Bachelor of Fine Arts major in Visual Communication
Originally established in 1968, the Bachelor of Fine Arts (BFA) offers two major specializations, namely Visual Communication and Studio Arts. BFA major in Visual Communication is a four-year program that aims to produce graduates with comprehensive knowledge, appropriate skills and a professional attitude in the practice of visual communication, within the framework of the university’s educational philosophy and core values. The program aims to produce graduates with critical and creative thinking, visual and digital literacy, technical and technological competence and professional ethics in the practice of visual communication, equipped with skills and competencies responsive to professional, industry and global requirements and standards. The program has produced 39 cohorts since its establishment.
Under the new 2018 curriculum, BFA major in Visual Communication comprises of 181 credit units, providing a holistic education that will ground students in the fundamentals of aesthetic knowledge, tools and techniques in translating concepts into artworks and visual art products through innovations and adoption and use of traditional and non-traditional media and devices for communication materials for intended audiences. The program includes study of the nature and practice of the visual communication discipline through courses in techniques, materials, figure drawing, design theory, art history, visual communication design, digital design, production work, photography, advertising, visual and verbal communication, creative research, portfolio-making and creative management.
The four-year program is ladder-type with students being granted the following: Certificate in Visual Communication after the third year level, and Diploma in Bachelor of Fine Arts major in Visual Communication after the Fourth Year Second Semester upon successful completion of all prescribed courses and university requirements.
BFA graduates belong to Level VI (Baccalaureate) of the Philippine Qualifications Framework (under qualification code number 60213) and are also recognized under the ASEAN Qualifications Reference Framework.
The program welcomes all interested students from any senior high school track provided they reach the required minimum score in the FEU College Admission Test (FEUCAT). Applicants must also pass a skills and assessment test to qualify. The program accepts transferees only during the first semester of each academic year.
All incoming first year students must adhere to the University’s admission requirements as prescribed by the Admission and Financial Assistance Office.
Click or tap on the following sections for more information about this program.
The BFA major in Visual Communication program aims to produce art and design professionals:
Whose creative works exhibit core Filipino values;
Who demonstrate high level of competencies in artistic production in local and international settings;
Who are committed to nation-building and lifelong learning;
Who are well-rounded in terms of teamwork, communication and problem solving;
That situate their work in contemporary art theory and practice;
Who can distinguish their own personal style and discriminate among historical and contemporary styles; and
Who demonstrates how societal influences and predispositions may affect viewers’ way of perceiving works of art.
In line with this, the program also upholds and aspires for the following program outcomes:
Program outcomes common to all programs
The Bachelor of Fine Arts major in Visual Communication program has a set of General Education subjects that complies with the minimum prescribed CHED courses including specific FEU-defined subjects in pursuit of the university’s educational philosophy.
The following are the program outcomes related to this (click on each outcome to see the performance indicators):
1. Effective communication and writing in English and Filipino, promotion of digital literacy, and critical thinking
Skill in written and oral communication in English and Filipino (essays, reports, oral presentations)
Skill in information technology platforms and software
Skill in analysis and criticism (essays, reports, oral presentations)
2. Ability to use interdisciplinary strategies for architectural education and as part of a holistic education
Skill in integration of knowledge from other disciplines to architecture (Art Appreciation, Filipino, Ethics, everyday Mathematics, psychology)
3. Ethical awareness and responsibility in the profession and in society
Skill in applied ethical values and skills
Program outcomes specific to the discipline
The professional courses in the Bachelor of Fine Arts major in Visual Communication program are designed to meet the following desired program outcomes through specific performance indicators (click each outcome to view indicators):
1. Knowledge of world art history and Philippine art history including application of theories and principles for concept-forming
Skill and competency in the identifying, illustrating and applying the historical styles in creative design, specifically in print materials, digital art, scenography and props, and advertising
2. Knowledge and exploration of materials and processes for creative art and design
Skill and competency in the creative artistic and design processes, specifically traditional materials and media like watercolor, pen & ink rendering, painting, printmaking, sculpture, cartooning, photography, videography, packaging and non-traditional techniques like digital art and animation
3. Artistic visualization of ideas, specifically in the field of visual communication and advertising arts
Skill and competency in the preparation of creative designs for visual merchandising and advertising campaigns
4. Manipulation of elements based on principles and theories of art and design
Skill and competency in the artistic layout and production of drawings, sketches, illustrations, advertisements, commercials, posters, invitations, digital designs, videos, photographs, web design, design of apps, and animation
5. Development of psychomotor skills in the visual arts through various traditional and non-traditional techniques, media and processes
Skill and competency in executing illustrations and creative visuals through watercolor, painting, sculpture, printmaking, fashion sketching, computer graphics, animation and web design
6. Professional and ethical practice in advertising, creative design and management
Knowledge and practice of ethical codes of conduct and standards in the practice of the visual communication and advertising profession, especially in the protection of copyright and intellectual property, respect for cultural norms and traditions, and sensitivity to race, gender, religion and beliefs in creative design and advertising campaigns
7. Respect for cultural and natural environment, especially Filipino values and traditions, and their promotion through creative art and design
Adoption and use of Filipino cultural motifs and values in artistic visual media, and the promotion of the conservation and continuity of culture and the built/natural environments through advertisements and campaigns
8. Generation of new knowledge through scholarly inquiry from the vantage point of different disciplines, specifically engaging creative and directed research and application in the process.
