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Advertising and Public Relations HND

(SCQF level 8)

Marketing & Retail, Creative Industries

Applications closed

Mode of Study


Start Date

31st Aug 2020, 2 years


City Campus

Applications from International Students Welcome


This course trains you for a career in the communication industries. You will develop an understanding of the nature and function of advertising and public relations, within a wider marketing and marketing communications framework. The new HND in Advertising & PR further develops your skills in both traditional and digital areas of marketing research, consumer behaviour, campaign planning, media, copywriting and corporate identity. You will also learn how to communicate effectively in this environment by engaging with employers and decision makers from the industry throughout this course. You will have the opportunity to work with live clients. Theory and underpinning knowledge are fully covered to prepare you for further studies at degree and professional level.

Year 1 of this programme will allow you to achieve the HNC in Marketing Communications and allow you to continue on to the HND Advertising & PR in year 2.

The course is placed on the Scottish Credit Qualifications Framework at Level 8. For more information on the framework visit:

Entry requirements

Minimum entry requirements

Year one:
  • Two Highers at Grade C or above in relevant subjects; OR
  • NC or NQ qualification at SCQF level 6 in a relevant business subject; OR
  • Other equivalent qualifications or experience.

Year two:

  • Successful completion of a full-time HNC Marketing Communications course with 15 credits.

Additional selection requirements

  • You'll be invited for a group and/or individual interview where you'll get the opportunity to find out more about the course and tell us why you're interested in this subject area.

ESOL entry requirements

Applicants whose first language is not English should have minimum ESOL Intermediate level 2 or equivalent for NC/NQ courses and ESOL Higher for HNC/D courses.

What you study

In year 1 you will study the HNC Marketing Communications units:-

  • Graded Unit.
  • Digital Marketing Communications: Website Development & Content Development.
  • Marketing Introduction & Planning.
  • Marketing Research Theory. 
  • Advertising: The Advertising Industry & PR: Principles & Practice.

Other units include:-

  • Advertising Media Research.
  • Media Analysis:  Advertisements. 
  • Corporate Identity, Marketing: Brand Management. 
  • Advertising: Media Sales & Buying. 
  • Copywriting.
  • Public Relations: Strategic Analysis & Application. 
  • Developing a Digital Advertising & PR Campaign. 
  • Digital Imaging. 
  • Law & the Communications Industry. 
  • Economic Issues: An Intro.
  • Financial Accounting Statements: An Intro. 
  • Professional Sales: Principles & Practice.
  • Consumer Behaviour & the Marketing Process.

After the course


This course prepares you for a career in:

  • Advertising Agencies.
  • PR consultancies.
  • Digital/Social media companies.
  • Commercial, or media-based companies.
  • In-house marketing communications (advertising, PR, branding) across commercial and non- commercial companies, private and public sector.
  • Self -employment.

Continuing Study

You can apply for (mainly) 3rd-year entry to relevant university programmes:-

  • Glasgow Caledonian University: BA(Hons) Marketing, BA (Hons) Media.
  • Edinburgh Napier University: BA (Hons) Communication, Advertising & PR, BA (Hons) Marketing with Digital Media, BA (Hons) Marketing Management.
  • University of the West of Scotland: BA Marketing.
  • Queen Margaret University: BA/BA (Hons) PR, Marketing & Events.
  • University of Stirling: BA Digital Media, BA Marketing.

You can also progress onto professional Awards such as the

  • Chartered Institute of Marketing Professional Certificate/Diploma in Marketing.
  • Institute of Practitioners in Advertising Foundation Certificate.
  • Chartered Institute of Public Relations Certificate in PR.
  • CAM Diploma in Digital Marketing.


How the course is taught

Learning is blended and interactive using current theory and industry practice.  Active learning allows you to develop skills and a portfolio of work in order to demonstrate your competence to future employers/decision makers.

Assessment methods

The course is assessed on a continuous basis and takes the form of closed/open book assessments, reports and projects.  There are live and recorded presentations to assessors and industry professionals.

  • Mode of Study:
  • Start Date:
    31st Aug 2020, 2 years
  • Location:
    City Campus
  • Applications from International Students Welcome