UNDERGRADUATE PROGRAMME SPECIFICATION

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1 UNDERGRADUATE PROGRAMME SPECIFICATION Programme Title: Awarding Body: Teaching Institution: Final Awards: Intermediate Awards: Mode of Study UCAS Codes: QAA Subject Benchmarks: JACS Code: Graphic Design Staffordshire University Staffordshire University BA [Hons] BA; Dip HE; Cert HE Graphic Design Full time W211 Art and Design W200 Professional/Statutory Body: N/A Entry Year: If you require this document in a larger text or a different media please contact us.

2 EDUCATIONAL AIMS OF THE PROGRAMME Award Aims The course aims to provide an intellectually challenging and stimulating educational experience, which will: Provide knowledge and skills to support the study of graphic design as a creative and dynamic activity Assist in developing a personal visual communication methodology and enable you to speculate on new, innovative approaches to your subject Enable you to appreciate, explore, interrogate and challenge the existing forms of the subject through independent and collaborative enquiry Develop the organisational qualities, communication skills necessary for the effective exchange of ideas, information and teamwork Assist you in placing graphic design in an historical, social, cultural and theoretical context Equip you with the necessary transferable skills to assist you in determining a professional and postgraduate future What is Distinctive about this Programme: The BA [Hons] Graphic Design course seeks to produce graduates who understand visual communication and are proactive and influential professional practitioners who can take control of individual research and enquiry in the pursuit of their aims. You will be aware of professional practice outcomes and be able to steer an independent route towards your individual career and postgraduate goals. On this course you are expected to be passionate about graphic design and prepared to challenge design preconceptions. Study on these awards will focus on a chosen specialism but will benefit from the unique experience of access to and mobility within the wider subject of visual communication. Modules at level four will introduce you to the role of the contemporary Graphic Designer and encourage you to challenge the boundaries of visual communication. You will examine a wide range of creative problems through introductory tasks and project briefs and explore how visual communications work. We aim to provide level four students with a learning environment where both the traditional core disciplines of graphic design can be explored with rigour and integrity whilst fully exploiting the possibilities of new technology. The second semester will give you the opportunity to focus more fully on your chosen specialist subject ensuring a greater depth of understanding and confidence in the application of specialist skills. Contextual and theoretical studies are integral to your learning and knowledge throughout Level 4. This aims to expose you to a variety of disciplines related to design in its broadest sense. The intention is to introduce you to historical and contemporary issues within your creative field which will ultimately encourage exploration, experimentation and application of this knowledge both practically and in the form of a report/essay and group presentation. As a Level 5 student you will focus on your specialist subject through projects and assignments that will provide specialist teaching and the opportunity to study 2

3 Professional Practice, providing you with first hand experience of the creative industries and professional career opportunities within your chosen field of study. Professional Practice during Level 5 supports the theoretical and contextual development of the award. This also forms the basis of guiding you towards your individual area of interest within Graphic Design. As a Level 6 student you willl develop your own professional portfolio of design work; you will be encouraged to attend industry workshops and seminars and complete national/international competitions and live projects set by industry. Staff will act as facilitators encouraging discussion and debate on subjects of social and cultural interest, developing effective communication solutions within the Negotiated Programme. Award staff maintain strong links with industry through membership and association with professional organisations; many are successful practitioners in their field, their aim will be to assist you in Level 6 to pursue new approaches to the subject as well as developing the transferable and technological skills necessary for you to compete in the changing global environment of contemporary creative practice. During Level 6 you will build upon your skills in problem solving through a diverse range of media, and will be encouraged to continue to explore, experiment and resolve creative briefs utilizing traditional craft skills within your discipline married with contemporary approaches to producing unique, communication solutions. Contextual and theoretical studies underpin your learning and knowledge throughout Level 6, culminating in a Design Project Report which aims to inform studio practice and visa versa. The award aims to develop your awareness and understanding of visual communication by challenging preconceptions of graphic design. There is an introduction to a broad range of media and problem solving, with the emphasis on creative visual thinking and visual communication with ideas generation, typography and experimentation being treated as fundamental and essential aspects at each stage. You are introduced to the design process and explore visual language/semiotics and communication theory whilst acquiring a wide range of skills via a programme of lectures, seminars, workshop demonstrations and studio practice. Through the set project briefs, you are introduced to a wide range of subject areas and supported to develop your own personal voice. Individual approaches are nurtured through the programme in order for you to realise your potential. The Staffordshire Graduate Graduates from the BA [Hons] degree in Graphic Design will ideally demonstrate a set of qualities that the University passionately believes is necessary for success in the 21st century. It is the aim of this award is to produce reflective and critical learners with a global perspective, who are prepared to contribute in the world of work. The award will embed the wide range of qualities essential to achieve success within the field of visual communication. Through the experience, scholarship, research and passion of the academic staff, knowledge and critical thinking underpins and provides students on these awards with discipline expertise acknowledging, addressing and solving key issues within these disciplines. 3

