Details:
(3 YEARS FULL-TIME)
This qualification develops creative thinking, provides insight into business and brand building, and trains students to develop and execute creative concepts within a chosen specialisation (Visual Communications / Copywriting / Multimedia Design).
Entry criteria:
- A National Certificate with B or BD - admission to a Bachelors degree and a rating of 4 (50% - 59%) in four designated* subjects.
OR
- A Senior Certificate with endorsement or equivalent with complete or conditional exemption.
- All candidates are interviewed, required to complete an entrance challenge and submit a creative portfolio
- Completion of NBT assessment recommended.
* List of designated subjects for admission: Accounting, Agricultural Sciences, Business Studies, Consumer Studies, Dramatic Arts, Engineering, Engineering Graphics and Design, Geography, History, Information Technology, Languages, Life Sciences, Mathematics, Mathematical Literacy, Music, Physical Sciences, Religion Studies, Visual Arts. *Design can be substituted for one of the designated subjects Dramatic Arts or Visual Arts.
Breakdown:
YEAR 1
The first year of the degree programme introduces students to the creative arenas of copywriting, multimedia design and visual communications (graphic design and art direction) one of which they will select as their specialisation in the second semester. The principles of brand building and communications are explored and the role and power of the creative concept and its development investigated.
First year modules:
BRAND STRATEGY 1A
Brand Strategy 1A introduces students to the fundamental building blocks of brand building through the introduction of elements such as the brand concept, the history and evolution of brand building, as well as the nature and process of brand contact planning.
BRAND STRATEGY 1B
This module delves into more specific brand building tools that comprise the building blocks of a brand strategy. Students explore the processes of brand positioning, product development, pricing, distribution and integrated marketing communications.
CRITICAL STUDIES 1A
This module aims to develop academic writing, and creates the basis for exciting and invigorated critical and creative thinking.
CRITICAL STUDIES 1B
This module builds on Critical Studies 1A, and encourages students to apply their critical thinking and analytical skills to the role of the media in society. The focus is on media, its publics and its content. The module provides an overview of theories that situate themselves along these three dimensions. It also offers more detailed and complex engagement with semiotics and issues of representation.
CREATIVE BRAND COMMUNICATIONS
This module introduces students to the fundamental context, role and principles of Visual Communications, Copywriting and Multimedia Design within a brand communications context.
CREATIVE DEVELOPMENT 1
Creative Development challenges and nurtures studentsí personal creative process and development, and empowers them with various creative tools and inspiration. Creative Development encourages out-of-the-box thinking and explores various creative fields to find a myriad of solutions and ideas.
DIGITAL MEDIA 1
An introduction to all aspects of digital media, which covers the fundamental principles of digital media as well as practical image creation, image manipulation and basic animation. A foundation is created to support the students' skills development in their practical subjects. Software packages include iLife, Illustrator, InDesign, Photoshop, Flash and Basic Microsoft Office.
Specialisations (students select one specialisation that is then taken through into second and third year):
COPYWRITING 1
Students are introduced to the nature and role of copywriting. The first year is dedicated to the challenge of formulating a clear and focused brand message and expressing it with creative ideas, using language within a visual or audible context. Students are also introduced to the basic principles of creative writing.
OR
MULTIMEDIA DESIGN 1
The purpose of the first-year module is to introduce students to key theories in new media and multimedia design. It also aims to provide students with foundation skills in interactive, online and time-based technologies.
OR
VISUAL COMMUNICATION 1
This module encourages students to explore the fundamental skills of design and art direction through concept development, typography, three-dimensional design and the art direction of a photo shoot.
YEAR 2
Students develop their creative specialisation through practical projects. Working individually and within teams, they are exposed to real-life brand challenges. Students continue to expand on and apply their theoretical knowledge in brand communications.
Second year modules:
BRAND STRATEGY 2A
Students explore the practical application processes of brand building and are expected to demonstrate strategic development skills based on theoretical constructs investigated in Brand Strategy 1. Case studies and practical challenges support the process of gaining strategic insight, skill and confidence.
BRAND STRATEGY 2B
This module evolves practical processes and student insight, skill and confidence in the development of brand strategies. These aims are primarily achieved through real-life brand challenges in simulated brand teams.
