DD 401

Design Management



Design as a strategic tool for competitive advantage; Design thinking; Design vision and values; Principles and functions of design management; Design strategy formulation-design direction, design transformation, design advocacy, design alliance; Product lifecycle management, marketing management- 4Ps; Segmentation target and positioning; Value exploration, value creation value communication and value delivery, marketing research and design; Organization behavior; operations management, supply chain management; Role of design in administration and social change; Design for development; Design economics; Total Quality Management and design- Quality Function Deployment, Kano model etc, Creativity, innovation and its management in a team work; Team building, interpersonal relationship and conflict resolution; Professional practice, contracts, fees, negotiations, ethics and public relations, project management for design projects, design entrepreneurship.



1.     M. Okley (ed.), Design Management - A handbook of Issues and Methods, Blackwell Pbl. 1990

2.     David Hands, Vision and Values in Design Management, AVA Publishing , 2009

3.     Peter F. Drucker, The Practice of Management, Harper Collins Books, 2014

4.     Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileswar Jha, Marketing Management: A South Asian Perspective, 14/e, Pearson , 2013

5.     Den Ouden, Innovation Design- Creating values for people, organization and society, Springer, 2012   

6.     C.K. Prahalad, The fortune at the Bottom of the Pyramid, Pearson, Pearson, 2004

7.     Kathryn Best, Design Management, Managing design strategy process and implementation, AVA publishing, 2006

8.     Karl T Ulrich, Steven D. Eppinger, Anita Goyal, Product Design and Development, 4th Ed., Tata McGraw Hill, 2009

9.     David, Building Strong Brands, The Free Press, New York, 1996