4 The programme of industry speakers, project collaboration and a professional perspective on delivery of projects [written, portfolio and presentation] underpins all of our teaching so that from level four of this award you will engage with industry, be encouraged to take part in industry - led field trips [both nationally and internationally], visit commercial design studios, and develop entrepreneurial thinking through these opportunities and environments. In addition you will be active in attending design events, conferences and discussions around your subject. Your awareness and engagement of the design industry is developed throughout the three years of study collaboratively and independently. The communication and articulation of ideas is core to successful design. Once enrolled on this award you will develop these skills both visually and verbally to effectively communicate ideas and concepts to diverse audiences - skills such as these build personal and professional confidence and encourage independence of thought. Rarely will a professional designer or illustrator work in isolation so working in teams and collaborative projects is a strong feature of these awards, presenting ideas whether individually or within a team requires a wide range of skills. Problem solving lies at the heart of these awards and to this end you will develop the ability to carry out inquiry based learning and critical analysis in order to deliver highly creative, informed and unique solutions leading to the creation of opportunities. Successful designers within industry command a wide range of skills, personal attributes and knowledge that this award recognises, embeds and teaches through a range of projects, activities and workshops. Through well researched and effective visual articulation of ideas, you will increase your employability within your chosen field. These are skills and attributes that are transferable throughout the industry and therefore you are able to respond to and should be confident in working on a global platform that these disciplines offer. Using the craft skills and technology available to them within this Faculty and on these Awards, you are offered every opportunity to sustain personal success and creativity for the duration of your studies and in the future. 4

5 PROGRAMME OUTCOMES BA [Hons] Graphic Design operates across traditional, existing subject boundaries in conjunction with the programme outcomes that have been determined by the QAA subject benchmark statements for Art and Design. What will this programme teach me to do? At the end of your studies you should be able to: Knowledge & Understanding Demonstrate a coherent knowledge and understanding of key aspects of Graphic Design practice, including the acquisition of coherent and detailed knowledge of particular contemporary practices and their historical, theoretical, cultural and professional contexts [Art and Design Benchmark statement: 3.7, 4.1, 4.3] Learning Demonstrate an understanding of uncertainty, ambiguity and the limits of knowledge and the ability to acquire, evaluate and apply new knowledge in the pursuit of a self-initiated goal [Art and Design Benchmark statement: a4.4.1, 4.4.2, 4.4.5, 5.1, 5.2, 5.4] Enquiry Deploy accurate selection and use of appropriate research and experimental methods, the analysis of results and the formulation of conclusions for future work, in the development of a self-initiated Graphic Design project [Art and Design Benchmark statement 4.2.1, 4.2, 4.4.5, 5.3] Analysis Describe and comment upon the critical analysis of practices and products in the light of current major debates and the formulation of a personal position within the contemporary contexts of Graphic Design. [Art and Design Benchmark statement 4.1.4,4.3, 5.2] Problem Solving Develop appropriate questions to identify and anticipate problems, to explore alternative possibilities and to apply the most appropriate solution in a sustained project within Graphic Design. [Art and Design Benchmark statement 4.4, 4.3] Communication Analyse and communicate complex information, ideas, problems and solutions to specialist and non-specialist audiences through appropriate spoken, visual and written means [Art and Design Benchmark statement 4.4.4, 4.3, 5.5, 4.3.3, 4.4.4] Application Apply the methods and techniques of, enquiry and analysis to the design, development and production of practical or written projects in Graphic Design. [Art and Design Benchmark statement 4.3, 4.3.3, 4.3.5, 4.4.4] Reflection Use critical evaluation in drawing conclusions about practical and contextual issues in Graphic Design and have the ability to exercise autonomy, initiative and self-direction in preparation for professional life [Art and Design Benchmark statement 4.1.5, 4.1.6, 4.4.2] Working with Others Demonstrate the ability to work with other people, accepting responsibility and recognising individual strengths and weaknesses, so that individual or common goals can be achieved [Art and Design Benchmark statement [4.4.3] Visual Analysis Understand and communicate through visual forms and the ability to use visual languages to investigate, analyse, interpret, develop and articulate ideas and expression. [2.7, 4.4.2, 4.4.5, 4.4.4] 5

