Bachelor of Communication Design
Communication Studies and Language - Communication Studies
Purpose and Rationale
Purpose
The purpose of the Bachelor of Communication Design is to equip learners with the knowledge and applied competencies to meet communication design demands in the industry and society in a human-centred, ethical, culturally appropriate, and sustainable manner. The qualification aims to develop creative thinkers who conceptualize and create strategic and human-centred visual design solutions for different purposes, communication contexts, and audiences, and who can work independently or in multi-disciplinary teams.
To achieve this purpose, the qualification content and delivery are structured so that the theoretical knowledge and professional practices of communication design cover areas such as brand identity systems, illustration and visualization, packaging design, information design, publication design, design for user experiences and online purposes, as well as promotional and instructional design, wayfinding systems, and the design of visual assets, icons, and symbols. Learners are exposed to and trained in suitable technologies to integrate design across print, online, and emerging media.
Upon completion of the qualification, qualifying learners will be able to:
- Create human-centred design outcomes grounded in the principles of visual design and strategic communication.
- Produce innovative, culturally sensitive, and socially and environmentally responsible brand design outcomes.
- Apply suitable technologies as part of the communication design process across print, online, and emerging media.
- Collaborate and communicate effectively and professionally in a multi-disciplinary design team within a collaborative work environment.
- Employ best practices and project management in the communication design industry within a corporate or entrepreneurial environment.
The qualification will develop the required skills, design competencies, and theoretical understanding to operate in entry-level positions in the communication design field. Learners will also be able to consider further studies in this field or entry into cognate postgraduate degrees.
Rationale
The need for the qualification has been motivated by shifts in the communication design discipline, technologies, and workplace, as highlighted in the American Institute of Graphic Arts (AIGA) Design Future Report, 2018. The design of the qualification is further supported by the industry's move away from traditional and outdated crafting to a new contemporary approach, which includes branding as one of the core disciplines. Businesses continually need to innovate, and communication designers are increasingly engaged in the innovation processes from product inception to launch in interdisciplinary teams.
Communication designers contribute to many sectors of the economy since information and communication are present in just about any industry. The Department of Higher Education and Training (DHET) report on Skills Supply and Demand in South Africa listed Information and Communication as one of 13 industries experiencing skills shortages in the country. The report highlighted the need for emerging competencies in design and design thinking such as creativity, originality, initiative, and critical thinking in the workplace.
The qualification meets the evolving needs of the communication design industry by integrating design thinking, theory, and research with opportunities for learners to work on individual projects and in multidisciplinary teams, where they are exposed to real-world briefs and clients. Additionally, this qualification will prepare learners for postgraduate studies.
Outcomes
- Demonstrate appropriate audience communication ideas and opinions using appropriate academic or occupational discourse, and research that informs the design strategy, process, and outcomes.
- Apply processes from start to finish using suitable and varied approaches that demonstrate creative, systemic, and critical thinking, and address complex problems by providing evidence-based solutions and problem-solving skills.
- Demonstrate human-centred design outcomes that are grounded on the principles of visual design and strategic communication, to produce brand and design outcomes that are innovative, taking full responsibility for decision making and use resources culturally sensitive, and socially and environmentally responsible.
- Demonstrate methods and procedures suitable for technologies as part of the communication design process across print, online and emerging media.
- Process and manage information effectively and professionally in a multi-disciplinary design team within a collaborative work environment.
- Apply best practices and project management in the communication design industry within a corporate or entrepreneurial environment.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Apply and appropriately analyse how users interact with and experience different media and touchpoints.
- Evaluate and apply a variety of design research methodologies, observational, and participatory methods.
- Draft appropriate strategies for different communication design contexts, supported by the evidence from research.
Associated Assessment Criteria for Exit Level Outcome 2:
- Apply knowledge of critical, reflective, and conceptual thinking skills to develop creative and original solutions.
- Illustrate appropriate knowledge of the systemic and integrative nature of visual systems.
- Effectively communicate, explain, and motivate design solutions.
Associated Assessment Criteria for Exit Level Outcome 3:
- Apply strategic communication design principles in the creation of an integrated brand and other communication touchpoints.
- Apply appropriately human-centred, inclusive, and participatory design approaches.
- Develop design solutions that consider cultural, environmental, and social contexts and needs.
- Apply and create innovative and creative design solutions.
Associated Assessment Criteria for Exit Level Outcome 4:
- Apply appropriate technologies in the creation of visual communication outputs.
- Outline and integrate different technologies and media as part of the design process.
- Examine and accurately prepare content for print production and digital platforms.
Associated Assessment Criteria for Exit Level Outcome 5:
- Indicate roles and responsibilities in a multi-disciplinary team and are assigned appropriately and effectively managed.
- Evaluate and manage the dynamics in multi-disciplinary teams.
- Evaluate the impact of individual conduct on team dynamics and efficiency.
- Apply communication skills to explain and motivate ideas across different stakeholders.
- Examine and constructively share and respectfully consider differing perspectives, critiques, and opinions.
- Use stakeholder input and ongoing feedback in the design process.
Associated Assessment Criteria for Exit Level Outcome 6:
- Plan, organise, and manage design projects in accordance with industry-standard best practices.
- Examine and understand the professionalism and core values within the communication design, business, and brand environment.
- Apply appropriate business practice and project management tools and methodologies in a corporate or entrepreneurial environment.
- Design outcomes are appropriately curated in a diverse, professional portfolio of work reflective of personal creative string.
INTEGRATED ASSESSMENT:
- Integrated assessment at the level of the qualification provides an opportunity for learners to integrate concepts, ideas, and actions across the qualification.
- Integrated assessment will show how competence in individual areas can be linked and applied for a holistic outcome.
- Assessments tools will encourage learners to explain the reasoning behind their performance.
- Formative assessment focuses on continual feedback on progress.
- Summative assessment evaluates the learner's ability to integrate knowledge, skills, and attitudes represented by the Exit Level Outcomes.
- Summative assessment tests the learner's ability to manage and integrate a large body of knowledge to achieve module outcomes.
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.