Diploma in Visual Communication

Purpose

The purpose of this qualification is to produce qualifying learners who can demonstrate a blend of academic and applied skills as required by the Creative Communications profession and industry. This qualification has been designed to meet industry requirements. Qualifying learners will be able to work as graphic designers or as an art director. Learners who qualify as graphic designers will be able to design advertising, logos, packaging, corporate identity, information graphics, editorial graphics, documents and promotional and in-store point of sale material. Learners who qualify as an art director will be able to develop and present creative concepts and solutions for television, radio, print and outdoor advertising for promotional and in-store materials and for advertising or communication campaigns.

The Work Based Learning/Work Integrated Learning is designed such that learners get real life assignments and are exposed to the real world, rather than a simulated environment. Therefore, upon completion of the qualification, the learners are work-ready.

Rationale

This qualification has been designed for learners who want to pursue a professional career in the advertising or graphic design communications industry, but cannot pursue a Degree qualification. It is a knowledge-based qualification of relevance to the industry, especially the creative disciplines, aimed at achieving the required competency for workplace training or academic advancement.

Learners who did not achieve the required level of academic achievements at Grade 12 to be eligible for admission to Bachelor's Degree studies, can use this qualification to articulate to a Bachelor's Degree in Creative Communications with relevant credits, in line with the Credit Accumulation and Transfer's principles. Furthermore, this qualification will address the dire need for 'work-ready' personnel as espoused by the Advertising and Communications Association (ACA) members at various fora.

The qualification is designed for people who want to pursue an applied, practice/career-oriented qualification, which will enable them to 'hit the road running' when they enter the 'world of work'. According to the ACA, there is a shortage of skills, especially of 'work-ready' candidates; thus, this qualification will go a long way towards addressing this complaint from stakeholders.

Recognition of Prior Learning (RPL)

The institution subscribes to the National Policy for the Implementation of the Recognition of Prior Learning (RPL) developed by the South African Qualifications Authority (SAQA) in co-operation with the policies of RPL, Credit Accumulation and Transfer (CAT) and Assessment in Higher Education developed by the Council on Higher Education (CHE).

Access

RPL will permit access to the programme by the Institution based on the level and extent of one's knowledge and experience. One's prior learning is measured against specified and prescribed learning outcomes of the Diploma in Visual Communication.

Credits

Where prior learning is recognised in light of this qualification, credit will be given for prior certificated learning in accordance with established practice at South African higher education institutions. The amount of 'specific' credit granted is dependent on the match between prior learning and award towards the intended qualification.

Entry Requirements

The minimum entry requirement is

• National Senior Certificate (NSC) granting access to Diploma studies.

This qualification consists of compulsory and elective modules at Levels 5 and 6 totalling 360 Credits.

Compulsory Modules at Level 5: 160 Credits

• History of Graphic Design and Advertising, 15 Credits.
• Drawing for Visual Communications, 15 Credits.
• Typography, 20 Credits.
• Creative Business Practice 1, 10 Credits.
• Marketing Fundamentals, 10 Credits.
• Photography, 10 Credits.
• Computing for Art Direction and Graphic Design, 15 Credits.
• Print Production, 15 Credits.
• Applications for Graphic Design 1, 25 Credits.
• Applications for Art Direction 1, 25 Credits.

Compulsory Modules at Level 6: 145 Credits

• Consumer Behaviour, 15 Credits.
• Creative Business Practice 2, 20 Credits.
• Marketing Management, 20 Credits.
• New Media Interactive Design, 20 Credits.
• e-Marketing, 20 Credits.
• Creative Business Practice 3, 20 Credits.
• Work Based Learning (WBL), 30 Credits.

Elective Modules at Level 6: 55 Credits (Select two modules)

• Applications for Graphic Design 2, 25 Credits.

Or

• Applications for Art Direction 2, 25 Credits.

And

• Applications for Graphic Design 3, 30 Credits.

Or

• Applications for Art Direction 3, 30 Credits.

1. Demonstrate an understanding of the digital revolution in advertising, marketing and marketing communication.
2. Demonstrate knowledge about the drawing processes that can be used to develop ideas and create strong visuals to communicate a brand.
3. Demonstrate an understanding of how the advertising business functions.
4. Develop the Packaging and Label Designs.
5. Pprepare and present a Portfolio of Evidence (POE) in a professional manner.
6. Interpret creative briefs and develop integrated communication campaigns.
7. Demonstrate first-hand experience of the agency/company environment and the demands involved.

Associated Assessment Criteria for Exit Level Outcome 1

• Use various digital applications for creative communication.
• Use Adobe software programmes in designing editorial, web and print applications for advertising and marketing communication.
• Apply the principles of role perceptual mapping in determining brand positioning strategies and identifying competitive advantage.

Associated Assessment Criteria for Exit Level Outcome 2

• Analyse the relationship between a consumer's needs and a products benefit and capture this in a visual form.
• Create dynamic compositions.
• Explain unique selling points.
• Frame a rational/emotional/hybrid appeal.

Associated Assessment Criteria for Exit Level Outcome 3

• Explain requirements of the various codes of practice governing marketing and advertising, such as Advertising Standards Authority (ASA).
• Provide a rationale as to why the methods of self-regulation and adherence to the abovementioned codes is necessary.
• Demonstrate negotiation skills and the ability to calculate the fee for once-off and on-going projects.
• Analyse the media landscape in South Africa and understand the impact of the changing landscape of target markets.
• Demonstrate how client relationships have to be managed to improve the financial performance of an agency.

Associated Assessment Criteria for Exit Level Outcome 4

• Create effective visual concepts on a package/label.
• Develop three-dimensional, ambient and expo design solutions.
• Apply the elements of publication and typographic design are applied.
• Conceptualise and develop ideas through typography and layout.
• Demonstrate an understanding of information hierarchy.

Associated Assessment Criteria for Exit Level Outcome 5

• Demonstrate evidence of professional portfolio assembly.
• Explain the strategic importance of a Portfolio of Evidence (POE).
• Present the POE in a professional and convincing manner.

Associated Assessment Criteria for Exit Level Outcome 6

• Interpret a creative brief and understand how to develop creative solutions.
• Integrate various social media applications in a campaign.
• Identify and understand the functions of various role-players.
• Demonstrate how various media can be used in a campaign.
• Develop and communicate creative solutions by working as teams.

Associated Assessment Criteria for Exit Level Outcome 7

• Demonstrate insight on the role of the creative specialisation (graphic design/art direction) in an agency/company.
• Engage with experienced industry/company professionals.
• Analyse agency briefs, projects or campaigns.
• Participate actively in presentations by prospective clients.
• Demonstrate professional work behaviour such as time management, punctuality and creativity.
• Demonstrate willingness to understand and learn first-hand, what transpires in practice.

Integrated Assessment

Considering that this qualification is a career/vocation oriented qualification which includes Work-Based Learning/Work Integrated Learning as an important component during the final year, all assessments will be conducted in an integrated manner through formative and summative assesmments, so as to ensure that the learners see 'the big picture' of what the qualification is preparing them for. Thus, several projects which will be assessed based on the Portfolio of Evidence submitted by the learner, will be testimony of how the learners managed to integrate knowledge gained from the various qualification modules into a co-ordinated project. What is also emphasised throughout the qualification is that teamship is critical for success in the advertising and communications industry. Thus, having an understanding and overview of the various functions in an advertising agency is of paramount importance if one is striving towards developing successful campaigns.