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Bachelor of Visual Communication

(User Experience Track)

Message from the Program Director

Welcome our future designers to the visual communication program at Dar Al-Hekma University. Our goal is to graduate talented, unique, qualified, creators for professional, and creative careers, who can impact the field of visual communication positively. We seek to provide an ideal educational environment that stimulates creativity and equipped your learning journey with the necessary skills that contribute in our com-munity and the Kingdom of Saudi Arabia’s Vision 2030. We are excited to have you all, value your positive energy, and we wish you an extraordinary educational experience.

User Experience Design Track Overview

The Bachelor of Design in Visual Communication at Dar Al-Hekma is the first in Saudi Arabia. The Department of Visual Communication at Dar Al-Hekma University embraces contemporary and traditional design methodologies in practice, teaching, and research. It instills in its graduates the aspiration to advance themselves in education and the professional fields. It seeks to foster an indigenous culture of design, conveying to students the responsibility to shape the future of visual communication in the region and the world. It also prepares students to the job market through real-life life projects and constant collaboration with industry professionals and entrepreneurs. The practical artistic knowledge that graduates of the program gain enables them to be in key positions in the job market.

The department also offers four tracks leading to bachelor’s degrees: namely, a bachelor’s degree in visual communication – Digital Game Design track, Motion Graphics track, User Experience track & Digital Illustration track. Students have the opportunity to benefit from different types of undergraduate scholarships.

Mission

Graduating professionals equipped with design thinking, leadership, and research skills in the field of Visual Communication to foster creativity and sustainability.

Goals

To embraces contemporary and traditional design methodologies in practice, teaching, and research. It is our aim to instill in our graduates the aspiration to advance themselves in education and the professional fields. We want to foster an indigenous culture of design, conveying to them the responsibility to shape the future of Graphic Design and Digital Media industry in the region and the world. To achieve this the department has set the following program goals:

Create an environment for the Graphic Design and Digital Media students that fosters creativity and design thinking
Enrich students design thinking, leadership and research skills to be equipped for varying Graphic and Digital Media Design professions and entrepreneurship
Provide educational experience that expand students’ Graphic and Digital Media
Design knowledge and skills that is applicable for local and worldwide cultures
Involve the Graphic Design and Digital Media students in variety of design activities related to the community and relevant to current market needs and trends

Why Choose the Visual Communication Program at Dar Al-Hekma University?

The Department of Visual Communication at Dar Al-Hekma is the first of its kind in Saudi Arabia and is recognized throughout the Kingdom for producing graduates who are ready to compete in the exciting and demanding job market. The dynamic curricula of the program focus on developing resourceful and successful design professionals with great insights in the world of visual arts.
The Mac labs, the latest software programs, the printmaking studios and the in-house digital printing services provide students with the appropriate facilities needed for their success.
The program develops students' conceptions of the market by examining real company projects, and enhances their confidence and their social and artistic skills, which they very much need to compete in the global market.
The program covers a diverse range of design areas including graphic design, animation, illustrations, printmaking, photography and typography.
The program is taught by a team of professional instructors and researchers, who are experts in their chosen fields.
Students benefit from a variety of talks and workshops presented by external professionals. They are also regularly engaged with the community, where they participate in various competitions industrial-linked projects and exhibitions, to be well prepared for the field of design.

<h3>Admission Requirements<br/></h3><br/>

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<th style="width: 195px; height: 77px; text-align: left;"> Programs<br/></th>

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<td rowspan="1" colspan="1" style="width: 195px;"> Bachelor of Design in Visual Communication-<br/>Motion Graphic Design Track<br/></td>

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<strong>For further details about admissions, </strong><a href="/en/admission/Pages/default.aspx"><span class="ms-rteForeColor-1"><strong>click here</strong></span></a><strong></strong><br/></p><br/><br/>

Learing Outcomes

On successful completion of this program, graduates will be able to:

Knowledge

Identify the historical evolution and theoretical principles in Motion Graphics.
Discuss the strategic and creative process of creating Motion Graphic projects that meets local and global standards.

Skills

Apply Motion Graphics principals, conceptual thinking and research strategies to produce audience and client focused projects and products.
Generate Motion Graphics solutions through a variety of traditional and contemporary means and contexts to solve real-life problems.
Use multiple Design tools and technologies appropriate for Motion Graphic projects and products.
Employ professional communication strategies, and effective Motion Graphics language to convey ideas and, design solutions and products.

Values

Recognize the significance of ethical principles and social responsibility when creating Motion Graphics.
Function effectively as a member or a leader of a team engaged in activities related to Motion Graphics Profession.

