SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Advanced Diploma in Commercial Photography 
SAQA QUAL ID QUALIFICATION TITLE
109302  Advanced Diploma in Commercial Photography 
ORIGINATOR
Tshwane University of Technology (TUT) 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Advanced Diploma  Field 02 - Culture and Arts  Visual Arts 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  EXCO 0821/24  2019-02-13  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This qualification does not replace any other qualification and is not replaced by any other qualification. 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of the Advanced Diploma in Commercial Photography is to facilitate continuing professional development through the inculcation of a deep and systematic understanding of current thinking, practice, theory and methodology in the field of Photography. This qualification also prepares learners for Postgraduate study through the deepening of their knowledge and understanding of theories, methodologies and practices in Photography, as well as the development of their ability to formulate, undertake and resolve more complex theoretical and practice-related problems and tasks through the selection and use of appropriate methods and techniques in the field of Photography.

The purpose of the qualification is also to provide rigorous and continuing professional growth through the augmentation and stimulation of a higher order of cognitive thinking, practice, theory and methodology in an area of specialisation within commercial photography.

New forms of communication and photography technologies are abounding and this qualification will equip learner's in:
  • Making sound decisions in terms of investing in singular components or more elaborate systems.
  • Getting first-hand experience using the equipment in a protective environment, first, before making the decision to buy.

    Camera technologies such as digital medium format cameras and digital backs, the mirrorless range of cameras, and digital single lens reflex (DSLR) videography will be unpacked in terms of its dedicated applications, specifically in terms of augmenting the commercial photographer's existing arsenal of professional equipment.

    Rationale:
    Commercial photography, and by implication professional photography in its modern-day guise, is intrinsically linked to a variety of contributing factors that shape the photographic industry. Photographic technology is continuously evolving and from a teaching environment perspective, it is necessary to remain current and focussed.

    The qualification will enable learners to successful interact with and integrate into the industry such as in Wildlife photography, tourism photo tours, wedding/portrait and lifestyle photography. Learners will be able to apply Advanced DSLR Videography for advertising/public relations 'movie' integrated in stills; post production, advanced Photoshop.

    This qualification also plays a crucial role in the development of conceptual criteria to be implemented/incorporated into the varied discourses within various photographic genres. This can be extended to the community engagement projects with the aim of creating long lasting interventions and exploring the concept(s) of Africanisation within the genre of South African photography. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    RPL is according to Institutional policies and procedures. Learning that has been acquired through formal and non-formal means is recognized for the fulfilment of the requirements of this qualification or part of the qualification. The learner should demonstrate competence in the knowledge, skills, values and attitudes implicit in this qualification. The learners must develop and submit a Portfolio of Evidence for assessment against the outcomes of this qualification.

    RPL allows for:
  • Accelerated access.
  • Obtaining credits in this Qualification.

    Entry Requirements:
    The minimum entry requirements are:
  • Diploma in Commercial Photography or a relevant qualification at NQF Level 6 with an average of 60%. Access can also be achieved through the RPL process. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of four compulsory and elective modules at Level 7 totalling 120 Credits.

    Compulsory Modules (100 Credits):
  • Applied Photography IV, 50 Credits.
  • Theory of Photography IV, 10 Credits.
  • Design Research Methods I, 20 Credits.
  • Advanced Post Production, 20 Credits.

    Electives (Choose two - 20 Credits):
  • Event photography, 10 Credits.
  • Panoramic photography 10 Credits.
  • Videography,10 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate integrated knowledge of the central areas of either people, objects or environmental aspects of commercial photography including an understanding of and the ability to apply and evaluate the aspect such as composition, concept, layout lighting, styling, detailed knowledge of commercial photography and how that knowledge relates to other practices in the field of communication in a photographic paradigm.
    2. Demonstrate an understanding of knowledge as contested and the ability to evaluate types of knowledge, such as interpreting of briefs, organisation skills, client liaison, sourcing products, people, locations, and explanations typical within the area of Photographic practice.
    3. Demonstrate an understanding of a range of methods of enquiry in commercial photography, and their suitability to specific investigations; and the ability to select and apply a range of methods such as software to resolve problems or introduce change within photographic practice.
    4. Demonstrate the ability to identify, analyse, evaluate, critically reflect on and address complex problems, such as concept, styling, visual communication, interpretation and applying evidence-based solutions and theory-driven arguments within a commercial photography context.
    5. Demonstrate the ability to take decisions and act ethically and professionally, and the ability to justify those decisions and actions drawing on appropriate ethical values and approaches within a supported photographic environment. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcomes 1:
  • A solid understanding of key photographic genres and associated trends are applied from within a commercial framework.
  • The suitable use of influential principles from diverse disciplines for creative practices and problem-solving.
  • Recognise potential within the chosen area to identify possible problems and implement problem-solving skills.
  • Undertake comprehensive research to identify possibilities in transdisciplinary projects within a commercial framework.
  • Identify and apply techniques and methods from various photographic areas to enhance aspects such as composition, concept, layout and lighting.
  • The impact outlined in 1.1-1.5 is measured against effective solutions found to actual industry aligned problems as set out in the form of projects.

