Diploma in Visual Communication

Purpose

The purpose of the Diploma in Visual Communication is to prepare learners for dynamic roles in the creative industry, empowering them to design visual content that engages audiences and solves real-world communication challenges. The qualification is designed to equip learners with the creative, technical, and strategic skills required to communicate ideas visually across digital and print media. Through this qualification, learners will gain practical experience in graphic design, digital media, branding, illustration, photography, and motion graphics. They will learn to apply design principles, use industry-standard software, and develop conceptual thinking to create impactful visual solutions.

The target audience includes school leavers, aspiring designers, and creative individuals who are passionate about visual storytelling and want to pursue a career in design, advertising, publishing, marketing, or digital media. Learners will want to complete this qualification to build a strong foundation for a career in the creative industry, enhance their creative problem-solving abilities, and develop a professional design portfolio. The qualification also serves as a stepping stone for further studies in visual communication or related fields. By completing the Diploma in Visual Communication, learners will improve their employability in the design and media sectors, gain industry-relevant competencies, and be prepared to contribute meaningfully to creative teams in a wide range of industries.

The qualification equips learners with the skills to conceptualise, design, and produce visual content that meets industry standards. Upon completion, learners will understand the principles of visual communication, master industry-relevant software, and apply creative thinking to solve real-world design challenges in branding, advertising, social media, publishing, and marketing. This is an occupational qualification that prepares learners for direct entry into the creative industries as graphic designers, digital content creators, brand designers, and visual communicators. After achievement, learners will be able to plan and execute visual communication projects from concept to final production, demonstrating both creative and technical competence. They will be responsible for producing visual solutions that meet client briefs, applying best practices in design, and contributing to professional creative teams. The qualification also supports pathways into further vocational or academic studies in related creative fields, providing a platform for career progression and lifelong learning.

A qualified learner will be able

• To apply creative problem-solving skills to design visual communication solutions that meet client and audience needs.
• To demonstrate technical proficiency in industry-standard design software and tools, apply design principles across various media platforms, and communicate effectively through visual storytelling.
• Work both independently and collaboratively, managing design projects from concept to completion while meeting deadlines and quality standards. They will display professional conduct, critical thinking, and adaptability in a dynamic creative environment.
• To practice ethical and responsible design, considering social, cultural, and commercial contexts in their work.

In addition, Critical Cross-Field Outcomes (CCFOs) such as problem solving, teamwork, self-management, effective communication, interpreting information, and the responsible use of science and technology will be embedded in learning activities, ensuring that graduates are well-rounded professionals ready to contribute to the workplace and society.

Rationale

The qualification has been developed in response to substantial shifts in the creative industries, particularly the integration of design, digital media, and communication functions. The qualification addresses identified gaps in existing NQF-aligned qualifications, which often isolate these fields and no longer fully align with the demands of an evolving digital economy.

The need for this qualification was confirmed through consultation with industry stakeholders, including employers in the creative, media, and communication sectors. Input from advertising agencies, digital marketing firms, and corporate communication departments consistently highlighted a shortage of professionals with competencies in multidisciplinary visual communication, particularly in digital design, motion graphics, and content creation.

Sector bodies such as the South African Communication Industries Association (SACIA) and MICT SETA have acknowledged these as critical and scarce skills, as reflected in the National List of Occupations in High Demand (2024) published by the Department of Higher Education and Training.

The qualification supports national strategic goals including the Digital Economy Strategy, Creative Industries Master Plan (2022), and the National Development Plan 2030, by enabling inclusive growth and equipping graduates with skills essential for South Africa's digital and creative sectors. The curriculum incorporates elements of ethical communication, sustainable design, and digital responsibility, reinforcing its contribution to a green and socially aware economy.

The qualification is targeted at creatively inclined school leavers, individuals entering or transitioning into the digital design field, and professionals seeking to upskill. Many prospective learners will be drawn from communities where digital and creative skills serve as key pathways to employment and entrepreneurship.

The qualification supports both employment and articulation pathways, enabling graduates to

• Access junior to mid-level roles in design, marketing, digital media, and communication.
• Enter further study at NQF Level 7 in areas such as Visual Communication, Multimedia Design, or Graphic Design.
• Work across creative industries including film, animation, e-learning, and gaming.

Occupational roles aligned to the qualification include

• Graphic Designer
• Visual Communicator
• Digital Content Creator
• Motion Graphics Designer
• Brand or Social Media Designer
• UI Designer
• Multimedia Designer
• Illustrator

The Diploma in Visual Communication addresses industry-identified skills gaps, promotes youth employment, supports national development objectives, and provides learners with both workplace relevance and academic progression opportunities.

Recognition of Prior Learning

The institution has an approved Recognition of Prior Learning (RPL) policy, which is applicable to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to qualifications, as well as advancement within qualifications. RPL may be applied for access, credits from modules and credits for or towards the qualification.

