Edexcel BTEC Level 4 Diploma in Marketing Communications ... Edexcel BTEC Level 4 Diploma in Marketing

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  • Edexcel BTEC Level 4 Diploma in Marketing Communications (Advertising) (QCF) Professional Combined Competence and Knowledge Qualification


    First teaching March 2013

  • Pearson Education Limited is one of the UK's largest awarding organisations, offering academic and vocational qualifications and testing to schools, colleges, employers and other places of learning, both in the UK and internationally. Qualifications offered include GCSE, AS and A Level, NVQ and our BTEC suite of vocational qualifications, ranging from Entry Level to BTEC Higher National Diplomas. Pearson Education Limited administers BTEC qualifications.

    Through initiatives such as onscreen marking and administration, Pearson is leading the way in using technology to modernise educational assessment, and to support teachers and learners.

    References to third-party material made in this specification are made in good faith. We do not endorse, approve or accept responsibility for the content of materials, which may be subject to change, or any opinions expressed therein. (Material may include textbooks, journals, magazines and other publications and websites.)

    Publications Code BA034938

    All the material in this publication is copyright © Pearson Education Limited 2013

  • Qualification title covered by this specification

    Edexcel BTEC Level 4 Diploma in Marketing Communications (Advertising) (QCF)

    This qualification has been accredited to the Qualifications and Credit Framework (QCF) and is eligible for public funding as determined by the Department for Education (DfE) under Section 96 of the Learning and Skills Act 2000.

    The qualification title listed above features in the funding lists published annually by the DfE and the regularly updated website www.education.gov.uk/. The QCF Qualification Number (QN) should be used by centres when they wish to seek public funding for their learners. Each unit within a qualification will also have a QCF unit code.

    The QCF qualification and unit codes will appear on learners’ final certification documentation.

    The QN for the qualification in this publication is:

    Edexcel BTEC Level 4 Diploma in Marketing Communications (Advertising) (QCF)


    This qualification title will appear on learners’ certificates. Learners need to be made aware of this when they are recruited by the centre and registered with Edexcel.

    This qualification is accredited by Ofqual as being part of an Apprenticeship Framework – the Higher Apprenticeship in Marketing Communications (Advertising).

  • Welcome to the Edexcel BTEC Level 4 Diploma in Marketing Communications (Advertising) (QCF)

    We are delighted to introduce our new qualification, available for teaching from March 2013. This qualification has been developed to conform to the requirements of the Qualifications and Credit Framework (QCF).

    Focusing on the Edexcel BTEC Level 4 Diploma in Marketing Communications (Advertising) (QCF)

    The Edexcel BTEC Level 4 Diploma in Marketing Communications (Advertising) (QCF) has been approved as the combined qualification component of the Higher Apprenticeship in Marketing Communications (Advertising).

    This qualification is a nationally recognised, combined competence and knowledge qualification. The qualification has been developed in conjunction with employers from the advertising industry to give learners flexible access, through an alternative entry route to the industry. As part of the Higher Apprenticeship Framework the qualification supports learners in giving them career pathways for a variety of advertising roles, including account executive/coordinator. This combined qualification will enable learners to apply their knowledge and skills to real business issues in the workplace.

    Straightforward to implement, teach and assess

    Implementing BTECs couldn’t be easier. They are designed to fit easily into your programme and can be studied independently or alongside existing qualifications, to suit the interests and aspirations of learners. The clarity of assessment makes grading learner attainment simpler.

    Engaging for everyone

    Learners of all abilities flourish when they can apply their own knowledge, skills and enthusiasm to a subject. BTEC qualifications make explicit the link between theoretical learning and the world of work by giving learners the opportunity to apply their research, skills and knowledge to work-related scenarios, contexts and case studies. These applied and practical BTEC approaches give all learners the impetus they need to achieve and the skills they require to progress within the workplace or education.


    BTECs are understood and recognised by a large number of organisations in a wide range of sectors. BTEC qualifications are developed with key industry representatives and Sector Skills Councils (SSC) to ensure that they meet employer and learner needs – in this case, Creative Skillset and the Public Relations Consultants Association (PRCA). Many industry and professional bodies offer successful BTEC learners exemptions for their own accredited qualifications.