6 PROGRAMME STRUCTURE, MODULES AND CREDITS Teaching Block 1 GRAP40078 Visual Communication* GRAP40101 Type and Image* L E V E L 4 Teaching Block 2 [45] GRAP40106 Visual Application* [15] GRAP40092 Ideas Generation [45] [15] L E V E L 5 Teaching Block 1 Teaching Block 2 GRAP50079 Visual Exploration* [45] GRAP50080 Visual Application II* CONDITIONAL GRAP50081 Branding & Packaging OR GRAP50095 Experimental Formats [15] COST50213 Professional Practice* [45] [15] L E V E L Teaching Block 1 GRAP60107 Negotiated Programme I* [30] COST60242 Research, Analysis and Communication Assignment* [15] GRAP60109 Creative Practice in Context* 6 Teaching Block 2 GRAP60108 Negotiated Programme II* [45] [30] *Non- compensatable module 6

7 HOW WILL I BE TAUGHT AND ASSESSED? Teaching and Learning The learning and teaching strategies used on the BA [Hons] Graphic Design course is intended to focus upon students achieving the learning outcomes; further more they enable you to critically reflect upon your learning. Specifically, the learning and teaching strategies are designed to: fulfill the aims and outcomes of the course develop a range of subject related skills develop transferable skills promote the ability to be an independent learner Teaching Methods Much of the work produced on the BA [Hons] Graphic Design course will be project-based. This approach reflects typical industry practice and provides an important focus for discussion and debate. Project work can involve both self and tutor initiated projects. To support your engagement with the different aspects of learning a range of working methods are employed. The particular methods used for an individual module will be those considered most effective in promoting learning and achievement for the module. Typically the following methods of work are used: Tutorials; Personal Tutorials You will be allocated a personal tutor who will be available to you, through an appointment system, during your time on the Award. The personal tutor s role is to: help you to succeed on your programme of study; be a first point of contact for academic and personal support, help you to access University services if appropriate Academic Tutorials An academic tutor will offer guidance, support and written feedback on development throughout a module. You can expect to receive at least one individual tutorial normally at the end of each module providing feedback on progress and a review of the level of achievement evidenced in assessments. Group Tutorials Group tutorials bring together small groups of students to discuss and monitor current work, share and discuss common interests, and provide further means for giving feedback. Group Project Work Group project work introduces the skills associated with negotiation and organisation that bring together the individual elements to produce a collaborative final piece of work. Some course work will be introduced by getting you to work as part of a team established from the student cohort. Module Information Packs Contain all the information you will need in order to successfully engage with any module, and will typically include: A cover sheet, detailing the code, title and manager of the module, with contact details A detailed timetable for the module, giving days, times and room numbers An outline of the module content, including any project briefs 7

