Advertising & Marketing Communications (Wales)

What is an apprenticeship framework?

An apprenticeship framework is a definition of requirements for an apprenticeship programme. It is used by training providers, colleges, and employers to ensure that all apprenticeship programmes are delivered consistently and to agreed standards. Each framework includes details of the qualifications needed to be completed, the key skills targets, and any other requirements of the apprenticeship.

A typical framework consists of:


Centres must refer to the relevant full apprenticeship framework document on the Apprenticeships Frameworks Online (AFO) website here, however a summary of these requirements are shown below.

Advertising & Marketing Communications (Wales) FR03100

To achieve this apprenticeship, learners must meet the following requirements:

Entry Guidance into Apprenticeship Framework

The minimum qualification entry requirements for entry into this Higher Apprenticeship in Advertising and Marketing Communications are the achievement of:


AIM Awards offer Functional Skills in English, Maths and ICT at Entry 1 to Level 2. See our information page for more details on how to apply to offer these qualifications.

Competence/Technical Skills & Knowledge/Credits


Competence qualifications available to this pathway:


Knowledge qualifications available to this pathway:


Combined qualifications available to this pathway:

AIM Awards Level 4 Diploma in Marketing Communications (Advertising) (QCF)

Qualification Information

Learners must achieve all qualifications detailed in this section.



AIM Awards Level 4 Diploma in Marketing Communications (Advertising) (QCF)


Internally assessed and externally moderated assessment evidence


Assessment is competent / not competent. There is no grading

Progression Opportunities

Learners from this qualification will normally progress into employment within the advertising sector


9.3 Media and Communication

Qualification Number


Learning Aim Reference


Credit Value


Guided Learning Hours (GLH)

476 - 547

Learner Age Range

18+; 19+

Rules of Combination

Learners must achieve 90 credits in total. 32 credits must be achieved from the Mandatory Units and a minimum of 58 credits must be achieved from the Optional Units, of which 22 credits must be at Level 4. A minimum of 46 credits must be achieved at Level 4 overall. Barred units apply.

Qualification Specification


Transferable Skills

Essential Skills (Wales)

Employee Rights and Responsibilities (ERR)

Underpinning knowledge of ERR is addressed in the combined qualification through the following units:

​ERR must be completed by the end of the Apprenticeship period, and training providers will be required to submit proof of the achieved Combined qualification to the "certifying authority" in order to evidence completion of ERR.

On and Off the Job Learning

The minimum on the job and off the job training for the Advertising and Marketing Communications Higher Apprenticeship is 539 hours. This includes the accredited on and off the job training in the combined qualification, non-accredited on and off the job training activities such as induction and mentoring, Essential Skills Wales, and the time for Wider Key Skills and ERR to be achieved.

Further details can be found in the full apprenticeship framework document here.