PE7033 - Design Management 1: Articulating Value

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What will I learn on this module?

In Design Management 1: Articulating Design Value, you will be introduced to the definitions of design management.

Specifically, you will learn about the connection design has with business success and innovation. You will also be equipped with the right knowledge around organisational structure, organisational culture and functional leadership of design.

To support your learning you will be provided with actual case studies conducted in collaboration with the industry. These case studies will give you the success stories of design’s value creation and leadership in multinationals. You will be able to articulate the design processes and activities required for multidisciplinary innovation in large and medium sized organisations.

In completing this module you will recognise the skills, competence, capabilities and knowledge that a design manager needs to make effective decisions in light of business needs. Subsequently, with guidance from staff with industry experience you will be exploring and developing your initial personal development plan (PDP).

How will I learn on this module?

Each module session follows a similar structure of Learn, Explore Further and Apply. All learning materials and resources are accessible via our virtual learning environment.

You will be asked to research topics and take an active role as part of your on-line learning. Each on-line session will discuss a design management related topic. In doing so you will read and critique theory on design management, design value, design strategy and design leadership, which will allow you to articulate the global relevance of your own personal interest.

Interactive weekly sessions will focus on organisation, multidisciplinary context, design process and design strategy. As such you will build your understanding around the question, how design can be established as a leading functional discipline within a your area of investigation?

You will also be provided with practice based knowledge and theoretical constructs around the topics of design strategy, design process, design thinking, innovation, design manager as a leader.

Subsequently, you will apply your learning into practice by developing a practice based personal development plan and choosing a project topic that will give you a chance to apply design theory, concepts, activities, methods and strategies discussed during the on-line sessions.

Personal Development Plan: You will develop a personal development plan whilst being supported through on-line sessions.
Personal Project Report: During tutorials you will be guided to choose and investigate a design management relevant topic in the context of a case study. You will negotiate a topic of enquiry with your module tutor and establish a research question. You will be required to articulate the aim, objectives and a rigorous methodology to collect primary data for the established research question.
Part of the investigation will be conducted in teams and you will do parts individually. As part of your investigation you will be connecting with relevant experts in your recognised field and collecting relevant, real-life and practice based design management experiences.
You will be access virtual classrooms (available on the e-learning portal) for live discussions and virtual taught sessions, which will be recorded and stored on the e-learning portal. These online sessions will be running weekly and will deliver relevant knowledge, information and direction for you to fulfil the learning outcomes. Through the e-learning portal you will be provided with resources in the form of scanned articles, links of books/articles/journals, PowerPoint lectures, word document, video lectures etc. relevant to your module. You will also be given a reading list in your descriptor, but you will be required to create your individual reading resource as well. You will be using discussion board to share your work and create knowledge base for your peers.

How will I be supported academically on this module?

A range of approaches are adopted to accelerate your learning in this module.

During the first week of this module, you will receive information about the module and Teaching & Learning Plan. The teaching and learning plan (TLP) sets out
• Learning outcomes and overall module and programme aims
• Teaching, learning and assessment strategy
• Teaching schedule
• Directed reading references (text and journals) and core texts for the module

During this module your module tutor will provide academic support including:
• Delivering on—line materials
• Providing guidance in relation to assignments
• Development of key resources, made available through the VLE
• Assessing assignments and assess or review any other agreed summative or formative outputs as appropriate

You will be supported by a team of academic experts and will have the opportunity to discuss your ideas and methods through project supervision. You will engage in a rich dialogue with tutors (and fellow students) and receive feedback on on-going work giving you the opportunity to respond directly and as part of your process. You will keep a record of this feedback in order to progress your work to enhance both your skills and intellectual understanding and also to develop your Portfolio and PDP.

Where appropriate, students may also be directed to engage with Study Skills +, or other resources offered through the University Student Support Services such as Dyslexia Support.

The Library is open 24 hours a day and E-Learning Portal houses all your module documents including your timetable. These services can be accessed on a range of devices

The module will also have an e-reading list, which directs learners to specific reading for each session. This includes direct access to repositories, journal articles and other academic sources. You will also be provided with access to a significant set academic research sources via the Northumbria University library portal.

You will also have opportunities to receive formative feedback from your tutor in response to opinions you express and issues you raise during workshop sessions and face-to-face or online tutorials. These formative feedback sessions are formally scheduled at key points throughout the module.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding (KU):
1. Make and keep current and on-going a personal and professional development plan and apply it to practice

Intellectual / Professional skills & abilities (IPSA):
1. Use design theory to demonstrate the value of design for business success and its applicability into practice
2. Collect, analyse and synthesise data and demonstrate effective planning, evidencing and reporting skills

Personal Values Attributes (PVA)
1. Demonstrate leadership through the ability to work harmoniously and effectively in multidisciplinary teams
2. Engage in an investigative and developmental dialogue with the relevant design subject groups and communities

How will I be assessed?

Students submit a 2500 word report and a 300 word personal development plan. Each student negotiates a research question, which is in line with their PDP. In order to complete the report the students conduct a short primary research in a chosen organisation, in teams or individually. Then, individually, they underpin their understanding with a theoretical framework and identify the value of design within the agreed research scope. The report is a reflective piece on their process of engagement, the outcomes and their learning.

This module is exempt from the Anonymous Marking Policy. The nature of working closely and directly with the students in workshops makes anonymity unfeasible.

Formative assessment will take place through group work, assignment discussions and tutorials throughout the course of the module.

Feedback will be provided to students on a module assessment sheet against the module learning outcomes.





Module abstract

Design means business! This module will introduce you to theories of design management, design value, design strategy and design leadership. You will be able to articulate design value in your own practice and will construct a personal development plan (PDP) that will guide your learning journey through this and subsequent modules.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 2 years Distance Learning

Department Northumbria School of Design

Location Design Building, City Campus East

City Newcastle

Start January, April, July or October Starts

Fee Information

Module Information

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