8 A list, detailing precisely all of the work to be submitted for assessment Assessment criteria The module descriptor, including the learning outcomes of the module Reading list Projects/Brief/Assignment Projects/briefs/assignments are the means by which problems are posed in relation to the content of modules and which require a practical or theoretical outcome which meets specified learning outcomes. Project work begins with an introduction to the project brief, and progresses through discussion regarding approaches to the problem, leading on to critiques where you can share and discuss the way the group have generated and developed ideas. This type of activity encourages informal discussion and exchange of information among a group. Project based work can involve self-initiated projects and assignments set by the staff team. Self Initiated Projects This is structured project work, based upon a proposal that you have initiated, discussed and agreed with tutors. Self-initiated projects enable you to identify and develop particular subject interests; define project intentions and outcomes through the use of clear aims and objectives; identify the skills needed to complete the work; organise a project to achieve set goals Independent Study This activity involves study time devoted to personal research and independent development of work. This may be associated with a particular project, or may be more broadly based work, with the aim of developing and supporting your personal subject interests. Seminars Seminar activities bring together small groups of students to debate and discuss a project or a contextual issue and share their views and experiences. These will feature fairly frequently as part of the learning strategy of the course. Lectures Bring together students enrolled on a specific module for the purpose of teaching the whole group at the same time. This type of teaching delivery is usually based around one topic and introduced verbally by one or more tutors. Topics in lectures will often be illustrated using slide or power point projection. Handouts will support many of the lectures but you are encouraged to take notes and record your own observations and perceptions. Blackboard This is the University Virtual Learning Environment [VLE], which supports a range of learning needs for undergraduates. It is an online resource, which contains all module information for each of the modules you have been enrolled upon, including module packs, timetables, staff contact details as well as announcements of items of interest and inspiration for all students on this group of awards. Workshops/Modulettes Where appropriate to project requirements, practical demonstrations known as: modulettes may be given on technical skills that can enable experimentation and student development in understanding materials, methods and processes. Workshop/Modulette demonstrations are designed to provide you with starting points that can be built upon establishing individual sensitivities to the communication potential of materials and relevant application of media. 8

9 Educational, Cultural Study Visits Students researching for projects throughout the course may undertake study visits to locations relevant to the topic or subject area of investigation. Study visits may be undertaken as part of independent study or may be undertaken as part of a tutored activity. Examples include visits to museums, exhibitions and locations relevant to a project, topic or general subject interest. Assessment Assessment records the progress of your learning through individual modules and across the whole Award, based exclusively on the submission of coursework, this is the best way to assess the integrated approach to theory and practice that you will engage in. Coursework, carried out in response to assignments, project briefs or self-initiated proposals and presented in forms appropriate to professional practice, allows you to demonstrate the acquisition of inter-related learning outcomes through a variety of different kinds of practice, which may include, or take the form of an essay, but which can sometimes be wholly practical. The University has designated 8 generic Learning Outcomes for all undergraduate awards and allows up to two additional outcomes to be specified for each award. For the Graphic Design Award, as with other Awards from the field of Art and Design two award specific outcomes are included: Visual Analysis and Working with Others. The award team see this as a significant additional marker of vital transferable skills that employers inside and outside the Graphic Design/Illustration industry and other Creative Industries look for when recruiting graduates Formative Assessment This form of assessment provides ongoing feedback and advice, to help you to plan a course of action to improve design work and understanding of the principles introduced. Formative assessment is an ongoing feature of the courses, occurring through tutorial discussions, peer assessment, formal and informal critique and self-assessment. Summative Assessment This type of assessment takes place on completion of a module and is accompanied by written feedback from the module tutor to each individual student, relating his/her achievement to the learning outcomes of the module. Self Assessment Self-assessment is an effective way of monitoring your progress. You will reflect upon the grades you have been given and then look at the feedback which describes your achievement, this should help you understand the criteria tutors use to measure progress. If you aspire to higher grades you can read the statements to understand what you need to be doing in order to improve. Assessment Feedback Is provided to you in two main ways: orally, in tutorial and critique situations and in writing, using a fast feedback form that indicates performance against the learning outcomes of the module. Most modules carry single assessment tasks/activities, based on the submission of coursework, the nature of which is determined by the project/s or assignment/s set within the module, but which may consist of any one or a combination of the following components: Design development books, documenting the process of generating, developing and resolving thoughts and ideas and demonstrating through visuals and experimentation the influence of research on practical work Studio concept development boards and portfolios Research files, documenting the gathering, sorting and presentation of research 9