    Associated Assessment Criteria for Exit Level Outcomes 2:
  • Demonstrate an understanding of the various interrelated facets that constitute visual communication within the area of commercial photography.
  • Identify the target audience to allow effective visual communication.
  • Adapt, re-analyse and construe photographic techniques to communicate the visual message to the target audience.
  • Apply theoretical or scientific concepts to practical photography projects.
  • Demonstrate an integrated knowledge in the selection of the specialised equipment relating to commercial photography.

    Associated Assessment Criteria for Exit Level Outcomes 3:
  • Exhibits proficiency to communicate within a range of photographer/client context.
  • Apply theoretical or scientific concepts to practical photography projects.
  • Explain marketing and branding related to photography.
  • Develop conceptual and visual skills in order to capture creative photographs.
  • Competency of post editing techniques and application of computer software within the photographic industry.

    Associated Assessment Criteria for Exit Level Outcomes 4:
  • Apply researched information to new practical Photographic solutions.
  • Exhibitions a critical understanding of scientific concepts that relate to practical photography.
  • Demonstrates effective interactive skills that involve effective communication, listening and sharing in both the process as well as the development of a product.
  • Display an ability to think laterally (outside the box) and showcase advanced creative problem-solving skills within a wide range of commercial contexts.

    Associated Assessment Criteria for Exit Level Outcomes 5:
  • Adheres to the institution's technical requirements for the practical work and research outputs.
  • Demonstrate an understanding of the role of the professional photographer within the industry, business-related concepts and contracts relating to photographers.
  • Justify ethical decision making in an area of commercial photography.

    Integrated Assessment:
    A combination of Formative and Summative Assessment methods will be applied in this qualification. The method of assessments should be appropriate to the teaching mode and the notion of constructive alignment will be applied. Outcomes and assessment criteria will be communicated to learners in writing in the study guides and detailed project briefs, and verbally in class. All assessments will be on the appropriate level, as indicated in the module descriptors. The following are all formative assessment methods that are being used qualification:

    Individual assignments; Presentations; Group projects, Questions on structured reading (for theory subjects); Practical evaluations, Formative feedback on case studies which will be developed using the criteria and rubrics provided.

    After each Formative Assessment opportunity, learners will be required to self-reflect on the outcome of their assessment, which will encourage them to look at their own work critically and elucidate on areas of excellence as well as those requiring improvement. Learning is therefore supported by clarifying short comings in the tests, assignments, presentations and practical's, as well as ways in which to improve on future outcomes.

    As Summative Assessment methods, three structured theoretical tests will typically be written in each theory module. The focus of these tests is on determining the module content knowledge and comprehension. Furthermore, an examination will be written in each of the theoretical modules. The focus of the examination is on the integration of knowledge and skills and will consist of 1 x 3-hour theoretical paper.

    Summative Assessments will be conducted for all practical subjects using given criteria at the end of each term, culminating in a final evaluation at the end. 
    		•

    INTERNATIONAL COMPARABILITY 
    University of the Arts London from London England offers Bachelor of Arts (Hons) Photography.

    Master of Art Photography Programme Specifications.
    Comparability:
    The Master of Arts Photography qualification articulates from the Bachelor of Arts (Hons) Photography course (3year, 360 credit, Level 6). The Master of Arts Photography course is a research-led qualification with a focus on creativity, interdisciplinary and theoretical contextualisation. The course runs over 15 months and bears 180 credits, Level 7, resulting in a body of work and written submission.

    RIT from Rochester from United States of America (USA) offers Photographic and Imaging Arts Bachelor of Fine Arts (BFA) in Advertising option.
    Comparability:
    Rochester Institute of Technology photography course provides students with options to obtain a degree within advertising photography, fine art photography, photojournalism and visual media. The Advertising Photography option offered resembles the Advanced Diploma in Commercial Photography the closest. Focusing on history, aesthetics, Arts, design and photographic elements in year one -three forms the basis of the course. The fourth year is a culmination of the previous year with a focus on the specialization and industry preparation.

    Ontario College of Art and Design (OCAD) University from Toronto Canada offers Photography, Bachelor of Fine Art (BFA).

    Comparability:
    Ontario College of Art and Design (OCAD) photography programme focus on a holistic approach with a four-year course in photography. The programme offers students the ability to increase their scope of knowledge through various elective associated with the arts. Together with these electives, basic historic principles of photography form the basis for advanced levels culminating in a thesis and body of photographic work.

    Arts University Bournemouth from Bournemouth England offers Master of Art Commercial Photography.

    Comparability:
    The Master of Art Commercial Photography qualification is a one-year Degree that follows their three-year Bachelor of Arts Honours qualification. It is a level 7 Framework for Higher Education Qualifications (FHEQ). This programme is similar to the Advanced Diploma in Commercial Photography as it exposes students to various specialised subjects while promoting a unique visual identity for a professional portfolio that opens possibilities in a profitable future career. 

    ARTICULATION OPTIONS 
    This qualification offers the following articulation possibilities.

    Horizontal Articulation:
  • Photography related Advanced Diploma's at Level 6 or other related qualifications in a relevant field.

    Vertical Articulation:
  • Postgraduate Diploma in Design at Level 8, or with other related qualifications. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
     
    NONE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.