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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma in Visual Communication 
SAQA QUAL ID QUALIFICATION TITLE
109434  Diploma in Visual Communication 
ORIGINATOR
AAA School of Advertising 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Diploma (Min 360)  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  360  Not Applicable  NQF Level 06  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  EXCO 0821/24  2019-03-08  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2033-06-30  

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 replaces: 
Qual ID Qualification Title Pre-2009 NQF Level NQF Level Min Credits Replacement Status
35997  Diploma in Visual Communication  Level 6  NQF Level 06  385  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of this qualification is to produce qualifying learners who can demonstrate a blend of academic and applied skills as required by the Creative Communications profession and industry. This qualification has been designed to meet industry requirements. Qualifying learners will be able to work as graphic designers or as an art director. Learners who qualify as graphic designers will be able to design advertising, logos, packaging, corporate identity, information graphics, editorial graphics, documents and promotional and in-store point of sale material. Learners who qualify as an art director will be able to develop and present creative concepts and solutions for television, radio, print and outdoor advertising for promotional and in-store materials and for advertising or communication campaigns.

The Work Based Learning/Work Integrated Learning is designed such that learners get real life assignments and are exposed to the real world, rather than a simulated environment. Therefore, upon completion of the qualification, the learners are work-ready.

Rationale:
This qualification has been designed for learners who want to pursue a professional career in the advertising or graphic design communications industry, but cannot pursue a Degree qualification. It is a knowledge-based qualification of relevance to the industry, especially the creative disciplines, aimed at achieving the required competency for workplace training or academic advancement.

Learners who did not achieve the required level of academic achievements at Grade 12 to be eligible for admission to Bachelor's Degree studies, can use this qualification to articulate to a Bachelor's Degree in Creative Communications with relevant credits, in line with the Credit Accumulation and Transfer's principles. Furthermore, this qualification will address the dire need for 'work-ready' personnel as espoused by the Advertising and Communications Association (ACA) members at various fora.

The qualification is designed for people who want to pursue an applied, practice/career-oriented qualification, which will enable them to 'hit the road running' when they enter the 'world of work'. According to the ACA, there is a shortage of skills, especially of 'work-ready' candidates; thus, this qualification will go a long way towards addressing this complaint from stakeholders. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
The institution subscribes to the National Policy for the Implementation of the Recognition of Prior Learning (RPL) developed by the South African Qualifications Authority (SAQA) in co-operation with the policies of RPL, Credit Accumulation and Transfer (CAT) and Assessment in Higher Education developed by the Council on Higher Education (CHE).

Access:
RPL will permit access to the programme by the Institution based on the level and extent of one's knowledge and experience. One's prior learning is measured against specified and prescribed learning outcomes of the Diploma in Visual Communication.

Credits:
Where prior learning is recognised in light of this qualification, credit will be given for prior certificated learning in accordance with established practice at South African higher education institutions. The amount of 'specific' credit granted is dependent on the match between prior learning and award towards the intended qualification.

Entry Requirements:
The minimum entry requirement is:
  • National Senior Certificate (NSC) granting access to Diploma studies. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of compulsory and elective modules at Levels 5 and 6 totalling 360 Credits.

    Compulsory Modules at Level 5: 160 Credits:
  • History of Graphic Design and Advertising, 15 Credits.
  • Drawing for Visual Communications, 15 Credits.
  • Typography, 20 Credits.
  • Creative Business Practice 1, 10 Credits.
  • Marketing Fundamentals, 10 Credits.
  • Photography, 10 Credits.
  • Computing for Art Direction and Graphic Design, 15 Credits.
  • Print Production, 15 Credits.
  • Applications for Graphic Design 1, 25 Credits.
  • Applications for Art Direction 1, 25 Credits.

    Compulsory Modules at Level 6: 145 Credits:
  • Consumer Behaviour, 15 Credits.
  • Creative Business Practice 2, 20 Credits.
  • Marketing Management, 20 Credits.
  • New Media Interactive Design, 20 Credits.
  • e-Marketing, 20 Credits.
  • Creative Business Practice 3, 20 Credits.
  • Work Based Learning (WBL), 30 Credits.

