Bachelor of Arts in Visual Communication

Purpose

At exit level of the qualification the learner will have the demonstrated the ability to

• Manage and evaluate a variety of research material using well-developed processes within the professional context of either Graphic Design/Art Direction/Illustration/Digital Design.
• Demonstrate integrated knowledge and understanding of a specific chosen area within the field of Graphic Design/ Art Direction/ Illustration/ Digital Design practice.
• Evaluate, select, combine and apply an appropriate production and reproduction technique from a variety of options to implement visual ideas in a professional context as part of specific specialised and industry focused Graphic Design/ Art Direction/ Illustration/ Digital Design projects.
• Produce thorough presentations of creative Graphic Design/ Art Direction/ Illustration/ Digital Design work, including well-developed arguments using appropriate professional and academic discourse and using industry related delivery methods.
• Create a coherence and consistency in the 'look and feel' of the creative communications across integrated media channels, traditional print and broadcast media to digital and social media applications.
• Engage in critical evaluation of their completed work and working processes within the context of Graphic Design/ Art Direction/ Illustration/ Digital Design and within the context of a specific role within the Visual Communications industry.

Rationale

The institution has a well-established and proud legacy over the last twenty years of enabling learners to enter a highly demanding and exacting vocation - that of the advertising industry specifically within the realms of Art Direction and Graphic Design. The qualification is reaffirmation of delivering a quality product that reflects both the credo of the institution as well as that of industry needs.

The qualification has been conceptualised based on the need to better reflect the demands of a fast changing industry. It was felt that the current offerings of the institution although still relevant did not echo the diversity of skills demanded by the vocational stakeholders and prospective employers in the visual communication industry.

There is a defined need for a more agile qualification that holds a trans-disciplinary approach across a wider range of disciplines that address vocational needs. Both the academic and industry needs are considered based on feedback from industry stakeholders as to a spectrum of learners' performances from other institutions with similar qualification outcomes.

The qualification will produce critical, conceptual and strategic thinking Graphic designers, Art Directors, Illustrators and Digital Designers with a highly crafted individual portfolio that will allow focussed pathways into specific fields within the visual communications industry. The role of the theoretical is to directly inform the practical in terms of research methodologies, strategic thinking and critical awareness. This not only prepares learners vocationally for an ever demanding ever changing visual communication industry with a focussed and crafted but also enables those with the demonstrated ability to articulate vertically or diagonally into further studies due to the academic rigor within the qualification.

The qualification further correlates with the intent of the National Qualifications Framework's objectives by the provision of clearly defined vocational pathways increasing the employment potential of the graduate. Further the Exit Level Outcomes of the qualification will provide for a highly employable but also critically aware learner capable of critical engagement but also strong entrepreneurial accumen to adjust to the demands of an ever-changing industry and contribute economically nationally.

Recognition of Prior Learning (RPL)

Recognition of Prior Learning is a key driver in the support of the transformation and readdress of the education and training systems and is part of the institution's commitment to be responsive to the providing of flexible entry routes to admission into the qualification aside from the prescribed.

These admission pathways are assessed on an individual basis for those who seek credit-bearing recognition of modules. This would be assessed according to the Exit Level Outcomes, Associated Assessment Criteria at a satisfactory level. This can also include part of or a full qualification.

Other forms of non-formal prior learning can be seen as equivalent to the prescribed minimum requirements for admission. To attain this, the applicant may have knowledge, skills and competencies gained through non-formal or workplace learning that can be recognised. These would again be treated on an individual basis and admission to the qualification will be determined by assessing a portfolio of evidence that will be submitted.

This could be supplemented by an assessment designed by the institution to assess the various skills and competencies needed to ensure both the variance but also the level so that the application has sufficient potential to meet the demands of the qualification.

Entry Requirements

To be able to gain access to the Bachelor of Arts in Visual Communication learners should be in possession of a

• National Senior Certificate (NSC) with admission to Bachelors' Degree studies purposes.

Or

• Senior Certificate (SC) with endorsement.

This qualification consists of compulsory modules at NQF Levels 5, 6 and 7 as well as elective modules at NQF Level 6 and 7, totalling 360 Credits.

Compulsory Modules, at NQF Level 5, 45 Credits

• Photography 01 (PH01), 15 Credits.
• Illustration 01 (Illustr01), 15 Credits.
• Digital Design 01 (DD01), 15 Credits.

Compulsory Modules, at NQF Level 6, 140 Credits

• Graphic Design (01 (GD01), 20 Credits.
• Art Direction 01 (AD01, 20 Credits.
• Marketing Communications 01 (MKT02), 18 Credits.
• Visual Studies 01 (VS01, 17 Credits.
• Photography 02 (PH02), 15 Credits.
• Digital Design 02 (DD202), 15 Credits.
• Marketing Communications 02 (MKT02), 18 Credits.
• Visual Studies 02 (VS02), 17 Credits.

Elective Modules, at NQF Level 6, 55 Credits (Learners will select one)

• Graphic Design 02, 40 Credits.
• Art Direction 02, 40 Credits.
• Digital Design 02, 40 Credits.
• Illustration 02, 40 Credits.

(Learners will select one)

• Graphic Design 02, 15 Credits.
• Art Direction 02, 15 Credits.
• Illustration 02, 15 Credits.

