A78603 Design Management

Scuola di Economia e Management
Syllabus
Academic Year 2017/18 Second Semester

Learning Objectives

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 

Learning targets

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

Course Content

• 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.

Course Delivery

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. 

Course Evaluation

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%.

Syllabus

Session 1
Hours of lesson: 4
Instructor: L. Leonelli

Topics:

Market Analysis: Market Definition. Market Segmentation, Market Mapping

Cases: European Upper-End Furniture and Upholstery Market

Readings:

Session 2
Hours of lesson: 4
Instructor: L. Leonelli

Topics:

Consumer Analysis: Trend Analysis and Targeting

Case: European Cross Market Furniture (Residential + Contract)

Readings:

Session 3
Hours of lesson: 4
Instructor: L. Leonelli

Topics:

Company Analysis: Positioning and Competitive Strategy

Case: Upper-End Italian Furniture Market

Readings:

Session 4
Hours of lesson: 6
Instructor: L. Leonelli

Topics:

Company Visit 1

Readings:

Session 5
Hours of lesson: 4
Instructor: L. Leonelli

Topics:

Company Analysis: Marketing and Sales Analysis

Case: Moooi and Tom Dixon

Readings:

Session 6
Hours of lesson: 6
Instructor: L. Leonelli

Topics:

Comapny Visit 2

Readings:

Session 7
Hours of lesson: 4
Instructor: L. Leonelli

Topics:

Product Strategy: Business Plan Definition

Case: Arper

Readings:

Session 8
Hours of lesson: 4
Instructor: R. Rizzini

Topics:

Brief and Model of Iconographic Analysis: Brief Definition, MIA Analysis

Case: MIA Application on the Sofa Market

Readings:

Session 9
Hours of lesson: 4
Instructor: R. Rizzini

Topics:

Model of Iconographic Analysis: MIA Analysis

Case: MIA Application on the Chairs and Tables Market

Readings:

Session 10
Hours of lesson: 4
Instructor: L. Leonelli

Topics:

FIRST EXAM - WRITTEN

Readings:

Session 11
Hours of lesson: 4
Instructor: R. Rizzini

Topics:

Field Analysis: Showroom Visits and MIA Application

Readings:

Session 12
Hours of lesson: 4
Instructor: R. Rizzini

Topics:

Model of Iconographic Analysis: MIA Analysis

Case: MIA Application on the Day System and Lifestyle Market

Readings:

Session 13
Hours of lesson: 0
Instructor: L. Leonelli

Topics:

FIRST EXAM - PROJECT PRESENTATION

Readings:

Session 14
Hours of lesson: 4
Instructor: R. Rizzini

Topics:

Field Analysis: Showroom Visits and MIA Application

Readings:

Session 15
Hours of lesson: 4
Instructor: R. Rizzini

Topics:

Model of Iconographic Analysis: MIA Analysis

Case: MIA Application on Lighting Market

 

Readings:

Session 16
Hours of lesson: 4
Instructor: R. Rizzini

Topics:

2ND EXAM DESIGN MANAGEMENT

Readings:


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