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: 

Bachelor of Arts in Digital Design 
SAQA QUAL ID QUALIFICATION TITLE
94118  Bachelor of Arts in Digital 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 02 - Culture and Arts  Design Studies 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  365  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered-data under construction  EXCO 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2033-06-30  

Registered-data under construction

The qualification content is currently being updated for the qualifications with the status “Registered-data under construction” or showing “DETAILS UNDER CONSTRUCTION” to ensure compliance with SAQA’S Policy and Criteria for the registration of qualifications and part-qualifications on the National Qualifications Framework (NQF) (As amended, 2022). These qualifications are re-registered until 30 June 2027 and can legitimately be offered by the institutions to which they are registered.

 

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.  

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of this qualification is to provide a quality undergraduate Degree in multimedia design which addresses the skills demands in industry and enables learners to enter and contribute to the multimedia design industry competitively. This qualification is designed to develop the knowledge, skills and meet the outcomes which are internationally and locally identified as critical for a career in this industry. Through this qualification, learners will develop the ability to develop and produce innovative interactive design solutions combining video, animations, still images and audio using a wide variety of media creatively to communicate with various audiences for a variety of purposes. Learners will be well-positioned to add value to the establishment that employs them; to pursue further studies in this field; or enable them to work as independent multimedia designers or consultants in the industry.

The qualification will provide learners with a thorough grounding and sound theoretical base in multimedia design including key disciplines informing professional multimedia design and production such as: design research, visual communication and digital media production and development. This qualification is designed to produce multimedia design professionals who are equipped to implement the design process from concept to the end product and who are empowered with the necessary skills to compete in and contribute to multimedia in the commercial sector.

Rationale:
Competence in the areas of commercial multimedia design solutions and visual communications is critical if South African multimedia designers are to be current and competitive within this lucrative global industry. Visual communications using effective multimedia design presents an advantage over conventional media, and may secure business continuity and economic well-being. This qualification is specifically designed to develop learners' innate creativity to develop their skills, confidence, visual insight and business acumen needed to function successfully in this industry.

The qualification design offers adequate depth of understanding of the multimedia design industry and a firm foundation for learners to determine in which branch of this industry their personal talents are most suited to position them for progression into postgraduate study. Graduates will be able to demonstrate a high level of competence in the multimedia design industry and contribute to the economic well-being of an organisation in a responsible manner.

Over the past few years have seen a significant shift in the role of the visual communicator. What may have developed as a process for influencing people's perceptions on products in a consumerist context, visual communication has become a preferred and accepted way of informing people, and of changing perceptions on social, economic and environmental issues. The new challenge of the multimedia designer is to create the visual components that must now be made available in a variety of different media formats including TV, film, magazines, written material, advertising, via several media which now include cell phones, tablets and the internet. The multimedia designer has the unique task of taking verbal ideas and briefs from the client and developing a creative way to capture and communicate both the information and the emotion that the client aims to associate with the product or service. The qualification is designed to develop the student's critical, innovative and creative thinking. Conceptual thinking is emphasised and manifested through the development of technical skills to use a wide variety of media which include the latest technologies favoured by the design industry.

The qualification is responsive to regional and national needs, but also to the global context of the design disciplines. It is crucial that the quality of learning keeps pace with the developments that are taking place in the profession, and that critical and analytical thinking skills are developed to produce positive learning outcomes for the industry as a whole to ensure that learners are able to develop advanced problem-solving skills and communication skills in order to deal with open-ended intellectual inquiry, technological developments and diversity within the industry. The result will be a well-rounded graduate who, on successful completion of the qualification, has the option to enter the world of work immediately, or to continue with further study in the field of multimedia design.

Career opportunities for graduates include:
  • Multimedia designers or developers in design consultancies and in-house teams.
  • Online magazine and publication designers and layout artists.
  • Digital media designers, developers and film makers for creative online content.
  • Animators for the advertising and film industries.
  • Electronic publication designers and interactive content developers.
  • Creative team leaders in advertising agencies.
  • Interactive design consultants. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    Learners can achieve this qualification in part through recognition of prior learning.

    Learners may apply for credits or exemptions for subjects already passed in-house or at other recognised institutions.

    Skills, knowledge and experience in respect of competencies acquired through informal and non-formal learning are also assessed in the RPL process.

