Bachelor of Arts Honours in Graphic Design

Purpose

This qualification typically follows a Bachelor's Degree, and serves to consolidate and deepen the student's expertise in a particular discipline and to develop research capacity in the methodology and techniques of that discipline. This qualification demands a high level of theoretical engagement and intellectual independence.

The Bachelor of Arts Honours Degree: Graphic Design is aimed at students who desire to engage with graphic design on a higher intellectual and professional level than is possible in a 360 credit Bachelor of Arts qualification. This qualification will aim to develop innovative, independent design enquiry and critical thinking through the application of basic research practice to inform design solutions. It will prepare students to specialise in a sub-discipline within graphic design and prepare them for further Postgraduate study in the field of design. The outcomes of the programme have been identified by practising professionals in the field as relevant an appropriate for a qualification of this nature.

This qualification combines the application of theory and basic research practice to direct the reach of design solutions more specifically at an intended target market, and deliver a visual message effectively for maximum impact.

Students will learn to challenge conventional design thinking to develop and apply more refined and innovative thinking processes which consider the impact and effectiveness of proposed solutions.

Rationale

The Design Education Manifesto of The International Council of Graphic Design Associates (ICOGRADA) states that design education should "integrate theory, history, criticism, research, and management to increase the production of design knowledge in order to enhance innovation and efficacy in respect of environment and human factors". Globally, businesses are becoming more reliant on digital media communication channels to reach markets. This trend has made the graphic design industry more competitive and design practitioners need to demonstrate the ability to solve more complex design challenges to compete effectively in the job market. This requires a higher level of innovative design thinking and problem solving than can adequately be mastered during a three year undergraduate degree programme. The programme is designed to be offered via distance education over a period of two years.

The Honours Degree: Graphic Design will position students to compete for design work more effectively by manifesting a deeper understanding of design solution development and the impact of design decisions on a market. Students will be prepared to approach design challenges critically and innovatively and produce solutions informed by research that will effectively meet client specifications, and draw the right attention in the global market place for a competitive edge.

Career opportunities for graduates of the Bachelor of Arts Honours: Graphic Design include

• Art directors in design and advertising agencies.
• Layout artists for editorial agencies.
• Graphic designers in web and multimedia companies.
• Junior lecturers in undergraduate programmes.

It is assumed that the student would have met the admission requirements and would thus be competent in the language of instruction (English) and the theoretical and practical knowledge and understanding accomplished at that level.

Recognition of Prior Learning

Learners may be granted access or advanced placement to the qualification through Recognition of Learning at the discretion of the institution.

Access to the Qualification

A Degree in Graphic Design or equivalent qualification.

The Bachelor of Arts Honours Degree: Graphic Design consists of 5 modules, all at NQF Level 8.

Modules

• Research Methodology, 15 Credits.
• Contemporary Design Discourse, 25 Credits.
• Visual Culture Studies, 20 Credits.
• Graphic Solution Design, 30 Credits.
• Research Practice, 30 Credits.

1. Evaluate contemporary design theories appropriate to given design challenges.
2. Perform research to develop and support design solutions.
3. Classify success criteria for given design challenges in a variety of contexts.
4. Independently solve complex design challenges by developing innovative human-centred design solutions that will effectively achieve defined objectives.
5. Evaluate the impact of visual communication through a design solution to gauge its effectiveness.

Associated Assessment Criteria for Exit Level Outcome 1

• Key concepts in design are articulated in a clear and concise manner in both written and oral modes.
• Visual communication is explained through the application of analytical and interpretive methods.
• Theoretical frameworks applied in design research are evaluated.

Associated Assessment Criteria for Exit Level Outcome 2

• A research problem related to contemporary graphic design is identified.
• A plan to conduct research to resolve the problem in an academically appropriate manner is proposed.
• Research is carried out by collecting and analysing data and presenting the results.
• An argument or solution rooted in published academic material is formulated.
• Research findings and solutions are effectively communicated through verbal and visual modes.

Associated Assessment Criteria for Exit Level Outcome 3

• A comprehensive client brief is developed that includes information regarding competitors, target audience and description of proposed design elements in the campaign.
• Criteria that are appropriate, achievable and assessable are developed.
• A timeline to determine completion of phases in the design process that will gauge progression and allow for ongoing assessment of developmental work completed is developed.

Associated Assessment Criteria for Exit Level Outcome 4

• Visual outputs clearly articulate proposed visual solutions to identified design problems.
• Design solutions are rooted in basic research findings.
• A strong visual continuity is evident among the graphic elements presented in a campaign.
• Design solutions are developed and then presented in a professional manner.
• Media and design solution techniques are innovatively applied.
• Visual solutions are executed professionally using appropriate industry related software.

Associated Assessment Criteria for Exit Level Outcome 5

• Design solutions are evaluated according to developed criteria.
• Areas for improvement are identified and explained.
• Plan of action for improvement is developed.

Integrated Assessment

Formative Assessment

Learning and assessment are integrated. Continual formative assessment is required so that students are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments based on the learning material and students are given feedback. The process is continuous and focuses on smaller sections of the work and limited numbers of outcomes.

Summative Assessment

Summative assessment is concerned with the judgement of the learning in relation to the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments which test the student's ability to integrate the larger body of knowledge, skills and attitudes that are represented by the Exit Level Outcomes as a whole. Examinations, projects, reports or equivalent assessments, such as a portfolio of evidence, assess a representative selection of the outcomes practised and assessed. Summative assessment also tests the student's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.

Integrated assessments will be designed to achieve

• An integration of the achievement of Exit Level Outcomes in a way which demonstrates that the purpose of the qualification as a whole has been achieved.
• The evaluation of learner performance which can provide evidence of applied competence.
• Criterion-referenced assessment which is clearly explained to, and understood by, the students and which can be applied in the Recognition of Prior Learning.