2024/

2025

BA (Hons)
Visual Communication

uca.ac.uk
BA (Hons) Awarded by
University for the Creative Arts

Visual Taught by

Communication University for the Creative Arts

Location
Canterbury

Language
English

Duration
3 years Full-time
OR
4 years Full-time - With Foundation Year
OR
4 years Full-time - With Professional Practice
Year*
OR
4 years Full-time – With International Year*
OR
5 years Full-time – With Foundation Year and
Professional Practice Year*

*You are only permitted to undertake either the International

Year or Professional Practice Year

Recognition/Accreditation
Not Applicable

Regulation
The University for the Creative Arts and its
courses are regulated by the Office for Students.

This course has been designed in line with

Sector Recognised Standards and reference
points, including the QAA Art & Design Subject
Benchmark Statement.

For further information about how the course

is quality assured see UCA’s Quality Assurance
Handbook.

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Entry criteria
At UCA, we want to attract the best and most
creative minds in the country – so we take a
balanced approach to candidate assessment,
taking both individual portfolios and exam results
into account.

That’s why your portfolio is an especially

important part of your application to study with us
– and we can help. Our academics can offer you
expert advice on how to showcase your creative
work and build a portfolio that will make your
application stand out.

More advice on how to create an exceptional

portfolio is also available here, along with specific
portfolio requirements for this course.
Along with your portfolio, the standard entry
requirements** for this course are:

• 112 UCAS tariff points from accepted

qualifications*, or
• Pass at Foundation Diploma in Art & Design
(Level 3 or 4), or
• Distinction, Merit, Merit at BTEC Extended
Diploma, or
• Merit at UAL Extended Diploma, or
• 112 UCAS tariff points from an accredited
Access to Higher Education Diploma in
appropriate subject, or
• 27 points in the International Baccalaureate, see
more information about IB entry requirements

And four GCSE passes at grade A*-C and/or

grade 4-9 including English (or Functional Skills
English Level 2)

Other relevant and equivalent level 3 UK and

international qualifications are considered on an
individual basis, and we encourage students from
diverse educational backgrounds apply.
If your first language is not English, you will
need an IELTS score of 6.0 or equivalent. If you
require a visa to study in the UK, you will also
need a minimum score of 5.5 in each individual
component.

*To see the accepted QCF qualifications, visit:

http://uca.ac.uk/study/accepted-qualifications/
** We occasionally make offers which are lower
than the standard entry criteria, to students
who have faced difficulties that have affected
their performance and who were expected to
achieve higher results. >>In these cases, a strong
portfolio is especially helpful.<<

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What to expect
Visual Communication is commercial, social, and focus upon specialist methodologies or
public, and political. It shapes the meaning and potential careers. Students are also provided with
impact of apps, websites, posters, publications, the opportunity to study abroad.
advertisements, games, photography, animation,
motion design and countless other media. Year 3 (Level 6)
Everywhere you look, designers are using words
and images to persuade, inform and educate. Year 3 focuses upon developing the individual
students practice through individual self-initiated
BA (Hons) Visual Communication shapes student projects. The structure of yr3 is the
designers to think conceptually and apply culmination of all that came before it; providing
technical skills in all forms of design practice. the opportunity for students to demonstrate their
This course embraces the full spectrum of Visual subject focus, cultural engagement, awareness
Communication, embracing Illustration, Graphic of current design practice and their status as
Design, Animation and Lens based practices, autonomous practitioners.
and enables students to apply these mediums to
contemporary contexts. Options available during your degree:

The course explores the connections between Overseas Exchange (optional; Level 5)
storytelling, experience and design. We focus on As part of your second year of study in Level 5
developing students than can create projects that you may be able to undertake a period of study
embody values and Illustrate ideas. overseas.
Living and studying abroad not only fosters
Year 1 (Level 4) personal growth, but it also develops cultural
sensitivity, offers global networking opportunities,
Year 1 focuses upon acquisition of fundamental and enhances universal skills and competencies.
skills – both conceptual and craft,enabling Our staff will be happy to talk you through the
students to produce meaningful projects with variety of options on offer to help you find
high production values. the right one for your individual course and
experience.
There is shared delivery of fundamental aspects
of Visual Communication in term 1, where Professional Practice Year (optional; Level 5)
students can experience the varied aspects of If you opt to complete a professional practice
discipline specialisms this enables them to then year, this will take place in your third year of study.
make an informed decision (with the guidance You will undertake a placement within the creative
of tutors) to decide upon a choice of sphere of industries to further develop your skills and CV.
practice in term 2. This may be either in the UK or overseas.While
on your Professional Practice Year, you will be
The sphere of practice options are: Graphic required to pay a reduced tuition fee for that year.
Design or Illustration or Animation, Moving Image This fee will be determined using government
and Photography (AMIP) funding regulations. Based on current regulations,
we expect this to be a maximum of 20% of the
Year 2 (Level 5) tuition fee rate that you are charged for your
second year of study. You will also incur additional
Year 2 focuses upon application of those skills travel and accommodation costs during this year.
to specific briefs within wider cultural and The University will provide you with further advice
social contexts relevant to contemporary visual and guidance about this as you approach your
communication platforms. This stage of the Professional Practice Year.
course affords depth and/or breadth of enquiry
and action related to the individuals chosen Please note: If you are an international applicant, you will
need to enrol onto the course ‘with Professional Practice
sphere of practice. Here, students presented
Year’. It will not be possible to transfer onto the Professional
with units that contain creative briefs written
Practice Year after enrolment.
specifically to encourage creative development

