PROGRAMME SPECIFICATION Please view the disclaimer. AWARD and COURSE TITLE INTERMEDIATE AWARDS Mode(s) of Attendance (eg. FT/PT/SW/DL) Name of Teaching Institution Location of Delivery BA (Hons) Graphic Design BA (Hons) Graphic Design: Illustration BA (Hons) Graphic Design: Advertising BA (Hons) Graphic Design: Motion and Interactive Design Ordinary Degree in Graphic Design Diploma HE in Graphic Design Cert HE in Graphic Design FT/PT Sheffield Hallam University And INTI, Malaysia1 (BA (Hons) Graphic Design only) Sheffield Hallam University INTI, Malaysia Faculty ACES Department Art and Design UCAS CODE Professional/Statutory/Regulatory NA Body Recognising this Programme QAA Subject Benchmark Statement or other relevant external reference point Art and Design Date of Approval 22 October 2012 1 PROGRAMME AIMS Graphic Design at SHU is a multi-disciplinary visual communication course that provides rich and varied experiences to develop your practice, including research methods, conceptual thinking, problem solving, making and production. The course is underpinned by a flexible and thematic curriculum that is responsive to change in professional practice and to new and emerging tools and technologies. Studio based project learning is contextualised and informed by a critical thinking underpinned by theory and history of the subject. We will help you to understand your own visual language and develop your portfolio through exploring many different approaches to design. By the end of the course you will have all the necessary skills and expertise to engage with a wide range of complex graphic design problems. Students have the opportunity to graduate in Graphic Design with a specialism, including Illustration, Advertising or Motion and Please refer to the INTI Operations Handbook for more detailed information relating to specific aspects of delivery in Malaysia. 1 Interactive Design and the content of the course allows for cross fertilisation amongst these disciplines. This approach reinforces the changing needs of the design industry and the move towards collaborative and interdisciplinary teamwork. The underlying focus of the programme is on studio based creative practice in the highly demanding vocation of Graphic Design. It will enable you to develop a comprehensive understanding of the scope and demands of Graphic Design /Visual Communication. In addition it will provide an opportunity to develop your potential as a creative practitioner and prepare you for a subsequent career within Graphic Design and other associated design disciplines. We will address the aspirations of students who wish to practice professionally within Graphic Design, whilst developing key skills allowing graduates to pursue careers in related creative industries. This breadth of skills and knowledge reflects the needs of the industry and will provide you with a platform to challenge and enhance contemporary design practice. We aim to provide the industry with creative and imaginative designers who are able to understand and respond to new contexts and practices. For example, how it relates to existing and emerging technology and how it must also respond to wider issues that define contemporary experience such as lifestyle, culture, history, society, business and environmental concerns. As a student on this programme, you will be encouraged to develop the means of staying abreast of these issues and to understand the importance of continual professional and personal development beyond university and into employment. The programme aims to: Provide an intellectually stimulating and challenging interdisciplinary approach to graphic design. Facilitate the acquisition of appropriate knowledge and understanding, the development of necessary personal attributes, and the mastery of essential skills in order to equip you to achieve your creative potential through the production of graphic design and its related disciplines. Foster levels of innovation, criticality and ambition to enable you to develop independent thinking and judgement in the field of graphic design practice. Equip you with the technical knowledge, practical skills and the self–confidence essential for employment in the creative industries or for further advanced study. 2 PROGRAMME LEARNING OUTCOMES The course has been mapped against the nationally accepted requirements for a course in Art & Design as specified in the QAA Subject Benchmark Statement. 2.1 Knowledge and understanding covered within the Programme. By the end of the programme you will be able to demonstrate: a critical awareness of the historical and contemporary context of Graphic Design a systematic understanding of design methodologies and an ability to apply them in new and unfamiliar situations a sound understanding of ways in which design reflects and influences the social, ethical, legal and commercial environment of the time an extensive knowledge of the ways in which materials / production technologies have influenced and will influence graphic design a thorough understanding and awareness of the ways in which new and emerging technologies offer fresh opportunities for graphic design a sound understanding of the importance and increasing interdisciplinary approaches to contemporary practice in design insight and understanding of the designer's relationship with audiences, clients, markets, users, consumers, participants, co-workers and co-creators 2.2 relevance of Intellectual/Subject/Professional/Key skills covered within the Programme: by the end of the programme you will be able to Intellectual Skills synthesise ideas/ information and generate insights, concepts, proposals and solutions in response to problems or opportunities consolidate and extend your learning in different contextual frameworks and situations, both within and beyond the field