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Design Management and Marketing

Module description


The importance of design to organisational success has gained wider recognition by business academics and the corporate world.  It is almost thirty years since Kotler and Rath (1984) highlighted the strategic magnitude of design but claimed it a ‘neglected tool’.  Significant progress has been made over the years; nowadays, organisations, on a global basis, recognise the power of design to achieve organisational objectives.  In fact, the strategic, commercial, economic, environmental and social importance of design is undoubted.  Such developments have called for greater management of design as a strategic and social activity, and have led to the development of Design Management, a subject which is well-interfaced with Marketing on corporate, economic, environmental and societal levels.  This module aims to provide thorough knowledge and understanding of the processes for evaluating, developing and managing design strategies.  This is important for any future marketing executives who will be, as part of the in-house marketing team, ‘purchasing’ design services, or for those marketing executives working in design/marketing consultancies, who will be managing the provision of design services.


Full module specification

Module title:Design Management and Marketing
Module code:BEM3039
Module level:3
Academic year:2022/3
Module lecturers:
  • Dr Sotiris Lalaounis - Convenor
Module credit:15
ECTS value:



BEM1019 Fundamentals of Marketing and BEM2016 Consumer Behaviour.



Duration of module: Duration (weeks) - term 1:


Module aims


This module aims to develop your knowledge and understanding of Design Management and its relation to Marketing, your ability to evaluate current design activities and develop successful design strategies which achieve organisational objectives, and your understanding of the role and impact of design on individual, organizational, market, environmental and societal level.


ILO: Module-specific skills

  • 1. Critically evaluate theoretical models of design management, creativity, the creative process.
  • 2. Critically review the relation and interface of design management and marketing.
  • 3. Analyse and synthesize concepts of design thinking and its implications on organizational, environmental and societal level.
  • 4. Conduct a successful design audit and critically evaluate the use of design within an organisation.
  • 5. Develop a comprehensive design strategy for an organisation (taking into consideration all marketing issues involved) by applying relevant theories and concepts.

ILO: Discipline-specific skills

  • 6. Critically analyse and evaluate design strategies implemented by organizations.
  • 7. Understand and appreciate the role and evaluate the impact of design on an individual, organizational, market, environmental and societal level.

ILO: Personal and key skills

  • 8. Improve written skills.
  • 9. Improve independent study skills.
  • 10. Improve research skills.
  • 11. Enhance critical thinking, synthesis and problem-solving skills.
  • 12. Ability to work in cross-cultural teams

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours16Lectures
Contact hours10Seminars

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Ongoing Portfolio Seminar discussions1-11, 13Verbal

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Written Examination702 hour exam1-11Written & Verbal
Design Strategy Group Report302,500 words 1-8,10-12Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Exam (70%)Exam (70%) (2 hours)1-11August assessment period
Design Strategy Individual Report (30%)Individual Report (30%) 1-12August assessment period

Re-assessment notes


Syllabus plan

  • Introduction: The Creative Economy and the Social and Economic Importance of Design.
  • Principles and Key Concepts in Design Management.
  • Design Research: Identifying Design Opportunities.
  • Incorporating Design Thinking into the Organisational DNA.
  • Formulating Design Management Strategy.
  • Understanding Creativity and the Creative Process.
  • Innovation, Organisational Paradoxes, and Design Management
  • Holistic Brand Experiences and Design Management.
  • Understanding Design Consultancies.
  • Design Leadership.

Indicative learning resources - Basic reading

Core Reading:

 Lalaounis, S.T.(2018). Design Management: Organisation and Marketing Perspectives, Routledge.

Supplementary reading:

  • All supplementary reading will be provided on ELE.

Module has an active ELE page?


Indicative learning resources - Web based and electronic resources


  • Use of multi-touch surface tables in seminars / workshops (Forum building).
  • Web based and electronic resources:
  • Many academic journal papers to be posted on ELE.

Indicative learning resources - Other resources

Video case studies.

Origin date


Last revision date