Postgraduate Diploma in Creative Media Production

Purpose

The purpose of the Postgraduate Diploma in Creative Media Production qualification is to enable learners to advance their careers in the local and international creative media production industry and to prepare them to access further education in this field on NQF level 9. Furthermore, the qualification aims to the qualification prepare learners to compete effectively in the creative media industry by exposing them to creative problem-solving methods and techniques to examine the role and application of commercial and entrepreneurial principles and practices in the creative media industry.

The qualification is based on the results of consultations with industry leaders and academics, local and international, and incorporates the skills and competencies identified in the process. Further consideration was given to the skills and competencies acquired by degree holders in creative media design and production generally (local and internationally), to determine how to best build on that knowledge from a postgraduate perspective, to benefit both the learner's career growth and prospects for further academic studies.

Whereas undergraduate creative media design or production qualifications often include a strong focus on technical aspects of converting creative ideas into digital media, this qualification examines how the art of media design and production can best be applied to appeal to specific target markets, in order to commercialise the craft of the producer effectively, against the background of entrepreneurial practices relevant to the creative media industry.

The modules, Critical Enquiry and Design Thinking examine different problem-solving approaches, mainly to articulate meaning from target market perspectives, demands and expectations, in the context of commercial production. These modules also provide the relevant background for the modules Creative Industry Perspectives and Creative Media Entrepreneurship, which then follow, focusing on the commercial and business aspects of creative media production.

The qualification includes four electives, each focusing on a specialist area within creative media: game design & production, audio production, motion design and production, and film production. One elective must be chosen.

The two research modules in the qualification require learners to apply research principles and practices relevant to problem-solving in commercial game design and production. They will understand the role and purpose of research and be able to use research to solve design and production challenges. Graduates will be able to lead small teams to successfully engage in the creative media design and production industry.

Upon completion of the qualification, a qualifying learner will be able to

• Demonstrate the ability to identify and articulate clear and coherent relationships between creative media design and production, cultural contexts, and critical perspectives.
• Demonstrate informed knowledge and engagement in identifying and solving complex problems in contemporary creative media contexts by applying design thinking concepts.
• Demonstrate knowledge of and engagement in conceiving, designing, and planning a strategic and effective creative media production business model.
• Demonstrate the ability to conduct basic research to resolve a creative media production problem or question.

Rationale

The creative media industry consists of several specialist fields, including gaming, film, animation, and audio, amongst others. This is a field that has consistently grown globally over the past two decades and is primarily driven by small and medium businesses. With the continuously increasing demand for digital media, both for entertainment and business use, the demand for producers of creative media also continues to grow. In their Global Entertainment and Media Outlook 2020-2024, PricewaterhouseCoopers cite the emergence and adoption of 5G as one of the reasons that this industry will continue to grow, in addition to Covid-19 being responsible for a general consumer mind shift, raising the awareness of digital media consumption as an alternative option to participation.

As one example of consumer demands via internet channels, Netflix users have increased fourfold since 2015. Another example shows the gaming industry growing rapidly in South Africa: according to PWC's entertainment and media outlook, local video games market growth generated R3bn in 2017 and is set to increase by 15% pa to R6.2bn in 2022 (https://www.news24.com/fin24/Finweek, 2019).

This qualification will provide learners with the opportunity to progress both academically and in their careers and to participate and compete internationally in the creative media industry. In this way, they will be able to contribute to the local economy and the creative media industry in general.

The Postgraduate Diploma in Creative Media Production has been structured to provide learners with a skill set that will equip them to compete in the creative Media production industry and to commercialise their craft and work effectively. They will be able to compete in the international media production industry as producers and entrepreneurs. In that manner, they will be able to engage in and contribute to the industry as commercial creative media producers and/or employers.

The qualification will produce graduates who can efficiently contribute to the creative media industry locally and establish local networks, including with international media production houses. Graduates will be able to develop into local industry leaders and will be equipped to take up further studies at NQF level 9 in relevant fields.

Career and business opportunities for graduates exist in

• Creative Media Production.
• Creative Media Problem Solving.
• Creative Media Design and Development.
• Creative Design Problem Solving.
• Creative Media Entrepreneurs.
• Studio Owners/Producers/Managers.

Recognition of Prior Learning (RPL)

RPL for access

Learners may achieve this qualification in part through Recognition of Prior Learning (RPL). As such, the institution will recognise skills, knowledge, and experience achieved through formal, informal, and non-formal learning in accordance with its RPL policy. Prospective learners who do not meet entry requirements may also apply for RPL to enter the qualification.

A maximum of 10% of any cohort may be admitted based on RPL.

Modules for which applicants may receive Advanced Standing

A candidate wishing to apply for exemption from certain modules in the respective qualification must complete the RPL application form, indicating which modules they require exemption from and attaching all relevant documentation.

