Curriculum development model for Cross-Cultural Corporate Identity course in Graphic Design Programme
This study aims to develop a curriculum development model for cross-cultural corporate identity course for Graphic Design programme in higher education institution. The cross-cultural component in this study is based on local cultural contexts from ethnic groups in Peninsular Malaysian, Sabah and Sarawak. At present, the study on curriculum development which includes cross culture in the teaching of graphic design in the local contexts is lacking. Furthermore, there are insufficient studies done to evaluate students’ cross-cultural competence in the context of formal education institution. Unfortunately, even though the practice of cross-cultural design is increasingly recognised, research on the design of the corporate identity curriculum is still lacking. Therefore, the objective of this study is to present a framework for a curriculum development model for cross-cultural corporate identity course for diploma in graphic design programme which include three key components: (1) identify the key components in curriculum model development, (2) outline and develop a curriculum model and (3) evaluate its feasibility based on cross-cultural in the process of learning creative corporate identity for the education of graphic design art. The Design and Developmental Research model is applied to develop such a model. The conceptual model proposed in this study outline three main aspects - namely (1) to put forward and establish the need to create the cross-cultural model of corporate identity of graphic design arts in the local higher learning institutions which is concurrent with the demands of current academic and creative industries, (2) design and development phase and (3) evaluation and usability phase. The development of the cross-cultural curriculum model is a guide for diploma lecturers in the education of graphic design arts to facilitate the implementations of project-based teaching and learning to be more responsive by applying local and cultural elements in the product designs. Knowing local cultures is a great way to encourage future diploma graduate graphic designers to produce more product designs with quality attributes such as being authentic, and highlighting locally-produced graphics which then have the potential to flourish globally.
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