Design Management and Marketing
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|
BEM1019 Fundamentals of Marketing and BEM2016 Consumer Behaviour.
|Duration of module:||
Duration (weeks) - term 1: |
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. Improve presentation skills.
- 13. Ability to work in cross-cultural teams.
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Ongoing Portfolio||Seminar discussions||1-11, 13||Verbal|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Written Examination||50||2 hours||1-11||Written & Verbal|
|Design Strategy Group Report||30||2,500 words||1-8, 10, 11, 13||Written|
|Group Presentation (5-6 students)||20||15 minutes (+ 5 minutes Q&A)||1-8, 10-13||Written & Verbal|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Exam (50%)||Exam (50%)||1-11||August assessment period|
|Design Strategy Group Report (30%) and Group Presentation (20%)||Individual Report (50%)||1-12||August assessment period|
Re-assessment will be for the module as a whole.
- 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
- Lalaounis, S.T. (2018). Design Management: Organisation and Marketing Perspectives, Routledge.
- Best, K. (2015). Design Management: Managing Design Strategy, Process and Implementation. 2nd Ed. London, UK: Bloomsbury.
- Brown, T. (2009). “Change by Design: How Design Thinking can Transform Organisations and Inspire Innovation”, New York, NY, USA: HarperCollins.
- Lockwood, T., & Walton, T. (2013). Building Design Strategy: Using Design to Achieve Key Business Objectives. Skyhorse Publishing, Inc.
- Abbing, E. R. (2010). Brand Driven Innovation: Strategies for Development and Design. Ava Publishing.
- Lockwood, T. (2010). Design thinking: Integrating Innovation, Customer Experience, and Brand Value. Skyhorse Publishing, Inc
- Bilton, C. (2007). Management and Creativity: From creative industries to Creative Management. London, UK: Blackwell Publishing.
- Press, M., & Cooper, R. (2003). The Design Experience. Farnham, UK: Ashgate.
- De Mozota, B. B. (2003). Design Management: Using Design to Build Brand Value and Corporate Innovation. Skyhorse Publishing Inc.
- Hartley, J. (2005). Creative Industries. London, UK: Blackwell Publishing
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.
Last revision date