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International Year (optional; Level 5)
If you opt to complete an international year, this
will take place in your third year of study. This
will mean you will be overseas (either at a higher
education establishment) and are supported
throughout this time by your tutors and specialist
staff in the University to ensure you get the most
out of your year.

Principles of this course

This course will deliver a personalised learning
journey, following five key principles:
• Practice-led and professionally contextualised
• Discipline-specific with interdisciplinary
exposure
• Technologically relevant
• Employment focussed
• Internationalised learning

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Highlights

This course is located in Canterbury with its

diverse student population, high speed rail link
to London, ease of access to continental Europe
and rich cultural and historic heritage, the course
is ideally situated and attracts a varied range of
students both nationally and internationally.

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Year one
Your course – Unit by unit

What is Visual Communication?; 30 credits Practice-Based Fundamentals; 30 credits

This introductory unit encourages you to develop You’ll learn how different meanings can be
a visually experimental and explorative approach. constructed through a variety of image-making
We cover research methodology, practical and constellations specific to your sphere of practice
critical communication skills and introductions in this unit, as well as how these methods are
to image-making tools and appropriate software applied to different mediums and formats.
programmes.

Equality, Diversity and Inclusion; 15 credits Preparing for Professional Practice: Part 1;
15 credits
The unit provides an opportunity for you to
explore what is meant by equality, diversity, and In this unit, you’ll focus on professional Visual
inclusion and the implications of these concepts Communication working environments and
on your own creative practice. consider the role that you, as a practicing
designer and communicator, may play within such
spaces.

Defining Your Practice; 15 credits Individual Reflection and Progression; 15

credits
Through your first phase of studies, you’ll
investigate and explore the potential of a We’ll give you the opportunity to reflect on your
range of specific themes and approaches to first year of work, create a portfolio, and from this
contemporary Visual Communication practices confirm your sphere of practice going forward.
and craft skills.

ATOM activities 1 PLE Digital Outcome 1

ATOM activities are tiny pieces of diverse Your PLE Digital Outcome is a purposefully
individual learning facilitating interdisciplinary edited, self-directed record of your constructive
exposure. engagement with and presence on, digital media
platforms across the year.

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Year two
Your course – Unit by unit

Visual Storytelling; 30 credits Spatial Practices; 30 credits

We’ll challenge you to develop your own You will learn how to manipulate spaces to
personal voice to communicate ideas and make create identities, multi-sensory experiences, and
meaningful content for specific audiences. The innovative events/exhibitions in a sustainable
ideas you develop through this unit will encourage and environmentally conscious context. You will
the concise communication of complex ideas also be encouraged to explore the possibilities of
using traditional and emerging media. ‘virtual’ space.

The Conscious Practitioner; 15 credits Preparing for Professional Practice: Part 2;

15 credits
This unit aims to promote progressive values and
attitudes to diversity and inclusion in creative Through a broad range of presentations,
practice, exploring global perspectives and seminars and lectures you will be supported
influences and drawing upon interactions with to develop research, analysis and a deep
various identities, cultures, politics, and histories. understanding of your own practice in the context
You’ll explore how beliefs, values and attitudes of current industry needs. This will also aid you in
drive behaviour and practices. seeking your placement opportunity.

Interdisciplinary Elective; 15 credits Placement; 15 credits

Collaborate, experiment and realise creative For this unit you have two choices – to undertake
responses to briefs within an area of inter- a four-week, self-initiated work placement that
disciplinary activity of your choice, across campus is relevant to your potential career direction and
and through other courses. This gives you the contributes to the fulfilment of the course aims
opportunity to meaningfully engage with diverse and objectives, or to complete an Industry Case
activities and forms of teaching that enhance Study that focuses on an area of the industry
your chosen sphere of focus. that you have an interest in, through primary and
secondary research.

