Design and Business Strategy
Unit code: HDC009
| Credit points | 12.5 Credit Points |
| Duration | 1 Semester |
| Contact hours | 36 Hours per Semester |
| Campus | Prahran |
| Prerequisites | Nil |
Related course(s)
A unit of study in the Design Management Advanced Minor for Design students.
Aims and objectives
This unit aims to prepare students for employment within industry and/or the establishment of a small design practice or business. The unit will enable students to develop an understanding of professional practice with a particular emphasis on the strategic use of design within an organization. Students will be required to conceptualise and develop an idea for a new business and apply this within the framework of a business plan as a team. Students would be expected to investigate market demand, target audience, marketing opportunities, operational complexities and financial models.
At the completion of this unit students should be able to:
- Identify the value and benefits of design within a business context through the conceptual development of a business idea;
- Thoroughly record investigations in to potential business opportunities and undertake careful analysis of market, feasibility, competition and demand;
- Articulate an understanding of the relationship between design, business and innovation in proposals, documentation and plans;
- Identify the process for establishing a small business and anticipate realistically how a business might operate;
- Prepare a fully branded business concept for a small business in the form of visual identity, product designs and marketing campaigns;
- Write a persuasive, thorough and well-structured business plan that clearly articulates evidence of market demand and a viable business proposition.
Teaching methods
Lectures, seminars, workshops, online content. For students studying Industry Placement Interstate or Internationally this unit will be delivered totally online and at distance.
Assessment
Note: Percentage weightings are indicative. See Unit Briefs for full assessment details.
Assessment of this unit is based upon the satisfactory completion of a group workbook, a major project delivered in three stages and project presentations. There will also be submission requirements and activities related to team and project management that will receive feedback but are not assessed. Peer evaluations of competence in key areas of team working also contribute to the final grade.
In addition to the unit assessment, projects may be submitted to competitions.
Group Workbooks (20%)
Major Project (80%)
Stage 1: 5 minute pitch of business proposal
Stage 2: Draft business plan
Stage 3: Final Business Plan and Presentation
Important: Peer Evaluations
Students are also required to complete an evaluation of team members (peer evaluation). The peer evaluation also offers students to reflect upon their own performance within the team. Students will be marked on quantity and quality of work, communication skills, initiative, efficiency, personal relations, attendance, attitude and enthusiasm, effort and dependability. As a result of this assessment, individual marks may vary from the group assessment mark.
Assessment of this unit is based upon the satisfactory completion of a group workbook, a major project delivered in three stages and project presentations. There will also be submission requirements and activities related to team and project management that will receive feedback but are not assessed. Peer evaluations of competence in key areas of team working also contribute to the final grade.
In addition to the unit assessment, projects may be submitted to competitions.
Group Workbooks (20%)
Major Project (80%)
Stage 1: 5 minute pitch of business proposal
Stage 2: Draft business plan
Stage 3: Final Business Plan and Presentation
Important: Peer Evaluations
Students are also required to complete an evaluation of team members (peer evaluation). The peer evaluation also offers students to reflect upon their own performance within the team. Students will be marked on quantity and quality of work, communication skills, initiative, efficiency, personal relations, attendance, attitude and enthusiasm, effort and dependability. As a result of this assessment, individual marks may vary from the group assessment mark.
Generic skills outcomes
Swinburne University works to produce higher education graduates who are capable in their chosen profession. Learners bring to Swinburne a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes.
Within this context, HDC009 Design and Business Strategy aims to provide students with the following attributes:
- Are capable in their chosen professional, vocational or study areas;
- Are entrepreneurial in contributing to innovation and development within their business, workplace or community;
- Are adaptable and manage change;
- Are aware of local and international environments in which they will be contributing.
Content
Students are expected to participate in lectures and discussions that deal with professional practise within industry. Topics may include:
- The economic role of design;
- Business planning and writing business plans;
- Innovation and entrepreneurship;
- Market research;
- Marketing principles;
- Branding;
- Understanding customer behaviour;
- Budgets and financial management;
- Legal requirements of business planning.
Learning and Teaching Activities
Students will undertake group and individual activities and exercises, seminars, tutorials and presentations that build to a final project outcome.
Preparation Requirements
Students are expected to arrange group meetings and work independently between classes. In addition to the project workbook, minutes of meetings and documentation of research undertaken should be kept as evidence of process.
Reading materials
Bangs, D 1998, The Australian Businesss Planning guide, 2nd edn, Business and Professional Publishing, AS.
Blackwell, E 2004, How to prepare a Business Plan, 4th edn, Kogan Page, UK.
Borja de Mozota, B 2003, Design management: using design to build brand value and corporate innovation, Allworth Press, USA.
Bruce, M 2002, Design in Business – strategic innovation through design, Pearson, UK.
Goslett, D 1971, The professional practice of design, Batsford, UK.
Harvard Business School, 2005, Harvard Business Essentials: Entrepreneur’s toolkit, Harvard Business School Press, USA.
Marzano, S 1999, Creative value by design, Lund Humpries, UK
Neumier, M 2003, The Brand Gap, New Riders, US.
Press, M & Cooper, R 2003, The design experience, Ashgate, UK.
Timmons, JA 2004, Business plans that work: a guide for small business, McGraw-Hill, USA.
Ulrich, K, Eppinger, S 2004, Product design and development, McGraw-Hill, US.
Blackwell, E 2004, How to prepare a Business Plan, 4th edn, Kogan Page, UK.
Borja de Mozota, B 2003, Design management: using design to build brand value and corporate innovation, Allworth Press, USA.
Bruce, M 2002, Design in Business – strategic innovation through design, Pearson, UK.
Goslett, D 1971, The professional practice of design, Batsford, UK.
Harvard Business School, 2005, Harvard Business Essentials: Entrepreneur’s toolkit, Harvard Business School Press, USA.
Marzano, S 1999, Creative value by design, Lund Humpries, UK
Neumier, M 2003, The Brand Gap, New Riders, US.
Press, M & Cooper, R 2003, The design experience, Ashgate, UK.
Timmons, JA 2004, Business plans that work: a guide for small business, McGraw-Hill, USA.
Ulrich, K, Eppinger, S 2004, Product design and development, McGraw-Hill, US.
Journals
Design Management Institute (Quarterly) Design Management Journal, Boston, USA.
BRW (Business review weekly), AUS.
Business Week, USA.
Ant Hill Enterprises, Bi-monthly magazine, Australian Anthill, Melbourne, AUS.
Design Management Institute (Quarterly) Design Management Journal, Boston, USA.
BRW (Business review weekly), AUS.
Business Week, USA.
Ant Hill Enterprises, Bi-monthly magazine, Australian Anthill, Melbourne, AUS.