10 material Creative output professionally presented in the format required by the assignment, project or brief An essay or report, written according to given guidelines as to word count and illustrated as required by the assignment The script for a seminar presentation, and the presentation itself ADDITIONAL INFORMATION Entry Requirements [including IELTS score] What qualifications would I need to join this programme? For details of UCAS tariff points please see the current online prospectus at: Typical offer: The required UCAS points and an interview / A levels CCD / Merit Profile at BTEC Foundation Art and Design plus successful portfolio interview. For mature students, an Access to HE qualification is also typically accepted. The new Diploma qualification will also be considered as part of the admission process. IELTS 6 or higher. In addition to the University s general admissions requirements, applicants are invited to attend an interview, where they have the opportunity to show a portfolio of their Art & Design work. If an applicant is unable to attend an interview in person, [as in the case of an overseas student] an electronic portfolio would be accepted. At this point they are advised of alternative options, if appropriate. For instance, a student who has had insufficient previous experience of Art & Design education, or who does not meet the minimum points requirement for a degree programme might be advised to take the four-year option, commencing with a Foundation Year in Art or Design which would qualify them for automatic progression to Level C of their chosen course. We particularly welcome applications from mature students and students with non-standard academic qualifications, and the interview allows us to counsel such students as to their best options. Students with a relevant HND or equivalent qualification can gain access to Level 5 or Level 6 of the programme and, again, an interview would identify the best way forward for such students. Students may be considered for Recognition of Prior Learning on the basis of credit achieved in prior study; work based training, substantial employment or other experiential learning. This will be considered in accordance with the RPL Handbook. Evaluation is delegated to the Faculty which is required to assess each application according to the specified procedure. Disability Statement Staffordshire University operates a policy of inclusive teaching and learning to ensure that all students have an equal opportunity to fulfil their educational potential. Details about how to apply to have your needs assessed can be found at: Further information about the award can be found in the relevant Student Handbook and on the University Website. This includes information about optional modules, learning outcomes at levels below honours, student support, and academic regulations 10

11 The Staffordshire Graduate The Staffordshire Graduate represents a set of qualities that the University passionately believes is necessary for success in the 21 st century. The Staffordshire Graduate is a reflective and critical learner with a global perspective, prepared to contribute in the world of work. The table below indicates where, within your course, these characteristics are addressed: COURSE TITLE: BA HONS GRAPHIC DESIGN Characteristic Course Module[s] including level and number of credits Method of Assessment Work-ready and employable COST50213 Professional Practice [15] Essay / GRAP60107 Neg Programme I [30] Understanding of enterprise and entrepreneurship COST50213 Professional Practice [15] Essay / GRAP60107 Neg Programme I [30] Understanding of global GRAP40106 Visual Application* [45] issues and their place in the global economy COST50213 Professional Practice [15] Essay / COST60242 Research, Analysis & Communication [15] Essay / GRAP60108 Neg Programme II [45] Essay / Communication skills GRAP40078 Visual Communication * I [45] GRAP40106 Visual Application* [45] GRAP50080 Visual Application II* [45] GRAP60107 Negotiated Programme I [30] GRAP40078 Visual Communication * I [45] Essay / skills GRAP40078 Visual Communication * I [45] Essay/ GRAP40106 Visual Application* [45] COST50213 Professional Practice [15] Essay/ The ability to interact GRAP40078 Visual Communication * I [45] confidently with practice/essay/ colleagues GRAP50080 Visual Application II* [45] GRAP60107 Neg Programme I [30] COST60242 Research, Analysis & Communication [15] Essay/ 11

12 Independence of thought GRAP40091 Intro to Layout & Composition [15] GRAP50080 Visual Application II* [45] GRAP50079 Visual Exploration* [45] GRAP60107 Negotiated Programme I [30] COST60242 Research, Analysis & Communication [15] Essay/ Skills of team working GRAP40078 Visual Communication * I [45] GRAP60107 Negotiated Programme I [30]. Ability to carry out inquiry-based learning GRAP40106 Visual Application* [45] and critical analysis GRAP50080 Visual Application II* [45] GRAP60107 Negotiated Programme I [30] COST60242 Research, Analysis & Communication [15] Essay/ Essay/ Skills of problem solving and creation of GRAP40078 Visual Communication * I [45] practice/essay/ opportunities GRAP50079 Visual Exploration* [45] GRAP60107 Negotiated Programme I [30] Technologically, digitally and information literate GRAP40106 Visual Application* [45] GRAP50079 Visual Exploration* [45] GRAP60107 Negotiated Programme I [30] Able to apply COST50213 Professional Practice [15] Essay/ Staffordshire Graduate GRAP60107 Negotiated Programme I [30] attributes to a range of COST60242 Research, Analysis & Communication [15] Essay/ life experiences to facilitate life-long learning practice./ GRAP40106 Visual Application* [45] GRAP40078 Visual Communication * I [45] GRAP50080 Visual Application II* [45] 12