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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Bachelor of Communication Design 
SAQA QUAL ID QUALIFICATION TITLE
119199  Bachelor of Communication Design 
ORIGINATOR
The Independent Institute of Education (Pty) Ltd 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
National First Degree  Field 04 - Communication Studies and Language  Communication Studies 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  360  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered  SAQA 129/22  2022-06-21  2025-06-21 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2026-06-21   2031-06-21  

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 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 conceptualise 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 such that the theoretical knowledge and professional practices of communication design cover areas such as brand identity systems, illustration and visualisation, 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 on 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 the shifts in the communication design discipline, technologies, and workplace (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 the traditional and outdated crafting to a new contemporary approach which includes branding as one of the core disciplines. The shift from crafting to a more strategic thinking approach created a need for a new, updated qualification as the change of more than 50% as well as a name change is required to achieve the intended modernisation.

    Businesses continually need to innovate, and communication designers are increasingly engaged in the innovation processes from product inception to launch in interdisciplinary teams (AIGA Design Future Report, 2018). Furthermore, communication designers provide brands and businesses with visual differentiation and identity systems that form an essential part of corporate value creation. The nature of how brands and businesses communicate and operate has also changed to digital platforms and services, dynamic messaging, and experiential approaches. This provides communication designers with new roles of sensemaking in a space where traditional and linear lines of communication have blurred, and often result in an information overload.

    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 that experience skills shortages in South Africa and highlighted the need for emerging competencies which form the backbone of design and design thinking such as creativity, originality, and initiative and critical thinking in the workplace (DHET, 2020: 90). Communication designers contribute to many sectors of the economy since information and communication are present in just about any industry. The DHET report on Skills Supply and Demand in South Africa specifically further mentions the need for alternative packaging suppliers and designers and this is then aligned to sustainable packaging (DHET, 2020: 94).

    The qualification meets these evolving needs of the communication design industry by integrating design thinking, theory and research with a qualification that provides learners opportunities to work on individual projects and in multidisciplinary teams, where they are exposed to real-world briefs and clients. Furthermore, this qualification will prepare learners for postgraduate studies. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    The institution has an approved Recognition of Prior Learning (RPL) policy which is applicable to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to qualifications, as well as advancement within qualifications. RPL may be applied for access, credits from modules and credits for or towards the qualification.

    RPL for access:
  • Learners who do not meet the minimum entrance requirements or the required qualification that is at the same NQF level as the qualification required for admission may be considered for admission through RPL.
  • To be considered for admission in the qualification based on RPL, applicants should provide evidence in the form of a portfolio that demonstrates that they have acquired the relevant knowledge, skills, and competencies through formal, non-formal and/or informal learning to cope with the qualification expectations should they be allowed entrance into the qualification.

    RPL for exemption of modules:
  • Learners may apply for RPL to be exempted from modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module.

    RPL for credit:
  • Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal and/or informal learning to obtain credits towards the qualification.
  • Credit shall be appropriate to the context in which it is awarded and accepted.

    Entry Requirements:
  • National Senior Certificate, NQF level 4 granting access to Bachelor studies with the appropriate subjects.
    Or
  • National Certificate (Vocational), NQF Level 4 granting access to Bachelor studies with the appropriate subjects.
    Or
  • Senior Certificate, NQF Level 4. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory modules at National Qualifications Framework Level 5, 6 and 7 totalling 360 Credits.
  • Compulsory Modules, Level 5,120 Credits:
  • Communication Design IA, 15 Credits.
  • Communication Design Technology IA, 15 Credits.
  • Design Studies I, 15 Credits.
  • Creative Development I, 15 Credits.
  • Communication Design IB, 15 Credits.
  • Video and Photography I, 15 Credits
  • Brand and Marketing, 15 Credits.
  • Illustration, 15 Credits.

    Compulsory Modules, Level 6,120 Credits:
  • Communication Design, 15 Credits.
  • Collaborative Design and Copywriting, 15 Credits.
  • Communication Design Technology, 15 Credits
  • Design Studies, 15 Credits.
  • Communication Design, 15 Credits.
  • Collaborative Design and Copywriting, 15 Credits.
  • Communication Design Technology, 15 Credits.
  • Brand and Marketing, 15 Credits.
  • Compulsory Modules, Level 7,120 Credits:
  • Communication Design, 15 Credits.
  • Collaborative Design and Copywriting, 15 Credits.
  • Communication Design Technology, 15 Credits.
  • Introduction to Research, 15 Credits.
  • Communication Design, 15 Credits.
  • Brand Challenge, 15 Credits.
  • Professional Practice, 15 Credits.
  • Brand and Marketing IIIA: Strategy, 15 Credits 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate appropriate audience communication ideas and opinions using appropriate academic or occupational discourse, and research that informs the design strategy, process, and outcomes.
    2. 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.
    3. 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.
    4. Demonstrate methods and procedures suitable for technologies as part of the communication design process across print, online and emerging media.
    5. Process and manage information effectively and professionally in a multi-disciplinary design team within a collaborative work environment.
    6. Apply best practices and project management in the communication design industry within a corporate or entrepreneurial environment. 

    ASSOCIATED 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 show that they can integrate concepts, ideas, and actions across this qualification to achieve competence that is grounded and coherent with the purpose of this qualification. Integrated assessment will show how already demonstrated competence in individual areas can be linked and applied for the achievement of a holistic outcome as described in the Exit Level Outcomes.

    Integrated Assessment will judge the quality of the observable performance, and the quality of the reasoning that lies behind it. Assessments tools will encourage learners to give an account of the thinking and decision-making that underpin their demonstrated performance. Integrated assessment in this qualification allows the learners to demonstrate applied competence and uses a range of formative and summative assessment methods.

    Formative assessment:
    Learning and assessment are integrated. Continual formative assessment is required so that learners are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments, real-world briefs, tests, and an integrated programme portfolio based on the learning material and learners are given feedback. The process is continuous and focuses on smaller sections of the work and limited numbers of outcomes.

    Summative assessment:
    Summative assessment is concerned with the judgement of the learning in relation to the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments that test the learner's ability to integrate the larger body of knowledge, skills and attitudes that are represented by the Exit Level Outcomes as a whole. Examinations, projects, reports, or equivalent assessments, such as a portfolio of evidence, assess a representative selection of the outcomes practised and assessed. The summative assessment also tests the learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module. 
    		•

    INTERNATIONAL COMPARABILITY 
    Country: Germany
    Institution: Brand University of Applied Sciences
    Qualification: Bachelor of Arts: Brand Design Communication Design.
    Credits: 180 European Credit Transfer and Accumulation System (ETCS)
    Duration: Three years

    Entry Requirements:
    Both the Brand University of Applied Sciences (BUAS) and the South African qualifications require completion of a high school-leaving certificate.

    Purpose/Rationale:
    Communication designers conceive, develop, and realise the visual appearance of brands and companies, whether logo, corporate identity, product and packaging or advertising campaigns in print, film, and digital media or store and innovative experiences. Both the BUAS and SA qualifications will develop the creative, technical, and strategic know-how that creative people in the media and advertising industry need to prosper. After completing the qualification, many opportunities will open to learners as an expert in the creative industry. As the person responsible for the image and communication of brands, the learner will be able to realise complex projects as part of integrated marketing, these include:
  • Brand Strategist.
  • Editorial Designer.
  • Art Director.
  • Packaging Designer.
  • Corporate Designer.
  • Creative Conceptions.
  • Animation Artist.

    Qualification structure:
    The Brand University of Applied Sciences (BUAS) qualification consists of the following compulsory and elective modules.

    Compulsory modules:
  • Brand Design Basics.
  • Form and Proportion.
  • Photography.
  • 21st Century Skills.
  • Design and Society.
  • User Experience Design.
  • Characters ND Font.
  • Motion Design.
  • Brand Management Basics.
  • Design Thinking.
  • Speculative Design.
  • Multisensory Branding.
  • Design Research.
  • Sustainability.
  • Interdisciplinary Practice Project.
  • Practice Transfer Project.
  • Bachelor Thesis.
  • Colloquium.

    Elective Modules (Select eight (8) modules from the following different design disciplines:

    Communication Design Specialisation (Select only two modules from the following options):
  • Corporate Design.
  • Graphic Design.
  • Illustration.
  • Packaging.

    Digital Design Specialisation (Select only two modules from the following options):
  • Gamification and Game Design.
  • Generative Design.
  • Prototyping and User Testing.
  • Wearables and Tangible Media.

    Interdisciplinary Seminars Specialisation (Select only two modules from the following options):
  • Artificial Intelligence.
  • AV Branding Brand Innovation.
  • Creative Leadership.
  • Creative Technologies.
  • Design English.
  • Design Management.
  • Digital Branding.
  • Film and Motion Design.
  • Free Transfer Project.
  • Communication Management.
  • Media Science and Advertising Psychology.
  • Service and System Design.
  • Transmedia Storytelling.
  • Trend Research.
  • Typography and Publishing.
  • UX Strategy.

