Higher Certificate in Graphic Design

Purpose

The purpose of the Certificate in Graphic Design is to equip learners with the knowledge and skills necessary for an entry-level position either as a graphic designer or to study further at a degree-level. This qualification comprises six (6) modules (Introduction to Graphic Design, Graphic Design for Print, Graphic Design for Digital, Marketing, The Context and Ethics of Design, and Professional Practice). Learners gain an understanding of the key terms, concepts, principles, rules and theories applicable to each of these fields specifically, and to the practice of Graphic Design as a whole. They learn how to use techniques within the field of Graphic Design and how to plan and manage an implementation process within a well-defined and supported environment.

In the course of completing design projects, learners learn how to gather information from a range of sources, including oral, written or symbolic texts, to select information appropriate to the task, and to apply basic processes of analysis, synthesis and evaluation on that information. They gain the ability to identify, evaluate and solve defined problems within a given context, and to apply solutions based on relevant evidence and procedures. The learners also complete a three-week Workplace Learning internship where they can apply their practical and strategic skills as well as organisational and professional ethical codes of conduct that they learn in the classroom.

Finally, the learners compile a digital portfolio of creative work, (which is the industry standard for obtaining a position as a professional graphic designer) in which they have to communicate information reliably, accurately and coherently, using conventions appropriate to the context of a portfolio. Both in the portfolio of creative work and assignments they complete in the theoretical modules, they learn the conventions around intellectual property, copyright and plagiarism, including the associated legal implications.

The learners learn the necessary digital skills, i.e. of the industry-relevant software (among them Adobe Acrobat, Photoshop, Illustrator and InDesign), taught in an integrated framework with the design skills in each subject of the Graphic Design module. They apply these skills to executing a series of print and digital design projects.

The learners gain an understanding of how the three theoretical modules, where research, context, ethics, and the strategy and business of design are taught to support and integrate with the three practical modules. Finally, the learners learn soft skills - how to take accountability for their work, how to work effectively with and respect others, and, in a defined context, to take supervisory responsibility for others and for the responsible use of resources, where appropriate.

Rationale

The institution has identified a need for learners who aspire to a career as a graphic designer, but who don't necessarily have the time finances to commit to one of our three-year qualifications (e.g. BA in Visual Communications). However, this qualification enables learners to articulate into other qualifications in Visual Communications if they wish to obtain further education.

The intended learners are African (primarily South African) school-leavers with a National Senior Certificate pass or NQF Level 4 equivalent. It also caters for learners who have already completed another course of study but prefer to pursue a career in graphic design and need to enter the workplace with a skill. These might not be able to afford to commit to another multi-year qualification.

The mix of more traditional print-based and digital design projects that the learners complete gives them the cutting edge and is what markets need from a current graphic design projects. The support of the theoretical subject ensure that the learners understand the context, business and professional practice of design, which prepares them for a position in the world of commercial art.

In terms of alignment to a creative business school, this qualification is designed precisely with that in mind. Industry developments and the advent of new innovative work practices now mean that it is not enough for graphic designers to operate as discrete agents of art practices - they also need strong business and entrepreneurial focus that complement their design skills with both strategic and essential soft skills. Consequently, Red and Yellow has developed this qualification as a distinct hybrid in line with the institution's overarching position as a creative school of business.

Further, the Qualification contributes to regional and national goals in a variety of ways, including

• Broadening access to higher education.
• Recognition of Prior Learning.
• Inclusion of certain generic competencies.
• Inclusion of certain specific marketing, advertising and communication management competencies.
• Inclusion of certain specific digital design/content creation marketing competencies.
• Ensuring that learners are employable on graduation, but at the same time have the critical knowledge and theoretical competency to continue with further learning.

Recognition of Prior Learning (RPL)

RPL is a driver in support of the transformation and readdress of the education and training system, and is part of the institution's responsive commitment to responding to and providing flexible entry routes to the admission of the qualification, aside from the prescribed.

The institution assess these admission pathways on an individual basis for those who seek credit-bearing recognition or transfer of modules at HET level via relevant domains. The assessment according to the learning outcomes and assessment criteria at a satisfactory level.

Access entails the submission of appropriate documentation of results, transcripts, degree or diploma certificate, qualification outlines, practical or written work and evidence of work experience so that the content alignment. The internal Assessment Committee reviews the evidence.

Other forms of non-formal prior learning can be equivalent to the prescribed minimum requirements for admission. The institution can recognise as relevant a leaner's knowledge, skills and competencies gained through non-formal or workplace learning provided they meet the qualification's outcome requirements.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, NQF Level 4.

Or

• Senior Certificate, NQF Level 4.

Or

• National Certificate Vocational, NQF Level 4.

