Introductory description

This module is designed to guide the MSMS students through the process of product ideation to creation. It will develop student’s appreciation and understanding of the contribution that service and product design makes to organizational success.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Design definitions and management processes
Overview – what is design?
Design as a management process

Designing for competitive advantage
Generating ideas through design thinking.
Using design to create new meanings.
Using design to solve complex problems.
Managing creativity.
Approaches to innovation.

Design as strategy.
Organizational ambidexterity.
New product design
New service design
Impact of design on performance.

Learning outcomes

By the end of the module, students should be able to:

• Define the main concepts of design, design thinking, and design as a process.
• Explain why design and design thinking are important for organizations.
• Identify the tensions that exist between design functions and other organizational departments.
• Explain the difference in the role of design for incremental versus radical innovation.
• Analyse and evaluate design thinking as an integrative process.
• Critically apply the eight core design thinking characteristics.
• Critically compare and contrast the benefits and limitations of each type.

Indicative reading list

Reading lists can be found in Talis

Research element

Demonstrate research skills to gain sufficient information to be able to meaningfully demonstrate how design thinking can be adopted to gain competitive advantage

Subject specific skills

Compare and evaluate different approaches to New Product/Service Development Processes (Stage-Gate, Iterations, Behavioral).
Effectively deploy design management tools and techniques.
Define and analyze the main types of innovation (radical vs. incremental; disruptive; user driven, user generated, and user-centred).
Evaluate the impact of design on performance (social, environmental, and financial).

Transferable skills

Demonstrate written communication skills.
Demonstrate problem solving skills.
Demonstrate leadership, team building and project management skills.