|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|
|Bachelor of Visual Communications|
|SAQA QUAL ID||QUALIFICATION TITLE|
|49603||Bachelor of Visual Communications|
|PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY||NQF SUB-FRAMEWORK|
|CHE - Council on Higher Education||HEQSF - Higher Education Qualifications Sub-framework|
|National First Degree||Field 03 - Business, Commerce and Management Studies||Marketing|
|ABET BAND||MINIMUM CREDITS||PRE-2009 NQF LEVEL||NQF LEVEL||QUAL CLASS|
|Undefined||366||Level 6||Level TBA: Pre-2009 was L6||Regular-Unit Stds Based|
|REGISTRATION STATUS||SAQA DECISION NUMBER||REGISTRATION START DATE||REGISTRATION END DATE|
|LAST DATE FOR ENROLMENT||LAST DATE FOR ACHIEVEMENT|
|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|
The purpose of this Qualification is to build the necessary knowledge, understanding, abilities, skills and attitudes required for learning towards becoming a competent person in art direction, graphic design and multimedia. It also serves as the entry qualification into the creative field of marketing. In the context of the advertising, marketing and communication industries, this qualification will enable creative, feasible, innovative and exciting individual and teamwork possibilities. This qualification will be registered at: NQF Level 6 and is designed to ensure portability across all other Marketing Qualifications registered with SAQA.
Whilst it is clearly evident that the learner should be competent in using modern information technology, most of the Unit Standards contained in this Qualification avoid reference to specific methods of processing data. The knowledge, skills, values and attitudes required by the learner are defined in terms of outcomes rather than processes or procedures.
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. Such improvements increase the learners' employment opportunities. The increased knowledge and skill base in this Qualification has a wider implication, namely the enhancement of the functional and intellectual capability of the nation at large.
This Qualification has been developed as a coherent set of generic competences in the field of visual communications that it applies to a wide range of careers in the areas of Art Direction, Graphic Design and Multimedia, in a variety of contexts. Transferable core competences for broadly defined areas of visual communications have been identified and included in the visual communications role in different contexts.
The Bachelor of Visual Communications at NQF Level 6 is designed to meet the needs of those learners who enter the field of Art Direction, Graphic Design and Multimedia. The Bachelor of Visual Communications NQF Level 6 will provide a broad knowledge and skills needed in the industry for learners who:
The Bachelor of Visual Communications: Level 6 is a Qualification that rewards the learner for the knowledge, skills, attitudes, values and creativity that have been mastered through awarding them with a Nationally recognised Qualification that formally recognises those competencies. It aims to develop individuals who are informed and skilled in the Visual Communications areas of Art Direction, Graphic Design or Multimedia.
Many different roles are linked to and affected by this qualification. They include but are not limited to:
The qualification is structured in a way that exposes individuals to a set of core competencies to give a broad understanding of marketing electives, which will allow for a reflexive competence in visual communications. It will also allow for maximum flexibility and mobility for the competence to the learner to adjust to the changing needs within this dynamic industry.
|LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING|
|It is assumed that learners wishing to enter a programme leading to this qualification will have demonstrated competence in Visual Communications equivalent to NQF Level 5 or in any related field.
Recognition of prior learning:
The structure of this Unit Standard - based Qualification makes the Recognition of Prior Learning possible, if the learner is able to demonstrate competence in the knowledge, skills, values and attitudes implicit in this qualification. This qualification may be achieved in part or whole through the recognition of prior learning.
This Recognition of Prior Learning may allow:
All recognition of Prior Learning is subject to quality assurance by the relevant accredited Education Training Quality Assurance (ETQA) Body and is conducted by a registered workplace assessor.
|RECOGNISE PREVIOUS LEARNING?|
|The National Degree is made up of a combination of learning outcomes from Fundamental, Core and Elective components, totalling 366 credits (minimum).
In this qualification the credits are allocated as follows:
> 32 Credits at Level 6
> Total: 32 Credits - 8%
> 176 Credits at Level 5
> 54 Credits at Level 6
> Total: 230 Credits - 64%
> Art Direction:
> 14 Credits at Level 5
> 90 Credits at Level 6
> Total: 104 Credits - 28%
> Graphic Design:
> 104 Credits at Level 6
> Total: 104 Credits - 28%
> Multi - Media:
> 31 Credits at Level 5
> 73 Credits at Level 6
> Total: 104 Credits - 28%
Motivation for number of credits assigned to core and elective:
230 credits have been allocated to the Core Unit Standards. This is to ensure that the qualification has a strong visual communications focus.
