LICQual Level 4 Diploma in Sales and Marketing - Public Relations and Communications Assistant

The LICQual Level 4 Diploma in Sales and Marketing – Public Relations and Communications Assistant is an internationally recognized qualification designed to equip learners with in-demand skills in modern PR, brand management, media relations, and strategic communications. This dynamic course prepares professionals to thrive in fast-paced environments where communication, brand image, and public perception directly impact business growth and market presence.

Ideal for aspiring communication professionals, public relations assistants, marketing coordinators, and brand executives, this diploma blends theoretical knowledge with practical application. Learners will explore key areas including public relations strategies, digital media engagement, content creation, internal and external communications, brand messaging, event coordination, stakeholder management, and crisis communication planning.

Whether you’re looking to launch your career in public relations or enhance your current role in the marketing and communications sector, this qualification provides a strong foundation for professional development and career advancement. The course structure is aligned with global industry standards, offering practical skills that are immediately applicable across a range of sectors—corporate, non-profit, government, and media organizations.

Upon successful completion, graduates will be equipped to support PR campaigns, manage media inquiries, prepare press releases, organize promotional events, and foster meaningful relationships between businesses and the public. With a strong emphasis on ethical communication and strategic thinking, this diploma ensures learners are prepared to meet the evolving challenges of the public relations landscape.

Course Overview

Qualification Title

LICQual Level 4 Diploma in Sales and Marketing – Public Relations and Communications Assistant

Total Units

6

Total Credits

60

GLH

300

Qualification #

LICQ2200579

Qualification Specification

Download Qualification Specification

To enroll in the LICQual Level 4 Diploma in Sales and Marketing – Public Relations and Communications Assistant, applicants must meet the following criteria:

  • Age Requirement: Applicants must be at least 18 years old.
  • Educational Requirements: A Level 3 qualification in a related subject such as Marketing, Business, Communication, or Public Relations,
    OR
    An equivalent international qualification recognized by the relevant awarding body or educational authority.
    OR
    A high school diploma or secondary school certificate with strong communication skills and English language proficiency.
  • Experience: Although prior experience is not compulsory, learners with at least 1 year of relevant work experience in marketing, communications, customer service, or media roles will benefit significantly from the course content.
  • English Language Proficiency: Learners must demonstrate sufficient English proficiency in reading, writing, and communication. Non-native English speakers may need to provide evidence of English skills through a recognized test such as IELTS 5.5 or equivalent, or proof of previous education in English.

Qualification#

Unit Title

Credits

GLH

LICQ2200579-1

Foundations of Public Relations and Communication

10

50

LICQ2200579-2

Media Relations and Digital Communication

10

50

LICQ2200579-3

Strategic Communication and Campaign Planning

10

50

LICQ2200579-4

Crisis Communication and Reputation Management

10

50

LICQ2200579-5

Stakeholder Engagement and Internal Communication

10

50

LICQ2200579-6

Ethics, Law, and Professional Practice in Public Relations

10

50

By the end of this course, learners will be able to:

1. Foundations of Public Relations and Communication

Learning Outcomes:
Upon successful completion of this unit, learners will be able to:

  • Understand the fundamental principles, roles, and history of public relations.
  • Explain key communication theories and their application in public relations.
  • Identify the differences between PR, marketing, and advertising.
  • Analyse the role of PR in strategic brand positioning and business development.
  • Apply communication models to real-world PR scenarios.

2. Media Relations and Digital Communication

Learning Outcomes:
Upon successful completion of this unit, learners will be able to:

  • Understand the importance of media relations in public relations campaigns.
  • Write effective press releases, media advisories, and pitch letters.
  • Develop digital strategies for media outreach across social platforms.
  • Build and maintain professional relationships with journalists and influencers.
  • Evaluate the effectiveness of media coverage and digital communication tools.

3. Strategic Communication and Campaign Planning

Learning Outcomes:
Upon successful completion of this unit, learners will be able to:

  • Design strategic communication plans aligned with organizational goals.
  • Identify and segment target audiences for tailored messaging.
  • Select appropriate media and communication channels for different campaigns.
  • Develop timelines, budgets, and KPIs for PR campaigns.
  • Assess and improve communication effectiveness using evaluation methods.

4. Crisis Communication and Reputation Management

Learning Outcomes:
Upon successful completion of this unit, learners will be able to:

  • Identify potential reputational risks and crisis triggers.
  • Create and implement crisis communication plans.
  • Communicate effectively with media and stakeholders during a crisis.
  • Analyse post-crisis outcomes and recommend reputation recovery strategies.
  • Demonstrate professional judgement under pressure and during emergencies.