    Access to the Qualification:
  • National Senior Certificate.
  • National Certificate (Vocational).
  • An Advanced Certificate or Diploma or Advanced Diploma in a cognate discipline. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The qualification consists of compulsory modules at NQF levels 5, 6, 7:

    NQF Level 5:
    8 Modules totalling 95 credits:
  • Basic drawing (Year module), 10 Credits.
  • Digital Media Production 1A, 15 Credits.
  • Multimedia Design 1A, 15 Credits.
  • Production Theory, 5 Credits.
  • Basic Photography, 10 Credits.
  • Digital Media Production 1B, 15 Credits.
  • Multimedia Design 1B, 15 Credits.
  • Storyboarding, 10 Credits.

    NQF Level 6:
    11 Modules totalling 140 credits:
  • Art and Design Theory and Research I, 10 Credits.
  • Visual Communication 1, 10 Credits.
  • Digital Media Production 2 A, 15 Credits.
  • Intermediate Drawing (Year module), 10 Credits.
  • Intermediate Photography, 10 Credits.
  • Multimedia Design 2A, 15 Credits.
  • Videography 1 (Year module), 15 Credits.
  • Art and Design Theory and Research 2, 15 Credits.
  • Digital Media Production 2B, 15 Credits.
  • Multimedia Design 2B, 15 Credits.
  • Visual Communication 2, 10 Credits.

    NQF Level 7:
    8 Modules totalling 130 credits:
  • Art and Design Theory and Research 3 (Year module), 10 Credits.
  • 3D Animation, 15 Credits.
  • Digital Media Production 3A, 15 Credits.
  • Multimedia Design 3A, 15 Credits.
  • Videography 2 (Year module), 20 Credits.
  • Business Practice, 10 Credits.
  • Digital Media Production 3B, 15 Credits.
  • Digital Media Design and Development Project, 30 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate the ability to perform enquiry to support and inform solutions for design problems.
    2. Develop innovative and relevant interactive multimedia design solutions for complex design problems.
    3. Demonstrate a high level of competence to create, select and use a wide range of interactive media to achieve specific communication objectives.
    4. Demonstrate the ability to organise activities systematically within the design process to meet set deadlines and outcomes.
    5. Demonstrate the ability to present and communicate design solutions and visual outputs in a manner appropriate to context to achieve specific visual communication objectives.
    6. Demonstrate the ability to collaborate and function effectively and ethically in a professional design practice team to produce multimedia products. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Assessment Criteria for Exit Level Outcome 1:
  • Information is selected to inform solutions for design problems.
  • Basic research is conducted to inform solutions for design problems and select media.
  • Information is analysed and interpreted and presented to support arguments for and against multimedia design options.
  • Explain conceptual and stylistic considerations employed in the development of the design solution, supported by research findings.

    Assessment Criteria for Exit Level Outcome 2:
  • Select and apply appropriate methods, techniques, tools and procedures relevant to finding workable solutions to design problems and challenges.
  • Propose innovative and creative solutions based on theory-driven arguments and using relevant modes of inquiry to support arguments.
  • Develop concepts and visual style relevant to the client's needs and intended target audience.
  • Plan, organise and execute design activities in a campaign consisting of multiple elements.
  • Produce multimedia products with strong visual appeal and impact to meet specific communications objectives.
  • Produce multimedia products that allow for innovative and effective user interactivity.
  • Develop solutions for a variety of diverse visual communication and design challenges.
  • Demonstrate critical understanding on the impact of socio-, economic, political and technological forces on shaping trends in design.
  • Demonstrate an understanding of the fundamental relationship between art/design and its function, purpose, and its aesthetic significance.
  • Demonstrate an understanding of the importance/relevance and function of all areas of the creative/communications processes within the area of study and its relationship to other areas within the creative sphere.

    Assessment Criteria for Exit Level Outcome 3:
  • Produce visual stimuli using video, still images, and animation professionally for the purpose of visual communication.
  • Identify and select visual modes or combinations of visual modes appropriate to the theme and/or stated design problem.
  • Demonstrate the ability to create interactive designs, produce and edit video and animations using appropriate industry standard software.
  • Produce professionally published and functional multimedia products.
  • Demonstrate critical and analytical thinking in response to the design problem and solution being presented.
  • Clearly articulate design decisions in context of brief specifications and target audience.

