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BA Communication Design

Year One Semester One

DAD 151 Basic Design I (1, 4, 3)
An introductory course to design; Definitions of design; Analysis of the elements of Design; Pictorial space and the principles of two-dimensional design; Basic colour theory; Idea development – theory and investigation.

DAD 153 General Drawing I (1, 4, 3)
Course is in two parts (a) Basic principles of figure drawing using the cylinder, box and sphere. Quick set-up of proportions and ideal proportions using the Mannikin frame (b) Drawing, composition and shading of the basic forms in nature: sphere, box and a cylinder. Organisation of visual elements: line, value, space and texture.

DAD 155 Visual Communication I (1, 4, 3)
Introduction to visual studies, pictorial space and the principles of visual organization; Practical design principles, layout, and comprehensive sketch techniques; Form and content in visual images; Examination of tools, methods, materials or media used in advertising and graphic design; Problem-solving and conceptual-thinking.

DAD 157 Computer Graphics I (1, 2, 2)
History and development of computers, computer hard and software, Windows platform and word processing.

DAD 159 Basic Photography I (1, 2, 2)
Basic theory and procedures. Instruction in professional developing methods and printing control. Print finishing and presentation. Continuous tone and high-contrast copying procedures. Introduction to sensitometry and process monitoring.

Year One Semester Two

DAD 152 Basic Design II (1, 4, 3)
This course continues Studies began in DAD 151 Basic Design I. Idea development is the means through which individual creativity is explored, enhanced and rewarded. Students also study the relationship between ideas and the creation of two and three-dimensional figures; Study and practice of idea development as a way of understanding and communicating.

DAD 154 General Drawing II (1, 4, 3)
Basic principles of figure drawing. Detailed studies of the foot, hand and head. Introduction to and exploration of three-dimensional perception and linear perspective systems; simulation three-dimensional space on a two-dimensional plane. Application of concepts to issues in architecture, illustration, and industrial and environmental design.

DAD 156 Visual Communication II (1, 4, 3)
Further development of problem-solving skills introduced in Visual Communication I. emphasis on conceptual-thinking, visualization skills and practical problem-solving. The study of the personal and cultural foundations of visual communication and the practice of design creation in the studio.

DAD 158 Computer Graphics II (1, 2, 2)
This course is designed to address broad issues concerning the fundamentals including computer application in design. Focus on computer graphic software application.

DAD 160 Basic Photography (1, 2, 2)
A continuation of laboratory theory and practice. Advanced techniques and individual guidance designed to develop skills necessary to translate creative ideas into finished photographs, comparative analysis of roll film and modification and alteration of negatives.


Year Two Semester One

Core Courses

DAD 251 Graphic Design I (1, 4, 3)
Exploration of formal resources, systems, conceptual principles and procedures underlying the practice of graphic design. Special attention is given to problem-solving by design. Visualization of problems and solutions.

DAD 253 Figure Drawing I (1, 4, 3)
Structural studies of the head, hands, feet, eyes, nose, mouth and ears: Relationship to the torso. Basic structure proportion, light, and shade in varied dry media. A preparatory class in understanding and interpreting the form of the human figure

DAD 255 Graphic Design Production (2, 2, 3)
Introduction to the graphic arts. Reprographic processes are surveyed, analysed and discussed. The three major printing processes, relief, intaglio and planography are presented and investigated for suitability for the range of production needs. Subsidiary reproduction processes are tackled; they include flexography, thermography, collotype, letter set, dry offset, duplicating, serigraphy, xerography, electrostatic printing, LaserJet, DeskJet printing and photography.

DAD 257 Photo Concept & Design 1 (1, 2, 2)
The design and conceptual development of an assignment are emphasized, coupled with high quality execution, originality and clarity of presentation. The roles and responsibilities of the art director and photographer. 


DAD 261 Typography I (2, 6, 4)
Formal introduction to typography. Consideration of the word in relation to visual organization and its application to communication. Study of letterforms. Analysis of basic alphabet categories, historical background and rationale of individual letterstyle characteristics.