5. Stakeholder Engagement and Internal Communication

Learning Outcomes:
Upon successful completion of this unit, learners will be able to:

  • Identify and map key internal and external stakeholders.
  • Develop engagement strategies to foster stakeholder trust and loyalty.
  • Implement effective internal communication practices.
  • Analyse the role of organizational culture in communication.
  • Promote employee involvement and alignment with corporate messaging.

6. Ethics, Law, and Professional Practice in Public Relations

Learning Outcomes:
Upon successful completion of this unit, learners will be able to:

  • Understand the ethical responsibilities of PR professionals.
  • Identify legal issues related to privacy, defamation, and copyright.
  • Apply legal and ethical frameworks to public communication.
  • Follow industry codes of conduct and regulatory standards.
  • Promote transparency, accountability, and integrity in all PR practices.

The LICQual Level 4 Diploma in Sales and Marketing – Public Relations and Communications Assistant is ideal for ambitious professionals, career changers, and students eager to excel in PR, communications, and marketing. Whether you are starting your career, seeking international recognition, or aiming to enhance your skills in media and stakeholder engagement, this diploma provides the knowledge and practical expertise to succeed. It’s perfect for anyone ready to boost their career, gain credibility, and thrive in today’s competitive communications landscape.

1. Aspiring Public Relations Professionals

  • Individuals looking to start a career in public relations
  • Students seeking practical skills in communications and media
  • Beginners eager to understand corporate communication strategies
  • Those aiming to gain a recognized international PR qualification
  • Candidates looking to enter marketing and PR roles confidently
  • Learners who want to master brand communication techniques

2. Marketing and Communications Enthusiasts

  • Individuals passionate about sales, marketing, and public relations
  • Professionals who want to enhance brand promotion skills
  • Learners aiming to understand digital and traditional PR campaigns
  • Candidates seeking expertise in customer and stakeholder engagement
  • Those wanting to combine marketing strategies with PR skills
  • Professionals looking to implement effective communications plans

3. Career Changers

  • Professionals from other fields looking to move into PR and marketing
  • Individuals seeking certification to validate existing skills
  • Candidates aiming to improve employability in communications roles
  • Learners looking for international recognition in public relations
  • Those wanting a structured program to shift into PR or marketing
  • Professionals seeking growth opportunities in dynamic industries

4. Experienced PR or Marketing Executives

  • Public relations officers seeking formal certification
  • Marketing coordinators wanting advanced communications knowledge
  • Professionals aiming to enhance client and media relations skills
  • Executives looking to increase leadership and strategy expertise
  • Those wanting to strengthen credibility with an internationally recognized diploma
  • Professionals seeking higher career progression in PR and marketing

5. Entrepreneurs and Business Owners

  • Small business owners aiming to improve brand image and media presence
  • Entrepreneurs looking to enhance customer engagement strategies
  • Business leaders seeking practical marketing and PR tools
  • Individuals wanting to develop corporate communication plans
  • Professionals aiming to grow their business through effective promotions
  • Leaders wanting globally recognized skills in communications and sales

6. Students and Graduates

  • Recent graduates looking to enter PR, marketing, or communications roles
  • Students seeking a practical, internationally recognized diploma
  • Learners aiming to improve employability and career readiness
  • Those preparing for leadership or coordinator roles in communications
  • Individuals interested in gaining hands-on PR and marketing skills
  • Graduates seeking a competitive advantage in the job market

7. Sales and Marketing Professionals

  • Sales executives wanting to expand into PR and communications
  • Marketing staff aiming to enhance media and public engagement
  • Professionals seeking skills for integrated sales and communications campaigns
  • Candidates looking for flexible online learning with international recognition
  • Individuals aiming to boost career prospects with certified skills
  • Experienced staff seeking to stay competitive in the global marketing landscape

Assessment and Verification

All units within this qualification are subject to internal assessment by the approved centre and external verification by LICQual. The qualification follows a criterion-referenced assessment approach, ensuring that learners meet all specified learning outcomes.

To achieve a ‘Pass’ in any unit, learners must provide valid, sufficient, and authentic evidence demonstrating their attainment of all learning outcomes and compliance with the prescribed assessment criteria. The Assessor is responsible for evaluating the evidence and determining whether the learner has successfully met the required standards.

Assessors must maintain a clear and comprehensive audit trail, documenting the basis for their assessment decisions to ensure transparency, consistency, and compliance with quality assurance requirements.

Similar Posts