    Assessment Criteria for Exit Level Outcome 4:
  • Produce a document according to set format and structure in an academically sound manner.
  • Conduct individual research on project-specific subjects that would aid in the stimulation and refinement of the final project.
  • Demonstrate a professional presentation of completed illustration projects.
  • Demonstrate the ability to maintain visual consistency through multiple elements of a campaign.
  • Demonstrate personal/social skills and time management to meet deadlines and timelines to successfully complete different projects.
  • Identify and apply methodologies and techniques to organise and coordinate activities needed for efficient project completion.

    Assessment Criteria for Exit Level Outcome 5:
  • Develop solutions for a variety of diverse visual communication and design challenges.
  • Demonstrate critical and analytical thinking in response to media stereotyping.
  • Formulate and discuss current concepts and approaches to challenges in marketing campaigns.
  • Convey information relevant to the requirements of the subject matter through sequential, diagrammatic, cutaway or other innovative techniques including animated graphics and sound.
  • Demonstrate an original and individual approach to visual problem solving, using experimental media involving visual material from a variety of art-related sources and innovative media manipulation methods.
  • Transform familiar, recognisable or conventional imagery into uniquely reconfigured animate or inanimate objects by employing electronic media or software.
  • Analyse and evaluate mass orientated visual and auditory material.
  • Demonstrate the ability to solve diverse visual communication problems.

    Assessment Criteria for Exit Level Outcome 6:
  • Demonstrate the ability to function in and contribute effectively to a professional design practice team.
  • Participate in collaborations in group design projects.
  • Demonstrate the ability to make sound design and media selection decisions.

    Integrated Assessment:

    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 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 which test the student'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. Summative assessment also tests the student's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module. 
    		•

    INTERNATIONAL COMPARABILITY 
    Benchmarking for this qualification was done by comparison with qualifications and outcomes for Multimedia related qualifications in higher education institutions in:

    A comparison of the title, exit level outcomes and assessment criteria was undertaken with each.

    England:
    The qualification was compared with the Bachelor of Arts (Honours) Design for Interaction and Moving Image offered by the University of the Arts London. The outcomes of the above mentioned qualification are similar to the exit level outcomes of this qualification. The core modules presented in this qualification is Exploration, Application and Contextual and Theoretical Studies. Exploration is similar to the module 'Multimedia design' in that it allows learners to develop a variety of design solutions to set design problems. The subject 'application' engages learners with a variety of media applications and has a similar aim to the qualification modules, Digital Media Production and Videography in engaging learners with a variety of media applications. The 'Subject Contextual and Theoretical Studies' has a similar focus to the qualification module 'Art and Design theory and Research' and provides learners with knowledge of historical and cultural contexts in visual communication. The core difference is that the IIE qualification provides additional modules such as drawing and illustration to assist in the development of learners' basic art making skills.

    Australia:
    The IIE qualification was further compared with the Bachelor of Arts in Visual Communication majoring in Multimedia Design offered by Raffles College of design and Commerce in Australia. The core subjects presented in this qualification are Graphic Design and Multimedia Studio, Applied Graphics and Imaging, Drawing, Design Principles and Colour Theory, Visual Communication, Motion Graphics, Information and Interface Design, History of Visual Communication and Digital Sound and Video. Groupings of these subjects compare favourably with the content presented in the IIE modules. 'Graphic design and Multimedia Studio' and 'Applied Graphics and Imaging' is similar in methodology and content than the IIE modules 'Multimedia Design'. Course content of 'Drawing, Design Principles and Colour Theory' presented at Raffles is similar in content to the IIE modules, Production Theory, Drawing and Illustration in that it assists learners to develop their basic art skills through project based teaching. 'Visual Communication' and 'History of visual Communication' is similar in content to the IIE modules 'Art and Design theory and research' and 'Visual Communication' where learners engage with historical art movements as well as contemporary theory in visual communication design. 'Motion Graphics', 'Information and Interface Design' and 'Digital Sound and Video' compares favourable in terms of course content to the IIE modules 'Digital Media Production' and 'Videography'.

    Conclusion:
    Both the qualifications identified for comparison have different titles. The purposes and aims of these qualifications however are similar when compared to the IIE qualification. 

    ARTICULATION OPTIONS 
    Horizontal Articulation:
  • Advanced Diploma in Multimedia Design and Production, at NQF Level 7.
    Vertical Articulation:
  • Bachelor of Arts Honours in Multimedia Design, at NQF Level 8. 
    		•

    MODERATION OPTIONS 
    N/A 

    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 2015. 

    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.
     
    1. The Independent Institute of Education (Pty) Ltd 


    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.