This qualification consists of the following compulsory modules at NQF Level 5 totalling 120 Credits.

Compulsory Modules at Level 5,120 Credits

• Introduction to Graphic Design, 8 Credits.
• Graphic Design for Print, 27 Credits.
• Graphic Design for Digital, 46 Credits.
• Marketing, 10 Credits.
• Context and Ethics of Graphic Design, 8 Credits.
• Professional Practice, 21 Credits.

1. Source and apply research information related to the field of Graphic Design.
2. Analyse and review design research information.
3. Select materials, media and processes for production.
4. Produce and present final design products that meet specific project requirements.
5. Manage and implement business processes in a design environment.
6. Utilise and apply digital skills to complete final design products.
7. Understand and integrate the context, history and ethics of graphic design.
8. Understand and communicate the role that business markets and the strategic approach to Marketing play in the development of Graphic Design products.

The following Associated Assessment Criteria are applied in integrated manner across all Exit Level Outcomes

• Produce an A2 poster to promote an event (of the lecturer's choice) using at least three elements and two principles of design.
• Identify a general target audience that best resonates with the chosen product.
• Apply understanding of online collateral gained during lectures by creating three (3) Social Media profiles and covers using the media platforms.
• Identify an NGO or existing cause campaign in South Africa.
• Identify and visualise a niche audience in the form of a profile highlighting their demographics and psychographics.
• Evaluate the content of the article in terms of design principles and elements, and determine the best layout and composition for online display.
• Design an exclusive, multi-faceted invitation for a specific brand/person/event.
• Design packaging for certain products.
• Produce a logo design and apply the logo according to a set of stationery and an item of livery.
• Design a website for a fictional character or organisation which are supplied by the lecturer.
• Select and improve on at least five projects completed though-out the year and compile them into an Interactive PDF using Adobe Indesign and Acrobat CC.
• Perform primary research regarding contemporary corporate identity design.
• Analyse and discuss the work created by a current agency.
• Conduct a SWOT-analysis on the brand's macro-environment.

Integrated Assessment

Formative Assessment

Learners complete a range of formative assessments throughout the year in line with each of the module outcomes. Formative assessment strategies include, among others, research, case studies, presentations, simulations, practical activities and written tests.

The assessments take the form of both group and individual assignments. The aim is to assess learners' theoretical knowledge and research capabilities and also their ability to apply their knowledge, as well as to assess their competency within a practical, real-world industry environment. The assessments allow learners to test, evaluate and build on knowledge in a practical and applied manner.

Furthermore, the assessments are designed to test the ability to work within a team to achieve a solution - a critical cross-field outcome - and to assess the individual's understanding of the key concepts and their application.

Summative Assessment

Integrated assessments, focused on the achievement of the exit level outcomes, are completed at the end of each semester - one of an applied knowledge (practical) nature in the form of a practical summative simulation assessment, one of a theoretical understanding and application nature in the form of a written individual examination. Added to that is a final research paper completed by individual learner in the form of an open brief.

The group projects, referred to as Practical Summative Simulation Assessments, are aimed at assessing the learner's ability to demonstrate and apply a critical understanding of the Marketing, Communication and Advertising concepts covered in the first half of the year (Intermediate Brand Challenge) and again at the end of the year (Advanced Brand Challenge). Integration of knowledge from all four modules is key as learners analyse and interpret active client/industry briefs into well-constructed marketing plans. These develop into strategic communication and media plans, backed by in-depth consumer research, analytics and measurement, resulting in strategic, creative solutions to real business challenges, enabling the building of strong brands.

The learners work in teams, mirroring the workplace environment, instilling the values and expectations of professionalism and accountability expected at this level. The challenges further involve briefing and working alongside creative teams.

The individual examinations are designed to assess the application of theoretical knowledge within the teaching and learning framework. These assess learners' theoretical knowledge and understanding of the core concepts as well as their ability to apply this knowledge appropriately.

The individual research project assess learners' ability to identify a marketing challenge, research solutions and formulate a strategic plan to provide solutions to the identified problems. Learners integrate the knowledge learnt across all four modules and apply the competence gained over the entire qualification.

Also, this qualification offers learners the opportunity to enhance their presentation, communication and team-dynamic skills, required to exceed the requirements of this qualification, as well as to succeed and excel in the workplace.

The following outcomes are included and assessed in this qualification

• Communicate and present information in a range of oral and written modes pertinent to the outcomes of a particular subject.
• Evaluate, analyse and articulate an argument within group projects.
• Evaluate and reflect on their own and others development and performance through individual and peer reviews/evaluations.
• Work in synergy as part of a team to investigate, analyse and recommend solutions to particular challenges.
• Conduct themselves in a professional and accountable manner.