In this program students are simultaneously introduced to the management of design, the practice of design and the social role of design. They address the pre-eminent role design plays in contemporary consumer society through a hands-on approach that requires them to engage in the production of design, and through courses that address the complexity of managing that production. They are introduced to design’s multifaceted nature by being asked to explore, with the faculty, how they can manage design in order to create new value for business and society at large. They acquire the fundamentals of design and management in order to be able to identify and manage design that is functional, ergonomic, aesthetic and sustainable.
BACHELOR OF BUSINESS ADMINISTRATION
Students interested in pursuing a career in design management enter directly into the Design Management Program as freshmen. Entering freshmen must possess strong communication and analytical skills. No portfolio is required for entrance to this program. Students will receive a Bachelor of Business Administration Degree, a recognized undergraduate degree within the business field, at completion of the four-year program in Paris.
Faculty within the Design Management program are professionals chosen for their expertise in their respective fields. While students learn about design and management in the classroom, they are also exposed to the professional world through guest speakers, company visits and field trips. Students may choose to specialize in European Design, Fashion Management, Communication & Advertising, and Design Marketing, or opt for a broader career approach.
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Design Elements and Digital Tools. This course will introduce students to the vocabulary of two-dimensional design through the use of both traditional and digital processes. Students will explore the elements and principles of design, and the elements of color while gaining familiarity with design processes and technologies. Students will undertake projects that encourage both lateral and linear thinking, the generation of multiple outcomes, and the refinement of a single outcome. Through critique and discussion, students will learn the vocabulary of elements and principles that constitute a designer's basic language while identifying and articulating this vocabulary in the work they will produce.
4 credits (Fall only)
Imaging for Designers. In this course, students will build on the skills and visual sensibilities introduced in Design 1 while focusing on the acquisition and manipulation of visual information and its role in the design process. This course emphasizes drawing and photography as tools for the observation and recording of visual phenomena while examining their role in the development of complex designed objects, environments and experiences. Students will examine the ways in which drawing and photography have been used by designers across disciplines, and the ways in which observation has fed or strengthened their work. Students will undertake projects that introduce media, observational techniques and processes that combine this observation with the construction of specific design problems.
4 credits ( Spring only)
As an introduction to design in general, this design history seminar provides students with formal and contextual understanding of individual design movements. The weekly sessions will incorporate topics ranging from avant-garde movements, technology and media, information theory, business & marketing practices, sociology and psychology, set in a broad historical narrative.
3 credits (Spring only)
This course will introduce students to major social theorists, their understanding of collective and individual behavior. Students will explore the works of Marx, Weber, Freud, Jung, Durkheim and others. As they acquire theoretical knowledge, students will carry out empirical case studies in which they apply different methodological approaches as well as analytical grids from the social sciences. Teaching method includes readings, films and outdoor observations accompanied by visual materials.
3 credts (Fall only)
Seminar: Introduction to Design Management
This course gives an overview of topics and issues central to design management, with an emphasis on understanding the basic tools one needs to manage design and the kinds of careers and futures design managers and entrepreneurs may enjoy. What is design, why should we pay attention to design issues and how can we address these through coherent business strategies are all issues addressed in this course.
3 credits (Fall only)
Reading, discussion and exercises focus on analyzing how design shapes and is shaped by everyday experience. This course draws on the social sciences to link design to the social and cultural medium giving raise to and shaping it. Students acquire analytical tools whereby to analyze the role design plays in contemporary consumer society.
3 credits (Spring only)
Economics I is an introduction to general theories and principles of microeconomics, the study of how small and individual economic units such as firms, households, and consumers make decisions with respect to allocation of scarce resources and factors of production.
3 credits (Fall only)
This course introduces general theories and principles of macroeconomics and the economy in aggregate terms. It investigates the interaction of government, business, and consumers as agents in the pursuit of growth, employment, and stability of prices, interest rates, and exchange rates.
3 credits (Spring only)
Primary emphasis is placed on mathematical problems and concepts relevant to financial and operational business applications, including regression, forecasting, sampling and statistical analysis. This course also lays the groundwork for more advanced study in finance and international business transactions in the fourth year.
3 credits (Spring only)
This is an introductory course to Marketing. It provides students with concentrated exploration and discussion, focusing on the theories and principles of standard marketing strategies and practices, so that they may begin to develop a framework for understanding marketing tactics and strategies useful for design-driven and other creative businesses. The course's goals are to introduce students to marketing strategy and to the elements of marketing analysis (customer analysis, competitor analysis, and company analysis), as well as to familiarize them with the elements of the marketing mix (product strategy, pricing, advertising and promotion, and distribution).
