/marketing communications Advertising and Public Relations: Graded teams Units 1 and 2 Lead and manage marketing projects Advertising and Public Relations: Graded Units 1 and 2 Ensure effective marketing logistics systems Not explicitly covered Manage finance for an area of marketing Not explicitly covered operations Manage a marketing budget Not explicitly covered Monitor and solve customer service problems Not explicitly covered Manage and work with client accounts Advertising: Researching and Planning a Local Campaign Develop productive working relationships Interpersonal and Group Skills with colleagues Develop personal networks Personal Enterprise Skills Recruit, select and keep marketing colleagues Not explicitly covered Plan the marketing workforce Not explicitly covered Allocate and monitor work within marketing Advertising and Public Relations: Graded Units 1 and 2 Provide learning opportunities for marketing Not explicitly covered colleagues Encourage innovation Advertising: Researching and Planning a Local Campaign Advertising: Developing a Campaign 14

19 5.6 Graded Units For the HNC Award, one single credit Graded Unit at SCQF level 7 must be achieved. For the HND one double credit Graded Unit at SCQF level 8 must be achieved, in addition to the SCQF level 7 Graded Unit. 5.7 Core Skills Project based Graded Units assess the application of knowledge and skills in the planning and evaluation of a given task, while an examination assesses theoretical knowledge and understanding under invigilated conditions. A project rather than an examination will be used for the Graded Units for both awards. This is based on feedback from stakeholders, which indicated that projects would be better preparation for candidates for employment; the format would be best suited for capturing current good practice across centres; and that the project would be most appropriate to assess the candidate s understanding of the overall Group Award. For both HNC and HND Awards, a practical assignment will be used as the format for the project based Graded Units. It was felt that the skills developed in planning, developing and evaluating practical assignments would be best suited for candidates entering the communications industries and would be best suited for candidates meeting the aims of both awards. The recommended Core Skills entry and exit profiles are detailed below: Core Skill Entry SCQF level Exit SCQF level Communication 6 6 Working With Others 5 6 Problem Solving 5 6 IT 4 6 Numeracy Credit Transfer Arrangements For existing candidates the following credit transfer guidance is provided for the new Group Awards: Candidates may be given credit transfer between HNC/HND Units (developed using 1988 design principles) and the new HN Units (developed using 2003 design principles). A candidate who is transferring, from a Group Award in the same subject area, with a 12 credit HNC (or having completed the 15 credits necessary for the first part of a HND) should: achieve a Graded Unit(s) of 16 SCQF points at level 8 be given opportunities to develop Core Skills be given credit for the Units achieved in the previous award achieve the Mandatory Units in this award by credit transfer or normal study 15

20 obtain the remaining SCQF credit points required at the SCQF level to gain the award (either by credit transfer or normal study) Credit transfer can be given where there is broad equivalence between the subject related content of the Unit (or combination of Units). Candidates who are given credit transfer between previous HNC/HND Units and the new HN Units must still satisfy all other conditions of the Group Award of the new HNC/HND design principles, including the Mandatory Units and the correct number of credits at the correct SCQF level. The following table lists new and old Units with their Credit Transfer conditions: Title New Unit Title Old Unit Credit Transfer Conditions Advertising: The Advertising Industry DV72 34 Advertising 1: The Advertising Industry Full Transfer Advertising: Developing A Campaign DV74 35 Public Relations: Principles and Practice DV7A 34 Public Relations: Strategic Analysis, Planning and Application DV70 35 Advertising: Researching and Planning a Local Campaign DV76 34 Advertising: Media Sales DV75 34 Advertising: Research Techniques for Media Sales DV71 35 A6SN 04 Advertising 2: Planning and Producing Basic Advertising Material A6SP 04 Introduction To Public Relations D4VE 04 Public Relations 2: Planning and Implementing PR Campaigns A6SX 04 Advertising and the Media: Planning A Local Campaign D4VF 04 Commercial Structure of Media D5MF 04 Planning For Media Marketing D5ME 04 Media Research Techniques D5MD 04 Full Transfer Full Transfer Full Transfer Full Transfer Both Units required for Full Transfer Full Transfer Corporate Identity DV78 35 Corporate Identity D4VJ 04 Full Transfer Industrial Investigation Industrial Investigation Full Transfer DV79 35 D4VL 04 Advertising: Copywriting Creative Copywriting Full Transfer DV73 34 A Consumer Behaviour and the Behavioural Aspects of Full Transfer Marketing Process DG6L 34 Marketing A Consumer Behaviour: Research Buyer Behaviour A Full transfer and Applications DV77 35 Media Analysis: Advertisements Critical Analysis: Partial Transfer DH4C 34 Advertising D6D6 04 Marketing: An Introduction Introduction To Marketing Full Transfer DE3C 34 A6H8 04 Marketing Research Theory DG6T 34 Marketing Research A Full Transfer 16