The candidate must submit this application to the campus's Managing Executive and Head of Academics will review the application. The application with its supporting documentation will be sent to the Dean for review on recommendation from the campus.

The Dean and the Academic Board will decide regarding the exemption or will refer it to the Academic Board. The outcome of the application will be communicated to the candidate by the relevant campus.

Modules for which applicants may receive Credit

A candidate who wishes to apply for credit for a specific module in the programme needs to have already completed the examination for that module or must make an application to the campus to write the relevant examination.

The outcome of the application will be communicated to the candidate by the relevant Managing Executive and Head of Academics.

Entry Requirements

The minimum entry requirement for this qualification is

• Advanced Diploma in Media Studies, NQF Level 7.

Or

• Bachelor of Arts, NQF Level 7.

Or

• Bachelor of Arts in Design in Digital Media, NQF Level 7.

This qualification consists of the following compulsory and elective modules at the National Qualifications Framework, Level 8, totalling 120 Credits.

Compulsory Modules, Level 8, 95 Credits

• Critical Enquiry, 10 Credits.
• Design Thinking, 10 Credits.
• Creative Industries Perspectives, 15 Credits.
• Creative Media Entrepreneurship, 15 Credits.
• Creative Media Research Methods, 15 Credits.
• Research Project, 30 Credits.

Elective Modules, NQF Level 8, 25 (choose one module)

• Advanced Game Studies, 25 Credits.
• Advanced Motion Design Studies, 25 Credits.
• Advanced Film Production Studies, 25 Credits.
• Advanced Audio Production Studies, 25 Credits.

Exit Level Outcomes

1. Demonstrate the ability to identify and articulate clear and coherent relationships between creative media design and production, cultural contexts, and critical perspectives.
2. Demonstrate informed knowledge and engagement in identifying and solving complex problems in contemporary creative media contexts by applying design thinking concepts.
3. Demonstrate knowledge of and engagement in conceiving, designing, and planning a strategic and effective creative media production business model.
4. Demonstrate the ability to conduct basic research to resolve a creative media production problem or question.

Associated Assessment Criteria for Exit Level Outcome 1

• Define and articulate the relationships between creative game production, cultural contexts and critical perspectives.
• Evaluate the quality and success of a range of creative media texts supported by relevant and reliable sources.
• Apply critical perspectives to the analysis of media in selected areas of creative practice.
• Apply knowledge and understanding of critical perspectives in creative design and production.
• Critically engage with current and future demands in creative media industries and apply the results in a project.
• Conceptualise a creative media project and apply critical concepts to creative industry practice.

Associated Assessment Criteria for Exit Level Outcome 2

• Apply design thinking concepts to produce creative solutions to complex problems.
• Construct innovative approaches and creative solutions that achieve project and professional goals.
• Reflect critically on the effective application of design thinking processes in professional practice.
• Examine the impact of scholarship and professional practice through critical evaluation of current and future demands and technologies in creative media practice.
• Engage in a user-centred design process to develop and prototype a conceptual solution to a complex problem within a creative media context.
• Effectively determine and justify the structural design of a creative project for implementation.
• Identify and define the emotion or attention design techniques being employed in a creative media project.

Associated Assessment Criteria for Exit Level Outcome 3

• Analyse the global media landscape and its influence to increase audience impact.
• Adapt innovative entrepreneurial producer practices to a business model.
• Critically review approaches to establish a disruptive production company by applying entrepreneurial practices.
• Investigate the evolution of fragmenting and niche audiences in response to digital age innovation.
• Investigate how success is measured and realised in the creative industry business.
• Design an effective business model for a creative media production organisation.
• Develop a plan to commercialise a small business start-up for creative media design and production.

Associated Assessment Criteria for Exit Level Outcome 4

• Design and develop a research proposal for a basic research project relevant to creative media design and production.
• Collect and analyse data relevant to a defined research problem.
• Produce a mini dissertation to report the findings of the research project in an academically appropriate manner.

INTEGRATED ASSESSMENT

Formative Assessments

The qualification follows an integrated assessment approach. Assessment practices are open, transparent, fair, valid, and reliable, and ensure that no learner is disadvantaged in any way. Learning, teaching, and assessment are inextricably interwoven and applied as continuing assessment.

Formative assessment is employed throughout the year to gauge and guide academic success, using a variety of different assessment instruments, relevant to the subject matter and learning objectives of each module.

Formative assessment instruments may include any combination of

• Tests.
• Quizzes.
• Assignments.
• Projects.
• Case-studies.
• Discussions.
• Portfolios and.
• Presentations.

Formative assessments are marked, and detailed feedback is given to learners to guide their learning and preparation to support the achievement of outcomes for the qualification.

Summative Assessments

Summative assessment for each module makes up 50% of the final year mark and may consist of an exam, portfolio of work, assignment, or practical project, depending on the nature of the learning content and objectives.