PE7036 - Design Management 2: Strategy

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What will I learn on this module?

Design Management straddles the disciplines of Business and Design.

As such in this module you will be introduced to a strategy theory framework, and ways to analyse an organisation and its context through an understanding of the internal and external environment and use of business models.

You will also explore Design Thinking and Innovation and the need for a designedly approach in organisations.

By understanding both business and design perspectives and applying this to a case study will provide you with the opportunity to develop your understanding of design management practice and capabilities necessary to function at a more strategic level.

With guidance you will explore and develop a personal direction of research to form a proposal for your final thesis.

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.

Part 1: Case Study
Online Synchronous seminars will support your understanding of Strategy and Design. Interactive weekly sessions will focus on Strategy, the organization and its context. How Design is used by large organizations including corporate strategy of the company. Design strategy, design thinking, innovation and how design contributes to the direction the company is moving in and brings value to the organization. You will apply your learning into practice, using both business and design knowledge theory and tools.

Part 2: PDP and proposal presentation
You will develop a Personal Development Plan and will be supported through seminars and tutorials to produce a proposal that defines the direction of the research topic for your final dissertation.

You will 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 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.

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 you 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. Demonstrate the use of established advanced research techniques to construct and analyse a case study
2. Form a proposal for the final project by framing and identifying the problem statement and including a literature review

Intellectual / Professional skills & abilities (IPSA):
1. Deal with complex data and be able to execute an effective and professional report
2. Demonstrate an understanding of Strategy and the value of Business and Design thinking to organisations

Personal Values Attributes (PVA):
1. Demonstrate direction through a critical awareness of current issues in design management informed by leading edge research.

How will I be assessed?

Assessment breakdown:

Summative Assessment
70% Written report on given case study, 2500 words.

30% Presentation of proposal for the final thesis.

Formative assessment will be provided every week. These assessments will be predominantly peer-to-peer with general feedback from tutor-to-peer. Guidance will be given to be followed in order to accomplish the assessment criteria for the module through feedback on incremental progress.

Final written feedback will be given on on-line feedback sheets against the learning outcomes of the module.

Verbal feedback is given for the presentation of thesis proposal, to enable you to respond quickly to the feedback and proceed with the final thesis without a gap.


Design Management 1: Articulating Design Value



Module abstract

Design Management straddles the disciplines of Design and Business.

As such Design Managers in Practice must engage with both Business knowledge and Design knowledge. This module introduces Business Strategy as a way to understand the complexity of the organization and its context through rational business analysis of a situation. In contrast Design Management and Design Thinking must consider opportunities and new markets for the future that require creativity, intuition, sense making and innovation. The module provides discussion around the need and tools for both approaches and applies these into practice. Topics addressed within this module are corporate strategy, design strategy, brand, innovation and design thinking, case study analysis.

You will work in parallel to the taught sessions on a personal development plan and proposal for final thesis.

Assessment is in two parts. One will be a designated case study. Secondly, you will also prepare a proposal in preparation for the final project.

The module offers you the opportunity to develop the skills and authority to be able to negotiate between Business and Design in your current or future work place in a managerial or leadership role.

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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