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Design strategies

Course developer

Replaced course

VadZB008 [GVADB008] Design strategies

Course abstract

The study course integrates inights in design product market trends and customer behavior, development of a marketing mix related to the design products / services, and evaluation of design products and services specifics and impact on strategic decisions - team development and leadership, market segment / niche selection, pricing policy principles, strategies at the business and functional level, the selection and development of a business model, taking into account the specifics of both local and export markets. Students acquire their special skills and competitive advantages selection and development skills, gain insight into the specifics of the family business typical for the design industry. During the course students develop the ability creative and innovative thinking, acquire research and practical business skills, as well as teamwork and results presentation skills.

Learning outcomes and their assessment

Knowledge – about the importance of strategy in the design industry, the types of strategies and business models applicable, the place and role of marketing strategy in the development of design products, customer / consumer characteristics and their impact on the strategic decisions, as well as strategies for developing specific skills and competitive advantages. Knowledge are assessed at the control test and final exam;
Skills – how to analyze the design product market and its customers, business model and marketing strategic plan development principles, innovation tools and strategies use appropriate for design product development. Skills are assessed through practical works and independent works (home asignments), as well as in control test and final exam;
Competence – to use innovative product development tools, appropriate for the chosen design product development strategy. They will be able to determin the validity of strategic activities and decisions, development and implementation of strategic plans, operating in both local and international markets. Competences are assessed in control test and final exam

Course Content(Calendar)

Full time intramural studies:
1. Strategic management and strategic planning in a design company. The role of the business team, its formation principles (lecture - 2h, practical work - 2h,)
2. Design and strategic decisions - interaction. Design market trends. Competition. Competitive advantage. (lect. - 2h)
3. Design as a sales product - strategic decisions. Innovative tools for developing ideas (lect. - 4h, practical work - 4h,)
4. Customer / consumer particularities, behavior in the market. (lecture - 4h, practical works - 2h)
5. Pricing strategies for design products/services. (lect. - 2h)
6. Market design solutions. (lect. - 2h)
7. Integrated communication in the design products market. Design and advertising - features and strategies. (lecture - 4h)
8. Marketing strategy and marketing plan for design products. (lecture - 4h, practical work - 3h)
9. Levels of strategic management and decision making: corporate, business and functional level. (lecture - 2h, practical work - 2h,)
10. Value chain. Business model. (lecture - 2h, practical work - 2h,)
11. Strategic decisions and finances (lecture - 2h, practical work - 1h,)
12. Design export - sepcifics and strategies (lect. - 1h)
13. Family business - features and peculiarities (lect. - 1h)

Part time extramural studies:

All topics specified for full time studies are accomplished, but the number of contact hours is one half of the number specified in the calendar

Requirements for awarding credit points

Positive grade if:
1. 2 practical works and 2 independent works transferred to lecturer (sent, uploaded to e-learning environment)
2. Control test in the middle of the study course passed.

3. Final exam passed

Description of the organization and tasks of students’ independent work

Practical works:
1. Development of an individual idea of a new solution - formulated problem, need, set of satisfaction of wishes
2. Developing an idea in a group using technologies and tools to promote innovation
Independent (home assignment) works:
1. Strategic decisions - a virtual opportunity to return to the past, evaluation of innovation forecasts

2. Innovative idea, its value chain and business model

Criteria for Evaluating Learning Outcomes

Each practical and individual assignment handed in (no positive final grade if any of them is missed).
Share of submitted works in the final evaluation:
1. Practical work - passed / failed
2. Independent work - passed / failed
3. Control test in the middle of the study course - 40%
4. Exam at the end of the study course - 60%

Positive grade if at least 40% obtained.

Compulsory reading

1. Caune J. Stratēģiskā vadīšana. Rīga: Lidojošā zivs, 2008. 384 lpp.
2. Inovācijas. Tulkojums no angļu valodas, tulkojusi A. Orupe. Rīga: Lietišķās informācijas dienests, 2009. 112 lpp.
3. Praude V. Mārketings: teorija un prakse. 1. grāmata. 3. izd. Rīga: Burtene, 2011. 522 lpp. ISBN 9789984833033

Further reading

1. Ābeltiņa A. Inovācija - XXI gadsimta fenomens. Rīga: Biznesa augstskola "Turība", 2008. 151 lpp.
2. Forands I. Biznesa vadības tehnoloģijas. 2. papild. izdev. Rīga: Latvijas Izglītības fonds, 2009. 308 lpp.
3. Ulrih K.T., Eppinger S.D. Product Design and Development. 5-th ed. New York etc.: Mc Graw Hill, 2008.

Periodicals and other sources

1. Latvijas Investīciju un Attīstības aģentūra. Pieejams: www.liaa.gov.lv
2. Kopfinansēšanas saites, piemēŗam: https://www.kickstarter.com/

Notes

Compulsory course for TF professional higher education bachelor study program “Design and Crafts”, full-time studies - 5th semester and part-time studies – 8th semester.