Bachelor of Design in Visual Communication Design
Culture and Arts - Design Studies
Purpose and Rationale
Qualification Summary
Purpose:
The qualification aims to integrate complex cognitive and intellectual demand with a professional and vocational orientation in the field of Visual Communication Design. It will provide graduates with the necessary theoretical and applied knowledge to excel in a range of industries related to Visual Communication Design. The program aims to equip students with a sound understanding of theoretical, critical, and historical principles of visual communication, as well as the technologies and processes utilized in current visual communication design. Graduates will be able to apply conceptual, technical, creative, and professional skills at a degree level, preparing them for entry-level employment in various industries that require visual communication design expertise. Additionally, the qualification will prepare students for lifelong learning and support evolving careers in design industries, including emerging fields such as web and mobile application design, animation, and new media.
Unique Attributes:
- The final year includes a capstone module focusing on industry-level visual communication design campaigns.
- The degree incorporates a 'workplace simulation' model of Work-Integrated Learning (WIL) through Problem-Based Learning (PBL) and Project-Based Learning (PJBL) approaches, with industry partners collaborating in student projects.
Rationale:
The qualification addresses the rapid changes and expansions in the Graphic Design industry, which has evolved into Visual Communication Design, encompassing various new specializations such as animation, web design, and product design. Employers now seek designers capable of applying integrated knowledge across multiple design fields and adapting to technological advancements. The demand for intellectually curious, research-skilled, and adaptable designers necessitates a degree qualification to meet industry requirements. The program also aims to fulfill the educational needs of the country by preparing students for emerging design industries and providing foundational skills for further studies at Honours level.
In summary, this qualification aims to:
- Provide a first-level professional education in Visual Communication Design.
- Prepare graduates for entry-level employment in diverse industries requiring visual communication design skills.
- Equip students for future studies at an Honours level.
Outcomes
- Demonstrate creative and critical thinking in the formulation of a brief, leading to original Visual Communication Design concepts, strategies and solutions, which meet a client's visual communication needs and encompass audience and context.
- Conduct research for both academic and applied purposes.
- Visualise and design an original visual communication campaign that give expression to the original concept, using appropriate levels of current technological competencies, for production of the campaign in accordance with professional requirements and media specifications.
- Communicate complex concepts effectively and creatively, via visual, written or oral means, to bring about new understanding### and taking into account cultural, social, environmental and other ethical concerns.
- Apply professional ethics and practice in business finance and communication.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Research the problem appropriately, identifying key issues, problems, targets, objectives, and costs, and incorporating social, cultural, and economic factors with the requirements of the client or brief.
- Analyse and interpret knowledge to formulate concepts, work plans, strategies, and visual or other solutions that meet the requirements.
- Demonstrate innovation, reflection, and synthesis in developing design responses, including logical and lateral approaches.
- Research, analyse, and contextualize a diverse range of relevant historical and theoretical models.
Associated Assessment Criteria for Exit Level Outcome 2:
- Formulate a research problem or question, develop a research plan and methodology, and conduct the research.
- Investigate and develop competencies in research methodologies, skills, and practices, including visual, textual, and verbal forms of research.
- Analyse data, reflect on and critique research and the design process using current Visual Communication theory and history.
- Apply an awareness of social, cultural, economic, and environmental effects and sustainability.
- Engage creatively with disciplines outside of Visual Communication Design in collaborative interdisciplinary and real-world projects.
- Investigate, analyse, and contextualise a diverse range of relevant historical and theoretical constructs and models in developing an argument.
Associated Assessment Criteria for Exit Level Outcome 3:
- Visualise suitable visual ideas through pictorial, textual, or symbolic means that answer the brief.
- Evaluate and select the most effective concept according to the principles of visual communication, advertising, and marketing.
- Develop, select, and arrange final forms of text and image according to current principles of visual communication for optimal expression and clarity.
- Test the effectiveness of the proposed solution and refine the design based on feedback.
- Demonstrate understanding of technical requirements of the media and prepare the final design for production.
- Source and oversee specialist suppliers as needed.
Associated Assessment Criteria for Exit Level Outcome 4:
- Demonstrate appropriate visual, verbal, written, and listening abilities with individuals and groups.
- Communicate effectively with a variety of audiences.
- Demonstrate awareness of social, ethical, and cultural issues in responses.
- Demonstrate understanding and correct use of appropriate design concepts and terminology.
Associated Assessment Criteria for Exit Level Outcome 5:
- Demonstrate knowledge and application of professional business practice, including ethical and professional issues.
- Document and control project aspects accurately.
- Apply forms of business communication effectively and clearly.
- Understand human-centeredness in business and the importance of social, cultural, and environmental benefit and sustainability.
Integrated Assessment:
- Combines theoretical and practical components within one assessment event.
- Assesses multiple outcomes and assessment criteria together using various methods.
- Requires evidence from sources such as lecturers' reports, portfolios, production reports, and more.
- Utilizes a wide range of formative and summative assessment methods.
- Emphasizes integrated assessment as students progress through the qualification.
- Uses continuous assessment and a variety of assessment methods such as face-to-face contact, portfolio displays, written assignments, competency evaluations, research projects, and more.
- Blended learning and online forms of teaching, learning, and assessment will be employed where appropriate.
- Assessment practices must be open, transparent, fair, valid, and reliable according to the Institution's Assessment Policy.
Qualification Details
- Type
- National First Degree
- NQF Level
- 07
- Min. Credits
- 360
- SAQA Source
- More Information
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This page includes information from the South African Qualifications Authority (SAQA) . Builtneat Pty Ltd trading as Study Start, has modified all or some of this information. SAQA has not approved, endorsed, or tested these modifications.