Design Thinking in Marketing

Learning Outcomes

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• apply concepts of experience design and service design in a digital scenarios.
• critically evaluate the applicability of design principles in a multichannel context;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• analyse the business implications of adopting ‘design thinking’;
• evaluate the impact of users on design-related decisions.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• present a business case using appropriate textual and visual tools.
• manage time and tasks effectively in the context of individual study and/or collaborative activities;

Knowledge and Understanding

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

• how to discuss the scale and scope of design in marketing and business practice.

The topics covered in the module will include elements such as:

• Design Thinking – aligning design and brand strategy
• User Experience Design (UX) – transforming customer value through design
• Service design
• Co-design and personalisation
• Multichannel experience design – interface, mobile & digital
• The design vs. The creative process

Teaching and learning methods

Teaching methods include:

Lectures, seminars and online discussions

Learning activities include:

• An individual assignment
• Case study/problem solving activities
• Private study

Resources & Reading list

Textbooks

Martin, R. (2009). The Design of Business: Why Design Thinking is the Next Competitive Advantage. Harvard Business Press.

Heskett, J. (2002). Design – A Very Short Introduction. Oxford: Oxford Press.

Brown, T. (2009). Change By Design: How Design Thinking Transforms Organizations and Inspires Innovation. Harper Business.

Lockwood T. (2009). Design Thinking: Integrating Innovation, Customer Experience & Brand Strategy. Allworth Press.

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