VA102 Introduction to Visual Communication Design
VA102 Introduction to Visual Communication Design
Syllabus | International University of Sarajevo - Last Update on Sep 09, 2025
Syllabus Quick Jump
Search and navigate to any syllabus instantly
Visual Arts and Visual Communications Design
Emir Hambo
Course Lecturer
Course Objectives
• Learn about human communication - elementary quality, classification, basic historical settings • Give students an understanding of the fundamental principles and elements of visual communication in connection to visual perception and communication • Recognize, interpret and define the semantics of the diverse visual information in media, arts and film • Understand basic semiotics for image relation • Understand basic language of visual communication in terms of visual and semiotic literacy • Develop the ability for visual perception and decoding meaning
Learning Outcomes
After successful completion of the course, the student will be able to:
Course Materials
Required Textbook
Paul Lester - Visual Communication: Images with Messages (2019, Lex Publishing)
Additional Literature
Communication Design Principles, Methods, and Practice; Jorge Frascara; Allworth Press New York; 2004 Visual Communication Theory and Research: A Mass Communication Perspective; Shahira Fahmy, Mary Angela Bock, Wayne Wanta (auth.); Palgrave Macmillan US; 2014 Visual communication research designs; Keith Kenney; Taylor & Francis; 2008Teaching Methods
Onsite lectures
Onsite class discussions
Practical exercises
And a potentially hybrid model will be determined if circumstances demand it.
Weekly Topics
| Week | Topic | Readings / References |
|---|---|---|
| 1 | Introduction to the course, policies and course material. | Disscussion |
| 2 | Introduction to Communication, Visual Communication and Basic Communication Theory | Discussion / Assignment 1 Assigned |
| 3 | Audience Theories . | Discussion |
| 4 | Visual Cues | Discussion / Assignment 1 Review |
| 5 | Visual Theories | Discussion / Assignment 2 Assigned |
| 6 | Visual Perusasion | Discussion / Assignment 2 Review |
| 7 | Aesthetics | Discussion |
| 8 | MIDTERM EXAM | |
| 9 | Typography | Discussion / Assignment 3 Assigned |
| 10 | Graphic Design | Discussion / Presentation |
| 11 | Visual Ethics and Representation | Discussion / Presentation |
| 12 | Visual Communication in Advertising and Marketing. Guest lecture. | Discussion / Presentation |
| 13 | Digital Literacy | Discussion / Presentation |
| 14 | Future Trends in Visual Communication (Speculative Design and VR experience) | Discussion |
| 15 | FINAL EXAM PREPARATION |
Course Schedule (All Sections)
| Section | Type | Day 1 | Venue 1 | Day 2 | Venue 2 |
|---|---|---|---|---|---|
| VA102.1 | Course | Monday 12:00 - 14:50 | B F1.23 - Amphitheater I | - | - |
Office Hours & Room
| Day | Time | Office | Notes |
|---|---|---|---|
| Tuesday | 15:00 - 17:00 | B F2.25 | |
| Wednesday | 10:00 - 12:00 | B F2.25 | |
| Thursday | 10:00 - 12:00 | B F2.25 | |
| Friday | 09:00 - 17:00 | B F2.25 | Research |
Assessment Methods and Criteria
Assessment Components
Final Exam
AI: Not AllowedAlignment with Learning Outcomes : 1 2 3
Assignments
AI: Not AllowedAlignment with Learning Outcomes : 2 3
Midterm Exam
AI: Not AllowedAlignment with Learning Outcomes : 1
Quiz
AI: Not AllowedAlignment with Learning Outcomes : 1
IUS Grading System
| Grading Scale | IUS Grading System | IUS Coeff. | Letter (B&H) | Numerical (B&H) |
|---|---|---|---|---|
| 0 - 44 | F | 0 | F | 5 |
| 45 - 54 | E | 1 | ||
| 55 - 64 | C | 2 | E | 6 |
| 65 - 69 | C+ | 2.3 | D | 7 |
| 70 -74 | B- | 2.7 | ||
| 75 - 79 | B | 3 | C | 8 |
| 80 - 84 | B+ | 3.3 | ||
| 85 - 94 | A- | 3.7 | B | 9 |
| 95 - 100 | A | 4 | A | 10 |
Late Work Policy
Information about late submission policies will be shared during class and posted in this section. Please check back for official guidelines.
ECTS Credit Calculation
📚 Student Workload
This 6 ECTS credit course corresponds to 150 hours of total student workload, distributed as follows:
Lecture Hours
45 hours ⏳ (15 week × 3 h)
Assignments
55 hours ⏳ (11 week × 5 h)
Lab
14 hours ⏳ (14 week × 1 h)
Mid-term Exam Study
16 hours ⏳ (2 week × 8 h)
Final Exam Study
20 hours ⏳ (2 week × 10 h)
150 Total Workload Hours
6 ECTS Credits
Course Policies
Academic Integrity
All work submitted must be your own. Plagiarism, cheating, or any form of academic dishonesty will result in disciplinary action according to university policies. When in doubt about citation practices, consult the instructor.
Attendance Policy
Students are expected to adhere to the attendance requirements as outlined in the International University of Sarajevo Study Rules and Regulations. Excessive absences, whether excused or unexcused, may impact academic performance and eligibility for assessment. Mandatory sessions (e.g., labs, workshops) require attendance unless formally exempted. For detailed policies on absences, documentation, and penalties, please refer to the official university regulations.
Technology & AI Policy
Laptops/tablets may be used for note-taking only during lectures. Phones should be silenced and put away during all class sessions. Audio/video recording requires prior permission from the instructor.
