Master in Advanced Design Management, Strategy and Entrepreneurship
This course has been designed by the Design, Strategy and Management team at ELISAVA and is being executed in collaboration with Rotterdam Business School.
Design is more and more perceived as a complex management transversal activity in which user/consumers needs, market dynamics, and business strategies meet.
Likewise, management methodology known as design management, as project development model for design professionals and as business model for creative firms, was not able to adapt itself to the changeable and dynamic flow of current markets.
The necessity of planning new patterns demands a rupture with rigid structures and a tackling of more organic working methodologies, adaptable to changeable times and to new societies and emerging markets. This new planning must be focused on strategy and entrepreneurship with new thought preconceptions.
Para realizar este curso debes tener uno de estos niveles de estudios: Grado universitario, Master, Doctorado
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This programme has the main goal of providing (within a design + management perspective) with the necessary tools in order to navigate the new exchange dynamics for the production and distribution of products and services. To generate interdisciplinary synergies that provide participants with the knowledge for developing new projects and for optimising those that already exist. The programme must train in the knowledge and application of design management working methodologies that are adapted to the new business, social, and geographic scenarios of today’s world. It must also provide its participants with a wide knowledge of the strategies and the several ways of approaching design management from the aspects of Strategy and Entrepreneurship.
Entrepreneurs, Intrapreneurs, Independent Professionals, Creative Industries, Professionals, Designers, Managers; social entrepreneurs, start Up leaders and commerce oriented enthusiasts.
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- Business Models
- Advanced design
- R D
- Business practices
- Business objects
- Business tools
- Development programmes
- Study cases
- Circular economy
- Impact on society
Jorge Hernán Rodríguez
DESIGN CENTERED COMPANY (DCC)
An approach to the change of mentality that implies the holistic addition of design into the conception, the management, and the development of the firm and its market offer. The Design Centered Company incorporates into its structure and every of its actions a unique presence that establishes relevant relationships with all its audiences, markets, and stakeholders under an innovation perspective.
Exploration of the different conceptions and closeness to innovation carried out from the technologic, economic, creative, and social fields. Definition of a personal perspective to innovation is explored towards building signature business initiatives.
R+D STRATEGY DESIGN
Links between research-based design and firm strategies at an internal and external level. Study cases, platforms, funding, and development programmes at a European level.
BLUE OCEAN STRATEGIES AND COLLATERAL THINKING
Structures and thought preconceptions that help to generate business opportunities based on creativity and out of the box thinking.
Contextualisation of the concept created by Drucker in the 70s relating current information and TIC societies. Knowledge is the new currency in the information era where consumers are more informed than ever.
Is one of the strongest trends, changing the shape of the global business world and its impact on society and the environment. Exploring the before and after of products and services, their impact and trail as an innovation strategy will add value to the offer new companies put in the market.
Module 2: Business Models & Strategies (Rotterdam)
CREATIVE ECONOMY AND COLLECTIVE INTELLIGENCE
Creative economy is a global, powerful, and positive movement. Artists, non-profit cultural organisations, and creative industries distribute and produce cultural merchandising and services that contribute to the economy by creating jobs, benefits, and quality of life. Different proposals for approaching this strategy, ways of implementation, and the study of the extra benefits that this activity generates will be analysed in this module.
SUSTAINABLE BUSINESS PRACTICES
This section offers a debate on sustainability and viability concepts; and on the knowledge, the tools, and the access to resources needed for developing a business model based on sustainable practices. Study cases will be analysed and debated. Likewise, the students will enjoy lectures given by guest speakers that have developed business models based on these principles.
BRANDING AND STORYTELLING
The perception the consumer/receipt has of a firm or brand service/product can be defined as an association that the same consumer/receptor develops. It represents the message by which the firm is identified. In this module, we will analyse actions, virtual strategies (web campaigns), and face-to-face strategies that are effective for the image management development of a creative and effective business. We will analyse concepts such as Brand Contents and Storytelling, linked to the development and building of brand and image.
VALUE PROPOSITION DESIGN
Analysis and design of the value propositions and different companies and development of value propositions linked to business design.
INTERNAL COMPANY JOURNEY
Revision of the organic, hierarchical, and productive systems inside the company and its team, as well as of the new dynamics it may offer. Adhocracy and Co-creation are deeply explored as company culture development tools.
Module 3: Consumer Behaviour and Trends (Barcelona)
UNIVERSAL CONSUMER AND UNIVERSAL DESIGN
The development and comprehension of the accessibility implementation and the social and virtual construction of environments where consumers/recipients, including those handicapped and old, are capable of participating and socially contributing as consumers, receipts, or citizens. This module will deal with implementation studies, accessible tools, and model implementation development possibilities.
URBAN / LOCAL ETHNOGRAPHY
The study of global/local markets; of several cultural dynamics; of study cases from the business model; of modern-life styles; of urban-life cultures vs. regional cultures as a great potential for creating business models that will be studied upon the basis of current geographic situation.
Is the result of an effort made in order to achieve a better understanding of the services consumer/recipient cognitive condition and of his or her behaviour, has result in a more and more intense synergy between social and sensorial spaces. This content will provide the students with insights about consumer’s relationships and his or her psychology as a part of the behaviour models that will be dealt with, and about the target towards which they are aimed. The sensorial factor and its approaches towards marketing implementation and development will be studied.
Contents about contemporary approach methodologies; empathy; collaboration with the users and brand opinion leaders, and change-makers will be studied. Netnography, Ethnography, Mega/Macro and Micro trends.
