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 THAT HAS PASSED THE END DATE: 

Diploma in Visual Communication 
SAQA QUAL ID QUALIFICATION TITLE
35997  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
National Diploma  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  385  Level 6  NQF Level 06  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Passed the End Date -
Status was "Reregistered" 		 SAQA 1141/23  2021-07-01  2024-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2025-06-30   2029-06-30  

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 is replaced by: 
Qual ID Qualification Title Pre-2009 NQF Level NQF Level Min Credits Replacement Status
109434  Diploma in Visual Communication  Not Applicable  NQF Level 06  360  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
This qualification has been planned and developed for the creative area of the advertising and communication industry. It aims, through a planned combination of unit standards, to allow a graduate to work as a graphic designer, art director or multimedia specialist.

The graphic designer will be able to design advertising, logos, packaging, corporate identity, information graphics, editorial graphics, documents and promotional and in-store point of sale material.The 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.

Multimedia specialists will be able to develop and present creative concepts and solutions for web sites, interactive media, motion graphics, CD Rom based multimedia, 3D animation and computer games.

This qualification has been developed with the help of the local and international advertising and communication industries and will enable graduates to enjoy a creative, innovative and exciting career.

This qualification supports the objectives of the National Qualifications Framework (NQF) in that it provides learners with clear learning pathways, which provide access to, and mobility and progression within the marketing industry as a whole, and as such these improvements increase their employment opportunities. The increased knowledge and skill base therefore has a wider implication, namely the enhancement of the functional and intellectual capability of the nation at large.

Rationale

As a result of past legacies resulting in few traditional Black high / secondary schools offering Art as a school subject, the fact that the advertising industry has not strongly promoted advertising as a career and due to poor career guidance at some schools, few learners consider studying towards a career as an art director, graphic designer or multimedia specialist in the advertising and communication industry.

This qualification has been offered since 1990 and its continuance stems out of the long term sector skills plan for the advertising and communication industry and it will, through knowledge and skills, allow learners to reach their full potential through formal education.

The industry requires qualified art directors, graphic designers and multimedia graduates who are able to contribute to improve productivity, efficiency and creativity in the advertising and communication industry. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
This qualification assumes that the learner is competent in the language of instruction of the provider, in the general and practical knowledge and understanding of conceptual skills, life skills and computer skills and has creative talent.

Recognition of prior learning:

This qualification may be achieved in part through the recognition of relevant prior learning and through prior experience as an art director or graphic designer or multimedia specialist in an ad. agency or design company if the learner is able to demonstrate competence in the knowledge, skills, values and attitudes implicit in this qualification. Individual learners are assessed against the exit level outcomes of the qualification on a case-by-case basis as well as by their creative portfolio and entrance examination.

This recognition of Prior Learning may allow:
  • For accelerated access to further learning.
  • Gaining of credits towards a unit standard.

    All recognition of Prior Learning is subject to quality assurance by a relevant accredited Educational Training Quality Assurance Body (ETQA) and is conducted by an accredited workplace assessor. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    N/A 

    EXIT LEVEL OUTCOMES 
    1. Competencies relating to fundamental learning

    1.1 Demonstrate competence in reading, writing and speaking the language of instruction in ways that facilitate their own academic learning and learning in groups or in classrooms.
    1.2 Demonstrate competence in interpreting and using verbal and non-verbal elements to facilitate their own academic learning.
    1.3 Demonstrate competence in basic drawing, illustration and rendering skills.

    2. Competencies relating to core learning

    2.1 Demonstrate knowledge of how an ad. agency / design company works.
    2.2 Demonstrate competence in sourcing and applying creative ideas in visual communication.
    2.3 Demonstrate competence in developing creative solutions for electronic advertising mediums.
    2.4 Demonstrate competence in developing and presenting integrated marketing communication (IMC) solutions.
    2.5 Demonstrate competence in working in a creative team.
    2.6 Demonstrate competence in understanding advertising production.
    2.7 Demonstrate competence in understanding the advertising research process.
    2.8 Demonstrate competence in desk top publishing (DTP).

    3. Competencies relating to Elective learning

    3.1 Demonstrate competence in understanding the principles and elements of art direction.
    3.2 Demonstrate competence in understanding the art direction process.
    3.3 Demonstrate competence in developing creative solutions for various advertising media.
    3.4 Demonstrate competence in understanding the principles and methods of graphic design.
    3.5 Demonstrate competence in understanding the graphic design process.
    3.6 Demonstrate competence in developing creative solutions for graphic design in various applications.
    3.7 Demonstrate competence in understanding the principles and applications of multimedia.
    3.8 Demonstrate competence in developing creative solutions for the Internet / Web sites.
    3.9 Demonstrate competence in creating and mixing sound to enhance the interactive multimedia experience.
    3.10 Demonstrate competence in creating motion graphics and video for multimedia.
    3.11 Demonstrate competence in CD Rom based multimedia.
    3.12 Demonstrate competence in designing interactive media.
    3.13 Demonstrate competence in designing and building computer games.
    3.14 Demonstrate competence in creating animation and edit stills and films.
    3.15 Demonstrate competence to develop a portfolio on CD Rom. 