Plan of Study

Year One
Semester – Fall			Semester – Spring
Course Code	Course Title	Credit Hours	Course Code	Course Title	Credit Hours
ISLS xxxx	Islamic Studies	3	COMM 1302	Communication Skills II	3
ARAB xxxx	Arabic Studies	3	BSID 1330	Introduction to History of Architecture and Design	3
COMM 1301	Communication Skills I	3	BARC 1301	Technical Drawing	3
BGDM 1310	Introduction to Digital Design and Layout	3	BGDM 1320	Free Hand Drawing	3
MATH 2320	Geometry	3	BARC 1400	Fundamentals of Design	4
Total Credit Hours		15	Total Credit Hours		16

Year Two
Semester – Fall			Semester – Spring
Course Code	Course Title	Credit Hours	Course Code	Course Title	Credit Hours
BBF 1101	Brain and Body Fitness	1	GEAI 2301	Introduction to Artificial intelligence	3
BGDM 2330	Media and Design History	3	BGDM 2231	Media and Design Theories	2
BGDM 2321	Typography I	3	BGDM 2323	Introduction to Digital Illustrations	3
BGDM 2311	2D Sketching and Digital Design	3	BGDM 2312	3D Design and Modeling	3
BGDM 2322	Introduction to Digital Photography	3	BGDM 2324	Typography II	3
BGDM 2400	Studio I: Graphic Design	4	BGDM 2401	Studio II: Digital Idea Visualization	4
Total Credit Hours		17	Total Credit Hours		18

Year Three
Semester – Fall			Semester – Spring
Course Code	Course Title	Credit Hours	Course Code	Course Title	Credit Hours
BGDM 3232	Design Thinking and Creative Pitching Seminar	2	GERM 3301	Research Methodology	3
BGDM 3325	Video Production	3	BGDM 3233	Advertising and Copywriting	2
BGDM 3313	Content and User Interface Design	3	BGDM 3326	Printmaking	3
BGDM 3402	Studio III: Kinetic Graphic Design	4	BGDM 3403	Studio IV: Brand and Packaging Design	4
BGDM 3360	Fundamentals of Software and Coding for Designers	3	BGDM 3340	Internship	3
			BGDM 3361	User Experience Design	3
Total Credit Hours		15	Total Credit Hours		18

Year Four
Semester – Fall			Semester – Spring
Course Code	Course Title	Credit Hours	Course Code	Course Title	Credit Hours
ENTR 3301	Entrepreneurship & Design Thinking	3	GELE 3301	Leadership and Emotional Intelligence	3
ARAB xxxx	Arabic Studies	3	ISLS xxxx	Islamic Studies	3
BGDM 4234	Media and Design Ethics	2	xxxx xxxx	Free elective	3
BGDM 4450	Capstone I: Graphic Design and Digital Media Thesis	4	BGDM 4341	Graphic Design and Digital Media Portfolio	3
BGDM 4362	User Experience Design Studio	3	BGDM 4451	Capstone II: Graphic Design and Digital Media Project	4
Total Credit Hours		15	Total Credit Hours		16

Career Prospects

The program equips students with the necessary skills that qualify them for a variety of career paths/jobs in the market including, 

but not limited to:

Motion Graphics:

Motion graphics designer
Character designer
Video editor
2d animator/2d character animator
Audio/sound editor
Visual effect artist
Stop motion artist
Documentary filmmaker
Animation illustrator
Storyboard artist
Filmmaker
Copy writer
Concept developer
Compositor
Production designer
Scriptwriter
Interactive multimedia designer
Website designer
Application designer

Course Code: COMM 1301
Course Name: Communication Skills I
Credit Hours: 3 (3,0)
Prerequisite: N/A

Course Code: COMM 1302
Course Name: Communication Skills II
Credit Hours: 3 (3,0)
Prerequisite: COMM 1301

Course Code: GELE 3301
Course Name: Leadership and Emotional Intelligence
Credit Hours: 2 (2,0)
Prerequisite: N/A

Course Code: GEAI 2301
Course Name: Introduction to Artificial Intelligence
Credit Hours: 3 (3,0)
Prerequisite: N/A

Course Code: BBF 1101
Course Name: Brain and Body Fitness
Credit Hours: 1 (1,0)
Prerequisite: N/A

Course Code: ENTR 3301
Course Name: Entrepreneurship and Design Thinking
Credit Hours: 3 (3,0)
Prerequisite: N/A

Course Code: MATH 2320 Course Name: Geometry Credit Hours: 3 (3,0) Prerequisite: N/A
Course Description:
This course introduces the essential elements of geometry, with a focus on Euclidean Geometry. It also explores the properties of different shapes in two-dimensional and three-dimensional geometry. It emphasizes the implementation of geometry in different disciplines.