of art and design. employ both convergent and divergent thinking in the processes of observation, investigation, speculative enquiry, visualisation and/or making analyse information and experiences, formulate independent judgements, and articulate reasoned arguments through reflection, review and evaluation engage in constructive criticism, formulate reasoned responses to the critical judgements of others and implement appropriate action Subject or Professional Skills show considered, sophisticated visual judgement and discrimination when developing your own work and commenting upon that of others understand the value of risk and set yourself appropriate but challenging tasks and solve design problems apply appropriate research strategies and to provide an extensive and considered foundation for creative design work develop ideas through the production of material or virtual outcomes to a completed body of professional standard work articulate ideas and information comprehensibly in visual, oral and written forms and show sensitivity in the communication and presentation of design proposals using appropriate media and techniques to specific audiences apply resourcefulness and professional skills to support and manage your own practice and apply an entrepreneurial approach to design Key Skills operate effectively as an independent learner, working in flexible/ creative ways, demonstrating enthusiasm, time management and organisational skills, in supervised and self-directed projects anticipate and accommodate change and work within contexts of ambiguity, uncertainty, and unfamiliarity interact effectively with others, for example through collaboration, collective endeavour and negotiation, demonstrating abilities to listen, contribute and lead when required 3 LEARNING, TEACHING AND ASSESSMENT As this Programme is delivered at SHU and at INTI in Malaysia, there will be slight differences in the detailed delivery of Learning, Teaching and Assessment on each campus. Please refer to the INTI Operations Handbook for more detailed information relating to specific aspects of delivery in Malaysia. 3.1 The approach to Learning and Teaching within the Programme Studio-based project work forms a major part of the Graphic Design degree and runs continuously throughout the programme as a series of separate but developmental exercises. These design projects will provide you with high quality, vibrant learning experiences, setting specific challenges that will enable you to incorporate contextual understanding into your design practice. Lectures and seminars provide a substantial theoretical underpinning for this design practice and project group tutorials provide an open forum for the discussion and development of your knowledge and understanding of the issues relating to these projects. The ability to discuss, critically debate, communicate and present your work are essential professional skills within design and you will be supported /challenged to develop these as the course progresses. At level 4 & 5 we teach you the skills required to plan, structure and deliver a presentation and there are opportunities in most modules to practice this within the supportive framework of small group tutorials. Then progressively throughout levels 5 & 6 the level of challenge increases so that you are using a range of media to present to larger groups and to more diverse audiences. Our intention is that by the completion of level 6 you will have developed, through practice, the confidence and skills to present and critically debate your work with fellow professionals and all relevant target audiences. Design Projects As the focus of the course, Design Projects are the vehicle through which you will demonstrate and achieve the Learning Outcomes associated with both modules and the programme as a whole. Each project begins with a comprehensive briefing from one or more members of staff. Project briefings typically consist of a short lecture and open discussion to accompany a written briefing document. This document sets out the particular challenge facing you, gives some contextual background to the challenge and includes clearly stated aims, learning outcomes, timescales, submission requirements and assessment criteria. As you progress through the programme you gradually take more responsibility for the development and direction of your own projects, culminating in the final year of the programme when you carry out research to provide the basis for a self-directed programme of design projects. Skills Development and Workshops The programme encompasses a broad range of skills designed to underpin your capability as an intelligent maker. These will include ICT and workshop skills, and also communication skills such as drawing and verbal presentations. Support for the development and refinement of these skills is provided in the form of taught classes and group workshop activities. These take place throughout the programme, but are especially concentrated during the first year. In practical workshops you will be introduced to appropriate levels of making based skills, as well as studio community related activities and exercises to help you challenge and broaden your practice. You will be offered a wide range of workshops in Level 4 to extend and diversify existing skills, move onto choosing the most relevant specialised workshops selected from a range offered throughout Level 5 and supported by drop in specialist advice surgeries where you will find expert advice and assistance to support your autonomous practice at Level 6. During your study specialist technicians will assist you by providing information and advice. Tutorial support Tutorial support is a central aspect of th8e teaching method of this programme and is key in developing reflective and evaluative practitioners. You