Higher Certificate in Visual Communication

Purpose

This qualification aims to provide learners with fundamental discipline-specific knowledge, and will contribute to honing study, life and employment skills, which can make up for the deficiencies of the schooling system.

Upon completion learners will be able to

• Demonstrate an understanding of the elements and principles of Design.
• Demonstrate the ability to think conceptually using different theoretical approaches.
• Demonstrate an understanding of key terminology relating to the field of marketing and the marketing concept.
• Understand key computer skills in practical projects, research and skills development.
• Demonstrate knowledge of type terminology.
• Understand the principles of Business Management.
• Understand the role of drawing in idea development and final execution for visual communication.
• Collect, organise and critically evaluate information.

Rationale

The Higher Certificate (HC) will not only provide access to higher education, but also offer the opportunity to pursue a relevant Advanced Certificate, Diploma or a Degree.

The one-year qualification is designed as a foundation for Grade 12 learners who want to pursue a career in the advertising or graphic design communications industry. It is a knowledge-based skills development qualification of relevance to the industry, especially the creative disciplines, aimed at achieving the required competency for further workplace training or academic advancement.

Learners who did not achieve the required level of academic achievements in Grade 12, will be eligible for admission to a relevant Diploma or Degree can use this qualification as meeting the admission requirements for the 3-year Degree qualification or articulate to the Diploma in Creative Communications with relevant credits where applicable, in line with the Credit Accumulation and Transfer principles. Furthermore, this HC qualification will address the dire need for entry level skilled personnel as articulated both formally and informally by the Advertising and Communications Association (ACA), the professional association to which the institution belongs.

The assumption is that the Grade 12 learners' inability to attain the required APS is due to inter-alia, a lack of sufficient knowledge on study skills, and this qualification would address this assumed deficiency through provision of additional support and exposure to fundamental knowledge as well as life and employment skills. Through this HC qualification, the learners will be provided the opportunity to better prepare themselves for further tertiary education, as well as be equipped with the requisite fundamental knowledge enough to be employable in entry level positions in the creative communications industry.

The qualification is aimed at individuals who would like to enter the marketing and communications industry, and be employed in a small sized design or advertising agency, perform basic design and art direction functions. More specifically, those who obtain the HC may be employed in a print shop, since they will have acquired inter-alia, Desk Top Publishing knowledge and skills. By studying the Creative Business Practice module, learners may be employed as freelance designers or even start their own small businesses offering services such as logo design, brochures/poster/banners and basic e-mailers. Upon attainment of the HC, learners may consider continuing to pursue a relevant Diploma, with credits where applicable, or obtain admission to a Degree.

Recognition of Prior Learning (RPL)

Candidates who do meet the requirements as per our RPL Policy, may be considered for admission. The rationale of RPL will be applied and will also comply with National Regulations relevant to this policy. A cohort of learners may be admitted via RPL assessment. For example, there are many employees in the industry who may not have pursued any tertiary education, or their Grade 12 results may not have been suitable for admission to higher education at the time, and after years of practical experience and would like to obtain formal qualifications. By applying the RPL policy, some learners referred to above may be granted the opportunity to re-enter formal education with certification.

Entry Requirements

Access to the Higher Certificate is granted to all applicants who meet the minimum entrance requirements or who follow the available alternative route of entry. Applicants who are in a possession of a:

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

Or

• National Certificate Vocational Level 4 (NCV) granting access to Higher Certificate studies.

This qualification comprises compulsory, modules at level 5 totalling, 120 Credits.

• Fundamentals of Design, 20 Credits.
• Fundamentals of Advertising, 20 Credits.
• Computing for Visual Communication, 20 Credits.
• Basic Typography, 10 Credits.
• Fundamentals of Business Management, 10 Credits.
• Marketing Fundamentals, 10 Credits.
• Drawing for Visual Communications, 20 Credits.
• Academic Literacy, 10 Credits.

1. Demonstrate an understanding of the elements and principles of Design.
2. Demonstrate the ability to think conceptually using different theoretical approaches.
3. Demonstrate an understanding of key terminology relating to the field of marketing and the marketing concept.
4. Understand key computer skills in practical projects, research and skills development.
5. Demonstrate knowledge of type terminology.
6. Understand the principles of Business Management.
7. Understand the role of drawing in idea development and final execution for visual communication.
8. Collect, organise and critically evaluate information.

Associated Assessment Criteria for Exit Level Outcome 1

• Create dynamic compositions.
• Understand basic colour theory and how to use colour with effect.
• Understand the meaning and purpose of visual communication.
• Apply creative thinking techniques in order resolve to a brief.
• Apply methods and techniques to visual communication briefs.
• Present a body of work in a professional manner.

Associated Assessment Criteria for Exit Level Outcome 2

• Recognise a USP.
• Identify a human insight by analysing the relationship between a consumer's need and a product's benefit.
• Understand and frame a rational appeal.
• Understand and frame an emotional and hybrid appeal.
• Construct a layout by ordering a hierarchy of information.
• Define the consumer attitudes used in advertising.
• Understand branding and demonstrate the ability to work on widely differing brands.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate an awareness of the history and evolution of marketing and the challenges that it faces in the 21st century.
• Appreciate how marketing activities and strategies could affect other parts of the business and/or society.
• Show familiarity with the various techniques or procedures that could be applied to particular marketing situations.
• Identify and solve various marketing problems and recommend solutions by providing appropriate evidence or explanations for the solution/s provided.

Associated Assessment Criteria for Exit Level Outcome 4

• Know about scanning, correcting and saving imagery for further use in creative briefs.
• Prepare print ready files.
• Understand various paper stocks and when to use them.
• The correct procedure for saving a PDF.

Associated Assessment Criteria for Exit Level Outcome 5

• Use type effectively for different types of media.
• Combine typefaces successfully.
• Design within a grid structure.
• Know the various conventions of typographic usage.

Associated Assessment Criteria for Exit Level Outcome 6

• Demonstrate knowledge and understanding of the basic principles in Marketing Management.
• Demonstrate a basic understanding of the concept of Public Relations Management.
• Demonstrate a basic understanding of the methods and procedures of Financial Management.
• Understand the importance of the Human Resource function.
• Demonstrate a basic understanding of Purchasing Management.
• Understand the importance of Operations Management.
• Demonstrate a broad understanding of what Administrative Management is and its importance in Business Management.

Associated Assessment Criteria for Exit Level Outcome 7

• Interpret content into communicative visual imagery.
• Know how the drawing processes can be used to develop ideas and create strong visuals.

Associated Assessment Criteria for Exit Level Outcome 8

• Demonstrate knowledge and understanding of plagiarism, paraphrasing and summarising.
• Effectively research topics and themes relating to their studies.
• Present well written assignments.
• Know about life, study, and employment skills.

Integrated Assessment

The nature of the modules reflect some relationships, for example Marketing Fundaments, Creative Business Practice and Fundamentals of Advertising; thus it is inevitable that there will be integration both in the teaching approach as well as with the assessment. The common them will be Creative or Visual Communication. This is will be demonstrated through the mini cases which would be used in both teaching and assessments.