CRITICAL STUDIES 2A
This module provides students with a number of relevant theoretical models with which to unpack The Body as a critical concept. Key to this exploration is the notion that the body is a site onto which, within which, and by which discourses around beauty, ugliness, naturalness, health, sexuality and gender are inscribed and produced.
CRITICAL STUDIES 2B
Students engage in notions of structure and agency, discourse, hegemony and ideology. This module looks at theoretical frameworks within the context of unpacking the notion of space, site and interaction. The module revolves around a series of site-specific interrogations. It enables students to think critically about the role of brand communications in perpetuating problematic power-relations within physical and mental spaces in South Africa.
CREATIVE DEVELOPMENT 2
This module builds on the first-year module; more advanced creative skills are covered with more advanced theories and topics around the Self and Other. The students are required to challenge the methods and ways of putting a brand communications campaign together by applying the creative process and skills of themselves and others.
DIGITAL MEDIA 2
Digital Media equips students with the tools needed to fulfil their specialisation requirements by utilising software packages in a creative and efficient manner. Copywriting and Visual Communications students develop their software skills in packages such as Photoshop, Illustrator and InDesign to a more advanced level and learn the importance of a structured workflow between these applications. Additional software packages include Dreamweaver and the multiple applications of PDF files.
Specialisations:
COPYWRITING 2
Students are navigated in achieving greater depth in conceptual thinking. They begin to explore the craft of writing, and how to apply it to various channels and genres to create creative brand communications and writing pieces.
OR
MULTIMEDIA DESIGN 2
This second year specialisation module aims to consolidate the core skills learnt in the first year. The overall aim is for students to achieve general competence, in preparation for the third year of study when a student is able to further specialise in an area within the field. In the second year of study, students increasingly work with client and brand-based projects.
OR
VISUAL COMMUNICATION 2
This module aims to develop core conceptual and visual communication skills, and exposes students to a full range and depth of disciplines within the context of art direction and design. Students engage in practical collaborations with students from various specialisations (Copywriting, Multimedia Design and Photography) to develop and execute creative concepts.
YEAR 3
In their final year, students continue in their chosen area of study to craft a portfolio of work appropriate to their chosen creative specialisation. Working individually and within simulated teams on a wide range of real-world challenges, students fine-tune their concept development and specialisation skills. The year culminates in a four-week industry internship at a relevant company or agency.
Third year modules:
BRAND STRATEGY 3A
Brand Strategy 3A focuses on more complex theoretical constructs within brand theory. Brand identity, architecture, equity and contact integration are investigated, and a diverse range of industry guests present current brand realities. Students apply their insight and skill in the development of brand strategy solutions to real-life brand challenges.
CRITICAL STUDIES 3A
This module provides students with a philosophical grounding to the ways in which humans both interact within and interpret broad concepts such as the environment and nature. Students examine different ways of conceptualising nature through time (in different historical periods) and place (in different societies and cultures), so as to critically challenge the perception of Humans as outside of, or other than, Nature. Throughout the module, different forms of brand communications are used as examples of how people draw on these various discourses, and whether they perpetuate or challenge problematic producer and consumer practices that are increasingly seen as damaging to the environment.
CREATIVE DEVELOPMENT 3
The third year is dedicated to honing the studentsí personal signature by realising their mission and creative direction. Students explore and implement personal creative interest, passion and expression. They are also required to challenge methods and ways of developing brand communications campaigns by applying the creative process and skills of themselves and others. The work created contributes to their end-of-year portfolio.
Specialisations:
COPYWRITING 3
Students achieve advanced strategic communication skills and conceptual thinking. The focus is on building a copywriting portfolio that is of industry standard. Students work on real-life brand challenges within simulated agency teams and the year culminates in an industry internship.
OR
MULTIMEDIA DESIGN 3
The purpose of Multimedia Design 3 is specific excellence in any of the core areas of Multimedia Design. A student has provided evidence of general competence in second year in the form of their final portfolio. In the third year of study, students identify a niche to further specialise in. This opportunity is provided with three elective modules and an extended 12-week module of self-directed study. Students work on real-life brand challenges within simulated agency teams, and the year culminates in an industry internship.
OR
VISUAL COMMUNICATION 3
The purpose of this module is to enable students to engage with and solve advanced briefs and multidisciplinary challenges. Students craft an industry-ready creative portfolio and work on real-life brand challenges in simulated agency teams. The year culminates in an industry internship.
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