VA518 Visual Communication Theory
VA518 Visual Communication Theory
Syllabus | International University of Sarajevo - Last Update on Mar 03, 2026
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Visual Arts and Visual Communications Design
Course Objectives
1. Outline and examine communication theories through contemporary examples. 2. Critically evaluate visual communication in the time and space we are located. 3. Create a foundation for further research in visual communication. 4. Tackle the issue of Visual, Digital, and media literacy in modern society
Learning Outcomes
After successful completion of the course, the student will be able to:
Course Materials
Required Textbook
Giorgia Aiello and Katy Parry - Visual Communication: Understanding Images in Media Culture. SAGE Publications (2019)
Additional Literature
Paul Lester - Visual Communication: Images with Messages (2019, Lex Publishing) Jonathan Baldwin and Lucienne Roberts - Visual communication: from theory to practice (AVA 2006)Teaching Methods
Lectures
Discussions
Presentations
And project analysis
Weekly Topics
| Week | Topic | Readings / References |
|---|---|---|
| 1 | Introduction to the course, policies and course material. Communication as a process | |
| 2 | Graduation project analasys | Discussion |
| 3 | Elements of Visual Design | Discussion |
| 4 | Visual Perception and Cognition | Discussion |
| 5 | Semiotics and Visual Language | Discussion |
| 6 | Visual Communication in Advertising and Marketing (Guest Lecture) | Discussion |
| 7 | Visual Communication in Media and Journalism | Discussion |
| 8 | Midterm Exam | Exam |
| 9 | Visual Communication in Design and Art | Discussion |
| 10 | Visual Communication in Culture and Society | Discussion |
| 11 | Digital Visual Culture | Discussion |
| 12 | Visual Ethics and Representation | Discussion |
| 13 | Visual Literacy | Discussion |
| 14 | Future Trends in Visual Communication | Discussion |
| 15 | Final Exam Preparation | Submission |
Course Schedule (All Sections)
Office Hours & Room
Assessment Methods and Criteria
Assessment Components
Final Exam
AI: Not AllowedAlignment with Learning Outcomes :
Midterm exam
AI: Not AllowedAlignment with Learning Outcomes :
Presentation
AI: Not AllowedAlignment with Learning Outcomes :
Debate
AI: Not AllowedAlignment with Learning Outcomes :
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
39 hours ⏳ (13 week × 3 h)
Presentations
32 hours ⏳ (8 week × 4 h)
Final exam
40 hours ⏳ (4 week × 10 h)
Midterm exam
30 hours ⏳ (3 week × 10 h)
Readings
9 hours ⏳ (9 week × 1 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 [VA518] 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 Mar 03, 2026 | International University of Sarajevo
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Referencing Curricula Print this page
| Assessment Methods and Criteria | Evaluation Tool | Quantity | Weight | Alignment with LOs | AI Usage |
| Final Exam | 1 | 40 | Not Allowed | ||
| Semester Evaluation Components | |||||
| Midterm exam | 1 | 40 | Not Allowed | ||
| Presentation | 1 | 10 | Not Allowed | ||
| Debate | 1 | 10 | Not Allowed | ||
| *** ECTS Credit Calculation *** | |||||
| Activity | Hours | Weeks | Student Workload Hours | Activity | Hours | Weeks | Student Workload Hours | |||
| Lecture Hours | 3 | 13 | 39 | Presentations | 4 | 8 | 32 | |||
| Final exam | 10 | 4 | 40 | Midterm exam | 10 | 3 | 30 | |||
| Readings | 1 | 9 | 9 | |||||||
| Total Workload Hours = | 150 | |||||||||
| *T= Teaching, P= Practice | ECTS Credit = | 6 | ||||||||
| Course Academic Quality Assurance: Semester Student Survey | Last Update Date: 27/03/2026 | |||||||||