BM682H - Design Strategy and Business Model

Course Number & Title: BM682H – Design Strategy and Business Model

L-T-P-C: 3-1-0-4

Course Content / Syllabus:

Designerly ways of understanding audience and market: Ethnography, mood board, metaphors and analogies, systems thinking, product-service-systems design. Design Audit: framework and process. Design strategy formulation: In-house and outhouse teams for design; promoting design strategy; Client brief and design brief, Management of design project. role of �design� in various management domains viz. marketing, operations, finance, systems and human resource. Business Design: Business model canvas, pattern, design, strategy and process.

Books

David Hands, Vision and Values in Design Management. Bloomsbury Publishing, 2017.
Roger Martin, The Design of Business. Harvard Business Press, 2009.

References

David Hands, Design Management: The Essential Handbook. Kogan Page Limited, 2018.
Kathryn Best, The fundamentals of design management. Bloomsbury Publishing, 2017.
Tim Brown and Barry Katz, Change by design: how design thinking transforms organizations and inspires innovation. Harper Business, 2019.
Yves Pigneur and Alexander Osterwalder, Business Model Generation, 2011.
Jeanne Liedtka, Andrea King and Kevin Bennett, Solving Problems with Design Thinking, Columbia Business School, 2013.
Jeanne Liedtka and Tim Ogilvie, Designing for Growth � a Design Thinking Tool Kit for managers, Columbia Business School, 2011.
Patrick van der Pijl, Justin Lokitz and Lisa kay Solomon, Design a Better Business, Wiley, 2017.
Various Case Studies of Design Management: Design Management Institute and Harvard Business School publication, IDEO, MIT Sloan School of Management, IIM Ahmedabad.

Indian Institute of Technology Guwahati

Proposal for a New Course