Artificial Intelligence (AI) Usage: The use of AI tools (e.g., ChatGPT, Copilot, Gemini) varies by assessment component. Please refer to the AI usage indicator next to each assessment item in the Assessment Methods and Criteria section above. Submitting AI-generated content as your own work, where AI is not explicitly allowed, constitutes an academic integrity violation.
Communication Policy
All course-related communication should occur through official university channels (institutional email or SIS). Emails should include [VA102] in the subject line.
Academic Quality Assurance Policy
Course Academic Quality Assurance is achieved through Semester Student Survey. At the end of each academic year, the institution of higher education is obliged to evaluate work of the academic staff, or the success of realization of the curricula.
Learning Tips
Be prepared to contribute thoughtfully during class discussions, labs, or collaborative work. Active participation deepens understanding and encourages critical thinking.
Complete assigned readings or prep materials before class. Take notes, highlight key ideas, and jot down questions. Aim to grasp core concepts and their applications—not just facts.
Use course frameworks or methodologies to analyze problems, case studies, or projects. Begin early to allow time for reflection and refinement. Seek feedback to improve your work.
Don’t hesitate to reach out when something is unclear. Use office hours, discussion boards, or peer networks to clarify concepts and stay on track.
Syllabus Last Updated on Sep 09, 2025 | International University of Sarajevo
Print Syllabus
Referencing Curricula Print this page
| Course Code | Course Title | Weekly Hours* | ECTS | Weekly Class Schedule | ||||||
| T | P | |||||||||
| VA102 | Introduction to Visual Communication Design | 2 | 1 | 6 | ||||||
| Prerequisite | None | It is a prerequisite to | VA352, VA415 | |||||||
| Lecturer | Emir Hambo | Office Hours / Room / Phone | Tuesday: 15:00-17:00 Wednesday: 10:00-12:00 Thursday: 10:00-12:00 Friday: 9:00-17:00 Research |
|||||||
| ehambo@ius.edu.ba | ||||||||||
| Assistant | Assistant E-mail | |||||||||
| Course Objectives | • Learn about human communication - elementary quality, classification, basic historical settings • Give students an understanding of the fundamental principles and elements of visual communication in connection to visual perception and communication • Recognize, interpret and define the semantics of the diverse visual information in media, arts and film • Understand basic semiotics for image relation • Understand basic language of visual communication in terms of visual and semiotic literacy • Develop the ability for visual perception and decoding meaning |
|||||||||
| Textbook | Paul Lester - Visual Communication: Images with Messages (2019, Lex Publishing) | |||||||||
| Additional Literature |
|
|||||||||
| Learning Outcomes | After successful completion of the course, the student will be able to: | |||||||||
|
||||||||||
| Teaching Methods | Onsite lectures, onsite class discussions, practical exercises, and a potentially hybrid model will be determined if circumstances demand it. | |||||||||
| Teaching Method Delivery | Face-to-face | Teaching Method Delivery Notes | ||||||||
| WEEK | TOPIC | REFERENCE | ||||||||
| Week 1 | Introduction to the course, policies and course material. | Disscussion | ||||||||
| Week 2 | Introduction to Communication, Visual Communication and Basic Communication Theory | Discussion / Assignment 1 Assigned | ||||||||
| Week 3 | Audience Theories . | Discussion | ||||||||
| Week 4 | Visual Cues | Discussion / Assignment 1 Review | ||||||||
| Week 5 | Visual Theories | Discussion / Assignment 2 Assigned | ||||||||
| Week 6 | Visual Perusasion | Discussion / Assignment 2 Review | ||||||||
| Week 7 | Aesthetics | Discussion | ||||||||
| Week 8 | MIDTERM EXAM | |||||||||
| Week 9 | Typography | Discussion / Assignment 3 Assigned | ||||||||
| Week 10 | Graphic Design | Discussion / Presentation | ||||||||
| Week 11 | Visual Ethics and Representation | Discussion / Presentation | ||||||||
| Week 12 | Visual Communication in Advertising and Marketing. Guest lecture. | Discussion / Presentation | ||||||||
| Week 13 | Digital Literacy | Discussion / Presentation | ||||||||
| Week 14 | Future Trends in Visual Communication (Speculative Design and VR experience) | Discussion | ||||||||
| Week 15 | FINAL EXAM PREPARATION | |||||||||
| Assessment Methods and Criteria | Evaluation Tool | Quantity | Weight | Alignment with LOs | AI Usage |
| Final Exam | 1 | 30 | 1,2,3 | Not Allowed | |
| Semester Evaluation Components | |||||
| Assignments | 4 | 40 | 2,3 | Not Allowed | |
| Midterm Exam | 1 | 20 | 1 | Not Allowed | |
| Quiz | 2 | 10 | 1 | Not Allowed | |
| *** ECTS Credit Calculation *** | |||||
| Activity | Hours | Weeks | Student Workload Hours | Activity | Hours | Weeks | Student Workload Hours | |||
| Lecture Hours | 3 | 15 | 45 | Assignments | 5 | 11 | 55 | |||
| Lab | 1 | 14 | 14 | Mid-term Exam Study | 8 | 2 | 16 | |||
| Final Exam Study | 10 | 2 | 20 | |||||||
| Total Workload Hours = | 150 | |||||||||
| *T= Teaching, P= Practice | ECTS Credit = | 6 | ||||||||
| Course Academic Quality Assurance: Semester Student Survey | Last Update Date: 29/09/2025 | |||||||||