  • All learners need to get started

    To help learners get off to a flying start, we’ve developed an enhanced specification that gives learners all the information learners need to start teaching this BTEC qualification. This includes:

    ● a framework of equivalencies, so learners can see how this qualification compares with other Edexcel vocational qualifications

    ● information on rules of combination, qualification structure and quality assurance, so learners can deliver the qualification with confidence

    ● explanations of the content’s relationship with the learning outcomes

    ● guidance on assessment, and what the learner must produce to achieve the unit.

    Don’t forget that we’re always here to offer curriculum and qualification updates, local training and network opportunities, advice, guidance and support.

  • Contents

    What are Edexcel BTEC Level 4 Professional qualifications? 1 Edexcel Level 4 Diploma 2 Key features of the Edexcel BTEC Level 4 Diploma in Marketing Communications (Advertising) (QCF) 2

    Rules of combination 3 Rules of combination for the Edexcel BTEC Level 4 Diploma in Marketing Communications (Advertising) (QCF) qualification 3 Edexcel BTEC Level 4 Diploma in Marketing Communications (Advertising) (QCF) 4

    Assessment 7

    Quality assurance of centres 9

    Programme design and delivery 12 Mode of delivery 12 Resources 12 Delivery approach 12

    Access and recruitment 13 Restrictions on learner entry 13 Access arrangements and special considerations 13 Recognition of Prior Learning 14

    Unit format 14 Unit title 14 Unit code 14 QCF level 14 Credit value 14 Guided learning hours 15 Unit aim 15 Unit introduction 15 Learning outcomes 15 Assessment criteria 15 Unit content 15 Essential guidance for tutors 16

    Units 17 Unit 1: Awareness of Employment in the Creative Media Sector 21 Unit 2: Awareness of Health and Safety in the Creative Media Sector 27 Unit 3: Theories, Practice and Standards in Marketing Communications

    (Advertising) 33

  • Unit 4: Understanding own Marketing Communications – Advertising Employer and its Market 41

    Unit 5: Identifying Clients’ Operating Contexts, Portfolios and Current Marketing Communications (Advertising) 51

    Unit 6: Understanding Clients’ Needs and Priorities for Marketing Communications (Advertising) 57

    Unit 7: Collaborative Working within Marketing Communications (Advertising) 65 Unit 8: Identifying and Understanding Target Audiences for Marketing

    Communications (Advertising) 73 Unit 9: Producing Creative Marketing Communications (Advertising) Concepts

    and Solutions for Clients 81 Unit 10: Producing Copy for Use in Marketing Communications (Advertising) 91 Unit 11: Producing Visual Design for Use in Marketing Communications

    (Advertising) 101 Unit 12: Quality Assuring Marketing Communications (Advertising) Content 111 Unit 13: Using Digital Channels, Platforms and Social Networks to Deliver

    Marketing Communications (Advertising) 121 Unit 14: Planning Platform or Channel Use 133 Unit 15: Buying Channel or Platform Space or Time 143 Unit 16: Presenting Marketing Communications (Advertising) Solutions 151 Unit 17: Communicating Using Digital Marketing/Sales Channels 161 Unit 18: Designing and Developing a Website 171 Unit 19: Website Software 183 Unit 20: Imaging software 195 Unit 21: Database Software 205 Unit 22: Designing and Developing Procedural Computer Programs 213 Unit 23: Designing and Developing Object-oriented Computer Programs 223 Unit 24: Develop and Extend Critical and Creative Thinking Skills 231 Unit 25: Design Development, Creativity and Business Development 239 Unit 26: Leadership and People Management in the Design and Creative

    Industries 249 Unit 27: Intellectual Property Management in the Design and Creative

    Industries 259 Unit 28: Design Project Management for Creative Practitioner 267 Unit 29: Doing Business Globally 273

    Further information 280

    Useful publications 280 Professional body contact details 280

    Professional development and training 281

  • Annexe A 283 The Edexcel/BTEC qualification framework for the mark


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