Course Code: BGDM 1310
Course Name: Introduction to Digital Design and layout
Credit Hours: 3 (1,3) Prerequisite: N/A Course Description:
This course focuses on essential technical skills and digital graphics as a medium required to develop and communicate design ideas to others in the design profession. It covers many discrete modules that provide the foundation of the necessary skills for designers. Students are introduced to raster and vector graphics and mix between them in publishing packages.

Course Code: BSID xxxx
Course Name: Intro to History of Architecture and Design
Credit Hours: 3 (3,0) Prerequisite: N/A Course Description:
This course provides an overview of architecture and design from prehistory to the present. It examines
key works of architecture and design from a variety of perspectives, including historical, cultural, and aesthetic. Issues addressed include the role of patronage, the changing role of the architect and designer, the function and symbolic meaning of architecture and design as well as influential architectural and design techniques and processes and distinguishing principles and characteristic formal elements associated with significant architectural and design movements. In conjunction with analyses of individual works, comparisons of architecture and design across time and culture will highlight meaningful similarities and differences between civilizations and cultures, thereby providing insights into their beliefs and values.

Course Code: BGDM 1320 Course Name: Freehand Drawing, Credit Hours: 3 (1,3) Prerequisite: N/A
Course Description:
The course is an introduction to freehand drawing and sketching. It develops graphic communication skills using various mediums. This course focuses on the practical development of drawing abilities using different freehand techniques. It enhances freehand drawing competences required in the fields of art and architecture conceptualization and presentation.

Course Code: BARC xxxx
Course Name: Fundamentals of Design
Credit Hours: 4 (2,4) Prerequisite: N/A Course Description:
This course is an introduction to the fundamental elements and principles of two and three- dimensional design. It focuses on the development of visual design-thinking tools and skills, and the design process to develop essential design skills needed for solving art and architecture problems. It cultivates a variety of communication skills other than the traditional drawing and sketching methods.

Course Code: BARC xxxx Course Name: Technical Drawing Credit Hours: 3 (1,4) Prerequisite: N/A
Course Description:
This course aims at developing drafting skills required for design and related courses. It focuses on measuring and documenting architectural spaces. The course covers the representation of buildings into two and three-dimensional architectural drawings.

Course Code: BGDM 2330
Course Name: Media and Design History
Credit Hours: 3 (3,0) Prerequisite: N/A Course Description:
This course explores the major developments and influences that have emerged in the field of media and design. It refers to the major milestones from the development written language and the advent of the printing press to the end of the 19th Century. It emphasizes the innovations in thought and technology along with social, theoretical, political and economic events that have influenced the development of media and design over the centuries.

Course Code: BGDM 2321 Course Name: Typography I Credit Hours: 3 (1,3)
Prerequisite: BGDM 1310
Course Description:
This course provides students with a basic understanding of the principles of typesetting and typographic layout. It introduces the anatomy of Latin and Arabic letters, typographic contrast, hierarchy of information, type families, and typographic grids. The course also covers the historical and technical developments of letterforms and numerals, metal type and digital fonts.

Course Code: BGDM 2311
Course Name: 2D Sketching and Digital Design
Credit Hours: 3 (1,4)
Prerequisite: BGDM 1310
Course Description:
This course explores 2D design principles using a variety of traditional and digital tools applicable for a variety of media outlets. The course emphasizes on understanding the elements and process of creating 2D designs including sketching, tracing, texture mapping, and exporting.

Course Code: BGDM 2322
Course Name: Introduction to Digital Photography
Credit Hours: 3 (1,3) Prerequisite: N/A Course Description:
This course serves as a broad introduction to digital photography, its use in design and as a storytelling medium. Focusing mostly on color photography, it introduces students to the basics of using a DSLR camera, exposure, and dynamic composition. Students will acquire and use the vocabulary of photography, associated software and a basic ability to create, adjust and correct photographs.

Course Code: BGDM 2400
Course Name: Studio I: Graphic Design
Credit Hours: 4 (2,3)
Prerequisite: BGDM 1310
Course Description:
This course introduces the fundamentals and process of graphic design, including research process prior to design and key principles such as image making, understanding the importance of layout in design, basic typography, composition, working with colors and shapes. It establishes foundational digital based skills related to graphic design.