USER JOURNEYS, PROSUMERS AND SOCIAL MEDIA
Prosumer segments will be tackled from two perspectives: Producer–consumer and Professional-consumers. Urban tribes, Future consumers and urban ethnography and netnography and behaviour analysis are some of the topic that will be covered in this module. Constant definition and exploration of consumer types, touch points, pains, and opportunities identified during coercion and fieldwork.
Module 4: Finance and Management (Rotterdam)
FINANCIAL AND MANAGEMENT STRATEGIES FOR CREATIVE BRANDS
(FORTUNE AT THE BOTTOM OF THE PYRAMID)
Risk, uncertainty, and doubt management are the connotations of the current context in the search for leadership in the business complex models, regardless of their scale. Discipline, empiric creativeness, and production define the key management elements for the current outlook. Part of this module will deal with the generation of financial strategies that delegate power to other components, with the promotion of enterprising consciences, or with questioning established models. Studies of strategy models based on approaches to the different current markets and local/global economies. To promote the study of new strategies within cultural and creative industries.
INVESTMENT, FUNDING, OUTSOURCING AND CROWDSOURCING
Financing a project is no longer a banking issue, multiple sources and models help entrepreneurs have the initial and many times constant support of investors, peers or communities. How to foster collaboration, synergies and resources to make the project a success for share and stakeholders?
MONEY, BITCOIN AND OTHER FORMS OF PAYMENT
Currencies and trade have expanded into multiple ways of exchange, digital money, credit, mobile payments and other technology related banking forms open broad possibilities to commercialisation and trade.
PROJECT MANAGEMENT & FEASIBILITY
Design project management fundamental tools and stages. Analysis of study cases. Functioning and optimisation of product and services design management.
INTELLECTUAL PROPERTY AND LEGISLATION
In many occasions, creativity entails a need to be under legal protection. Design-based firms (whether this is due to their own functioning system or to their daily exercise in services related to art, architecture, product design, virtual creation, etc.) are sectors that must protect their ideas and strategies. This module will provide students with the necessary keys for developing contract models and protection methods for these firms and their services.
MODULE 5 Product, Production and Distribution (Barcelona)
Focused on the maker movement and new forms of production and distribution of goods and communities, participants will explore the current best options for products to be produced and distributed.
PRODUCT TESTING AND MATERIALS LAB
Smart materials and technology experiments can be explored adding value to everyday products. Connectivity, responsive coding and interactivity are now part of multiple products in the market.
DIY, DEMATERIALISATION AND DIGITAL PRODUCTS
Exploring the world of digital products, platforms, events and experiences that build the user experience and create engagement with products.
Monitoring of the extraction, manufacturing, production, and impact of the goods production in the company according to the RSC and Strategic sustainability policies.
MODULE 6 Service Design and Innovation (Barcelona)
Design and redesign of primary and supplementary services, design of pre-sales, sales, and post-sale services. User experience determines the success of today´s companies and strengthens the relationships between consumers and brands.
Systemic Thinking enables to create sustainable and productive service ecosystems that provide products and service with support mechanism that make them coherent and meaningful, minimise their negative impact in society and help build smart consumption.
Improving the quality and user experience in services is always a business opportunity. Participation of users and constant evolution of channels, touch points and feedback keep services alive and relevant as consumers needs and expectations change.
MODULE 7 Contemporary Commerce (Rotterdam)
PHYSICAL, MOBILE AND DIGITAL SHOPS
Retail space has been transformed by technology. Shopping has become a multilevel experience and may happen anywhere, (physical shops, apps, trade fairs, electronic devices or small communities) all options are valid but not all fit every product or service.
IN-TRANSIT COMMERCE AND EVENTS
Fairs, airports, transport, catalog, popup stores, vending, street kiosks and many other formats provide constant availability of products and services to consumer whose mobility is an essential part of their lives. New business opportunities are constantly created and monetised using temporary sales points.
MULTICHANNEL & SHARING ECONOMY
Distribution of goods has evolved from unidirectional to multichannel turning consumers into distributors and resellers. Referral programs, fidelity cards, and exchange models like Uber and Airbnb have change the way companies provide services and products to consumers. Free, sharing and exchanging are the key words in the future of commerce and distribution of goods.
Identification and design of processes touch points, resources, and channels and opportunities for improvement based on fieldwork.
Transversal modules: Workshops and Tools that will be applied throughout the program (available during some modules, as online and onsite classes and through a virtual forum).
WORK AND PRODUCTION SYSTEMS DESIGN
This module will focus on the analysis of the flow, working systems, production and decision making methods. Corporative culture creation in relation to company stakeholders and the value exchanged with them will be the main reflection of this content.
VISUAL & MANUAL THINKING
It will consist of a tutored brainstorming and concept mapping work where the student will exercise idea association through thinking and shared image. These systems will be used throughout the course as a working tool.
Development of perception as an engine for decision making in a complex mechanism, events, and patterns system within a market that changes quickly. Throughout the course, the student will develop formats for practicing these skills in a quick and useful way. Perception elements (sound, vision, and movement) will be used artificially, but with a complex structure, thus simulating context landscapes that the participants will have in their working and decision making reality.
PERSONAL LEADERSHIP & SOFT SKILLS (Jessica Shinnick RBS)
The management skills module is one that will be a thread throughout the whole study program, and will guide students in increasing their self-awareness and self-efficacy as professionals. At the start of the study, students will be facilitated in writing a personal SWOT analysis and a personal vision, using input from self-assessment and 360 degree feedback tools. Based on their identified vision and personal SWOT, and with the support of a coach, students will develop individual learning goals, which they will work on alongside of the rest of their study program. The process of working on goals will be supported by a coach, and regular reflection on the process/progress will be required.
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Master in Advanced Design Management, Strategy and Entrepreneurship