21 Title New Unit Title Old Unit Credit Transfer Conditions Marketing Research Marketing Research Full Transfer Applications DG6R 35 A Communication: Presenting Communication : No Direct Credit Transfer Complex Communication For Vocational Purposes D5P3 34 Developing A Communication Strategy for Vocational Purposes D5P4 04 Sales Promotion DV8X 35 Sales Promotion D4VK 04 Full Transfer Direct Marketing DV8H 35 Direct Marketing A Full Transfer Digital Imaging DV60 34 CAD: Graphic Design 1 Full Transfer A67K 34 International Marketing: An International Marketing Full Transfer Introduction DG6M 34 A International Marketing: The International Marketing Full Transfer Mix DG6N 35 Principles and Practices of Selling DG6W 34 Economics 1: Micro and Macro Theory and Application DE3G 35 Law and the Communication Industries DH8K 35 Advertising and Public Relations: Graded Unit 1 DW2C 34 Advertising and Public Relations: Graded Unit 2 DW2F 35 European Media: Analysis and Investigation D7MD 35 Interpersonal and Group Skills D7XF 35 New Media DV68 34 Services Marketing DV8F 34 Personal Enterprise Skills DK2M 34 Creative Industries: An Introduction DMOV 34 Personal Development Planning DE3R 34 A Principles and Practice of Selling A6OW 35 Micro Economic Environment A6GX 04 Macro Economic Environment A6GY 04 Law and The Communication Industries A6S1 04 New to award New to award New to award Interpersonal and Group Skills A6S2 04 New to award New to award New to award New to award New to award Full Transfer Both Units Required for Full Transfer Full Transfer Full Transfer 17

22 6 Approaches to delivery and assessment 6.1 Content and Context The HNC and HND in Advertising and PR is designed for candidates who want to enter into junior managerial positions in a wide range of advertising agencies, public relations consultancies and media organisations. These industries demand candidates with highly developed practical skills and need candidates who have the ability to apply their knowledge to the relevant business environment. With this in mind, the qualifications have a strong focus on developing these skills especially with respect to communication skills which stakeholders felt were crucial for candidate entry to these industries. The qualifications also aim to prepare candidates for progression to a range of further programmes of study either in higher education of occupational qualifications in the workplace. 6.2 Delivery and Assessment The design principles for HN awards have encouraged a more holistic approach to assessment and this has been adopted in both qualifications. The new HN specification places emphasis on assessing the whole Outcome or combination of Outcomes rather than individual performance criteria. The new Unit specification allows the use of sampling of knowledge and/or skills. This has reduced the assessment loading for both candidates and centres. The Unit specifications detail exactly what Evidence Requirements and assessment procedures are for each assessment event and SQA is producing assessment exemplars for exemplification of the Mandatory Units. These Assessment exemplars will be available in the Autumn 2006 and will be accessible via the secure section on SQA s website. SQA co-ordinators have details of how to access these. A full Assessment Summary document is available in Section Sequence of Delivery Although all HN Units in both frameworks stand alone, it may be useful for centres to consider appropriate sequencing of these Units in order to develop a qualification that develops an overall synergy and that fully satisfies the aims of both qualifications. Most centres have either a 2 or 3 Block/Semester structure which would allow them to have a flexible delivery sequence. The following is a suggested delivery sequence for the mandatory Units for HNC and HND programmes using a 2 block/semester system: HNC Semester 1 Advertising: The Advertising Industry Consumer Behaviour and the Marketing Process Communication: Presenting Complex Communication for Vocational Purposes Marketing: An Introduction Marketing Research Theory 18

23 Semester 2 Using Software Application Packages Media Analysis: Advertisements Public Relations: Principles and Practice Advertising: Media Sales Graded Unit 1 Should centres have the added flexibility of a 3 block system then it is suggested that the Graded Unit be delivered over the last 2 blocks (further information on this follows underneath). Should centres only offer the HNC programme, then they should consider the sequencing of appropriate option choices to complete 12 credits. The choice of optional Units should be selected on the basis of benefits to the candidates in terms of progression pathways. HND Semester 1 Advertising: Developing a Campaign Advertising: Research Techniques for Media Sales Sales Promotion Direct Marketing Public Relations: Strategic Analysis, Planning and Application (2) Graded Unit 2 (2) Semester 2 Marketing Research Applications Digital Imaging Industrial Investigation (2) Public Relations: Strategic Analysis, Planning and Application (2) Graded Unit 2 (2) If centres feel that Semester 1 is too heavy, then they should consider end loading the time for the Public Relations: Strategic Analysis, Planning and Application Unit and the Graded Unit 2 to Semester 2. One hour per week in Semester 1 and 2 hours per week in Semester 2 is a suggested allocation. Should centres have the added flexibility of a 3 block system then it would be ideal to offer the Public Relations: Strategic Analysis, Planning and Application and Graded Unit 2 over the last two semesters. 19