Course Code: BGDM 2231
Course Name: Media and Design Theories
Credit Hours: 2 (2,0) Prerequisite: N/A Course Description:
This course focuses on students gaining an understanding of the theories, technological and social innovations, cultural, and political influences IN Media and Design. The course examines changes from the end of the 19th century to contemporary practice. It uses iconic and influential media designs and designers to demonstrate such changes.

Course Code: BGDM 2323
Course Name: Introduction to Digital Illustration
Credit Hours: 3 (1,3)
Prerequisite: BGDM 1310
Course Description:
This course focuses on experiment with creating digital illustrations, starting with freehand illustration and exploring digital tools to create different styles and forms for digital illustration.

Course Code: BGDM 2312
Course Name: 3D Design and Modelling
Credit Hours: 3 (1,4)
Prerequisite: BGDM 2311
Course Description:
This course explores 3D design principles using a variety of digital tools applicable for a variety of media outlets. The course emphasizes on understanding the elements and process of creating 3D designs including modeling, texture mapping, lighting, composition and rendering.

Course Code: BGDM 2324 Course Name: Typography II Credit Hours: 3 (1,4)
Prerequisite: BGDM 2321
Course Description:
This course explores type design in depth, particularly as it relates to bilingual typography. It covers the structure of Arabic and Latin font families. Various applications are embedded to promote fonts based on the characteristics, use, and objectives of the type design.

Course Code: BGDM 2401
Course Name: Studio II: Digital Idea Visualization
Credit Hours: 4 (2,3)
Prerequisite: BGDM 2400
Course Description:
This course explores visualizing complex projects across multiple digital media forms. Students build upon professional design methods and strategies of problem-solving as they learn to visualize information and other conceptual ideas.

Course Code: BGDM 3232
Course Name: Design Thinking and Creative Pitching Seminar
Credit Hours: 2 (2,0) Prerequisite: N/A Course Description:
This course focuses on discussing, practicing, and applying design thinking process for creating Graphic
Design and Digital Media project, including defining a problem, researching ideating and prototyping. It also explores the industry standards for creative pitching, and workplace conduct. This is a complementary course preparing students for their internship experience and capstone 1.
Course Code: BGDM 3325 Course Name: Video Production Credit Hours: 3 (1,3) Prerequisite: N/A
Course Description:
This course introduces video production techniques for digital media. It covers hardware and software skills used in video production. The course explores all phases of video production from pre-production through production to post-production.

Course Code: BGDM 3313
Course Name: Content and User Interface Design
Credit Hours: 3 (1,4)
Prerequisite: BGDM 2300
Course Description:
The course explores the process, principles and skills required for designing various user interface designs, using industry standard tools, and provides an understanding of content design, including, creating appropriate style, tone and voice for targeted audiences. The course teach both the elements needed for creating visually appealing user interfaces as well as creating appropriate copy and microcopy for buttons, notification and other UI elements.

Course Code: BGDM 3402
Course Name: Studio III: Kinetic Graphic Design
Credit Hours: 4 (1,4)
Prerequisite: BGDM 2401
Course Description:
This course introduces the integration of graphic design elements with sound and moving images. It explores basic principles of dynamic graphics that covers visual effects and kinetic typography. The course provides basic training in the hardware and software needed to capture and manipulate sound and video.

Course Code: BGDM 3233
Course Name: Advertising and Copywriting
Credit Hours: 2 (2,0) Prerequisite: N/A Course Description:
This course introduces the fundamentals of advertising and copywriting within a variety of visual contexts and explores the strategies of designing visual advertisements with effective copywriting for an intended target audience.

Course Code: BGDM 3326 Course Name: Printmaking Credit Hours: 3 (1,3) Prerequisite: N/A
Course Description:
This course introduces the methodologies and concepts of traditional printmaking processes and the basics of color printing. It provides an overview of the tools, methods and materials for making two-dimensional printed artworks with particular focus on how manual printing and traditional techniques relate to contemporary concepts and individual art practice. The course focuses on experimentation and exploration of new ideas.

Course Code: BGDM 3403
Course Name: Studio IV: Brand and Packaging Design
Credit Hours: 4 (2, 3)
Prerequisite: BGDM 3402
Course Description:
This course introduces and expands upon the theoretical, technical and practical topics concerning branding and packaging, focusing on establishing and developing a successful brand by employing different design and marketing strategies, as well as the process of researching, designing and manufacturing packaging and preparation of digital files for print production, substrates, inks, die-cuts, and process color.

