MODULE TITLE: VISUAL COMMUNICATION
MODULE CODE: COM62204 / COM61004
AUGUST 2023 SEMESTER
Module Name: VISUAL COMMUNICATION
Module Code: COM62204 / COM61004
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Synopsis:
This module emphasizes the basic understanding of visual literacy and communication within the current media industries through the comprehension of design elements and principles. It also focuses on the practical application and ethical considerations of the visual aspect in screen and print based visual communication design.
The learning and teaching approach for the module will be computer-lab based, by having students to learn and engage in practical tasks in a computer lab environment. As a result, the lecturer is able to have a good view at students’ learning progress during class so that it aligns with the learning outcomes. Prior to every assignment’s submission, two progression checks are carried out to ensure students are on the right track, this serves as a constant review of their works.
This module is supported by a combination of classroom practical learning and online learning. The assignments are designed to enable students to gain the knowledge of visual literacy and communication as well as the practical skills needed to achieve the end product.
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Name(s) of academic staff teaching the module, module leader and staff email:
Staff teaching the module:
Module Leader – Tee Meng Wah ([email protected])
Tutor – Tee Meng Wah (fignon.tee @taylors.edu.my)
Year-level: 1
Semester Offered: March (Long) / August (Long)
Credit Value: 4
Pre-requisite:
Co-requisite: Nil
Anti-requisite: Nil
School offering the module: School of Media and Communication, Faculty of Social Media and Leisure Management
Module offered as: Common Core / Primary Major / Minor / Free Elective
Programme Name: Bachelor of Mass Communication (Hons)
Domain Name (for free electives only): N/A
LEARNING OUTCOMES:
Upon completion of the module you should be able to:
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Module Learning Outcome
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Programme Learning
Outcomes
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Assessment/s
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1
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Identify core fundamentals of visual design namely design elements and principles pertaining to visual communication design.
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2
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3
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2
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Implement visual design concepts (e.g. colour harmony, principles of typography) in the creation of communication design documents
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3
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1
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3
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Demonstrate the theoretical considerations and discussions of visual communication
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5
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3
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4
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Apply visual design techniques and conceptualization skills into visual production through the use of industry standard software (i.e. Adobe Illustrator, Adobe Photoshop and Adobe InDesign).
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3
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2
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Transferable Skills:
Skills learned in this module of study which can utilize in other settings. These transferable skills include: MLO1, MLO2, and MLO3
TEACHING, LEARNING AND ASSESSMENT
Description of assessment components:
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Assessment Task
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Weight
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Module Learning Outcomes Assessed
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Programme Learning Outcome
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Due Date
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Assessment 1 – Poster design
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30%
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2
Implement visual design concepts (e.g. colour harmony, principles of typography) in the creation of communication design documents
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3
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Wk 7
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Assessment 2 – Packaging label design
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30%
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4
Apply visual design techniques and conceptualization skills into visual production through the use of industry standard software (i.e. Adobe Illustrator, Adobe Photoshop and Adobe InDesign).
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3
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Wk 14
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Assessment 3 –
Lab Tests
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20%
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1
Identify core fundamentals of visual design namely design elements and principles pertaining to visual communication design.
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4
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Wk 7, 10
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20%
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3
Demonstrate the theoretical considerations and discussions of visual communication
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5
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TAYLOR’S GRADUATE CAPABILITIES
The teaching and learning approach at Taylor’s University is focused on developing the Taylor’s Graduate Capabilities (TGC) in its students; capabilities that encompass the knowledge, cognitive capabilities and soft skills of our graduates. The TGC gives students the edge to start and stay ahead. The TGC ensure that a Taylor’s graduate has proven ability and is capable in the following areas:
1.0 Discipline Specific Knowledge
Ability to demonstrate professional competence, articulate and adapt discipline specific knowledge to novel situations, and be able to contribute from their discipline to interdisciplinary solutions to problems.
2.0 Critical Thinking and Problem Solving Skills
Ability to rationally and critically analyse, synthesize and evaluate evidence to arrive at solutions.
3.0 Lifelong Learning
Ability to adopt flexible and resilient learning methods to continuously learn, unlearn and relearn in a self-regulated manner.
4.0 Communication Skills
Ability to create and deliver messages effectively and sensitively in appropriate contexts and communication styles.
5.0 Personal Competencies
Ability be self-aware and to self-regulate through skilful management of one’s personal goals, intentions, responses and behaviour.
6.0 Social Competencies
Ability to understand the feelings of others, interact positively with them and foster a stable and harmonious relationships.
7.0 Entrepreneurialism
Ability to influence change by being proactive, resourceful and prudent in assuming risk.
8.0 Global Perspective
Ability to see the world as interconnected, seek to understand an individual’s, a society’s, or a culture’s place in it and practice humility.