Bachelor of Arts in Design in Digital Media

Purpose

The purpose of the qualification is to develop entry-level Digital Media designers, problem-finders and problem-solvers that have the competence to work independently as new media designers. The objective of this Degree is to develop learners who have thorough grounding in the knowledge and theory of new media design and who will be equipped to conduct design criticism and research, linked to the principles and skills required for entry-level Digital Design.

To achieve this purpose the qualification is structured around two major modules, namely Digital Media Design and Design Studies. Digital Media Design is primarily a studio module. Studio lectures are given where conceptual engagement is developed through critical reflection in design processes. Relevant design theory and research practices are developed here, enabling learners to apply integrated knowledge to solve complex Digital Media Design problems in complex and innovative ways and to use a broad range of design methods, processes and techniques competently to create innovative and professional Design. The theory-based Design Studies module aims ultimately to enable learners to develop theoretical and critical perspectives on design and demonstrate developed ability to conduct design research.

In addition to the two major modules, the modules Professional Design Practice 1 and 2 equip learners with the knowledge and skills required to act in a professional and ethical manner in a Digital Media Design working environment. This will increase the employability of learners and also contribute to the learners' ability to enter into a Digital Media Design career. The modules: Visualisation 1 together with Multimedia Technology 1 and 2 aim at equipping learners with specific visualisation, conceptualisation and technical skills with which to create advanced Digital Media Design solutions.

Rationale

The University is a comprehensive institution where opportunities to offer new qualifications exist. In addition to responding to the vision, mission, values and strategic thrusts of the University and Faculty, the need for a new Bachelor of Arts in Digital Media Design arises from the recommendations of the qualification review, the needs of the industry, national requirements, learners needs, envisaged learner intake and differentiation.

This Bachelor of Arts in Digital Media Design is design to develop the technical and analytical skills that learners need to be successful media practitioners in both the South African and global media industries. The emphasis in this qualification is on the principles and application of digital media design praxis where a critical engagement with theory will inform practice and research. The qualification will be inter-disciplinary: the convergence of image, text and audio will lead to the development of design thinking solutions in the areas of new media, including interaction design, moving image and digital culture. This Degree will equip the learner with analytical and creative skills, based in the lecture room, design studio and computer laboratory.

This qualification provide learners with conceptual competence in new media technologies, where opportunities to contribute to the continuing development and growth in the digital media industries locally and globally will be possible.

Recognition of Prior Learning (RPL)

The Faculty accepts Recognition of Prior Learning (RPL) as an integral part of education and academic practice. It is acknowledged that all learning has value and the Faculty accepts the challenge of assessing prior learning and awarding credit that is aligned to Faculty programmes to promote lifelong learning.

The purpose of the Institution's RPL policy which directs the Faculty's RPL procedure is to recognise prior learning in order to provide for access into qualifications, grant advanced standing in qualifications and grant credits for modules on the principles and processes that serve as basis for Faculty-specific RPL practices.

Entry Requirements

The following minimum admission requirements must be met

• A National Senior Certificate granting access to Bachelor's Degree studies.

Or

• Senior Certificate granting access to Bachelor's Degree studies.

Or

• A National Certificate (Vocational) NC(V) at NQF Level 4.

The qualification consists of compulsory modules at NQF Level 5, 6 and 7 totalling 360 Credits.

Modules at NQF Level 5, 96 Credits

• Digital Media Design IA, 12 Credits.
• Design Studies IA, 12 Credits.
• Digital Media Technology I, 30 Credits.
• Visualisation I, 24 Credits.
• Professional Design Practice I, 18 Credits.

Modules at NQF Level 6, 144 Credits

• Digital Media Design IB, 12 Credits.
• Design Studies IB, 15 Credits.
• Digital Media Design II, 40 Credits.
• Design Studies IIA, 12 Credits.
• Design Studies IIB, 15 Credits.
• Visualisation II, 30 Credits.
• Professional Design Practice II, 20 Credits.

Modules at NQF Level 7, 120 Credits

• Digital Media Design III, 70 Credits.
• Design Studies IIIB, 25 Credits.
• Design Studies IIIA, 25 Credits.

1. Solve complex digital media design problems innovatively by applying integrated knowledge and advanced conceptual thinking skills.
2. Use a range of advanced design methods, processes and techniques competently to create, present and argue for innovative digital media designs.
3. Act ethically and professionally within a digital media design context.
4. Demonstrate detailed knowledge of digital media design history and theory and conduct design criticism and research.
5. Design research and apply research findings strategically in response to complex and complex socio-environmental problems in appropriate deliverable formats.

Associated Assessment Criteria for Exit Level Outcome 1

• Knowledge of design principles is innovatively applied to solve complex digital media design problems of an acceptable range and scope.
• Digital media theories are applied in an integrated manner to innovatively solve complex digital media design problems.
• Advanced conceptual thinking and research skills are applied in an integrated manner to innovatively solve complex digital media design problems.
• Solutions to complex screen based digital media design problems are devised to show respect for conventions around intellectual property, copyright and plagiarism.

Associated Assessment Criteria for Exit Level Outcome 2

• Advanced digital media design processes are applied to create innovative digital media designs.
• A range of visual and digital skills are used to create and articulate professional digital media designs for screen.
• Presentation techniques and professional discourse are used persuasively to support and clarify design solutions.

Associated Assessment Criteria for Exit Level Outcome 3

• Appropriate ethical values and approaches are drawn on to make decisions in a digital media design context.
• Professional standards of conduct are adhered to in a digital media design context.

Associated Assessment Criteria for Exit Level Outcome 4

• Detailed knowledge of relevant South African and International digital media design history and seminal theory is demonstrated in writing.
• Design research is competently conducted by using a broad range of design research methods.
• Research findings are presented correctly using appropriate academic conventions.
• Evaluation and critique of design practice and products are competently conducted based on a systematic and defined framework.

Associated Assessment Criteria for Exit Level Outcome 5

• Research is undertaken in response to design problems that originate in broader society.
• Research findings are used to inform design decision making that respond to the relevant socio-environmental problems.
• Advanced design specific cognitive approaches to conceptualising and solving design problems are evident in the planning, organising and structuring of design products.
• A broad range of conceptual and visual communication skills are used in the development and production of design projects.
• A broad range of conceptual and visual communication skills are used in the art direction of design products.
• Digital technologies and techniques are accurately selected in reference to design aims.
• Digital technologies and techniques are used effectively and professionally to engineer, process and produce designs.
• Digital media products are tested against user needs and design aim an appropriate and professional manner.
• Reflective and/or knowledge based understanding of digital media design practices, principles and technologies are demonstrated in written and/or oral assessments.

Integrated Assessment

The Institutions' Assessment Policy requires that modules must include a minimum of four summative assessment opportunities in a 14-week semester module and a minimum of six summative assessment opportunities in a 28-week year module. Design Studies 1A, 2A, 3A, 1B, 2B and 3B are semester modules; each has four summative assessment opportunities per semester. Digital Media Design 1A and 1B are semester modules of which each has four summative assessment opportunities per semester. The remainder of the modules are year modules and these have six summative assessment opportunities per year.

The Institutions' Assessment Policy requires that assessment comprises both formative and summative assessments and be conducted on a continuous basis throughout the learning experience. Both types of assessment are therefore integral components of all the modules within the qualification.

Learners' progress in the qualification is monitored at a number of levels. Formative assessments take place on a continuous basis throughout the qualification and summative assessments are done in line with the Institutions' Assessment Policy. At mid-year learners receive a progress report that provides both them and their lecturers with a clear picture of progress to date and enables lecturers to identify at-risk learners timely.