DAD 265 Advertising Design I (2, 6, 4)
Definition and concentration involvement in problem/audience analysis with emphasis on understanding symbol and image in evoking audience response. A fundamental overview of advertising. The course highlights the responsibilities of the art director. Practical class projects stresses creative evaluation of marketing strategies, conceptual-thinking and relevant design. Solutions are applied to all media.

DAD 263 Rendering Techniques I (2, 6, 4)
Application of graphite, gouache, transparent watercolour,, and acrylic paints. Inventive problem solving requiring a high degree of visual refinement, with emphasis on understanding media potential.

DAD 267 Animation I (2, 6, 4)
This course is designed to equip students with an understanding of basic animation principles and master basic animation skills.


Year Two Semester Two

Core Courses
DAD 252 Graphic Design II (1, 4, 3)
Assignments issued require students to deploy, in basic graphic forms, strong visual concepts and cost effective creative thinking. Emphasis is placed on typography as a medium and message of design. Solutions are developed for realistic graphic design problems. Prerequisite: Graphic Design I.

DAD 254 Analytical Drawing (1, 4, 3)
Lecture-demonstrations of the anatomical Figure Principles of foreshortening: developing of visual memory, observation of gesture, and visual viewpoint; overview of the mainstream figural concepts in contemporary art and illustration. Prerequisite: Figure Drawing.

DAD 256 Graphic Design Production II (2, 2, 3)
The course entails a broad overview of composing system, typesetting methods and elementary composition. Pre-press artwork including layout, the grid system, imposition and gang-up are critically evaluated; the objective is to facilitate comprehension of technical aspects of instructions to printers. Emphasis is placed on enhancing communication with printers.

DAD 258 Photo Concept & Design II (1, 2, 2)
The design and conceptual development of assignments are emphasized, coupled with high quality execution, originality, and clarity of presentation. The roles and responsibilities of the art director and photographer as well as the importance of meeting a client’s specific needs and expectations are stressed.


DAD 262 Typography II (2, 6, 4)
Comprehensive lettering indicating applied to problems. Variations and departures from established letterstyles to allow for freedom of expression as a prelude to the design of logotypes and redesign of alphabets.

DAD 264 Rendering Techniques II (2, 6, 4)
Expanding the use of mixed media in the translation of ideas. Projects are geared to conceptual solutions in both editorial and advertising illustration, with emphasis on the requirements of reproducing illustrations in both colour and black and white.

DAD 266 Advertising Design II (2, 6, 4)
The course is an intensive problem-solving class that provides a foundation for the application of principles of strategy, concept and design to challenging advertising problems. Lectures and students work together to develop critical assessment techniques and fundamental presentation skills. Insight is provided for techniques that facilitate an easier production of advertising ideas.

DAD 268 Animation II (2, 6, 4)
Course designed to equip students with an understanding and mastering of basic skills in three-dimensional animation. Prerequisite: 2D animation.

Year Three Semester One

Core Courses
DAD 353 Drawing Concepts (1, 2, 2)
Course is a continuation of General drawing. Students are taken through application of concepts to issues in architecture, illustration, and industrial and environmental design.

DAD 355 Production Workshop (0, 4, 2)
Intensive practical problem-solving and fact-finding. Industrial processes and materials, quality control and job estimation and planning for complex productions; major issues: Copyright laws, contracts and liability insurance; Printing management as it relates to improving efficiency, cost-effectiveness and innovation in print production.

DAD 359 Advanced Computer Application (1, 2, 2)
An Extensive Introduction to photographic imaging through digital technology. Course materials cover a variety of tools and techniques used in image scanning, manipulation, and output. Complex assignments familiarize students with a wide variety of range of aesthetic, technical, and ethical issues relevant to working in an electronic image-making environment.

Major – Graphic Design

DAD 361 Publication Design (1, 4, 3)
Investigates the variety of structures and the problems posed by different types of publications. Studies are conducted covering market analysis, positioning of finished products and directing the emotional and intellectual responses of the reader.