24 6.3 Re-assessment The way that centres reassess candidates is integral to the way that they manage assessment as a whole and as such, will be subject to internal moderation. In order to ensure that the assessment process is as holistic as possible and that assessors are able to effectively judge candidates performance in the Outcome or Unit as a whole, it may not always be possible to reassess only those parts of the performance in which candidates have not satisfactorily demonstrated competence. Scenarios where candidates may require to re-do the whole assessment include: assessment which test knowledge and other cognitive skills and where it may not be possible to extract some of the items for reassessment where parts of several Outcomes are involved where a project has been designed as an integrated assessment and where there is a requirement to complete the project as a single complex task Candidates may require to do only part of an assessment where their evidence has been generated over a period of time and/or a discrete part of the Unit, such as an Outcome, has been assessed originally Eligibility for reassessment Candidates who have not satisfactorily demonstrated their attainment of knowledge and/or skills and/or competence in the whole or only part of an assessment may be considered for re-assessment Developing alternative assessments The design of the original assessments inform the reassessment process to a large extent, as these determine the type of assessment instruments used and the purpose of the assessment. Normally, centres build up banks of assessments which can be used in whole or part for reassessment purposes. Assessment writers should refer to the Unit specification when developing an alternative assessment and ensure that it is of equal demand to the original assessment and that it covers all necessary criteria for example Core Skill achievement. Where candidates have not provided satisfactory evidence for knowledge and/or skill items which have been sampled, they would normally be reassessed on a different sample. 6.4 Graded Units The following information is given as a guide for centres to manage and deliver the Graded Units for the HNC and HND effectively. 20

25 6.4.1 Sequencing Advice has already been given above about the suggested sequencing of the Graded Units in order to meet the aims of the two programmes. It is important that centres consider the purpose of the Units when sequencing them so that maximum benefit can be gained by candidates from the delivery of other Units on the programme. It would be unwise therefore to start a Graded Unit at the beginning of the programme since candidates will have little knowledge of other Units from which to draw. Similarly, it would not be beneficial for candidates to have the Graded Unit delivered at the end of a programme in a short time space. The knowledge and/or skills needed for successful completion of the Graded Units lies in the rest of the curriculum and the sequencing of these Units with the Graded Units in mind is of paramount importance. The suggested delivery schedules detailed above are an example of how the sequencing of the Units will maximise the benefits for candidates. At the beginning of the Graded Unit descriptors are recommended prior knowledge and skills and they have been taken into account when planning these suggested delivery programmes Management To deliver the Graded Units effectively, it is important that the management and ownership of these Units is held by the Course Team. This will mean that the team will be responsible for the delivery of the Units and that in effect the delivery of the Units is done using a multi-tutor model with one person having overall responsibility. This would mean that the tutor co-ordinating the team will be responsible for meeting with the External Verifier for the Unit. Staff should be allocated to deliver the Graded Units who have subject expertise in the areas detailed under Recommended Prior Knowledge and Skills. This may mean, for example, 2/3 members of staff being involved in the delivery of the HNC Graded Unit and possibly 3/4 members for the HND Graded Unit. Once again it should be stressed that the co-ordinating role is crucial and that decisions on staffing and delivery be made by centres well before the start of the academic year Key Knowledge and Skills For each of the Graded Units, the following are key skills which lie in the main subject Units and which are essential to meet the aims and assessment requirements of the Graded Units: HNC UNIT Advertising : The Advertising Industry Public Relations: Principles and Practice Advertising: Media Sales Communication: Presenting Complex communication for Vocational Purposes Marketing: An Introduction Marketing Research Theory Consumer Behaviour and the Marketing Process KNOWLEDGE AND SKILLS Structure of the Industry PR Tools Range of Media, Media Buying and Planning Delivery of Presentation The Marketing Mix Methodology Consumer Profiling 21