ATOM Activities and PLE Digital Outcome

These units are an extension of the Year 1 ATOM

Activities and PLE Digital Outcome.

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Year three
Your course – Unit by unit

Critical Research and Practice; 30 credits Self-Directed Final Major Project; 60 credits

This unit involves the research, development, This unit provides you with a framework within
and construction of a self-directed research which to research, develop and realise a major
project that informs, guides, motivates and drives self-initiated project of your own choosing. It
subsequent professional and creative work in enables you to develop a written project proposal
year 3. This project requires you to consolidate that effectively and succinctly communicates
and articulate your knowledge, understanding, the key elements of your conceptual, technical,
skills, and experience, alongside the interests aesthetic and theoretical concerns and
that you have developed over the duration of the intentions. It allows you to develop work that
course. demonstrates a high level of maturity through its
clarity and focus.

Professional Practices; 30 credits

This unit helps you to explore contemporary and

future definitions of creative practice leading to
a professional career in the varied fields of Visual
Communication (or related creative disciplines).

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Who teaches this
The current course team is:

• Paul Crawley: Year 1 Lead tutor

course? •
•
Rob McDonald: Senior Lecturer
Anne Sorensen: Senior Lecturer
• Molly Okell: Senior Lecturer
• Sara Andersdotter: Contextual studies co-
ordinator
• Juliette Kristensen: Senior Lecturer
• John Dargan: Yr3 Lead tutor
• Keith Sargent: Senior Lecturer
• Hugh Harwood: Programme Director

Your course team has year leads and a mixture of

senior lecturers with a background and expertise
in Graphic Design, Illustration, Editorial Design,
Exhibition Design, Animation, Typography and
Letterpress, Photography, Robotics, VR and
Spatial Design.

Staff on this course hold qualifications such as

PHD’s, MFA, MA, PGcert and Research Degrees.
All staff also extensive have experience of
working in the creative industries, in roles such
as senior designers, art direction, advertising,
animation direction, design agency creative
direction, photographers, Illustrators, Graphic
Designers, Branding and Marketeers etc.

Specialist or industry guest lecturers visit the

course, adding to the curriculum delivery to
enhance the learning journey with relevant
professional and global contexts such as graphic
design, editorial and publishing, animation,
editorial and book illustration, advertising, digital
design, UX/UI design, fashion editorial, music
promotion and many other fields of the creative

What will learning You will engage in lectures, seminars, group crits,
tutorials, studio practice workshops alongside

look like? software and analogue process workshops.

This course is delivered face-to-face on campus

in our dedicated studio spaces. There are also
live sessions (such as lectures and digital media
workshops) which are recorded for later usage by
students.

Assessment on the course includes formative

feedback to students throughout the
development of their work and summative
assessment when submitting tasks. The type of
work you will be submitting is practical portfolio-
based projects.

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By the end of the • LO6: Be capable of informed, sustained and
rigorous visual and intellectual enquiry

course you will be • LO7: Demonstrate efficient self-management,

independent learning and time management
able to in response to course work. Evolved an
awareness of different areas of creative
practice related to Visual Communication

• LO1: Demonstrate an understanding of • LO8: Connect the practice of Visual

research, analysis and production in the Communication within global societies and
creative process cultures

• LO2: Have gained the ability to utilise a range • LO9: Select and utilize appropriate materials,
of methods, concepts and techniques related techniques, methodologies and media in the
to academic and professional practice in the realization of work
realisation of projects
• LO10: Have developed an autonomous
• LO3: To apply a wide range of practical and working practice that is self-initiated and
conceptual skills that are both adaptable and sustainable
flexible
• LO11: Build a folio of work within an area of
• LO4: Determine how visual communications professional interest
are disseminated and received
• LO12: To show an understanding and
• LO5: Have developed the confidence to awareness of your work in a professional
explore, debate and experiment context

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Student support
We aim to ensure, where possible, personal tutors
remain with a student throughout their degree
studies to discuss all matters relating to student
well-being and academic support. Personal tutors
and the Careers & Professional Practice Team will
also support students in discussions around their
potential or preferred career direction.

Students are further supported by:

• Unit leader for each unit
• School support staff
• Personal academic tutors
• Careers and Professional Practice Services
• Technical support with IT and software
• My UCA – a versatile online learning
environment
• Induction and ongoing re- induction sessions
• Student Staff Course Boards
• Library and Learning Resources
• Gateway Services including support for
finance, regulations, disability, well- being,
accommodation, and international students
• UCA Students’ Union

International students receive additional support

from our International Office and specialist
administrative staff not only when they first arrive
but also throughout their programme of study.

