Faculty: Creative Business Programme: Communication Location: Diemen

Course code Course title and description ECTS Term Prerequisites Extra info 10992 Design Management 15 1 none -

The term ‘design’ and the related term ‘design management’ are playing an increasingly greater role in the strategic business operations of commercial and non-commercial organizations and companies. Three different forms of design can be distinguished: product design, environmental design and communication design. Although all three will be discussed in this differentiation minor, communication design in particular will play an important role.

We can define Design Management as: The management of an organization’s visual perception and its corresponding brands and products at a process-based, executive and operational level. It will be important for organizations and companies to carefully align the three forms of design in order to speak and convey one consistent ‘language’ and ‘character’. The design manager steers and monitors the processes needed to create a conscious visual identity for an organization, brand or product. He advises on design at a strategic and operational level and responds to relevant developments and trends in the market, competition, communication and design.

Design management bridges the gap between culture and commerce, between creative processes and business objectives, and between design process and design practice. Good design management can lead to a long-term competitive advantage in the market. Course content There is an increasing awareness of the fact that a company’s consistent visual identity is an important strategic tool that can make or break the achievement of its mission and objectives. In the professional field, this insight has resulted in a number of new tasks and roles at the level of design management. In this differentiation minor, the object is to discuss every aspect of design management, including the role of the commissioning client and the consultancy.

In-depth attention will be given to: 1. Design research: research into various design areas, such as corporate identity, packaging, branding, signposting, product designs, advertising, retail, multimedia, etc. by shape and color, symbols, metaphors and visual communication; 2. Design scan: the auditing of a company or organization on every design aspect of the environment, product, communication and behavior; 3. Design plan: strategic design advice for the short and long term; 4. Operational design management: the implementation of design in practice.

Added to the above: Design as an expression of art, as a problem solver, as creative expression, as a professional field, as an industry sector, as a process and design in terms of its relationship with the economy and culture.

Teaching methods Projects, Courses and training

Bachelor year 3 Level of course

Assessment methods Exams and Written work

Mr. Willy Geurts ([email protected] Contact person

Prerequisites None

to discuss every aspect of design management, including the role of the commissioning Objective of the course client and the consultancy.

None Special remarks

• Designing Brand Identity, Wheeler, 3th issue, 9780470401422 • Design management; managing design strategy process and implementation, Recommended reading Best, K., 9782940373123 • Practices of looking an introduction to visual culture, Sturken, M, Cartwright, l., 9780195314403