    ASSOCIATED ASSESSMENT CRITERIA 
    1.1 Competence is evident when candidates are able to:
  • Read academic and professional texts critically, integrate and use knowledge in their own studies.
  • Read and interpret with understanding written and graphic materials relating to their areas of specialisation.
  • Select and use study methods appropriate to their own needs as well as the demands of their specialisation.
  • Use information and communications technology to further their own learning.
  • Convey the content of their area of specialisation in written, graphic and other forms.
  • Foster interactive communication with other learners through the use of non-judgmental language, supportive replies, constructive feedback, acknowledgement of feelings and demonstration of mediation skills.
  • Use the main language of instruction to explain, describe, discuss and relate key concepts in their area of specialisation.
  • Use a second language to explain, describe and discuss such key concepts in a conversational style.

    1.2 Competence is evident when candidates are able to:
  • Interpret verbal and non-verbal elements.
  • Apply their understanding of verbal and non-verbal elements to creative principles and practices.

    1.3 Competence is evident when candidates are able to:
  • Draw still life items, products, technical objects.
  • Use colour, line, shape, contrast, unity, texture etc in illustrations.
  • Render with markers and other media.

    2.1 Competence is evident when candidates are able to:
  • Describe the structure of an ad. agency or design company.
  • Describe the workflow within such a company.
  • Explain the relationship between the internal divisions.
  • Explain the relationship between the company and its suppliers.

    2.2 Competence is evident when candidates are able to:
  • Explain the nature and role of various creative elements.
  • Explain the creative philosophies of leading ad. agencies or designers.
  • Use brainstorming techniques.
  • Use conceptual thinking techniques.

    2.3 Competence is evident when candidates are able to:
  • Extract creative data.
  • Develop creative solutions for electronic advertising mediums.
  • Evaluate these creative solutions.
  • Present these creative solutions.

    2.4 Competence is evident when candidates are able to:
  • Identify IMC solutions.
  • Develop IMC solutions.
  • Integrate these solutions.
  • Present these solutions.

    2.5 Competence is evident when candidates are able to:
  • Plan in a team situation.
  • Communicate effectively with other team members.
  • Enhance team dynamics and motivation.
  • Handle and resolve possible areas of conflict.

    2.6 Competence is evident when candidates are able to:
  • Understand the organisation and functions of the production department in the ad. agency / design company.
  • Understand print issues and processes.
  • Describe the procedures for setting up for print reproduction.
  • Describe the process for radio production.
  • Describe the process for outdoor production.
  • Describe the process for television production.

    2.7 Competence is evident when candidates are able to:
  • Assess the need for research.
  • Establish advertising research objectives.
  • Understand research methods and techniques.
  • Analyse, interpret and present advertising research results.

    2.8 Competence is evident when candidates are able to:
  • understand desk top publishing.
  • apply DTP processes.
  • use the software packages to alter images.
  • lay out and design images.
  • use appropriate peripherals to produce pages or documents.

    3.1 Competence is evident when candidates are able to:
  • Describe the principles of a good layout.
  • Create good layouts.
  • Understand the application of art direction in above-the-line and below-the-line advertising.

    3.2 Competence is evident when candidates are able to:
  • Understand art direction principles and methods.
  • Understand the art direction process.
  • Integrate scientific research into the process.

    3.3 Competence is evident when candidates are able to:
  • Develop creative solutions for art direction in television.
  • Develop creative solutions for art direction in all print advertising.
  • Develop creative solutions for art direction in promotional and point-of-sale material.
  • Develop creative solutions for art direction in campaigns.
  • Develop creative solutions for art direction in special applications.

    3.4 Competence is evident when candidates are able to:
  • Identify and explain the principles and methods of graphic design.
  • Develop creative solutions for various design challenges.

    3.5 Competence is evident when candidates are able to:
  • Identify and explain the graphic design process.
  • Plan and implement the graphic design process.
  • Explain the functions of the role players in graphic design and its process.

    3.6 Competence is evident when candidates are able to:
  • Develop graphic design solutions in television.
  • Develop graphic design solutions in print ads.
  • Develop graphic design solutions in information graphics.
  • Develop graphic design solutions in editorial graphics.
  • Develop graphic design solutions in internal and external documents.
  • Develop graphic design solutions in corporate identity.
  • Develop graphic design solutions in event materials.
  • Develop graphic design solutions in promotional and in-store point of sale material.
  • Develop graphic design solutions for packaging.
  • Develop graphic design solutions in web design.
  • Develop graphic design solutions in campaigns.
  • Develop graphic design solutions in special applications.

