HND Advertising and Public Relations candidate information

HND Advertising and Public Relations

The HND Advertising and Public Relations will enable you to develop vocational strengths as well as a sound academic background to allow you to progress to employment or Higher Education and/or Professional qualifications. You will develop skills in:

  • Customer profiling
  • Digital marketing communications
  • Planning and developing advertising and public relations (PR) campaigns
  • Producing integrated communications campaigns
  • Media planning and buying
  • Market research planning and delivery
  • Advertising copywriting
  • Direct marketing and sales promotion
  • PR – strategic analysis, planning and application
  • Information Technology, communication and presentations

You will also develop ‘softer’ employability and life skills in areas that include research, planning and study. You will have opportunities to develop the Core Skills of Communication, Information Technology, Numeracy, Problem Solving and Working with Others at SCQF Level 6.
The award links with the new National Occupational Standards in Marketing.

Employment and Progression Opportunities

On achievement of the HND in Advertising and PR, you may be able to gain employment in a wide range of advertising, PR and media roles at a trainee manager or executive level along the lines of market research, advertising, Public Relations (PR), selling, media, event management and customer service in organisations/companies in both the private and public sectors such as:

  • advertising agencies (both full service and above the line)
  • media buying organisations
  • PR consultancies
  • design, sales promotion advertising and direct marketing organisations
  • sales departments; internal PR operations; internal advertising departments and  internal marketing departments of larger organisations

Progression Opportunities

There are routes from the HND in Advertising and PR into Year 1 or Year 2 of Degree courses. Whilst the range of Degree courses on offer can change from year to year, entry usually depends on a satisfactory UCAS reference and the grade received for the Graded Units. Typical relevant Degree courses include:

  • BA in Public Relations and Marketing and BA in Public Relations and Media from Queen Margaret University College, Edinburgh
  • BA in Marketing (plus other combinations) from Strathclyde University, Glasgow
  • BA in Marketing and BA in Media and Communications from Glasgow Caledonian University
  • BA in International Marketing (plus other combinations) from West of Scotland University, Paisley
  • BA in Communications with Public Relations from Robert Gordon University, Aberdeen
  • Range of combined Degrees, eg in Business Studies; Advertising; Marketing and Communications from University of Ulster

Furthermore, you could also progress to qualifications from a range of professional bodies such as:

  • Advanced Certificate and/or Diploma in Public relations from the Chartered Institute of Public Relations (CIPR)
  • Introductory Certificate in Marketing; Professional Certificate and/or Diploma in Marketing or Professional Post Graduate Diploma in Marketing from Chartered Institute of Marketing (CIM)
  • Diploma in Marketing Communications; Diploma in Digital Marketing or or Diploma in Managing Digital Marketing from Communication and Marketing Foundation (CAM)


As with all SQA qualifications, access to the award is at the discretion of the centre. However, in the main, candidates for the HND in Advertising and PR are required to have gained the HNC Advertising and PR mandatory Units (10 credits) plus between 2 – 5 credits from the optional Units. Examples of appropriate entry qualifications for the HNC Advertising and PR are:

  • appropriate groupings of National Units, for example those focusing 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
  • relevant work experience