Bachelor of Arts in Digital Design
Culture and Arts - Design Studies
Purpose and Rationale
Purpose: The purpose of this qualification is to provide a quality undergraduate Degree in multimedia design which addresses the skills demands in industry and enables learners to enter and contribute to the multimedia design industry competitively. This qualification is designed to develop the knowledge, skills and meet the outcomes which are internationally and locally identified as critical for a career in this industry. Through this qualification, learners will develop the ability to develop and produce innovative interactive design solutions combining video, animations, still images, and audio using a wide variety of media creatively to communicate with various audiences for a variety of purposes. Learners will be well-positioned to add value to the establishment that employs them; to pursue further studies in this field; or enable them to work as independent multimedia designers or consultants in the industry. The qualification will provide learners with a thorough grounding and sound theoretical base in multimedia design including key disciplines informing professional multimedia design and production such as: design research, visual communication and digital media production and development. This qualification is designed to produce multimedia design professionals who are equipped to implement the design process from concept to the end product and who are empowered with the necessary skills to compete in and contribute to multimedia in the commercial sector.
Rationale: Competence in the areas of commercial multimedia design solutions and visual communications is critical if South African multimedia designers are to be current and competitive within this lucrative global industry. Visual communications using effective multimedia design presents an advantage over conventional media, and may secure business continuity and economic well-being. This qualification is specifically designed to develop learners' innate creativity to develop their skills, confidence, visual insight and business acumen needed to function successfully in this industry. The qualification design offers adequate depth of understanding of the multimedia design industry and a firm foundation for learners to determine in which branch of this industry their personal talents are most suited to position them for progression into postgraduate study. Graduates will be able to demonstrate a high level of competence in the multimedia design industry and contribute to the economic well-being of an organisation in a responsible manner. Graduates will be able to demonstrate a high level of competence in the multimedia design industry and contribute to the economic well-being of an organisation in a responsible manner.
Over the past few years have seen a significant shift in the role of the visual communicator. What may have developed as a process for influencing people's perceptions on products in a consumerist context, visual communication has become a preferred and accepted way of informing people, and of changing perceptions on social, economic and environmental issues. The new challenge of the multimedia designer is to create the visual components that must now be made available in a variety of different media formats including TV, film, magazines, written material, advertising, via several media which now include cell phones, tablets and the internet. The multimedia designer has the unique task of taking verbal ideas and briefs from the client and developing a creative way to capture and communicate both the information and the emotion that the client aims to associate with the product or service. The qualification is designed to develop the student's critical, innovative and creative thinking. Conceptual thinking is emphasised and manifested through the development of technical skills to use a wide variety of media which include the latest technologies favoured by the design industry. The qualification is responsive to regional and national needs, but also to the global context of the design disciplines. It is crucial that the quality of learning keeps pace with the developments that are taking place in the profession, and that critical and analytical thinking skills are developed to produce positive learning outcomes for the industry as a whole to ensure that learners are able to develop advanced problem-solving skills and communication skills in order to deal with open-ended intellectual inquiry, technological developments and diversity within the industry. The result will be a well-rounded graduate who, on successful completion of the qualification, has the option to enter the world of work immediately, or to continue with further study in the field of multimedia design. Career opportunities for graduates include: Multimedia designers or developers in design consultancies and in-house teams. Online magazine and publication designers and layout artists. Digital media designers, developers and filmmakers for creative online content. Animators for the advertising and film industries. Electronic publication designers and interactive content developers. Creative team leaders in advertising agencies. Interactive design consultants.
Outcomes
- Demonstrate the ability to perform enquiry to support and inform solutions for design problems.
- Develop innovative and relevant interactive multimedia design solutions for complex design problems.
- Demonstrate a high level of competence to create, select and use a wide range of interactive media to achieve specific communication objectives.
- Demonstrate the ability to organise activities systematically within the design process to meet set deadlines and outcomes.
- Demonstrate the ability to present and communicate design solutions and visual outputs in a manner appropriate to context to achieve specific visual communication objectives.
- Demonstrate the ability to collaborate and function effectively and ethically in a professional design practice team to produce multimedia products.
Assessment Criteria
Assessment Criteria for Exit Level Outcome 1:
- Select information for design problem solutions
- Conduct basic research for design problems and media selection
- Analyse and interpret information for and against multimedia design options
- Explain conceptual and stylistic considerations supported by research findings
Assessment Criteria for Exit Level Outcome 2:
- Select and apply appropriate methods for design problem solutions
- Propose innovative solutions based on theory-driven arguments
- Develop concepts and visual style for client's needs and target audience
- Plan, organize, and execute design activities in a campaign
- Produce multimedia products with strong visual appeal and impact
- Create multimedia products with innovative user interactivity
- Develop solutions for diverse visual communication challenges
- Understand the impact of socio-economic-political-technological forces on design trends
- Understand the relationship between art/design, function, purpose, and aesthetic significance
- Recognize the importance of creative processes and their relationship to other creative areas
Assessment Criteria for Exit Level Outcome 3:
- Produce visual stimuli using various media professionally
- Select appropriate visual modes for the design problem
- Create interactive designs, edit video and animations using industry standard software
- Produce professionally published multimedia products
- Demonstrate critical thinking in response to design problems
- Articulate design decisions in context of brief specifications and target audience
Assessment Criteria for Exit Level Outcome 4:
- Produce documents academically and professionally
- Conduct individual research for project-specific subjects
- Present completed illustration projects professionally
- Maintain visual consistency in a campaign
- Demonstrate personal/social skills and time management
- Apply methodologies for efficient project completion
Assessment Criteria for Exit Level Outcome 5:
- Develop solutions for diverse visual communication challenges
- Analyse media stereotyping critically
- Discuss current concepts in marketing campaigns
- Convey information effectively through innovative techniques
- Solve visual communication problems with originality
- Analyse and evaluate visual and auditory material
Assessment Criteria for Exit Level Outcome 6:
- Contribute effectively to a professional design practice team
- Participate in group design projects
- Make sound design and media selection decisions
Integrated Assessment:
- Formative Assessment: Continuous feedback on learning progress
- Summative Assessment: Judgement of learning in relation to Exit Level Outcomes, testing integration of knowledge, skills, and attitudes
- Includes examinations, projects, reports, or portfolios
These assessment criteria outline the expectations for each exit level outcome and provide a comprehensive framework for evaluating student performance in visual communication and design.
Qualification Details
- Type
- National First Degree
- NQF Level
- 07
- Min. Credits
- 365
- 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.