DAD 363 Information Design (1, 4, 3)
Explores the problems arising and possibilities for using design to elucidate information. The course surveys and critically examines maps, charts and diagrams. Also students pursue the larger issues of how difficult concepts and abstract ideas can be made visual and comprehensible to an audience.

Major – Illustration

DAD 365 Advertising Illustration (1, 4, 3)
Focuses on trends and styles of advertising; emphasis on working with an art director on corporation as well as agency work. Product illustration; a working comprehensive sketch showing concept, final size element specifications and type call-outs.

DAD 367 Editorial Illustration (1, 4, 3)
Comprehensive and intensive introduction to business of editorial illustration; black and white illustrations; explores the uses of line and shape including texture-value patterns created through organic and mechanical lines and dots as well as washes and gradation. Subject area includes book illustration and storyboards.

Major – Advertising/Packaging

DAD 369 Advertising Design I (1, 4, 3)
Establishes methods of problem-solving for print and television advertising. Equips students to execute creative solutions using a variety of techniques. Assignments range from individual ads and commercials to complete campaigns.

DAD 371 Package Design I (1, 4, 3)
The course is an introduction to packaging design fundamentals. Basic material and production methods are investigated. Environmental and regulatory issues are defined. Projects cover revitalization of existing packaging and the study of structures, point-of-purchase displays and the packaging of new products.

Major – Photography

DAD 373 Advanced Photography I (1, 4, 3)
After individual discussion of creative interests and career goals, students work on projects specifically to strengthen skills and refine portfolios in anticipation of professional life. Prerequisite: Photo Concept & Design II.

DA 375 Colour Theory & Techniques (1, 4, 3)
Basic colour theory, emphasis on relative applications of the multilayer characteristics of colour-reversal film. Various aspects of E6 processing and safety issues. Application of colour theory to a wide spectrum of photographic materials to accommodate client requests. Combines technical and creative standards for critical evaluation of photographic images.
Major – Multimedia

DAD 377 Motion Photography (1, 4, 3)
This course is designed to equip students with basic skills in handling the motion photography camera (video and celluloid). It is important students have prior knowledge of still photography. Theory and historical background are provided – from the early days of motion photography in the late 19th century through transformations in the technology to transformations of the present day.

DAD 379 Film/Video Directing & Editing (1, 4, 3)
Basic principles of film directing and breakdown of the script as the first stage of directing and analysis of the script from the director’s point of view. Directing and shooting maser scene. Emphasis on directing actors, staging, camera blocking, editing and screen direction. Student receives instructions in all aspects of postproduction.


Year Three Semester Two


DAD 352 Field Report (2, 0, 4)
Field report on mini-projects undertaken while on industrial attachment assessed and graded.

DAD 354 Mini Project (2, 16, 10)
Problem-solving mini-projects carried out by students during industrial attachments evaluated and graded. Assessment: Oral examination; Evaluation of project findings and results.

DAD 356 Portfolio (0, 4, 2)
Portfolio of work undertaken during 10-week industrial attachment assessed.
Assessment: Examination of portfolio; Oral examination.

Year Four Semester One

DAD 453 Project/Thesis (4, 0, 4)

DAD 457 Signage Design (1, 4, 3)
An investigation of design in three dimensions. Students work with various signage systems: primary identification signs and directional signs. The course examines design solutions for architectural settings such as shopping arcades, recreational centres, commercial districts and more. Incorporates study of presentation methods; job specification, rapid-prototyping,
fabrication and installation; New media applications are investigated.

DAD 459 Exhibit Graphics (1, 4, 3)
Study of the role of the designer in the development of educational and trade show exhibits. Students undertake experiments in human scale and perception and combine them with marketing strategies. Effective three-dimensional environments are designed and critically evaluated.
Photography, illustration and typography as well as architecture, spaceplanning, lighting, audio-visual presentations and materials-specification are explored through scale models and rapid prototyping techniques.