    3.7 Competence is evident when candidates are able to:
  • Identify and explain the principles and applications of multimedia.
  • Develop creative solutions for various multimedia challenges.

    3.8 Competence is evident when candidates are able to:
  • Explain the principles and elements in the Internet / Web site.
  • Prepare graphics for the Web site.
  • Describe how Web sites are built.
  • Design Web sites.
  • Use computer software in designing web sites.
  • Present Web sites.
  • Use appropriate multimedia tools to improve on and maintain Web sites.

    3.9 Competence is evident when candidates are able to:
  • Demonstrate an understanding of sound and sound mixing.
  • Record, mix and apply sounds to multimedia projects and applications.

    3.10 Competence is evident when candidates are able to:
  • Understand the principles of motion graphics and video.
  • Develop and produce motion graphics and video for multimedia.

    3.11 Competence is evident when candidates are able to:
  • Understand CD Rom based multimedia design and tools.
  • Design CD Rom based multimedia.

    3.12 Competence is evident when candidates are able to:
  • Create and develop interactive media.
  • Use Director for interactive CD Roms.

    3.13 Competence is evident when candidates are able to:
  • Prepare to build computer games.
  • Design and develop computer games.

    3.14 Competence is evident when candidates are able to:
  • Understand animation and editing processing.
  • Create animation.
  • Edit stills and films.

    3.15 Competence is evident when candidates are able to:
  • Prepare and select items for a portfolio on CD Rom.
  • Create a portfolio on CD Rom.

    Integrated assessment:

    In the assessment strategy, evidence of competence must be demonstrated through a variety of options:

    Tests, individual and group assignments, case studies, problem-solving projects, written examinations and campaigns.
    Some of these options are more suited to the assessment of foundational competence, others are more suited for practical and reflexive competence.However, the final integrated assessment should:
  • Assess the extent to which learners can conceptualise and verbalise.
  • Assess the learner`s lateral thinking ability.
  • Assess the learner`s ability to work in a creative team.
  • Assess the learner`s ability to direct advertising art or to design graphics or to develop multimedia solutions.
  • Assess the learner`s ability to develop, manage and evaluate an advertising or marketing communication campaign in a simulated ad. agency environment.
  • Assess the learner`s competence to perform in an ad. agency during the 6 week internship period.

    Because assessment practices must be open, transparent, fair, valid, reliable and ensure that no learner is disadvantaged in any way whatsoever, an integrated assessment approach is incorporated into the qualification. 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification is accredited by the IAA (International Advertising Association) in New York, United States of America. IAA accreditation ensures that all IAA accredited institutions will deliver state of the art educational programmes adhering to international standards. Accreditation involves an assessment of the institution`s mission and vision, the curriculum (structure and content) and instructional staff. Application for accreditation or re-accreditation involves an on-site inspection by the IAA.

    The AAA School of Advertising received IAA accreditation in 1992 and was re-accredited in 1999. Renewal is mandated for every accredited institution every 6 years.

    Benchmarking was also done by comparing this qualification to unit standards, outcomes of learning, levels, credits and performance criteria found in the:
  • New Zealand Qualification Authorities.
  • Australian Qualification Authorities.
  • U.K. Institute of Marketing Management Qualifications.

    In general this qualification and its component unit standards compare well with their international counterparts. The only major differences are in formatting, scope of coverage or focus. The differences identified in the level structures did however make direct equivalation difficult in all cases. 
    		•

    ARTICULATION OPTIONS 
    There are articulation possibilities with academic institutions offering DTP courses, courses in graphic design and in multimedia. No specific arrangements for articulation have been made. Vertical articulation is possible as this qualification can build on other certificates from public and private higher education institutions. Horizontal articulation is possible between the three specialisation areas (i.e. art direction, graphic design and multimedia). 

    MODERATION OPTIONS 
    Anyone assessing a learner against this qualification must be registered as an assessor with the relevant ETQA.

    Any institution offering learning that will enable achievement of this qualification, or assessment against this qualification must be accredited as a provider with the relevant ETQA.

    Moderation of assessment will be overseen by the relevant ETQA according to agreed procedures and processes. Therefore anyone wishing to be assessed against this qualification may apply to be assessed by any agency, assessor or provider institution which is accredited by the relevant ETQA. 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2006; 2009; 2012; 2015. 

    NOTES 
    The main language of instruction on the Diploma in Visual Communication is English. However, learners can create advertising etc. in Afrikaans or the various ethnic languages depending on the target markets involved. 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
    When qualifications are replaced, some of their learning programmes are moved to being recorded against the replacement qualifications. If a learning programme appears to be missing from here, please check the replacement.
     
    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.