Course Code: BGDM 3340 Course Name: Internship Credit Hours: 2 (2,0)
Prerequisite: Complete minimum of 60 credits and manual approval
Course Description:
This course provides practical work experience in a design studio, advertising agency, or other professional environment in the field of Digital Media Design. The students undergo direct supervision with program faculty members and firms' personnel. This practical training experience gives an understanding of the business processes and activities in which industry professionals are involved. This course starts the transition from educational to professional settings.

Course Code: BGDM 4234
Course Name: Media and Design Ethics
Credit Hours: 2 (2,0) Prerequisite: N/A Course Description:
This course explores the essential ethical considerations and copyright laws within media and design industries in both the global and local contexts.

Course Code: BGDM 4450
Course Name: Capstone I: Graphic Design and Digital Media Thesis
Credit Hours: 4 (2,3)
Prerequisite: Complete minimum of 90 credits and manual approval
Course Description:
This course focuses on the use of research techniques in writing a formal thesis, design thinking and research is conducted to prepare and establish a design project to execute in the Capstone II course.

Course Code: BGDM 4341
Course Name: Graphic Design and Digital Media Portfolio
Credit Hours: 3 (1,3)
Prerequisite: BGDM 3403
Course Description:
This course is designed to develop a design portfolio for professional industry standards. It introduces essential skills necessary to work in the freelance environment or to launch into the job market. The course focuses on honing presentation and design skills to create a professionally presented, individual, physical and digital portfolio. This course discusses different career opportunities and the importance of preparing a professional CV, cover letter, and social network profile.

Course Code: BGDM 4451
Course Name: Capstone II: Graphic Design and Digital Media Project
Credit Hours: 4 (2,3)
Prerequisite: BGDM 4450, BGDM 3403
Course Description:
This course focuses on the implementation of the thesis project developed in Capstone I. It facilitates scheduled group critiques and ongoing individual consultations with advisors creating a work environment that allows for independent problem solving and decision-making to execute the planed design project with professional industry standards.

Program Electives for User experience design track:
Course Code: BGDM 3360
Course Name: Fundamentals of Software and Coding for Designers
Credit Hours: 3 (1,4)
Prerequisite: ITAI 1201
Course Description:
This course enables designers to collaborate effectively with software developers, through introducing coding fundamentals, and building design concepts with an understanding of technical constraints.

Course Code: BGDM 3361
Course Name: User Experience Design
Credit Hours: 3 (1,3)
Prerequisite: BGDM 3313
Course Description:
This course explores the principles, techniques and research process in developing user experience designs. It focuses on designing user interface products that are informed by effective user experience design processes.

Course Code: BGDM 4362
Course Name: User Experience Design Studio
Credit Hours: 3 (1,3)
Prerequisite: BGDM 3360, BGDM 3361
Course Description:
This Course serves as an expansion on Fundamentals of software and coding for designers and User Experience Design courses. The course explores advanced approaches to user interface and user experience design, through understanding practical conventions in UX design and applying them effectively on screen- based website and app experiences.

Dr. Ahmed Khaled Nasseraldin

Director, Visual Communication Program

PhD, Visual Communication, University of Leeds, UK, 2023

MA, Advertising & Marketing Communications, Webster University, UK, 2013

BA, Graphic Design, Helwan University, 2007

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Continuing Education

Untitled

Bachelor of Visual Communication

(User Experience Track)

​​​​​​​​​​​​Message from the Program Director​

User Experience Design Track Overview

Mission

Goa​ls

Why Choose the Visual Communication ​Program at Dar Al-Hekma University?

​​​​​Learing Outcomes​​​

​Knowledge

Skills

Values

​​​​​​​​​​​​​​​​​​​​Plan of Study​

​​​​Career Prospects

Mr. Abdelqader Kamal Alnobani

Dr. Ahmed Khaled Nasseraldin

Ms. Ayhan Mohammad Amin Niyaz

Dr. Michelle Abdo Kanaan

Ms. Missan Anas Madani

Dr. Ruaa Abdelbadie Lary

Dr. Samar Awad AlTarteer

Key Facts

Program Name

Visual Communication

Academic Degree

Bachelor

Credit Hours

130

Program Duration

4 Years

Type of Study

Regular

Current number of students

107

Number of graduates

905

Current Number of Students

130

Employability Statistic

70%

Dr. Ahmed Khaled Nasseraldin

Director, Visual Communication Program

Message from the Program Director

Goals

Why Choose the Visual Communication Program at Dar Al-Hekma University?

Learing Outcomes

Knowledge

Plan of Study

Career Prospects