A93123 International Strategy & Multinational Corporation

Students, at the end of the course, will be able:

• To understand and to develop the two fundamental processes of the Design Management, the Product Concept + the relevant Product Development methodology and the Design Concept +the relevant Design Development methodology

• To understand and to develop the Matrix Modelling applied to product and consumer analysis

• To develop their analytical skills applied to company strategy, marketing and sales data

• To understand and to develop the Iconographic Modelling applied to product and design analysis

• To develop their knowledge of applied design and their ability to understand and assess design tend and values

The course is focused on Design Management and it is applied to the Made in Italy designed furniture market.

The course is well-structured in :

• PRODUCT DEVELOPMENT

The first section of the workshop focus on the identification of the consumer needs and of the consumer targets, then moves to the market analysis in terms of both competitive arena and product offer and progressively investigates the company’s competitive strategies, the company marketing and sales analysis. The methodology is based on the Matrix model developed on different variants. Special attention is devoted to strategic analysis, sales, marketing tools, and concepts.

• DESIGN MANAGEMENT

The second section of the workshop focus on the definition of the iconic values of 4 different furniture product class, sofas and upholstery, tables, seats, systems. The methodology is based on the MIA model (Model of Iconographic Analysis) applied to different single products for each product class and directed to outlining the Product Keys (technology, materials, production process) and the Design Keys (iconographic content, iconographic values, iconographic benchmark). Special attention is devoted the iconographic trend and to iconographic innovations.

The course is run under a workshop format requiring activity student’s involvement.

In preparing for class and lessons, students are required to know required readings and company cases.

Class are held for4 hours, divided into theory presentation, theory application to real case, case presentation.

The course is entirely based on analytical methods, TOOLS AND CONCEPTS, multiple real case study, CASE STUDY, homework to be prepared in advance and based on the previously presented and discussed cases, CASE STUDY, classroom presentation based on cases presented in class, PRESENTATION AND DEBATE.

Class work is organized in working group, designed according to nationality, competence and experience mix.

The course include two sets of visits to Made in Italy furniture industry: high tech and traditional Italian artisans and international Italian large companies.

The course includes active research on Internet and store-checks at furniture design showrooms.

Grading is based 50 % on each module, Product Concept and Design Concept.

Grading for each module is based on class participation and class contribution, case study solution and presentation ( both in class and at home) equal to 50% and on final project development and presentation equal to 50 %.

Product Development final project to be submitted by 31th of March.

Design Development final project to be submitted by 22th of May.