Skill and competency in scholarly research in addressing creative design problems by emphasizing creative design solutions through research inquiry and harnessing knowledge learned from other disciplines
On the successful completion of this program, BFA major in Visual Communication graduates can:
Demonstrate ownership of Philippine culture and its multicultural influences for the purpose of serving the general interest of society;
Demonstrate respect for their natural environment through sustainable art production processes;
Apply traditional and contemporary art materials and processes appropriately with respect to its historical and cultural contexts;
Integrate various schools of thoughts through an understanding of art history and contemporary issues;
Synthesize art and design theories to communicate ideas creatively;
Innovate new artistic expressions by exploring basic tools and art techniques as well as new media;
Practice professional ethics and art management in a multi-disciplinary industry setting; and
Demonstrate intellectual curiosity and initiative to continuously learn and be able to develop solutions to real-life design challenges.
BFA major in Visual Communication graduates have various career opportunities awaiting them, such as the following positions:
Costume and fine jewelry designers
Game environment designers
Special effects artists
Graduates of the program can also become account executives, art critics, art conservators and restorers, art dealers, decorative art artists, art historians, art managers, curators, copywriters, cultural heritage workers, gallery managers, event organizers, exhibition designers, food stylists, and production assistants.
FEU offers two strands for the BFA degree: major in Studio Arts and major in Visual Communication. Under the Visual Communication program, students are trained and provided with tools and techniques for conveying ideas visually through innovative and creative means.
Both programs are equipped with state-of-the-art and industry standard computer graphics and fabrication laboratories to facilitate the students’ professional growth.
The 2018 BFA major in Visual Communication curriculum follows the guidelines set by the Commission on Higher Education, with 181 credit units of holistic education for aspiring visual artists and professionals.
The program curriculum includes courses in techniques, materials, figure drawing, design theory, art history, visual communication design, digital design, production work, photography, advertising, visual and verbal communication, creative research, portfolio-making and creative management.
Aside from these professional courses, however, General Education (GE) courses comprise most of the first two years. These are university-wide courses intended to develop the students’ key academic skills and competencies such as persuasive communication, analytic and creative thinking. The university upholds that developing such basic competencies helps prepare students towards becoming independent learners as they progress in their respective programs and eventually, their careers.
Students are also trained to become well-rounded, socially and morally responsible citizens through the National Service Training Program (NSTP) and the Wellness and Recreation Program (WRP) of the University. Under WRP, students can choose to attend a diverse array of short courses intended to develop their physiological and emotional well-being as well as their sense of belonging in the community and their social responsibility.
With the alignment of the university aim to be a student-centered university, the program promotes ‘Interactive Classroom’ as a new learning space for students and faculty.
Traditional art foundation
The students are rooted on a strong foundation of traditional art making and concept building. This emphasis on visual communication skills trains students to be adaptable to the rapidly changing digital media landscape.
Creative concepts are executed and presented in a wide variety of formats fitting to multi-disciplinary design problems: exhibit designs, video presentations, prints, website and application designs. The students are provided with the equipment and know-how to produce material for whatever the situation demands.
The lecture method of instruction is usually employed in art and advertising theories, history of arts courses, and management-related subjects to equip students with background knowledge on the principles, concepts, ideas and theoretical knowledge.
This method allows the students to participate and interact with their fellow students, to develop teamwork and prepare them for professional practice through group projects and group reports.
During the entire program, teachers are encouraged to use formative and summative assessments, in which formative assessments are designed to prepare them and equip them with the necessary skills to accomplish and pass the summative assessment task.
The BFA major in Visual Communication program includes a summer internship course wherein students immerse in the industry to gain on-site and firsthand experience, working knowledge, and skills. The internship is intended to instill awareness and commitment to the practice of professionalism and ethics in the workplace.
Students are required to serve 200 hours of industry-related internship.
Learners must complete a total of 181 units of course work which translates to ______ hours, including 240 hours of summer internship. They must also maintain a quality point average (QPA) of 2.4 towards the end of the program.