The Core Unit Standards offer a broad contextual understanding and will enable the learners to gain a complete picture of visual communications within the marketing context.
A minimum of 104 credits have been allocated to the Elective Component of the Qualification. This is to ensure that the qualification has a strong focus on the 'elective' component and to differentiate each Elective component from each other.
|EXIT LEVEL OUTCOMES|
|On achieving this qualification, the learner will be able to:
1. Explain and apply professional values and ethics.
2. Communicate workplace data to stakeholders.
3. Demonstrate an ability to work as a member of a creative team.
4. Identify and explain target markets and product positioning within markets.
5. Demonstrate the function of an advertising agency/design company.
6. Apply conceptual and lateral thinking in the copy developmental and graphic design processes.
7. Explain the production and application of marketing communications.
8. Apply marketing and advertising creative processes.
9. Develop campaign, media and creative strategies.
10. Develop creative solutions in art direction for a variety of mediums.
11. Develop creative solutions in graphic design for a variety of mediums.
12. Demonstrate an understanding of computer systems and packages and apply skills and techniques to create systems based marketing.
|ASSOCIATED ASSESSMENT CRITERIA|
|On achieving this qualification, the learner will be able to:
Integrated assessment at the level of qualification provides an opportunity for learners to show that they are able to integrate concepts, ideas and actions across unit standards to achieve competence that is grounded and coherent in relation to the purpose of the qualification. Integrated assessment should show how already demonstrated competence in individual areas can be linked and applied for the achievement of a holistic outcome.
Integrated assessment must judge the quality of the observable performance, and also the quality of thinking that lies behind it. Assessment tools must encourage learners to explain the thinking and decision-making that underpin their demonstrated performance.
The assessment criteria in the unit standards are performance-based (applied competence as opposed to required knowledge only). This means that workplace experience may be recognised when awarding credits towards this qualification. A broad range of task-orientated and theoretical assessment tools may be used, with the distinction between practical knowledge and disciplinary knowledge maintained so that each takes its rightful place. Unit standards in the qualification must be used to assess specific and critical cross-fields outcomes. During integrated assessment the assessor should make use of formative and summative assessment methods and should assess combinations of practical, applied, foundational and reflexive competencies.
|Benchmarking was done by comparing this qualification to unit standards, outcomes of learning, levels, credits and performance criteria found in the:
New Zealand Qualifications Authority:
Australian Qualification Authority - no direct comparison could be made due to limited access to their Qualifications.
International Advertising Association (USA):
American Marketing Association:
Guildford College - United Kingdom - the following courses were considered:
Qualifications and Curriculum Authority (QCA - Ireland) - the following courses were considered:
In general this qualification and its related unit standards compared 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 some cases.
|Horizontal articulation possibilities lie with other NQF level 6 Qualifications and Unit Standards in the Learning areas:
Vertical progression can be achieved by embarking on the study of related NQF Level 7 or higher Qualifications:
|Moderation of assessment and accreditation of providers shall be at the discretion of relevant ETQA as long as it complies with the SAQA requirements. The ETQA is responsible of moderation of learner achievements of learners who meet the requirements of this qualification. Particular moderation and accreditation requirements are:
|CRITERIA FOR THE REGISTRATION OF ASSESSORS|
|Assessment of learner achievements takes place at providers accredited by the relevant ETQA (RSA, 1998b) for the provision of programmes that result in the outcomes specified for this qualification. Anyone assessing a learner or moderating the assessment of a learner against this qualification must be registered as an assessor with the ETQA. Assessors registered with the relevant ETQA must carry out the assessment of learners for the qualification and any of the Unit Standards that make up this qualification.
