The University of Southampton
Courses

ARTD6120 Strategic Design Management and Marketing

Module Overview

During this module you will further your understanding of design management and how it relates to various contexts. You will be introduced to commercial principals and marketing strategies and encouraged to think about the impact of design decisions. You will take part in a group workshops where you will compete in teams to maximise your company’s share price index. You will work in teams to understand the various forms of research available to you as part of the workshop and devise a strategy to take you forward. This will be supported by lectures and seminars on the material covered in the workshops. You will analyse the research studies and market data and use this to develop considered strategies and decisions with respect to production planning, design, sales, advertising, distribution and budget allocation. You will develop an understanding of Brand Contribution and the impact of marketing decisions on an organisation. This module will give you a flavour of the role and impact a design manager can have in a commercial context.

Aims and Objectives

Module Aims

The aims of this module are to: - develop your awareness of commercial contexts and marketing as it applies to Design Management - to develop your ability to position and debate your ideas and work within a team to develop strategies and learn for experience - to further develop your critical thinking about your research, and critically reflect on your ideas and working methods as individuals and as team members

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
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
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • C1. Work constructively in a team to demonstrate an ability to reflect on the lessons learnt from working in a competitive team scenario.
  • C2. Communicate effectively using a range of media

Syllabus

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

Learning and Teaching

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

TypeHours
Teaching26
Independent Study174
Total study time200

Resources & Reading list

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

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

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

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

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

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

Assessment

Formative

Peer assessment

Summative

MethodPercentage contribution
Critical Writing  (3000 words) 100%

Repeat

MethodPercentage contribution
Critical Writing  (3000 words) 100%

Referral

MethodPercentage contribution
Critical Writing  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Linked modules

Critical report (3000 words)

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Books and Stationery equipment

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

Share this module Facebook Google+ Twitter Weibo

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×