will meet with tutors and other students regularly in small group tutorials – normally this will happen on a weekly basis. During tutorials, the group discusses the project work of each student. This discussion focuses around the progress of the individual projects and encourages comparison, cross learning, critical reflection and culminates in a focus for further work to advance the project, (formative feedback). During these sessions you will be expected to make an appropriate record to support your further work. Staff notes are used as a means of checking and recording the development of each individual as they progress through the programme. Your own notes should reflect the potential areas for further investigation and development within your design projects. Critiques Critiques are an established and fundamental aspect of art and design education. They take place at the conclusion of a design project and generally take the form of a presentation of the completed project work by the individual students to a group of students and staff. These presentations may be a formal 'stand up' presentation or a formal discussion around a table within a smaller group. Where appropriate, you may also deliver an interim presentation of your progress and direction to a group of staff and students. These critiques and interim presentations form a very important aspect of the learning and teaching methods, as they provide important formative feedback on your work, promote self-assessment, and provide a further platform for critical review, evaluation and reflection. Live Projects During Level 5 of the programme some of the design projects are 'live projects’, mirroring the experience of design employment in which you undertake project work as a direct response to a brief set by an industrial 'client'. Typically you will visit the client’s design or manufacturing facilities and receive a briefing from them to set the context and scope of the project. During the project you may make interim presentations to the client and the project will culminate in a final presentation and feedback from both the industrial sponsor and the staff running the project. These live projects help to develop your understanding of the business context of their design work and develop the ability to respond to the financial, project management and market restrictions of professional design work. Lecture and Seminar Programme Design projects are normally accompanied by a continuous series of lectures and seminars that provide direct and indirect theoretical underpinning and help to develop contextual knowledge and understanding. Lectures and seminars are both staff and student led, with delivery from both university and external experts within the relevant field being discussed. These theoretical aspects of the programme focus on wide ranging issues from business and marketing factors to technological influences and opportunities. The knowledge and understanding gained through these sessions inform the design project work and establish means by which you are able to develop your approach to research and development, drawing upon wider social, theoretical and technological issues. Visiting Lecture Programme and events. Throughout the course there is a visiting lecture programme ‘Curated by…’ which provides you with direct access to leading practitioners within the field. The lecture series reveals a variety of career paths, current networks and routes into the industry. This programme is for students at all levels of study on the course. Associated seminars, workshops and work related projects further develop your professional practice and employability. (PPDP & CMS) Field Trips and Industrial Visits During Levels 4 & 5 there are staff and student-led visits to design consultancies, industrial facilities, museums and exhibitions. These visits contribute to the development of a deeper contextual understanding of Graphic Design. Sometimes they have a direct link with studio based project work or theoretical studies. For example, in the level 4 module Creative Narrative there is a visit which forms a mandatory part of the course. Where students are unable to attend, the related learning outcomes are supported by alternative forms of context based teaching and learning. Examples of this may include directed research and/or staff, student or video presentations relative to the visit. There is normally an international field trip during Level 5, which constitutes a visit to an international cultural centre (destinations for previous visits have included Milan, New York, Barcelona). During these international field trips, you will typically visit design consultancies, industrial facilities, museums and exhibitions. Students who, for financial or other reasons, are not able to take part in the field study are set an alternative programme of study in the UK in order to meet the same learning outcomes. Self Directed Study Directed reading is aimed at supporting your studies and promoting knowledge of current trends and practices in design. You are also encouraged to be generally aware of your environment during day to day life, and alert to the problems and issues that may influence and offer opportunity to the designer. You are expected to work with increasing independence as the course progresses, and encouraged to extend your skills and knowledge through reading, research and design practice during independent study time. BlackBoard ‘BlackBoard’ is the university Virtual Leaning Environment (VLE) and you will be introduced to this ‘online’ facility at the beginning of the course. Staff use BlackBoard to communicate with students, to record marks achieved for specific assignments, to publish notices and to update course / module information. Consequently, you will need to refer to it on a daily basis to make sure that you are up to date with the latest news. Your SHU e-mail account is also linked to BlackBoard and from time to time staff will use this to communicate with you personally to provide immediate guidance pertaining recent opportunities or developments that will affect your studies. Again it is important that you monitor your SHU e-mail account on a daily basis. 3.2 The approach to Assessment and Feedback within the Programme The details of assessment and the requirements for progression through the course will be explained to you in course and module briefings and this process is continually reinforced via group and individual tutorials. At the beginning of each module a ‘handbook’ or ‘briefing document’ is published, which includes the proformas and detailed guidance notes that staff use to assess your work. Formative and summative* assessments are regarded as positive learning tools, and feedback from assessment provides you with clear guidance with regard to future development. Assessment strategies support your understanding of your learning processes and are designed to foster a deep approach to learning. These strategies also help to promote autonomous learning and self-evaluation as vital elements within the overall learning process. Each assessment task will be accompanied by range and performance criteria, which will be used during assessments to help you to understand how effectively your skills, knowledge and understanding, are developing. These are designed to take full account of the speculative enquiry inherent in contemporary design practice. *Formative assessment is used by tutors to give you some idea of how your work is progressing at an interim stage of the project. Summative assessment is the final mark awarded at the end of the project. Formal summative assessment is applied via a presentation of your work at the end of each project. As appropriate you will have the opportunity to contextualise your work verbally and engage in critical discourse with staff. This form of assessment aids your presentation skills. Regular group and individual tutorials and critiques provide for continuous informal tutor, self and peer assessment. In critical theory the most common form of assessment is the essay or project report, where you are expected to pursue and express original thoughts and ideas, to engage critically with received opinion and to show skills of research, analysis and interpretation. You should also present coherent reasoned and supported arguments. Written feedback is given with returned essays. You will receive immediate verbal feedback from seminars, which in some cases may be later reinforced by written feedback. Feedback strategy Feedback on assessed work is a fundamental element of your learning. Throughout the course, regular tutorials are organised to discuss progress. Individual and group tutorials ensure that you are encouraged to audit and reflect on your own learning/development, and that you are supported in setting targets for progression. Both of these methods will centre on the integration of teaching and learning materials into your own design practice. Comprehensive feedback on practical work will be given regularly in the form of constructive comments and guidance during tutorials and critiques. Written elements of the work will be marked and returned to you with feedback attached. Feedback will normally be recorded at the end of each project/module to address significant issues and to point the way forward. 3.3 How Student Employability is supported within the Programme Skills This course has a strong vocational focus and you will develop a comprehensive range of personal and professional skills / expertise that will prepare you for the transition into your future career. We will prepare you for your chosen career, though your design education provides an effective grounding for many different career opportunities and as you progress through the course your understanding of the wider opportunities will unfold as you engage in the diverse experiences contained in the various modules. By the end of the course you will have developed the expertise and skills required for professional practice. However, creative design practice also requires that you develop important transferable skills, which can lead to employment beyond the confines of the subject specialism that initially brought you to university. Team working, communication, leadership, negotiation, enterprise, independence and project management are just a few examples of the employability skills that are intrinsic to a design education. They are embedded in every module throughout your course. Personal and Professional Development We encourage you to take a planned approach to your future career through a programme of Personal and Professional Development Planning (PPDP). This is supported throughout the course and you will meet with a personal academic tutor each semester to review your progress and to receive guidance and advice. However, PPDP is also embedded in the teaching and this begins in level 4, in the modules ‘Transition’ and ‘Reflective Practice’ where you begin to identify personal strengths and possible areas for development. In level 5 the process of reflection and development becomes a natural part of your studies as you develop a portfolio of work as a practical demonstration of your professional skills. In the final modules at level 5, your PPDP is formalised in the reflective and creative planning process for the self-directed project work and degree specilism that forms the major part of your study in level 6. Career Management The Faculty Careers Advice Team supports Career Management Skills (CMS), such as the development of your CV and professional letter writing. However, as these are essential vocational skills, they are also a fundamental part of teaching in the modules ‘Reflective Practice’ at L4 and ‘Creative Responses’ at L5. Normally this is ‘live project’ with a sponsoring company, where you have the opportunity to work with potential employers and to test your personal / professional communication and presentation skills. Work Related Learning There is a strong thread of work related learning throughout the programme. This progressive engagement may include training in industry standard software, commercially sponsored / 'live' project work, industrial visits, competition entries and professional practice based reflection. The modules at all levels of the course integrate theory with practice, each containing a project as a focus for your learning. The subject of each of these projects is carefully selected to progressively extend the depth and breadth of your design skills and knowledge. In practice all the modules reflect important aspects of professional or commercial practice and wherever possible simulate the world of work. Certain modules such as ‘Competitive Teamwork’ at level 4, engage directly with life beyond university. This is also the case in ‘Interdisciplinary Practice’, which enables you to explore the dynamics involved in working collaboratively with experts in other fields, and identifying new places where design can have positive influence. Similarly, ‘Audience and Context’ focuses on the needs of specific groups, users or services such as hospitals or schools and again takes you into the wider community where you will discover new opportunities. 3.4 Main Type of Work-based or Work-related Learning featured in this Programme. Type of WBL/WRL Project with a commissioning organisation Objectives Location/context Duration Application of knowledge in a practical context; project and client management skills Company or organisation, including the third sector SHU Venture Matrix Application of knowledge in a practical context; project and client management skills Insight into professional practice; career path case studies Networking Partnership development VM organisations or external company/ organisation On campus & external Professional practitioners mentoring projects Can be short term involving students for a few days up to a semester long activity One semester Curated by… 4 Can be short term involving students for a few days up to a semester long activity PROGRAMME DESIGN AND STRUCTURE Year 1 The first year introduces you to study at higher education level including writing, research methods, ideas generation and design thinking. You will learn to be independent and how to work effectively in teams. It will also challenge any preconceptions that you may have about Graphic Design. During your first year you will also learn many of the essential skills and basic principles needed to work in Graphic Design You will continually reflect on your learning and begin to develop a portfolio for your future career. Through your first year you will be introduced to histories and theories of graphic design / visual communication and engage in critical debate and analysis in relation to key social, cultural, economic and technological factors. Year 2 In the second year the design projects are often company sponsored, and involve working directly with the client. We will help you to meet this challenge and develop your skills, knowledge and understanding to a professional level. You will explore how your discipline can affect change for diverse audiences in a variety of settings. A critical interdisciplinary practice is established that encourages reflection and debate amongst your peers and the wider design community. You also reflect on your personal and professional development throughout all the modules in levels 4 & 5 and through this process, you will begin to identify the area of specialism that you will study in level 6 . Research methods underpin expanded design methodologies leading to a more professional approach. You will build on your understanding of history and theory, broaden your contextual knowledge and further develop your critical and analytical skills in preparation for year three. Year 3 Through a process of research and discussion with academic staff, you determine a body of self-directed study that allows you to develop a personal area of interest related to the field of Graphic Design. At this level you will be expected to engage with increasingly complex cross-disciplinary problems. By taking increasing responsibility for the management of your work, you are preparing for life as a professional designer. The number and content of the projects you undertake in the third year is up to you, however, we offer advice to enable you to develop a portfolio that best supports your career aspirations. An essential requirement of the third year is that a body of thorough and convincing research and development must support both your critical and design project work. Your degree award title is determined by the title of your final graduation project module. This approach ensures that you will graduate with a degree title that reflects your chosen subject specialism. For example, if you elect 'Graduation Projects Graphic Design: Illustration’, you will graduate with a BA (Hons) Graphic Design: Illustration. The four Graduation Projects options are listed in the following table: - Level Module Title Semester 4 4 4 4 Transition Creative Narrative Competitive Teamwork Reflective Practice 5 5 5 5 6 6 6 6 6 6 6 6 6 1 1 2 2 Number Of credits 30 30 30 30 Mandatory/ Elective M M M M Tools & Systems Audience and Context Interdisciplinary Practice Creative Responses 1 1 2 2 30 30 30 30 M M M M Graduation Projects Short: Visual Communication Graduation Projects Long: Visual Communication Critical Research Project Critical Research Dissertation Design Orientation Graduation Projects Graphic Design Graduation Projects Graphic Design: Illustration Graduation Projects Graphic Design: Advertising Graduation Projects Graphic Design: Motion and Interactive 1-2 20 E 1-2 40 E 1-2 1-2 1-2 1-2 20 40 20 60 E E E E 1-2 60 E 1-2 60 E 1-2 60 E Part-time study The course facilitates part-time study. If you select this mode, you will study one 30 point module per semester in levels 4 & 5 and take two academic years to complete the programme of independent study required at level 6. If circumstances demand, it is possible to switch between full and part-time modes as you progress through the course. Please refer to the INTI Operations Handbook for details of study options available in Malaysia. 