Assessors should keep the following general principles in mind when designing and conducting assessments:
In particular, assessors should assess that the learner demonstrates an ability to consider a range of options by:
All assessments should be conducted in line with the following well-documented principles:
|As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015.|
|The elective unit standards are categorized into specialization areas as follows:
|ID||UNIT STANDARD TITLE||PRE-2009 NQF LEVEL||NQF LEVEL||CREDITS|
|Core||117665||Change and improve images||Level 5||Level TBA: Pre-2009 was L5||8|
|Core||10051||Coach others on principles of marketing in an organisation||Level 5||Level TBA: Pre-2009 was L5||5|
|Core||10041||Conduct a marketing situational analysis||Level 5||Level TBA: Pre-2009 was L5||5|
|Core||117663||Construct layouts to various formats||Level 5||Level TBA: Pre-2009 was L5||10|
|Core||117654||Demonstrate an understanding of advanced conceptual processes||Level 5||Level TBA: Pre-2009 was L5||8|
|Core||117661||Demonstrate an understanding of advertising production||Level 5||Level TBA: Pre-2009 was L5||8|
|Core||117581||Demonstrate an understanding of an advertising agency/design company||Level 5||Level TBA: Pre-2009 was L5||8|
|Core||117641||Demonstrate an understanding of and apply typography principles and techniques||Level 5||Level TBA: Pre-2009 was L5||10|
|Core||119522||Demonstrate an understanding of and define integrated marketing communications and its role||Level 5||Level TBA: Pre-2009 was L5||6|
|Core||117635||Demonstrate an understanding of graphic design principles||Level 5||Level TBA: Pre-2009 was L5||15|
|Core||117682||Demonstrate an understanding of illustration techniques and apply them||Level 5||Level TBA: Pre-2009 was L5||10|
|Core||10065||Demonstrate an understanding of marketing communications roles||Level 5||Level TBA: Pre-2009 was L5||12|
|Core||117680||Demonstrate an understanding of rendering techniques and apply them||Level 5||Level TBA: Pre-2009 was L5||10|
|Core||117637||Demonstrate an understanding of the composition and dynamics of a creative team.||Level 5||Level TBA: Pre-2009 was L5||5|
|Core||117627||Demonstrate an understanding of the history of art, design and advertising||Level 5||Level TBA: Pre-2009 was L5||3|
|Core||117644||Demonstrate an understanding of the principles of art direction||Level 5||Level TBA: Pre-2009 was L5||10|
|Core||117666||Demonstrate an understanding of the principles, tools and process of desktop publishing||Level 5||Level TBA: Pre-2009 was L5||4|
|Core||10043||Develop, implement and manage a project/activity plan||Level 5||Level TBA: Pre-2009 was L5||5|
|Core||10048||Identify brand mix elements||Level 5||Level TBA: Pre-2009 was L5||8|
|Core||10064||Investigate and explain marketing communications concepts||Level 5||Level TBA: Pre-2009 was L5||8|
|Core||117645||Lead a marketing communications campaign team||Level 5||Level TBA: Pre-2009 was L5||6|
|Core||117662||Prepare for DTP and print reproduction||Level 5||Level TBA: Pre-2009 was L5||4|
|Core||117633||Source and apply creative ideas in visual communications||Level 5||Level TBA: Pre-2009 was L5||8|
|Core||117634||Demonstrate an understanding of packaging design||Level 6||Level TBA: Pre-2009 was L6||8|
|Core||117601||Develop and implement the marketing and advertising creative process||Level 6||Level TBA: Pre-2009 was L6||14|
|Core||117640||Develop and present an Integrated Marketing Communication (IMC) campaign||Level 6||Level TBA: Pre-2009 was L6||8|
|Core||117648||Explain and apply the principles of conceptual thinking||Level 6||Level TBA: Pre-2009 was L6||10|
|Core||10078||Integrate ethics policy into marketing policy||Level 6||Level TBA: Pre-2009 was L6||6|
|Core||117651||Manage the advertising research process||Level 6||Level TBA: Pre-2009 was L6||8|
|Fundamental||14505||Apply the principles of ethics and professionalism to a business environment||Level 6||Level TBA: Pre-2009 was L6||6|
|Fundamental||8046||Communicate at an advanced level and maintaining interpersonal relations||Level 6||Level TBA: Pre-2009 was L6||20|
|Fundamental||14510||Demonstrate knowledge and insight into the impact of HIV/AIDS on financial products, markets and the workforce||Level 6||Level TBA: Pre-2009 was L6||6|
