Course 2011-2012 a.y.

Go to class group/s: 31

CLMG (6 credits - II sem. - OP  |  SECS-P/07) - M (6 credits - II sem. - OP  |  SECS-P/07) - IM (6 credits - II sem. - OP  |  SECS-P/07) - MM (6 credits - II sem. - OP  |  SECS-P/07) - AFC (6 credits - II sem. - OP  |  SECS-P/07) - CLAPI (6 credits - II sem. - OP  |  SECS-P/07) - CLEFIN-FINANCE (6 credits - II sem. - OP  |  SECS-P/07) - CLELI (6 credits - II sem. - OP  |  SECS-P/07) - ACME (6 credits - II sem. - OBS  |  SECS-P/07) - DES-ESS (6 credits - II sem. - OP  |  SECS-P/07) - EMIT (6 credits - II sem. - OP  |  SECS-P/07)

Course Director:
ANTONIO CATALANI

Course Objectives

During the course, students learn to:

• familiarize with the design industry and learn about how different types of design consultancies are structured and operate;
• familiarize with the perspective of designers and the logic of design thinking;
• understand the potential contribution of design and designers to competitive advantage, value creation and strategic renewal;
• learn how to handle the collaboration with external designers effectively;
• understand the purpose and structure of a design brief, and learn how to improve its effectiveness.

Course Content Summary

• Design and competitive advantage
• The design industry
• The design process
• Sourcing design
• Collaborating with external designers
• Organizing internal designers
• The design brief
• Design and strategic renewal

Detailed Description of Assessment Methods

The final grade is based in part (30%) on group assignments, and in part (70%) on a final, written exam.

Textbooks

Course pack (cases and readings), edited by the instructors.

Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

In order to fully benefit from the content of the course, it is advisable although not required - for students to have already passed the following exams: Corporate Strategy, Marketing Management.

Last change 30/03/2011 12:00