5 PROGRESSION/CAREER ROUTES Possible progression or career routes after you have completed this programme include Graduates will have the opportunity to enter professions in a variety of design related areas. Careers in Graphic Design are diverse as the core skills are applicable in a wide variety of contexts. There are opportunities in self-employment or small enterprise through to participation in large-scale commercial projects working as part of a multi disciplinary, international design team. The degree can also be a starting point for careers in teaching, retailing, marketing, promotion and management. Alternatively, you may wish to continue on to postgraduate study, either within this university or elsewhere. Students who achieve an average mark of 60% at Level 5 of the course may elect to transfer to integrated masters MDes award associated with their BA (Honours) award. 6 ENTRY REQUIREMENTS AND ENTRY PROFILE Please refer to the INTI Operations Handbook for details of additional/ specific entry requirements necessary for study in Malaysia. 6.1 Specific Entry Requirements for entry to the initial stage of this programme are Academic Qualifications (including A / AS level grades and subjects, where applicable) Curriculum 2000 A levels – 320 tariff points from a minimum of two GCE A levels including art and design. Advanced subsidiary and key skills may contribute to the score. Vocational Certificate of Education - 320 tariff points from a minimum of two VCE A levels or a VCE double award in art and design. VCE advanced subsidiary levels and key skills may contribute to this score. Pre 2002 A levels - 18 points from two relevant A levels, one of which should be in art or design or graphics. GNVQ - advanced/level 3 merit plus an A level or advanced subsidiary level in a relevant subject. BTEC National Certificate/Diploma - overall pass in art/design. Scottish Highers - 320 tariff points from a minimum of four Highers to include a relevant subject. Irish Leaving Certificate - four grade Cs at higher level including a relevant subject. Access - 12 credits at level 3 and four credits at level 2 from an Open College Network-accredited course, preferably in an art and design related programme. Foundation - pass in art and design. Level of English language capability Any other specific, formally certified qualifications Previous relevant work or GCSE- minimum pass grade C (or equivalent) GCSE Maths-minimum pass grade C (or equivalent) NA work-related experience Any specific articulation arrangements recognised for this programme Professional qualifications 6.2 Any other specific entry requirements NA NA NA APPLICANT ENTRY PROFILE: the knowledge, skills and qualities etc. required to enable you to benefit from, and succeed on the programme of study are You should be able to demonstrate (either through previous qualifications or from the work in your portfolio), that you are creative, intelligent, resourceful and a good communicator. You should also show skill and sensitivity in the use and application of a wide and varied range of 2D and 3D art and design media. 6.3 The University will select non-standard entrants to the programme in the following ways In this case an interview with at least one member of the staff team is mandatory. Depending upon the nature of the application, a small project may be set for presentation and discussion with the interview team. 6.4 Use of Prior Credit (APCL/APEL): prior certificated credit or prior experiential credit may be used within the Programme in the following ways. The use of prior credit is only available where it is in an appropriate subject area and level, and within the guidelines of SHU’s APL Policy. Please see the guidance below. ‘Accreditation of Prior Learning (APL) is the generic term used for the award of credit on the basis of demonstrated learning that has occurred at some time in the past. The term encompasses the accreditation of prior certificated learning (known as APCL) and the accreditation of prior experiential learning (known as APEL). The accreditation of prior certificated learning (APCL) is a process whereby academic credit for learning that has been previously assessed and/or accredited at HE level, through a formal course of study, may be used towards the credit requirements of a Sheffield Hallam University award. This is also sometimes known as credit transfer. Evidence to support a claim for prior certificated learning will involve a formal qualification or award or part of an award, with formal documentation such as a results transcript or formal certificate and/or evidence of assessment, as appropriate, from a University, College or Professional Body. The University is committed to policies and procedures, which will encourage wider participation in higher education. The accreditation of prior experiential learning (APEL) is the process by which an individual’s prior learning, gained from experience rather than formally assessed study, may be assessed and formally recognised to provide academic credit towards a target award.’