Compulsory Modules, at NQF Level 7, 50 Credits

• Visual Studies 3 (VS03), 20 Credits.
• Marketing Communications 03 (MKT03), 20 Credits.
• Work Integrated Learning (WIL), 10 Credits.

Elective Modules, at NQF Level 7, 70 Credits (Learners will select one)

• Graphic Design 03, 70 Credits.
• Art Direction 03, 70 Credits.
• Illustration 03, 70 Credits.
• Digital Design 03, 70 Credits.

1. Demonstrate integrated knowledge and understanding of a specific chosen area within the field of Graphic Design/ Art Direction/ Illustration/ Digital Design practice.
2. Manage and evaluate a variety of research material using well-developed processes within the professional context of either Graphic Design/ Art Direction/ Illustration/ Digital Design.
3. Evaluate, select, combine and apply an appropriate production and reproduction technique from a variety of options to implement visual ideas in a professional context as part of specific specialised and industry focused Graphic Design/ Art Direction/ Illustration/ Digital Design projects.
4. Produce thorough presentations of creative Graphic Design/Art Direction/Illustration/Digital Design work, including well-developed arguments using appropriate professional and academic discourse and using industry related deliver methods.
5. Create a coherence and consistency in the 'look and feel' of the creative communications across integrated media channels, traditional print and broadcast media to digital and social media applications.
6. Engage in critical evaluation of their completed work and working processes within the context of Graphic Design/Art Direction/Illustration/Digital Design and within the context of a specific role within the Visual Communications industry.

Associated Assessment Criteria for Exit Level Outcome 1

• Key terms, theories and concepts, elements and principles are evaluated and applied showing an in-depth understanding of how these relate to other areas of specialisation within Visual communications.
• The intrinsic function of all the components within Visual Communication is understood.
• Visual executions are crafted to demonstrate an original look and feel that is not trend centred and aligns with the concept.

Associated Assessment Criteria for Exit Level Outcome 2

• Relevant technical methods and tools are evaluated, adapted, combined and applied and those most suitable are used in a creatively to find either Graphic Design/Art Direction/Illustration/Digital Design solutions to a specific brand communication problem within a professional context.
• A variety of research materials are managed and evaluated using well-developed processes within the context of their personal practice.
• A strategic insight is used across a variety of appropriate media channels.
• Utilisation and interpretation of research to inform strategic intent of the creative work is demonstrated.
• A well-developed range of conceptualising methodologies to originate a 'big idea' are applied.
• A proposition is generated that flows throughout the visual communications.

Associated Assessment Criteria for Exit Level Outcome 3

• A variety of creative techniques are integrated into a diversity of Graphic Design/Art Direction/Illustration/Digital Design executions.
• An understanding of materials, substrates and mediums and their effect on the communication of a visual idea is displayed.
• A sophisticated integration or manipulation of imagery, copy is used.
• Production processes are articulated and demonstrated within the chosen media channels.

Associated Assessment Criteria for Exit Level Outcome 4

• Finished work across a variety of briefs is produced that and advanced levels of competency in the arrangement of visual content and the communication of information and ideas and creative problem solving and demonstrated.
• Rationalisation of the creative work thought and process in a presentation to a 'client' is displayed.
• A logical sequence and synergy is used in the presentation of research, insights strategy, big idea and media budget.
• Having a good cognisance of time involved in output of creative elements is displayed and the ability to prioritise accordingly to meet the requirement of the brief and deadline is demonstrated and met.
• Academic discourse and theories are articulated in order to build and debate a well-constructed argument around the visual communication elements presented.
• Integration of verbal and visual elements within a visual communication team presentation that will involve presentation of work in digital and print formats is used.

Associated Assessment Criteria for Exit Level Outcome 5

• The elements are considered and justified for choice of visual communication solutions in terms of materials, reproduction, and visual aesthetic.
• Highly resolved communications that demonstrate a refined understanding of narrative, hierarchy and technical competence in creative executions are presented.

Associated Assessment Criteria for Exit Level Outcome 6

• An awareness of the social and community contexts is displayed wherein one's disciplinary field.
• Engagement in critical evaluation of the context within their personal practice is located is demonstrated.
• Critical awareness and sensitivity to cultural, social and ethical practice is shown.
• Good time management is displayed to produce creative executions against a deadline.
• An awareness of the social and community contexts within personal field of practice is articulated and shown.

Integrated Assessment

Throughout this qualification integration of assessment will be used to constantly assess the learner's proficiency. Continuous formative assessment is required throughout the practical modules t with the learners in class as well as one to one consultations in the studio environment. This is also carried out in group consults whereby learners are encouraged to provide feedback on each other's' work and present their own ideas as part of the creative process.

After a deadline has been met there is a commitment to verbal and written individual feedback to the class within ten days. Verbal feedback is in the form of a critique for all practical courses.

Summative assessment points are at the end of the first semester in the form of examinations for the theoretical subjects and are then externally moderated.

For practical major modules summative assessment will take place in the form of a portfolio assessment that is internally moderated.

However, for the last year of the qualification the summative will be in the form of a portfolio submission that is assessed by the facilitator, moderated internally by a panel and finally externally moderated to ensure the Exit Level Outcomes are met.