3 credits (Fall only)
Today management implies a rich understanding of how organizations work, individual psychology and the nature of group interaction involving individual personalities. This course addresses the management issues involved in organizational structure and culture, leadership behavior, motivation, and the processes and practices of negotiation, conflict management, and organizational change. Special consideration
of these issues and practices as they are manifest in creative
environments constitute a large portion of the course.
3 credits (Spring only)
This course addresses practical issues of project management. Emphasis is placed on understanding how to create a project plan and manage a team to meet the plan's scope, milestones and deliverables.
3 credits (Fall only)
3 Dimensional Design. In this course, students will explore the basic principles, processes and vocabulary of 3 dimensional design. The aim is to introduce them to complex design issues and problem solving processes faced by professional designers. Students will address 3 dimensional design as it applies to products, packaging and environmental design through concrete projects in a studio setting and through the use of appropriate 3D computer programs.
3 credits (Fall only)
Visual Organization/Information Design. This course applies students' knowledge and vocabulary of visual organization to a sophisticated understanding of information design, culminating in a user research project. The class involves a studio and will draw upon design and technological skills acquired in previous design studios.
2 credits (Spring only)
What makes something truly new or original? How do you spot opportunities to create new things, services or experiences? How do you determine whether another innovation is actually a good thing? This course explores issues pertaining to entrepreneurship and innovation while also considering the role of the artist and designer as agent of change, and exploring the nature and promise of technology in the creation of our possible future(s).
3 credits (Fall only)
This course focuses on the key role of marketing as innovation of new products and services both into new markets and through new ways of thinking. Four key themes in consumer product/service marketing will be addressed: understanding customers in an international setting, creating
value for customers, building relationships with customers, and the process of innovation and change.
3 credits (Fall only � prerequisite Marketing)
This course provides an introduction to the methods of planning and implementation as they are deployed across a variety of design-related industries. Looking at current and classic case studies, students examine issues in strategic planning related to design as they impact decision-making. Through this course, students will be introduced to the practice of strategic management as applied to the design context by translating the practical knowledge and know-how of design managers into theory. Strategy will be seen impacting the organizational structure, product development and positioning, marketing and data catering within enterprises overall. Building on previous courses addressing these topics in detail, this course will provide students with a comprehensive view of how design in particular concretely relates to the overall strategy of the enterprise in these areas.
3 credits (Spring only). Prerequisite(s): Marketing, Economics 1&2, Finance and Accounting or equivalent(s).
An introduction to qualitative research methods that are commonly used in design projects, this course covers the gathering, analysis and application of research as it informs different stages of the design process. Techniques covered will include participant observation, in-context interviews, self-documentation, participatory design and
interactive testing. Texts and materials will be drawn from several fields in the social and behavioral sciences, including anthropology, psychology, and sociology. This course will include individual and group research assignments and applications of findings to real-world design problems.
3 credits (Fall only)
Building on Design Research Methods in the fall semester, this course delves further in the design development process through hands-on team-based hypothetical case studies. The projects in this class will stress the iterative stages that allow for products to be refined and for innovative ideas to concretize, particularly in the prototyping phase. Presentations, readings, lectures, field trips and visiting designers will round out the coursework.
3 credits (Spring only � prerequisite Design Research Methods)
There is no issue more central to design today than how to create products, services, environments and businesses that are sustainable. Students read texts on globalization, familiarize themselves with policies fostering sustainable development and the cultural and technological issues involved in sustaining growth and innovation. They then explore the economic and ecological implications of design that is or must be environmentally responsible globally.
3 credits (Fall only)
The Senior Seminar will allow students to work independently on their thesis and present their findings in a workshop setting. Students will explore a topic of relevance to design and management which they will discuss regularly with fellow students. Topics may be drawn from a variety of areas but broadly fall under the headings of everyday life, globalisation, innovation, and sustainability. This two semester course culminates in a substantial, formal written work and a thesis defence.
3 credits (Fall and Spring)
Students study international jurisprudence as it applies to business and design. This course draws on concurrent studies in economics, finance and marketing, while also introducing new business concepts. Topics include: intellectual property, contracts, liability, licensing and e-commerce.
3 credits (Spring only)
This course is designed to study the impact of global economic models upon domestic economies. Issues explored include the impact of business on migrating populations, environmental movements, social climates, new technologies, and international trade agreements.
3 credits (Fall only). Prerequisite(s): Marketing, Economics 1&2, Strategic Design Management or equivalent(s).
Drawing on ideas and concepts learned in finance, accounting and economics, this course challenges students to examine the details of various types of business transactions and methods of financial management, including capitalization, funding, debt/equity, and securities. A strong emphasis is placed on the examination, discussion
and clear understanding of the key concepts and principles governing financial markets and environments.