DAD 461 Sequential Graphics (1, 2, 2)
A design laboratory exploring the unique problems and potentials of sequential images. This of course focuses on issues of pacing, continuity and dramatic structure. After acquiring fundamentals of sequencing images, students progress toward increasingly complex and challenging projects.

DAD 463 Advanced Graphic Applications (1, 2, 2)
This course enables students to work from concept to final presentation; it integrates conceptualization with production. Information, typography and imagery are used to formulate clear, creative communications. Students apply their acquired knowledge and expertise to develop innovative design solutions. Sponsored projects with real-world problems are included; students interact with industry professionals and their clients, and learn
firsthand about the complex, collaborative, consensual design process.

MAJOR – Illustration

DAD 465 Illustration Workshop (1, 4, 3)
A bridge between the educational experience and working in the field. Presentations by visiting professionals. Projects include poster competitions for actual clients and editorial projects in collaboration with Advertising and Graphic Design major students.

DAD 467 Fashion Illustration (1, 4, 3)
Present the concept of fashion as an indicator of sophisticated taste; cultivates an awareness of current style as well as classic design. These concepts are explored through areas in which style in clothing is communicated through the media of illustration and photography and drawing from life models.

DAD 469 Illustration For Graphic Design (1, 2, 2)
Students develop their own unique style of cartooning after lecture demonstrations on the basic principles of caricature and sequential illustrations. Class projects are required.

DAD 471 Journalistic Illustration (1, 2, 2)
The class explores aspects of illustrative journalism through studio work and field trips. The class investigates and observes places, people, and things, interpreting them in images and words.

MAJOR – Advertising/Packaging

DAD 473 Advertising Design IV (1, 4, 3)
Students master the principles of developing potent advertising. The course facilitates interaction between students and industry professionals. Tutoring is provided to enable students develop presentation skills. Activities engaged in providing material for research; the course output is closely monitored by academic staff to assess the evidence of transferable skills. Prerequisite: Advertising Design III

DAD 475 3D Graphics I (1, 4, 3)
Assignments inspire the exploration and creation of inventive products: games, educational products and household items. It further investigates packaging systems for consumer goods and specially retail. Photography and illustration encouraged as graphic solutions. Students partner their colleagues studying photography and illustration while working towards
solving difficult problems.

DAD 477 Advanced Package Application (1, 2, 2)
Students tackle assignments in food, mass-market consumables and pharmaceutical packaging. The relationship between marketing and design is highlighted. Theoretical, exploratory and experimental projects sponsored by industry may be assigned; students collaborate with and
partner their corporate sponsors. Students are guided towards computerassisted prototyping and refined presentation skills. Prerequisite: Packaging Design I.

DAD 479 TV Concept & Production I (1, 2, 2)
Develops students’ ability to design commercials using state-of-the-arttools. Students are taken step-by-step through the creation and execution of commercials: advertising strategy, storyboard design, preproduction, shooting and editing. The course emphasises involving viewers by stirring emotions.


DAD 481 Large Format Technique I (1, 4, 3)
The course involves a cross-section of the major technical problems facing the professional photographer; Basic theory and practical application of light meters, exposure methods, and related processing systems.

DAD 483 Lighting I (1, 4, 3)
The laws and technology of light are explored in this course. Understanding the qualities of direct and indirect sun and tungsten light. Lighting for form. Texture and separation, using basic three-dimensional forms. The use of standard tungsten lighting equipment.

DAD 485 Experimental Project I (1, 2, 2)
Project conceived by individual student and executed with instructor’s supervision.

DAD 487 Composition (1, 2, 2)
Some of the fundamental pictorial arrangement and expression are investigated and applied in this course. Assignments are based on compositional problems. Some of the primary concerns are pictorial structure, balance, movement, contrasts, control reading, theme, spatial
relationship, and colour relationships.


DAD 489 Multimedia Graphics (1, 4, 3)
This course takes a broader approach to create multimedia design thinking and encourages exploration of wider visual sources, media and methods of expression. Skills for judgement and critical assessment are developed through projects and critiques which set out more complex and expansive frames of reference, both in terms of research and visual vocabulary.
Emphasis is placed upon developing more expressive use of typography, image and format.

