Caution
Copyright © Monash University 1996
ISBN 1320-6222
Authorised by Academic Registrar, April 1996
The broadly based program of study helps students to develop the visual means to communicate creatively and clearly using ideas, images and media. The range of `messages' the designer is required to develop is extensive. It is therefore important for the student to arrive at an understanding of a broad spectrum of information and ideas, including an understanding of perception, a sensitivity to form, a knowledge of communication theory, an understanding of the cultural context of design, an ability to analyse problems and to communicate concepts verbally, an awareness of relevant materials and media and an ability to choose objectively that which is appropriate, and a knowledge of business responsibilities.
The department's studio environment offers different kinds of learning: the development of practical experience, the exploration of theory and its application to specific problems, research and experimentation.
The learning objectives for the Bachelor of Arts (Graphic Design) are as follows:
+ the attainment of a high level of design competence and aesthetic judgement upon which professional practice can be based;
+ a capacity for critical thinking and innovation to enable the graduate to make an early and effective contribution to the design profession;
+ effective oral, visual and written communication;
+ a suitable basis for continued personal growth and self-directed learning, and in particular, the design knowledge, communication skills and commitment appropriate for postgraduate study.
The course is offered on a full-time basis on the Caulfield campus and is of three years' duration. The first year is tightly structured, introducing students to the basic skills and technologies employed in design for visual communication. The sequential program provides basic knowledge and skills in drawing, photography, computer studies, spatial organisation, objective visual analysis, history of art, exploration of alternative design approaches and communication studies.
In the second year, these studies are further developed and the more specialised areas of print technology and illustration are introduced. Students work on set projects of increasing diversity and complexity with the aim of integrating their creative abilities and technical skill to produce work of an individual and professional standard.
The third year of the course offers greater depth and flexibility of study where students can choose an elective in illustration, photography or computer studies. In this final year, students are required to research thoroughly and take each project to professional presentation standards. The subjects of marketing and professional studies further orient students towards a rewarding career in design. Liaison with industry, contacts with practising designers and participation in national and international design competitions provide essential stimulus and support.
Progressive assessment is applied to project work, and current marks are displayed for the benefit of students.
At the end of the academic year and under the direction of the head of department, a panel of all lecturing staff reviews student folios in all years of the course. Only on approval by the panel will a student progress to the following year's studies.
Final year students' folios are also reviewed by a minimum of two outside assessors who are experts within the design profession.
+ GDN1120 Typography
+ GDN1130 Photography
+ GDN1140 Drawing
+ GDN1150 Graphic design practice
+ GDN1161 Art, design and culture (first semester)
+ GDN1162 The Romantic legacy (second semester)
+ GDN1170 Computer studies
+ GDN1180 Communication studies
+ GDN2120 Print technology
+ GDN2130 Photography
+ GDN2150 Graphic design practice
+ GDN2161 Art images and emotion (first semester)
+ GDN2162 Ideas and form in visual culture (second semester)
+ GDN2170 Computer studies
+ GDN2180 Illustration
+ GDN3120 Professional practice
+ GDN3150 Graphic design practice
+ GDN3161 Ideas and visual communications (first semester)
+ MKT2020 Marketing
+ GDN3170 Computer studies
+ GDN3180 Illustration
This is a one-year full-time honours course which can be studied part-time over two consecutive years. It is only available on the Caulfield campus.
+ the planning and completion of a personal program of study that demonstrates a high level of expertise in a chosen facet of graphic design such as publication design, illustration, photography, advertising design, typography or computer graphics;
+ the development of a greater understanding of the cultural and business context of design;
+ the attainment of maturity in graphic design practice that will enable continued development as a professional designer.
Graduates with a similar academic record in graphic design from other tertiary institutions will also be considered for admission.
The selection panel will include the head of department and a lecturer or senior lecturer in the specialist area. Candidates are expected to bring to their studies a growing sense of maturity, independence of thought and a high degree of initiative and self-motivation.
The assessment panel will consist of an external examiner with experience in the area to be examined, the head of the Department of Graphic Design and the lecturer responsible for the supervision of the candidate.