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Our approach to
employability
Industry links Careers

Interaction with the industry is fundamental to Graduates of this course can expect to leave their
our degree. We engage with industry through studies and continue their careers in various roles
studio visits, work placements, ‘live’ projects within the industry.
and tasks either set by or co-authored by
industry practitioners, as well as international These include:
competitions and collaborations. Students
regularly win D&AD student awards, such as the • Advertising and branding manager
Yellow Pencil for Best Packaging Design in 2011. • Visual communications and creative co-
ordinator
Our connections include: • Graphic designer
• Specialist project manager
• Barnbrook • Visual designer
• Boeing • Design artists
• Channel 4
• Dalton Maag
• Design Bridge
• Design Museum
• The Designers Republic
• Fabrica
• Fitch
• FutureBrand
• Holmes & Marchant
• Landor Associates
• Naked
• MetaDesign
• Mother
• Preloaded
• SEA
• Sky (television)
• The Stool Pigeon
• VCCP

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Our commitments

Sustainability Equality, Diversity and Inclusion

University for the Creative Arts (UCA) is “Equality, diversity and inclusion are fundamental
committed to sustainable development and to our commitment to the extraordinary creativity
reducing the environmental impact of activities of our staff and students. In the UK the standards
through our teaching, research and day to day we are required to adhere to are embodied in
operations. Our courses align to Education for the 2010 Equality Act. Equally important is how
Sustainable Development as defined by UNESCO these standards are evidenced through the
(2019): ‘Education for Sustainable Development values and behaviours of the University and the
empowers learners to take informed decisions individuals of which it is comprised. As well as
and responsible actions for environmental compliance with these standards we should in
integrity, economic viability and a just society, for my opinion all be exemplars and role models. In
present and future generations, while respecting terms of everyday actions, this means we should
cultural diversity. It is about lifelong learning, and treat others with respect and dignity, and value
is an integral part of quality education. ESD is their contributions because of, and not despite,
holistic and transformational education which our differences. I am personally committed to
addresses learning content and outcomes, diversity and in this regard the University has
pedagogy and the learning environment. It the highest expectations of every employee and
achieves its purpose by transforming society’. student alike.”

President & Vice-Chancellor,

University for the Creative Arts

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Overall methods of assessment

Written exams: Practical exams: Coursework:

Level 4 0% 0% 100%

Level 5 0% 0% 100%

Professional Practice Year 0% 0% 100%

(if undertaken as part of the named award)

International Year 0% 0% 100%

Level 6 0% 0% 100%

Indicative course learning hours

Placement or Live
Independent: Structured:
Professional Activity

Level 4 60% 40% 0%

Level 5 60% 35% 5%

Professional Practice Year

0% 0% 100%
(if undertaken as part of the named award)

Level 6 70% 30% 0%

For International Year or overseas exchange, hours are as determined by exchange partner.

Study hours
Independent Structured Placement or Live Professional Activity

Level 4 Level 5 Level 6

5%

30%

40%
35%

60% 60% 70%

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Additional course The course will pay for materials used during
induction and workshops There will be some
costs incurred during the course for materials
costs needed to complete personal projects.

Professional quality Digital Printing (A4 up to

large format A0+ sizes) is available through
our print bureau at much reduced prices from
those available commercially. There is also a
very competitively priced shop where you can
purchase notebooks, sketchbooks, art materials,
mounting materials, papers, etc.

The Professional Practice Year and any

placement activity may incur some costs, but
these will be associated with the types of activity
that you undertake on that activity, including
the work location and whether it is paid/unpaid.
Typical costs will include travel.

Similarly, the International Year or Study Abroad

where available on your course may incur costs.
Again, these will be dependent on the location of
the activity and the experience provided by the
host institution which will be negotiated prior to
undertaking any overseas experience.

Equipment/ We recommend that you bring at least one 1TB

hard drive to back up your work.

materials A laptop (Mac or PC) and a digital stills camera for

research purposes are both recommended.
recommended We would recommend that you purchase a
laptop/computer capable of running adobe
creative cloud programmes.
However if this is problematic in any way, you are
not required to own your own computer for this
course - as we have access to extensive Mac
suites on campus.

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Visits Visits to galleries, museums and production
studios and facilities can take place as part of a
unit of study or for a year group. Advance notice
would be given of any associated costs.

We do make an overseas trip and other study

visits – these will be planned in consultation with
students and are always optional. Students will be
asked to pay for these visits themselves but trips
are not mandatory. We will also offer one day field
trips within the UK and students will be asked to
make a small contribution towards the cost of
these.

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