Bachelor of Arts in Visual Communication
Culture and Arts - Design Studies
Purpose and Rationale
Qualification Overview
Purpose: At exit level of the qualification, the learner will have demonstrated the ability to:
- Manage and evaluate research material within the professional context of Graphic Design/Art Direction/Illustration/Digital Design.
- Demonstrate integrated knowledge and understanding of a specific chosen area within the field of practice.
- Evaluate, select, combine, and apply appropriate production and reproduction techniques for visual ideas.
- Produce thorough presentations of creative work using professional and academic discourse.
- Create coherence in the 'look and feel' of creative communications across integrated media channels.
- Engage in critical evaluation of completed work within the context of Graphic Design/Art Direction/Illustration/Digital Design.
Rationale:
- The qualification reflects industry demands and is a response to feedback from industry stakeholders.
- It aims to produce versatile and strategic Graphic Designers, Art Directors, Illustrators, and Digital Designers.
- The trans-disciplinary approach prepares learners for diverse vocational needs in the visual communications industry.
- The qualification aligns with the National Qualifications Framework's objectives by providing clearly defined vocational pathways.
- It aims to create critically aware learners with strong entrepreneurial skills to adapt to industry changes and contribute to the economy.
Outcomes
- Demonstrate integrated knowledge and understanding of a specific chosen area within the field of Graphic Design/ Art Direction/ Illustration/ Digital Design practice.
- Manage and evaluate a variety of research material using well-developed processes within the professional context of either Graphic Design/ Art Direction/ Illustration/ Digital Design.
- Evaluate, select, combine and apply an appropriate production and reproduction technique from a variety of options to implement visual ideas in a professional context as part of specific specialised and industry focused Graphic Design/ Art Direction/ Illustration/ Digital Design projects.
- Produce thorough presentations of creative Graphic Design/Art Direction/Illustration/Digital Design work, including well-developed arguments using appropriate professional and academic discourse and using industry related deliver methods.
- Create a coherence and consistency in the 'look and feel' of the creative communications across integrated media channels, traditional print and broadcast media to digital and social media applications.
- Engage in critical evaluation of their completed work and working processes within the context of Graphic Design/Art Direction/Illustration/Digital Design and within the context of a specific role within the Visual Communications industry.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Evaluate and apply key terms, theories, concepts, elements, and principles in Visual Communications
- Demonstrate an in-depth understanding of how these components relate to other areas of specialization
- Understand the intrinsic function of all components within Visual Communication
- Craft visual executions that demonstrate originality and align with concepts rather than trends
Associated Assessment Criteria for Exit Level Outcome 2:
- Evaluate and apply relevant technical methods and tools for Graphic Design/Art Direction/Illustration/Digital Design solutions
- Manage and evaluate research materials using well-developed processes
- Utilize research to inform strategic intent and conceptualize methodologies to generate a 'big idea'
- Demonstrate a proposition that flows throughout visual communications
Associated Assessment Criteria for Exit Level Outcome 3:
- Integrate creative techniques into Graphic Design/Art Direction/Illustration/Digital Design executions
- Display understanding of materials, substrates, and mediums in visual communication
- Use sophisticated integration or manipulation of imagery and copy
- Articulate production processes within chosen media channels
Associated Assessment Criteria for Exit Level Outcome 4:
- Produce finished work demonstrating advanced competency in visual content arrangement and communication
- Rationalize creative work thought and process in a client presentation
- Demonstrate time management and prioritization skills to meet brief requirements and deadlines
- Articulate academic discourse and theories to build a well-constructed argument
- Integrate verbal and visual elements in a team presentation across digital and print formats
Associated Assessment Criteria for Exit Level Outcome 5:
- Justify choice of visual communication solutions in terms of materials, reproduction, and visual aesthetic
- Present highly resolved communications showing understanding of narrative, hierarchy, and technical competence
Associated Assessment Criteria for Exit Level Outcome 6:
- Display awareness of social and community contexts within the disciplinary field
- Engage in critical evaluation of personal practice within context
- Demonstrate sensitivity to cultural, social, and ethical practices
- Show good time management skills to meet deadlines in creative executions
Integrated Assessment:
- Utilize continuous formative assessment throughout practical modules
- Provide verbal and written individual feedback within ten days of deadline
- Conduct summative assessment through examinations for theoretical subjects and portfolio assessments for practical modules
- Ensure summative assessment in the final year is externally moderated to meet Exit Level 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.