Course Title: Apply principles of visual design and communication to the development of a multimedia product

Part B: Course Detail

Teaching Period: Term1 2008

Course Code: COMM7290C

Course Title: Apply principles of visual design and communication to the development of a multimedia product

School: 320T Design (TAFE)

Campus: Brunswick Campus

Program: C4158 - Certificate IV in Design

Course Contact : Annette Cook

Course Contact Phone: +61 3 9925 9438

Course Contact

Name and Contact Details of All Other Relevant Staff

Dale Nason

Nominal Hours: 40

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites


Course Description

This course covers the skills and knowledge required to incorporate the principles of visual design and communication into the development of multimedia products for use within the cultural industries.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUFMEM07A Apply principles of visual design and communication to the development of a multimedia product


Conduct research

Performance Criteria:

1.1 Liaise with the relevant personnel to interpret and identify the objective and outcomes of the multimedia product, considering the application of visual design and communication techniques to ensure the creative, technical and production requirements can be met
1.2 Identify all relevant factors which may determine and affect visual design and communication concepts and application through the breakdown and interpretation of the brief and liaison with relevant personnel
1.3 Clarify target user/audience to determine the format and delivery format of the multimedia product through discussion with relevant personnel


Generate and assess ideas

Performance Criteria:

2.1 Generate a range of visual design and communication ideas which are technically feasible, respond to the brief and provide creative solutions to all design issues
2.2 Discuss visual design and communication ideas and collaborate, as required, with relevant personnel to ensure contribution of a range of ideas and creative solutions to the initial concept
2.3 Continuously reflect on and assess the creative ideas and solutions for implications or budget, timeline, technical feasibility and suitability to meet the brief


Receive and interpret the brief

Performance Criteria:

3.1 Research and compare techniques and tools for visual design and communication available for use in the creation of a multimedia product, exploring the characteristics and differences of digital imaging and traditional imaging
3.2 Research and compare the range of delivery platforms available for multimedia products
3.3 Explore the range of typographical and visual elements that are appropriate in the development of a multimedia product
3.4 Identify the relationship between the visual components and the hardware required
3.5 Organise research media and findings for use by all relevant personnel throughout the design development process, updating as required
3.6 Evaluate the initial discussions and design brief against the findings and discuss with relevant personnel


Select media/materials for use in visual design and communication

Performance Criteria:

4.1 Identify the range of visual design and communication techniques available and present to the relevant personnel for the consideration of their ability to meet the creative, technical and production brief.
4.2 Select the appropriate visual design and communication techniques which fulfil the creative, technical, and production requirements of the brief
4.3 Gather relevant materials and media, ensuring their compatibility to the creative and technical specifications of the multimedia product
4.4 Consult relevant personnel to ensure that all required media is identified and sourced and ensuring that selection is based on the understanding of the user characteristics and capabilities

Learning Outcomes

1 Receive and interpret the brief
2 Generate and assess ideas
3 Conduct research
4 Select media/materials for use in visual design and communication

Details of Learning Activities

Idea generation techniques
Concept generation techniques

Individual and collaborative design problem solving
Concept analysis exercises
Computer and digital equipment exercises

Major Design Project

Major Research Production

Teaching Schedule

Concept Studio

Concept & Critical Discourse    GRAP 9416
Site Specific Work    GRAP 9428
Video Art     VART 5757
Multimedia Product     COMM 7290
All performance Criteria for these competencies are covered.

Week 1        O’Week    
Week 2        Friday #1    Brief #1 – Conceptus Interruptus
Week 3        Friday #2
Week 4        Friday #3
Week 5        Friday #4
Week 6        Friday #5
Week 7        Friday #6    Brief #2 – Visual Relationships. Are they healthy?
Week 8        Friday #7
Week 9        Friday #8
Week 10    Friday #9
Week 11    AGIdeas Conf
Week 12            Brief #3 – Roadkillers.
Week 13
Week 14
Week 15    Sequence & Story – Multimedia #1. Brief #4 – And now its time for a break.
Week 16    Sequence & Story – Multimedia #2
Week 17
Week 18
Week 19    Folio Review week

Semester 2

Week 1        Video Techniques #1. Brief #4 Reprise – And now its time for a break.
Week 2        Video Techniques #2
Week 3        Video Techniques #3
Week 4        Brief #5 & #6 - Video & Site Projects delivery
Week 5
Week 6        
Week 7        Site Visits for Brief #6
Week 8
Week 9
Week 10
Week 11
Week 12
Week 13
Week 14
Week 15    Folio Submission
Week 16    Folio Collection & Site Event.

Learning Resources

Prescribed Texts



Other Resources

Overview of Assessment

The assessment breakdown will be as follows:

2 x project @ 50% each

Students will be tutored with a verbal and/or written evaluation upon the submission of the project.

A final assessment of Competency Achieved or Not Yet Competent will be given at the end of the course when students submit all completed work. A graded assessment will also occur for this course.

To be deemed competent in the course students must demonstrate competence in all Learning Elements and related Performance Criteria.

Assessment Tasks

For CONCEPT STUDIO assessment is combined
6 x briefs

Assessment Matrix

HD High Distinction  = 80-100%
DI Distinction = 70 -79%
CR Credit  = 60 - 69%
PA P Pass (Higher Grade Available)  = 50 -59%
PX P Pass (No Higher Grade Available) -
NN N Fail N = 0 - 49%
NYC (not yet competent)
CA (competency achieved)

Other Information

The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.
Late submissions and single item extensions
In all courses marks are deducted for late submission unless Special Consideration or an Application for Extension is sought. If a student feels they may miss a deadline for a single item submission they may negotiate an extension with their teacher. They must negotiate the extension by the due date of submission. They must complete the Application for Extension form available for the Administration Office on level 3 B515. (This does not apply where there are a number of missed submissions due to general difficulties – see Special Consideration).
Cover Sheet for Submissions
All students must complete a submission cover sheet for ever piece of submitted work. This signed sheet acknowledges they are aware of the plagiarism implications noted below.
Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to expulsion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentation. Plagiarism occurs when the origin of the material used is not appropriately cited. Is also occurs through enabling plagiarism, which is the act of assisting or allowing another person to plagiarise or to copy your own work. Please make sure you consider this carefully in completing all your work and assessments in this course and if you are unsure about whether you might have plagiarised, seek help from your teacher.
Work not seen in progress
If a student hands in any work that the teacher has never seen in class or discussed with the student prior to the submission, the teacher can refuse to assess the work on the basis of authentication issues.
Course guide is subject to change in relation to project variations.

Course Overview: Access Course Overview