(i) to produce graduates who are:
+ capable of working effectively and creatively within the wealth producing industries and/or developing profitable businesses of their own;
+ concerned with quality, cost and manufacturability of products, as well as the development of marketable and aesthetically pleasing products;
+ able to bring both their personal and culturally conditioned creativity to bear on the design and production processes so that original and better quality products may be realised, and to go on to establish leadership positions in the international design context;
(ii) to create an educational environment through interdisciplinary groups operating in a commercial climate which will instil the need for commercial viability as a necessary outcome of any design work;
(iii) to link industry, design, engineering, commerce and the arts for the improvement of design standards in Australian culture;
(iv) to provide the academic basis for postgraduate research and higher degree studies consistent with international standards of scholarship in design.
Each year of the course is designed to provide continuity in the development of knowledge, skills and attitudes to the stage that graduates are confident to begin careers in the industrial design profession.
Accordingly, the emphasis in the first year of the course is on developing a basic understanding of the design process on the one hand and, on the other, acquiring related knowledge and skills to an introductory level of technical and design expertise. Experimental learning exercises, through simple design project assignments, promote the ability to conceptualise and express design ideas simply and quickly whilst appreciating technical constraints.
In the second year, students are expected to develop their design and technical knowledge to the extent that this can be used to mediate creative design process and validate the social, practical and economic values of design proposals. Compared to first-year work, the design projects focus on the social implications, practical feasibility and viability of product designs.
At the third-year level, the emphasis is on design planning and projects at a near-professional level undertaken with the cooperation of external organisations acting as sponsors. An underlying theme is to focus on experimental learning under industrial conditions which will prepare students for employment in the profession and for postgraduate studies.
Graduates of the course will have the professional, creative, technical, marketing and entrepreneurial knowledge and skills to manage the design process, and design products and services in a highly competitive international environment, as well as the basis to proceed with postgraduate research and development in the field of industrial design.
Applicants for the July intake must apply directly to the university by 31 May on forms available from the Centre for Industrial Design (telephone (61) (3) 9903 2072, (61) (3) 9903 2843; facsimile (61) (3) 9903 2206). A compulsory interview and examination of a portfolio are also required for this intake. Guidelines for portfolio preparation are available from the centre's office.
2. An 80 per cent submission record is generally required for assignment material set in any subject before a student may present for assessment. Major design projects submissions are all compulsory; exceptions will be subject to the approval of the director of the centre.
+ DES1001 Theory of design 1
+ DES1002 Product design 1
+ DES1003 Technology 1
+ DES1004 Product engineering 1
Second semester
+ DES1101 Theory of design 2
+ DES1102 Product design 2
+ DES1103 Technology 2
+ DES1104 Product engineering 2
+ DES2002 Product design 3
+ DES2003 Technology 3
+ DES2004 Product engineering 3
Second semester
+ DES2102 Product design 4
+ DES2103 Technology 4
+ DES2104 Product engineering 4
+ DES3003 Technology 5
+ DES3005 Design management and business practices
+ DES3103 Technology 6
+ MKT3321 Marketing and product innovation
+ to develop graduates who have advanced capabilities in product development in a commercial manufacturing context;
+ to facilitate the transformation of designs into commercial realties with due regard to the protection of intellectual property;
+ to make optimal use of the expertise of departments and centres within the university as well as appropriate external industries associated with product development;
+ to provide students with advanced knowledge and skills of the processes required to transform original designs into economically feasible manufactured products;
+ to enable students to appreciate and acquire team skills along with refined interpersonal skills;
+ to prepare students effectively for postgraduate research and higher degree studies.
(i) completed an industrial design degree, or the equivalent, with H2A or credit grades awarded in major design subjects undertaken in the final year of study, or
(ii) completed a related product design, architecture or engineering degree, with appropriate work experience or the equivalent, acceptable to the sub-faculty board. Candidates may be required to undertake supplementary studies or subjects in product design and related areas. These subjects may be prescribed from existing undergraduate programs.
(iii) Satisfied an assessment panel that the product portfolio or product design presented for further development in the honours course satisfies core industrial design skills and has academic merit and potential manufacturing and commercial viability.
+ DES4100 Business planning
+ DES4200 Technology planning
+ graduates will be able to synthesise advanced technology and consumer product design in the creation of new manufactured artifacts;
+ graduates will be able to facilitate cooperation in new product development teams by being sensitive to the different professional viewpoints of team members.