    Elective Modules at Level 6: 55 Credits (Select two modules):
  • Applications for Graphic Design 2, 25 Credits.
    Or
  • Applications for Art Direction 2, 25 Credits.
    And
  • Applications for Graphic Design 3, 30 Credits.
    Or
  • Applications for Art Direction 3, 30 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate an understanding of the digital revolution in advertising, marketing and marketing communication.
    2. Demonstrate knowledge about the drawing processes that can be used to develop ideas and create strong visuals to communicate a brand.
    3. Demonstrate an understanding of how the advertising business functions.
    4. Develop the Packaging and Label Designs.
    5. Pprepare and present a Portfolio of Evidence (POE) in a professional manner.
    6. Interpret creative briefs and develop integrated communication campaigns.
    7. Demonstrate first-hand experience of the agency/company environment and the demands involved. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Use various digital applications for creative communication.
  • Use Adobe software programmes in designing editorial, web and print applications for advertising and marketing communication.
  • Apply the principles of role perceptual mapping in determining brand positioning strategies and identifying competitive advantage.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Analyse the relationship between a consumer's needs and a products benefit and capture this in a visual form.
  • Create dynamic compositions.
  • Explain unique selling points.
  • Frame a rational/emotional/hybrid appeal.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Explain requirements of the various codes of practice governing marketing and advertising, such as Advertising Standards Authority (ASA).
  • Provide a rationale as to why the methods of self-regulation and adherence to the abovementioned codes is necessary.
  • Demonstrate negotiation skills and the ability to calculate the fee for once-off and on-going projects.
  • Analyse the media landscape in South Africa and understand the impact of the changing landscape of target markets.
  • Demonstrate how client relationships have to be managed to improve the financial performance of an agency.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Create effective visual concepts on a package/label.
  • Develop three-dimensional, ambient and expo design solutions.
  • Apply the elements of publication and typographic design are applied.
  • Conceptualise and develop ideas through typography and layout.
  • Demonstrate an understanding of information hierarchy.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Demonstrate evidence of professional portfolio assembly.
  • Explain the strategic importance of a Portfolio of Evidence (POE).
  • Present the POE in a professional and convincing manner.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Interpret a creative brief and understand how to develop creative solutions.
  • Integrate various social media applications in a campaign.
  • Identify and understand the functions of various role-players.
  • Demonstrate how various media can be used in a campaign.
  • Develop and communicate creative solutions by working as teams.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Demonstrate insight on the role of the creative specialisation (graphic design/art direction) in an agency/company.
  • Engage with experienced industry/company professionals.
  • Analyse agency briefs, projects or campaigns.
  • Participate actively in presentations by prospective clients.
  • Demonstrate professional work behaviour such as time management, punctuality and creativity.
  • Demonstrate willingness to understand and learn first-hand, what transpires in practice.

    Integrated Assessment:
    Considering that this qualification is a career/vocation oriented qualification which includes Work-Based Learning/Work Integrated Learning as an important component during the final year, all assessments will be conducted in an integrated manner through formative and summative assesmments, so as to ensure that the learners see 'the big picture' of what the qualification is preparing them for. Thus, several projects which will be assessed based on the Portfolio of Evidence submitted by the learner, will be testimony of how the learners managed to integrate knowledge gained from the various qualification modules into a co-ordinated project. What is also emphasised throughout the qualification is that teamship is critical for success in the advertising and communications industry. Thus, having an understanding and overview of the various functions in an advertising agency is of paramount importance if one is striving towards developing successful campaigns. 
    		•

    INTERNATIONAL COMPARABILITY 
    Most international Diploma programmes are of one or two-year duration, with the two-year programme sometimes being referred to as the Advanced Diploma, and cover more or less similar content to what is contained this qualification.

    After comparing the Diploma in Visual Communication qualification with similar/related qualifications offered in other countries, it was observed that even though content is similar, different naming conventions for the programmes are used in various countries.

    Country: Australia:
    Institution: University of Sydney:
    The University of Sydney offers the Visual Communication Diploma, which covers content, such as graphic design, colour theory and typography. This content is similar to content in modules for this qualification, which include Applications for Graphic Design, Drawing for Visual Communications and Typography.

    Country: United Kingdom:
    Institution: Curtin University":
    The Visual Communication qualification from the School of Design and the Built Environment contains content in Creating Advertising, Graphic Design, Illustration and Photography, which compare favourably with modules in Visual Communication, such as History of Graphic Design and Advertising, Applications for Graphic Design, New Media Interactive Design and Photography.

    Country: Australia:
    Institution: University of Wollongong:
    The University of Wollongong offers Visual Communication Design qualification, which introduced learners to the graphic language of communication through typography, social impact design, spatial design, interaction design, underpinned by methods of design thinking and process. The subjects for this programme include, Introduction to Visual Foundation, Interaction Design Fundaments, Typography, Social Impact Design, Collaborative Production Workshop, Professional Design Practice, Motion Design and Advanced Design Project. These modules compare well with modules in Diploma in Visual Communications, for example Typography, New Media Interactive Design, Drawing for Visual Communications, Print Production and Creative Business Practice.

    Country: United Kingdom:
    Institution: Birmingham City University:
    The university of Birmingham City offers Visual Communication qualification with modules such as Introduction to Visual Communication; Graphic Communication, Photography, Film and Animation, which are related to modules for Diploma in Visual Communication, for example Photography, Applications for Graphic Design and Computing for Art and Design.

    Country: Delaware:
    Institution: University of Delaware:
    The University of Delaware offers a 2 year Advanced Diploma in Visual Communication. The areas of study include, Ceramics, Design, Drawing, Painting, Printmaking, Sculpture and Typography. These compare favourably with related areas that are contained in this qualification, such as Typography, Applications for Art Direction, Print Production, Computing for Art and Design, New Media Interactive Design and History of Graphic Design and Advertising. 

    ARTICULATION OPTIONS 
    This qualification offers the following articulation possibilities:

    Horizontal Articulation:
  • Diploma in Marketing Communication, Level 6.

    Vertical Articulation:
  • Bachelor of Arts in Creative Brand Communications, Level 7.
  • Bachelor of Arts in Marketing Communication, Level 7.
  • Bachelor of Arts in Visual Communication, Level 7. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
    When qualifications are replaced, some (but not all) of their learning programmes are moved to the replacement qualifications. If a learning programme appears to be missing from here, please check the replaced 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.
     
    1. AAA School of Advertising 


    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.