Strategic Design Management and Marketing

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• design management principles and marketing intelligence to target consumer segments and position products in a competitive environment;
• how to evaluate market information in global and local contexts to encourage innovation and develop new products.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• communicate effectively using a range of media.
• work constructively to demonstrate an ability to reflect on the lessons learnt from working in a competitive scenario;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• prioritise, digest & interpret data;
• analyse, synthesise and reflect on core Design Management issues in a market context.

This module concentrates on deepening your understanding of design management in a commercial context. You will be encouraged to analyse, evaluate, debate and discuss various forms of data and decide upon a strategy in a simulated market environment. As the workshops progress you will face new challenges and your teams decisions will dictate the success of your company.

Indicative topics cover:

• Marketing Mix
• Production planning
• Pricing
• Advertising & segmentation strategy
• Commercial Team
• Size of commercial team
• Allocation across distribution channels
• Allocation across marketed brands
• Market Research
• Industry-wide market studies
• Market-specific market studies
• Consumer survey & consumer panel
• Semantic scales
• Market forecast
• Industry benchmarking

Teaching and learning methods

Teaching methods include:

• Formal lectures
• Tutorials
• Workshops

Learning activities include:

• Workshops and peer group learning
• Problem solving activities
• Class discussion/critique
• Guided and independent reading and reflection
• Use of library resources to advance your understanding of emerging research

Resources & Reading list

General Resources

Blackboard. Simulation Participant Handbook found on Blackboard

Textbooks

Hallberg, G. (1996). All consumers are not created equal : the differential marketing strategy for brand loyalty and profits. John Wiley & Sons.

Capon, N. (2012). Managing marketing in the 21st century : developing & implementing the market strategy. Wessex.

Lindström, M., (2005). Brand sense: how to build powerful brands through touch, taste, smell, sight & sound. London: Kogan Page.

Kolb, B. M. (2016). Marketing strategy for the creative and cultural industries. Routledge.

Kotler, P (2016). Marketing Management. Pearson.

Kotler, P., Armstrong,G, Harris L., (2013). Principles of marketing . Pearson.

Ranchhod, A. (2004). Marketing Strategies a Contemporary Approach. FT Prentice Hall.

Best, K. (2006). Design Management: managing design strategy, process and implementation. Switzerland: AVA Publishing.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal & External