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Diploma in Visual Communication

Course Aim

The Diploma in Visual Communication programme aims to develop creative, analytical, innovative, entrepreneurial and socially responsible visual communication designers capable of identifying and investigating communication problems, and delivering imaginative and effective ideas, information and solutions through design. They will also be equipped with the necessary transferable skills to pursue related professional careers, or to progress onto more advanced courses.


Course Educational Objectives

Through this course, students learn to manage the design process, by acquiring and applying the appropriate technical and practical skills at each stage of the process. The specific objectives for the students are to:

  • identify, analyse, and frame questions or problems for research and resolution;

  • use a range of research methods to challenge preconceptions, and investigate and gain insights into design problems;

  • apply insights to creatively conceptualise solutions, develop, and systematically experiment and test ideas, and logically analyse the results in the realisation of concepts;

  • apply design, craft, technical and media skills in the execution of ideas to achieve the desired projects outcomes;

  • use effective oral, written and graphic communication skills to express and present ideas;

  • work independently and collaboratively in projects over a sustained period, planning and managing own responsibilities and workload in order to meet deadlines for deliverables; and

  • be lifelong learners who seek continuous self-improvement and professional development.


Course Learning Outcomes

Upon the completion of the Diploma in Visual Communication, graduates will be able to:

  • explore, analyse, evaluate and apply graphic elements to visually communicate messages and information in 2- and 3-dimensional design projects;

  • plan market strategies to create awareness of products or services;

  • apply knowledge of consumer behaviour and the emotions and personal values that drive consumer choice, to craft and deliver emphatic visual designs to influence them to consumer choice;

  • apply cross-cultural and strategic-thinking skills such as visual narratives, visual culture, typography, aesthetics, composition and construction of meaningful images, to create and develop original socially responsible solutions to visual communication problems;

  • formulate unique visual graphic and design solutions to the clients’ specific needs;

  • assume collective responsibility as a team collaborator who can work effectively and respectfully with diverse team members;

  • function effectively in multi-disciplinary and/ or cross-disciplinary teams;

  • embrace diversity and adapt confidently to future developments within the ever-changing creative industries and world;

  • commit to lifelong learning and continual self-direction and navigation, and keep pace in an ever-changing world by meeting new challenges and seizing new opportunities;

  • apply knowledge gained to initiate innovative and enterprising activities; and

  • recognise and commit to professional and ethical responsibilities.


Students pursuing the Visual Communication programme can choose one of three tracks – continue with Visual Communication; or choose a specialisation in Visual Merchandising, or in Visual Branding and Identity.


The Visual Merchandising specialisation blends artistic and business skills, and equips students with in-depth industry knowledge. It aims to produce visual merchandisers able to play a critical role in the retail industry. Students will learn how to set up and maintain imaginative retail displays. They will be trained to create a “visual sense” or a visual experience in a retail environment that entices customers to come in, be convinced to stay, shop and purchase. 


The Visual Branding and Identity specialisation aims to train students who are able to use design elements to create associations with the company, its products and services, and its philosophy, values and culture. The specialisation integrates graphic design knowledge and skills with a strong understanding of branding, marketing and business strategy.

The students will have the ability to implement strategy using the design skills to create compelling brand experiences.


Graduates in Visual Communication will find attractive opportunities in a wide range of visual-related design industries where they can excel in:


  • Graphics Design

  • Branding and Identity Design

  • Brand Management and Promotion

  • Visual Merchandising

  • Packaging Design

  • Advertising and Media

  • Event Design

  • Integrated Brand Communication

Visual Communication