|Elective||117695||Demonstrate an understanding of computer software used in web sites||Level 5||Level TBA: Pre-2009 was L5||5|
|Elective||119523||Develop a web site||Level 5||Level TBA: Pre-2009 was L5||11|
|Elective||117690||Explain and utilize computer software applicable to art direction||Level 5||Level TBA: Pre-2009 was L5||14|
|Elective||119528||Explain CD ROM based multimedia and develop a portfolio on a CD Rom||Level 5||Level TBA: Pre-2009 was L5||15|
|Elective||117699||Create and mix sound to enhance the interactive multimedia experience||Level 6||Level TBA: Pre-2009 was L6||13|
|Elective||117652||Create animation and edit stills and films||Level 6||Level TBA: Pre-2009 was L6||13|
|Elective||117700||Create motion graphics and video for multimedia||Level 6||Level TBA: Pre-2009 was L6||15|
|Elective||117653||Demonstrate an understanding of the art direction process||Level 6||Level TBA: Pre-2009 was L6||10|
|Elective||117643||Demonstrate an understanding of the graphic design process||Level 6||Level TBA: Pre-2009 was L6||6|
|Elective||117692||Demonstrate an understanding of the Internet and elements of a web site||Level 6||Level TBA: Pre-2009 was L6||8|
|Elective||117630||Design and build computer games||Level 6||Level TBA: Pre-2009 was L6||13|
|Elective||117628||Design interactive media||Level 6||Level TBA: Pre-2009 was L6||11|
|Elective||117664||Explain and develop creative solutions for art direction in advocacy advertising||Level 6||Level TBA: Pre-2009 was L6||10|
|Elective||117689||Explain and develop creative solutions for art direction in campaigns||Level 6||Level TBA: Pre-2009 was L6||10|
|Elective||117681||Explain and develop creative solutions for art direction in corporate advertising||Level 6||Level TBA: Pre-2009 was L6||5|
|Elective||117684||Explain and develop creative solutions for art direction in outdoor advertising||Level 6||Level TBA: Pre-2009 was L6||5|
|Elective||117660||Explain and develop creative solutions for art direction in print||Level 6||Level TBA: Pre-2009 was L6||10|
|Elective||117686||Explain and develop creative solutions for art direction in promotional and point-of-sale material||Level 6||Level TBA: Pre-2009 was L6||10|
|Elective||117697||Explain and develop creative solutions for art direction in special applications||Level 6||Level TBA: Pre-2009 was L6||9|
|Elective||117658||Explain and develop creative solutions for art direction in television||Level 6||Level TBA: Pre-2009 was L6||11|
|Elective||117688||Explain and develop creative solutions for art direction in World Wide Web||Level 6||Level TBA: Pre-2009 was L6||10|
|Elective||117693||Explain and develop creative solutions for graphic design in campaigns||Level 6||Level TBA: Pre-2009 was L6||12|
|Elective||117631||Explain and develop creative solutions for graphic design in corporate identity||Level 6||Level TBA: Pre-2009 was L6||10|
|Elective||117639||Explain and develop creative solutions for graphic design in documents||Level 6||Level TBA: Pre-2009 was L6||5|
|Elective||117636||Explain and develop creative solutions for graphic design in editorial graphics||Level 6||Level TBA: Pre-2009 was L6||5|
|Elective||117642||Explain and develop creative solutions for graphic design in events||Level 6||Level TBA: Pre-2009 was L6||5|
|Elective||117687||Explain and develop creative solutions for graphic design in information graphics||Level 6||Level TBA: Pre-2009 was L6||10|
|Elective||117694||Explain and develop creative solutions for graphic design in packaging||Level 6||Level TBA: Pre-2009 was L6||10|
|Elective||117629||Explain and develop creative solutions for graphic design in print advertising||Level 6||Level TBA: Pre-2009 was L6||10|
|Elective||117646||Explain and develop creative solutions for graphic design in promotional and point-of-sale material||Level 6||Level TBA: Pre-2009 was L6||8|
|Elective||117691||Explain and develop creative solutions for graphic design in special applications||Level 6||Level TBA: Pre-2009 was L6||5|
|Elective||117647||Explain and develop creative solutions for graphic design in television||Level 6||Level TBA: Pre-2009 was L6||8|
|Elective||117649||Explain and develop creative solutions for graphic design in web design||Level 6||Level TBA: Pre-2009 was L6||10|
|LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:|
|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.