3 credits (Fall only � prerequisite Finance and Accounting and Economics I and II)
This course will explore the responsibilities and accountability of businesses and managers with regards to ethical behavior. Why should companies behave ethically? How can managers create organizational cultures that support ethical behavior in all employees? The course will explore the nature of the ethical dilemmas managers can face and review the legal and regulatory climate in which companies must operate. This includes an overview of organizational structures, internal auditing, corporate governance, codes of ethics and internal stakeholder issues such as product quality, customer satisfaction, supply chain issues, employee wages and benefits, and local community and environmental responsibilities. How can managers embrace transparency in operations, be accountable to critics, internal and external while balancing the needs of stakeholders from shareholders to NGO's.
3 credits (Spring only)
Besides the Design and Management electives, students are also allowed to sign up for electives in other departments after consultation with their advisor. Additional electives are usually chosen from Communication Design; General Fashion Studies; Photography and Illustration.
Today, communication strategy is an indispensable management tool that requires a combination of design, advertising and management skills. This course will introduce students to the advertising and communication practices of major design companies through a hands-on approach.
Students will be required to provide detailed reports on companies and to set up a communication campaign.
3 credits (Spring only)
[Not offered 2010-11]
The course will address visual and concept merchandising approaches concerning the staging of products through appropriate scenarios that address products and their environment as a coherent universe. Students will learn how marketers and retailers work with merchandisers, often designers, to create an overall brand image for the products at all points of the value chain and, especially, at sale points.
3 credits (Fall only)
This course introduces students to the multi-disciplinary field of consumer behavior. Students will be taught theories of consumer behavior and will be asked to carry out both qualitative and quantitative research as part of their class projects. Spanning psychology, marketing, sociology, economics and anthropology, consumer behaviour will emerge as a key element of design & management.
3 credits (Spring only)
This course aims to provide students with an introduction to the working world they will encounter when they graduate. It will address the aspects of design entrepreneurship from different angles and perspective: from a professional designer's point of view, from an entrepreneur's point of view and from a more down to earth perspective of identifying a lead, negotiating a contract/agreement, doing a project and closing it. In addition students will be introduced to a variety of business skills like gathering information, preparing and running a meeting, negotiating and conflict management.
3 credits (Spring only)
This course will introduce students to contemporary trends and practices in design in Europe. Students will immerse themselves in the European design world in order to understand how design is managed in various European countries, how new trends in design take shape and how best practices arise across Europe.
3 credits (Spring only)
This course will explore the different industry sectors within fashion: Haute Couture, Prêt à Porter and mass production. Students will learn how the fashion industry is organised, focusing on the different world-wide events in the fashion industry. The course will analyse the various fashion cycles and production processes according to the different industry segments, and country by country specificities. In addition, it will cover issues related to licensing and branding.
3 credits (Fall only)
Fashion collection management explores the various steps, functions, and processes necessary to realize a designer's creativity. This course teaches the fundamentals of how a collection comes together from the designer's original idea until its final presentation in a store. Students learn how to shop the fabric market, make patterns and samples, sell to retailers, manufacture, and ship finished products.
3 credits (Spring only)
This course will explore all aspects related to retailing within today's highly competitive fashion industry. It will introduce students to the basics of fashion retailing by addressing issues related to buying practices and merchandising, the fashion retail marketplace, store operations and promotional activities.
3 credits (Spring only)
This course will explore the fashion magazine industry globally, both from the perspective of the magazines' production processes and the economic system underlying them. The aim of the course is to familiarise students with different aspects of the fashion publishing business. The course is particularly geared towards students who are thinking about pursuing a career in fashion management and/or publishing. Through both a hands-on, practical approach and lectures, students will learn how to launch and produce a fashion magazine; what fashion journalism is; the power of advertising within fashion publishing; and how to adapt fashion magazines to global markets.
3 credits (Fall only)
This course investigates the structure, style and content of the marketplace for art and design. Possible topics include art-as-business, design in the international context, merchandising difficulties and the impact of the various business environments on art and design disciplines.
3 credits (Fall only)
[Not offered 2010-11]
This course will explore how market research can be used at each stage of the marketing process. The objective of the course will be to understand the principles of market research. Emphasis will be placed on understanding the market research methods, some of the key techniques and how it may be used to guide business decisions and design direction. A number of business cases will be studied and debated amongst students during course workshops to grasp and apply key concepts, principles and methods. An interactive approach will put in practice how marketing research may be used to guide business decisions and design direction. Great emphasis will be put on field work.
3 credits (Spring only)
prerequisite: Marketing
This course will explore the international strategies related to the advertising, communication and branding of luxury goods. Students will explore the luxury goods' market internationally and develop approaches for launching luxury goods globally. Topics will include the history and development of the luxury goods' industry, strategic positioning of luxury goods, differences between luxury brands and mass marketing practices, etc.
3 credits (Fall only). Prerequisite(s): Marketing or equivalent