DAD 491 Interactive Media Tools I (1, 4, 3)
This is the first studio for students in multimedia programme. Students explore the fundamental principles on typography, image and 2D animation, in multimedia communicative purposes. The primary goal of the projects is how to achieve a harmonious and effective interplay of typography, image and animation to express meaning. With emphasis on formal and semantic issues, assignments will demonstrate how typography, images and 2D animation combine to shape the form and content of communication.

DAD 493 Multimedia Management I (2, 0, 2)
This course is designed to provide students with vigorous and professional training in the broad range of skills required to undertake multimedia projects. The course covers a wide range of skills to develop and extend expertise in formation and communication technology. Content: Introduction to multimedia making; Multimedia skills and training; Multimedia hardware; Multimedia software; Multimedia authoring tools.

DAD 495 Media Project I (1, 3, 2)
The course is designed to encourage students, in consultation with their supervisor(s) to develop and sustain a self-initiated programme of work that defines a specific study in appropriate computer software for their project area.

1 The study demonstrates a comprehensive and provisional resolution of the project area. Technical, stylistic and conceptual experimentation is encouraged.

2 The study should develop the ability to examine critically new idea and technological developments and enable student to adopt a constructive reasoned and receptive approach to innovation.

Year Four Semester Two

Core Courses

DAD 454 Project/Thesis (4, 0, 4)
This is the concluding part of the final research project; preparation of research project and submission of draft report; project trail or demonstration, oral defence of project findings of the thesis, final presentation.


DAD 458 3D Graphics II (1, 4, 3)
Assignments inspire the exploration and creation of inventive products; games, educational products and household items. It further investigate packaging systems for consumer goods and specially retail. Photographic and illustrations are encouraged as graphic solutions. Students partner their student colleagues studying photography and illustration while working towards solving difficult problems

DAD 460 Interface Design (1, 4, 3)
Instruction is given so that students can gain the knowledge and tools to think about an interface problem; students progress to design a conceptual model, prototype and an interactive design. Prospect for pursuing interactive design in entertainment, publishing and education are discussed.

DAD 462 Portfolio Workshop (1, 2, 2)
This course is designed to prepare students for entrance into the workforce. Individual attention is provided to identify weak points in portfolios so that they can be upgraded to become more competitive.

DAD 464 Advanced Graphic Applications (1, 2, 2)
This is a continuation of DAD 417 Graphic Applications; it enables students to further apply their acquired knowledge and expertise to solve complex sponsored projects. Students develop further their interaction with industry, professionals and clients; next, students increase their familiarity with research for imaging and testing. Prerequisite: Advanced Graphic
Application I.


DAD 466 Illustration For Children (1, 4, 3)
A study of the artist’s role as storyteller, with completion of a finished project to submit to publishers. Consideration is given to the illustration styles for pre-school children, children in lower classes etc. Covers writing or adapting a story and constructing a ‘dummy’.

DAD 468 Fashion Illustration (1, 4, 3)
Present the concept of fashion as an indicator of sophisticated taste; cultivates an awareness of current style as well as classic design. These concepts are explored through areas in which style in clothing is communicated through the media of illustration and photography and drawing from life models.

DAD 470 Illustration For Film Production (1, 2, 2)
This class focuses on storyboarding for the filmmaker. A series of exercises teaches techniques that enhance the students ability to visualise and sketch out shot sequences and camera moves. It gives the student a tool that will expand his ability to communicate visual ideas to collaborators. This class is about visual communication, not the aesthetics of drawing.

DAD 472 3D Modelling (1, 2, 2)
Students will develop familiarity with a 3D software so that they may begin using it as a tool to bring individual expression to fruition. 2D illustrations created Ananse stories could be used as projects.


DAD 474 Advertising Copywriting (1, 4, 3)
An introduction to the craft of writing as a source of ideas for print advertising. Students learn how to define a problem, work from strategy, develop a concept, and ‘pay-off’ the concept in copy. The course involves an in-depth study of copy structure: headline, headline extension, presentation and support of product claims, and closing; copywriting issues
treated: believability, readability, simplicity, human interest, clichés and superlatives.