RPL for access

• Learners who do not meet the minimum entrance requirements or the required qualification that is at the same NQF level as the qualification required for admission may be considered for admission through RPL.
• To be considered for admission in the qualification based on RPL, applicants should provide evidence in the form of a portfolio that demonstrates that they have acquired the relevant knowledge, skills, and competencies through formal, non-formal, and/or informal learning to cope with the qualification expectations, should they be allowed entrance into the qualification.

RPL for exemption of modules

• Learners may apply for RPL to be exempted for modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module.

RPL for credit

• Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal, and/or informal learning to obtain credits towards the qualification.
• Credit shall be appropriate to the context in which it is awarded and accepted.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, NQF Level 4, granting access to Diploma studies.

Or

• Senior Certificate, NQF Level 4 without endorsement.

Or

• National Certificate Vocational, NQF Level 4, granting access to Diploma studies.

Or

• Higher Certificate in Graphic Design, NQF Level 5.

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

Compulsory Modules, NQF Level 5, 120 Credits

• Art History 1, 15 Credits
• Basic Principles of Drawing 1A, 13 Credits
• Basic Principles of Drawing 1B,13 Credits
• Basic Principles of Marketing 1, 5 Credits
• Design Practice I A, 17 Credits
• Design Practice I B, 17 Credits
• Design Programs 1A,15 Credits
• Design Programs 1B, 15 Credits
• English Communication, 10 Credits

Compulsory Modules, NQF Level 6, 180 Credits

• Art History 2, 19 Credits
• Design Practice 2A, 20 Credits
• Design Practice 2B, 20 Credits
• Design Programs 2A, 22 Credits
• Design Programs 2B, 22 Credits
• Principles of Marketing 2, 3 Credits
• Principles of Photography, 6 Credits
• Art History 3, 10 Credits
• Design Programs 3A, 22 Credits
• Design Programs 3B, 20 Credits
• Workplace learning, 16 Credits

Compulsory Modules, NQF Level 7, 60 Credits

• Design Practice 3A, 27 Credits
• Design Practice 3B, 25 Credits
• Professional Practice, 8 Credits.

1. Demonstrate an understanding of the historical development of art.
2. Adopt principles of marketing in the design industry.
3. Conceive, develop and realise appropriate and innovative design solutions.
4. Demonstrate competence in applying a variety of traditional and digital media to execute design solutions.
5. Demonstrate knowledge of principles of photography.
6. Demonstrate successful development of Interpersonal skills.

Associated Assessment Criteria for Exit Level Outcome 1

• Explain the art history timeline and its significance.
• Recognise and describe key movements and developments in art history.
• Apply knowledge of art history to the research, development, and presentation of an academic article.
• Identify and analyse art history influences within design contexts.
• Identify artists and artworks associated with specific art movements.

Associated Assessment Criteria for Exit Level Outcome 2

• Explain processes and terminologies used in marketing
• Develop a basic marketing plan
• Discuss target audience identification in the context of the design approach and media use
• Identify and explain contemporary approaches to marketing

Associated Assessment Criteria for Exit Level Outcome 3

• Extrapolate key information from research findings to inform the development of design solutions.
• Develop design solutions that are conceptually and stylistically aligned with project specifications.
• Create and execute design solutions in a stylistically and conceptually innovative manner.
• Present design solutions in a professional and industry-appropriate format.

Associated Assessment Criteria for Exit Level Outcome 4

• Execute design solutions using relevant digital media in a professional manner
• Effectively manipulate and develop imagery using industry-relevant software packages
• Produce finished art for publishing
• Design solutions are effectively adapted for application to a variety of print and digital media

Associated Assessment Criteria for Exit Level Outcome 5

• Define and explain photographic terminologies and processes.
• Operate photographic equipment and apply basic processes to produce imagery across different genres.
• Generate original photographic content for use in visual communication contexts.
• Manipulate photographic content using digital tools and techniques.

Associated Assessment Criteria for Exit Level Outcome 6

• Analyse own behaviour in managing interactions across different social and professional situations.
• Apply creative forms and processes that promote self-esteem and self-reliance.
• Explore and develop social and interactive skills through engagement and practice.
• Demonstrate reflection on restorative influences to support self-awareness and self-definition.

Integrated Assessment

The assessment process will comprise formative and summative assessment methods. Integrated assessment will provide learners with an opportunity to demonstrate practical performance and understanding of concepts and theory across the Exit Level Outcomes to achieve competence in relation to the purpose of the qualification.

The Formative assessments are made up of theoretical assignments, practical projects and tests. The credit value of each module determines the number of formative assessments to be completed. The average of these formative assessments constitutes the semester mark that counts 60% towards the final mark.

Summative assessments

The examination could be made up of a variety of assessment methods. This examination counts 40% towards the final mark.