26 HND UNIT Advertising: Developing a Campaign Public Relations: Strategic Analysis, Planning and Application Advertising: Research Techniques for Media Sales Marketing Research Applications Digital Imaging KNOWLEDGE AND SKILLS Campaign Planning Campaign Planning Media Research Carrying Out Market Research Investigation Creative Proposals Re-assessment of Graded Units Re-assessment of a project-based Graded Unit would normally be based on an alternative assessment task. For the latter, centres would be encouraged to set the parameters at the start of the project class giving details of the draft submission date and final submission date. The overall grade is derived from the total number of marks across all the sections. The Conditions of Assessment section on the Graded Unit specification and the assessment exemplar gives additional guidance. 6.5 Assessment Strategy Summary of Assessment Direct Marketing Outcome 1 1,000 1,500 word report Outcome 2 as above Sales Promotion Outcomes 1 and 2 case study Media Analysis: Advertisements Outcomes 1, 2 and word extended response on each Outcome Consumer Behaviour and the Marketing Process Outcomes 1 and 2 case study Personal Development Planning Outcomes 1, 2 and 3 compilation of portfolio Personal Enterprise Skills Outcome 1 preparation of CV Outcome 2 interview role play Outcome 3 submission of portfolio Law and the Communication Industries Outcomes 1, 2 and 3 three case studies Using Software Application Packages Outcome 1 practical exercise Outcomes 2 and 3 case study European Media: Analysis and Investigation Outcome 1 extended response 1,000 words Outcome 2 as above or 15 minute oral presentation Outcome 3 extended response 1,000 words Economics 1: Micro and Macro Theory and Application Outcome 1 1,000 word extended response as report Outcomes 2 and 3 restricted response questions in controlled conditions 22

27 Interpersonal and Group Skills Outcome 1 1,000 word report or oral assessment Outcome 2 case study Outcome 3 role play group situation Communication: Presenting Complex Communication for Vocational Purposes Outcome 1 produce business document Outcome 2 presentation role play Outcome 3 meeting role play New Media Outcome 1 report in controlled conditions Outcome 2 as above Outcome 3 produce six frames and drawing elements Digital Imaging Outcomes 1 and 2 creation of digital imagery, finished creative solutions, use of storage devices and written questions Marketing: An Introduction Outcomes 1 and 2 case study and restricted responses International Marketing: An Introduction Outcomes 1 and 2 case study International Marketing: The Mix Outcomes 1 and 2 case study Marketing Research Theory Outcome 1 structures questions under controlled conditions Outcomes 2 and 3 case study Marketing Research Applications Outcomes 1 and 2 case study Advertising: Media Sales Outcomes 1 and 2 case studies Outcome 3 presentation Advertising: Developing a Campaign Outcomes 1 and 2 group presentation Advertising: Research Techniques for Media Sales Outcomes 1 and 2 case studies Outcome 3 presentation Advertising: The Advertising Industry Outcome 1 presentation Outcome 2 two written reports Advertising: Copywriting Outcome 1 1,000 word written report Outcome 2 production of report in response to creative brief Advertising: Researching and Planning a Local Campaign Outcome 1 1,000 report Outcome 2 presentation Consumer Behaviour: Research and Applications Outcomes 1 and 2 1,500 2,000 word report on chosen research topic Corporate Identity Outcomes 1 and 2 restricted responses Outcome 3 presentation Industrial Investigation Outcomes 1, 2 and 3 report Outcome 4 presentation 23

28 Public Relations: Principles and Practice Outcome 1 report Outcome 2 production of press pack Public Relations: Strategic Analysis, Planning and Application Outcome 1 1,000 word report Outcome 2 presentation Outcome 3 running a simulated press conference and press pack submission Advertising and PR: Graded Unit 1 practical assignment Advertising and PR: Graded Unit 2 practical assignment Principles and Practices of Selling Outcome 1 2,000 word report Outcome 2 simulated sales presentation Creative Industries: An Introduction Outcomes 1, 2 and 3 illustrated report Services Marketing Outcome 1 case study Outcome 2 1,000 2,000 word report 6.6 Assessment Integration Opportunities Within each Unit specification the section Guidance on delivery and assessment details ways to integrate Units and/or details the sequence of delivery in the HNC or HND. The table below indicates a few examples of how assessment could be integrated across Units. Communication: Presenting Complex Communication for Vocational Purposes (D5P3 34) Outcome 2 Marketing: An Introduction (DE3C 34) Outcome 2 Public Relations: Principles and Practice (DV7A 34) Outcome 1 Advertising: Developing A Campaign (DV74 35) Outcome 1 Using Software Application Packages (D85F 34) Outcome 2 Marketing Research Theory (DG6T 34) Outcome 1 Marketing : An Introduction (DE3C 34) Outcome 1 Interpersonal and Group Skills (D7XF 35) Outcome Delivery Modes The HNC and HND Advertising and PR are ideally suited for delivery on either a full time or part time basis. Both qualifications include a sufficient number of Units which are suitable for delivery on an open learning basis although some attendance at a centre would be desirable unless the candidate is able to provide video evidence of oral and group activity or access to interactive media. The practical nature of some of the Units could be difficult to undertake on an open learning basis. Flexible part time study with open delivery however, is a practical option where a candidate is in employment. 24