DAD 476 Advanced Package Application (1, 4, 3)
The course provides an in-depth exploration of the relationship between packaging and advertising. Four projects involving consumer products are assigned. Each project begins with a marketing premise and moves through the evolution of packaging and advertising solution: product concept, brand name concept, packaging solution and the advertising
introduction. Presentation and the ability to articulate the problem and the design rationale are stressed. Structure, packaging feasibility, and printing techniques are also discussed.

DAD 478 Advanced Advertising Application (1, 2, 2)
Students work as a group on real-time projects. Groups use applicable techniques of marketing, advertising, public relations, point-of-contact, and demographic analysis to develop an extended solution to complex and sometimes controversial issues of persuasive public communication. Students define the problem, identify the audience, select the media and assemble the appropriate media campaign.

DAD 480 TV Concepts and Production II (1, 2, 2)
This course continues the study of the production of TV commercials from concept to completion. Each project is assessed in terms of its creative, functional and overall effectiveness. Few projects are selected, budgeted and produced. Technical aspects of large format (16mm, 35mm, Miramax) production are discussed, and team-building and creative partnering emphasized. Prerequisite: TV Concepts and Production I.


DAD 482 Large Format Techniques II (1, 4, 3)
This course is an introduction to large format view cameras and prints. It also extends to the use of gallery cameras, xerography and wall projectors. Prerequisite: Large Format Technique I.

DAD 484 Lighting II (1, 4, 3)
This course is an introduction to advanced lighting techniques and their application to commercial people photography. Use of strobe, tungsten, and daylight will be explored.
Additional emphasis is on casting, direction and photographic style. Prerequisite: Lighting I.

DAD 486 Experimental Project II (1, 2, 2)
Prerequisite for this is Experimental Project I. Projects conceived by individual students, or portfolio workshop with instructor supervision.

DAD 488 Portfolio (1, 2, 2)
This course is intended for self-motivated students who are interested in refining their portfolios. Students are given the freedom to work in their own style and direction on projects of their own choosing. Content, and result are examined and discussed thoroughly.


DAD 490 Online Media Technology (1, 4, 3)
An examination of current and future applications of technology to business, education, entertainment, shopping and advertising using the internet and interactive television. Student will create a working prototype of an online project based on their design. The class also includes guest speakers from the online industry.

DAD 492 Interactive Media Tools II (1, 4, 3)
This course is a continuation of the part I. The multimedia tools exploration is expanded to include working with ground, video and basis scripting. Special tutorials provide basic instruction in software such as Adobe Premier, Macromedia, Sound Edit. Assignments are specific, but their lessons are fundamental, providing students with conceptual and visual tools that will help to solve any information design problem.

DAD 494 Multimedia Management II (2, 0, 2)
This course provides students with detailed understanding of specific multimedia techniques and skills to initiate a business venture. It also lays the groundwork for the individual projects. Content include multimedia planning; multimedia costing; content for multimedia project; multimedia production; multimedia delivery; CD technology.

DAD 496 Media Project II (1, 2, 2)
This course offers the majors the opportunity to explore a variety of advanced topics through project-oriented courses. This course typically requires an integration of skills and knowledge gained throughout the entire design programme. Based on consultation with approval by the supervisor and faculty advisors. Applied projects for external clients give students an opportunity for interdisciplinary team work, while an individual designed
projects allows for self-directed in-depth study and analysis. Prerequisite: Media Project I.

Contract Law (2, 0, 2)
This course is undertaken as a common seminar by all second to fourth year students. Topics cover all major issues in contemporary visual communication including professional associations, entrepreneurship, investment and finance, design management, corporate governance, marketing, research, technological innovations, health and environmental concerns; national policies affecting design practice, laws, contracts, agreements and other
legal matters, government regulations and taxes. Occasionally, students may be asked to solve complex design problems emphasizing group and team projects; actual practice is simulated.