    Similarities
  • Both qualifications have the same train out period of three years.
  • Both qualifications allow the qualifying learner to qualify for the same occupations once the qualification is completed.
  • Both qualifications are targeted at individuals in the creative sector.

    Differences
  • The South African Qualification has no elective modules as all modules are compulsory as the Brand University of Applied Sciences qualification has three streams of electives.
  • The South African Qualification has no specialisation and seems to be a general Communication design while the Brand University of Applied Sciences qualification allows the learner to specialize in one of the following: Communication Design, Digital Design, or Interdisciplinary Seminars.

    Country: New Zealand
    Institution: Ara Institute of Canterbury Ltd
    Qualification: Bachelor of Design (Visual Communication Design)
    Credits: 360 credits
    Duration: Three years full-time.

    Purpose and rationale
    The qualification will help learners to generate ideas, solve problems, and design innovative solutions in advertising, marketing, and communication design environments.
  • Core skills taught include:
  • Design strategies.
  • Graphics.
  • Branding and communication.
  • Typography.
  • Art direction.
  • Drawing and illustration.

    Qualifying learners will be able to follow the following career paths
  • Advertising agency/design studio creative.
  • Self-employed graphic designer.
  • Web designer.
  • App designer.
  • Book/magazine illustrator.
  • Motion graphic designer.
  • Gallery or museum work as a designer or curator, or work in set design for stage, television, or film.

    Method of instruction
    The learner will complete a group of studio core modules in academic subjects. These include both professional and contextual studies which will equip you with developed communication skills, a background in the history and sociology of creative practices, insights into contemporary professional ethics and some business skills.

    Modules in qualifications:
    First-year modules
  • Business Planning, 15 Credits.
  • Introduction to Accounting and Taxation, 15 Credits.
  • Introduction to Marketing and Sales, 15 Credits.
  • Contextual Studies 1, 15 Credits.
  • Technical Skills - Communication, 15 Credits.
  • Ways of Seeing - Image and Text, 15 Credits.
  • Design Principles - Visual Language, 15 Credits.
  • Graphics Studio, 15 Credits.
  • Communication Studio, 15 Credits.
  • Typography, 15 Credits.
  • Introduction to Marketing and Sales, 15 Credits.
  • Market and Sales Intelligence - campus, 15 Credits.
  • Essential Skills for Marketing and Sale, 15 Credits.

    Second Year modules
  • Contextual Studies 2, 15 Credits.
  • Professional Studies, 15 Credits.
  • Figure Drawing Elective,15 Credits.
  • Photography Elective, 15 Credits.
  • Videography Elective, 15 Credits.
  • Book Art Elective, 15 Credits.
  • Illustration Elective,15 Credits.
  • Spatial Design Elective, 15 Credits.
  • Introduction to Screen Printing, 15 Credits.
  • 3D Motion Graphics, 15 Credits.
  • Painting, 15 Credits.
  • Drawing Methods, 15 Credits.
  • Interpretation and Information 1, 15 Credits.
  • Branding and Persuasion 1, 15 Credits.
  • Interpretation and Information 2, 15 Credits.
  • Branding and Persuasion 2, 15 Credits.
  • Business Accelerator, 10 Credits.

    Third Year modules
  • Contextual Studies 3, 15 Credits.
  • Final Project, 45 Credits.
  • Professional Practice - Communication, 15 Credits.
  • Visual Culture and Society - Communication, 30 Credits.

    Similarities
  • Both qualifications have the same train out period of three years.
  • Both qualifications have 360 credits.
  • Both Qualifications allow the qualifying learner to qualify for the same occupations once the qualification is completed.
  • Both qualifications are targeted at individuals in the creative sector.

    Articulation
  • Bachelor of Media Arts (Honours).
  • MFA (University of Canterbury).
  • PGDipFA.
  • Postgraduate Diploma in Art and Design (AUT).

    Differences
  • The South African Qualification has no elective modules as all modules are compulsory as the Ara Institute of Canterbury Ltd has electives that the learner may choose from. 
    		•

    ARTICULATION OPTIONS 
    This qualification allows possibilities for both vertical and horizontal articulation.

    Horizontal Articulation
  • Bachelor of Arts in Design in Communication Design, NQF Level 7.
  • Bachelor of Arts in Visual Arts in Visual Communication Design, NQF Level 7.

    Vertical Articulation
  • Bachelor of Arts Honours in Visual Communication Design, NQF level 8.
  • Bachelor of Arts Honours in Creative Brand Communications, NQF level 8. 
    		•

    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.
     
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    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.