Higher Certificate in Web Publishing and Interactive Media

Purpose

This qualification is aimed at allowing the learner to master the latest web and motion graphic, design-related technologies. The learner would be able to develop and utilise design skills acquired in the qualification to produce professional, visual print and screen solutions to suit client needs. The qualification emphasises general principles and their application, and includes a simulated work experience or Work Integrated Learning (WIL) component and technology transfer.

The qualification will develop learners` skills and knowledge in intermediate to advanced web and interactive media design, to produce output-ready works, using industry-standard applications such as Adobe Flash, Adobe Photoshop, Adobe Illustrator and Adobe After Effects, Apple Final Cut Pro, web technologies such as HyperText Markup Language (HTML), eXtensible HyperText Markup Language (XHTML) and Cascading Style Sheets (CSS) and in addition, Word Press with all the essential skills needed to create documents for print and digital distribution.

Rationale

There is an urgent need for skilled digital and design graduates. The rapid advancements in technology in the web, expanding markets for web-based information and the video entertainment market, including television, movies, video, Internet outlets and motion graphic design markets have led to a greater demand for designers, both locally and internationally. Designers with website design and animation experience are needed for interactive media, web sites, video games, cellular phones, personal digital assistants (PDAs) and other technology. The Friends of Design academy is responding to the needs of the designers by introducing a qualification that will be able to address the urgent skills' shortages in the country.

The qualification encompasses practical exercises and practical projects in print design, interactive design, interface design, motion graphic and dynamic web design. It also pursues theoretical aspects of design, as well as business practice studies in the area of digital media. A strongly studio-based working method maximises opportunities for group work, peer learning and the development of a strong team ethos.

It is assumed that the learner is competent in

• The language of instruction of the provider.
• Communication at NQF Level 4.

Recognition of Prior Learning

This qualification may be achieved in part or wholly through Recognition of Prior Learning. Providers are required to develop structured means for the assessment of individual learners against the Exit Level Outcomes of the qualification. Such processes and procedures assess the individuals' experiences and competence acquired through formal, informal and non-formal learning.

Access to the Qualification

Learners will be admitted to this qualification on the basis of the following requirements

• Grade 12 Certificate.
• Senior Certificate or recognised equivalent.

All ten Modules are compulsory and are at NQF Level 5.

Modules

• Conceptualisation Techniques 1, 8 Credits.
• Interactive Screen Design, 8 Credits.
• 2D Animation and Motion Theory, 12 Credits.
• Web Technologies 1, 24 Credits.
• Game Design Theory, 8 Credits.
• Interactive Techniques, 20 Credits.
• Web Technologies 2, 16 Credits.
• Motion Graphics 1: Animation, Compositing and Visual Effects (VFX), 20 Credits.
• Motion Graphics 2: Video Production and Post Production techniques, 20 Credits.
• Digital Portfolio (DIGPORT), 16 Credits.

Total Credits: 152.

1. Apply and design the processes of a cross media project from conceptualisation, through digital execution, to final output.
2. Explore the production processes and design and develop safe, environmentally friendly materials.
3. Explain and demonstrate design literacy, online and in the business context.
4. Create a web standards-compliant, accessible game for a client.
5. Produce and present a body of work using Word-Press templates, XHTML and CSS integration.
6. Produce and present a body of work using Apple Final Cut Pro, Photoshop and Illustrator.

Critical Cross-Field Outcomes

All the Critical Cross-Field Outcomes are addressed in the qualification.

Associated Assessment Criteria for Exit Level Outcome 1

• Identify a need, a problem or an opportunity, or work from a brief.
• Collect, analyse, organise, interpret and acknowledge relevant information to guide the design process.
• Investigate different approaches and generate ideas to solve problems creatively, innovatively or intuitively, using a variety of methods.
• Investigate and utilise appropriate materials and production techniques of samples and prototypes.
• Evaluate generated ideas and generated improvements and select the best solution.
• Produce and present a body of work suitable to the screen environment.

Associated Assessment Criteria for Exit Level Outcome 2

• Apply and provide evidence of the design process.

> Range includes, but is not limited to: Collage, constructions, digital techniques, models, mind mapping and other forms of visualisation, such as scamps and storyboards.

• Demonstrate and create awareness of the various tools and production processes relevant to the Adobe Flash and the online medium choice.
• Demonstrate competence in selecting basic tools and techniques for an appropriate production solution.
• Present and communicate a design solution in a classroom environment.
• Employ and discuss the design elements and principles in the final body of work.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate a basic knowledge of the theory that underpins the description of design as a human activity.
• Discuss the purpose of the products, images, signs and symbols used in design.
• Differentiate and develop the value systems and traditions that influenced African and South African designs.
• Identify and analyse the methods and intentions of communities and individual design practitioners.
• Using one or more methods, compile and present findings.

Associated Assessment Criteria for Exit Level Outcome 4

• Create and develop a concept for a computer or video minor game.
• Develop and analyse working processes in a game development team.
• Calculate the time for creating a game concept.
• Identify and design an appropriate interface for the target market.

Associated Assessment Criteria for Exit Level Outcome 5

• Demonstrate an awareness of the various tools and production processes of Word-Press, XHTML and CSS.
• Present the use of mind mapping scamps and storyboards.
• Implement the steps to produce a hybrid site.

Associated Assessment Criteria for Exit Level Outcome 6

• Demonstrate the various tools and production processes relevant to Apple Final Cut Pro, Photoshop and Illustrator.
• Conduct an experiment using a variety of methods and techniques in the chosen graphics programmes (Apple Final Cut Pro, Photoshop and Illustrator) to be used in design process.
• Demonstrate an understanding of the tools and techniques required to create content for optical disc storage technology.

Integrated Assessment

Theoretical and practical components will be assessed together. The following assessment methods will be used

Formative Assessments: These are delivered in the form of

• Class exercises of varying levels of difficulty.
• Demonstrating the use of particular software tools in the software modules, such as Photoshop.
• Application of qualification tools within smaller controlled scenarios.
• Class assessments which facilitate the "building blocks" of learning and test the learners' comprehension of the subject matter as the content of the module is taught.

These smaller projects are practiced on an ongoing basis throughout the learning period.

Summative Assessments

• Detailed and complex practical projects are conducted at the end of each module to assess the learners' competency in each compulsory module.
• A further, final comprehensive project is required at the end of the qualification to assess the learners' competence in order to obtain the overall qualification.
• An example of summative assessment required is the final digital portfolio of the years' web and motion graphic works, delivered at the end of the qualification on DVD, complete with packaging, CV and business card.

Internal/ External Moderation

The academy follows standard moderation procedures and has external and internal examiners who conduct assessments and moderations according to the policy of the institution.