Learning outcomes of the course unit
The course objective is to clarify the most significant stages of economic and entrepreneurial path of Italian design, clarifying the specificity and the main characteristics and differences compared to other models of affirmation of the design. More precisely, the trail is divided on the study of design-driven companies and is designed to clarify the marketing strategies adopted.
The course aims also the purpose to form new professionals with a high degree of sectoral specialization with marketing expertise necessary to ensure the competitiveness of Italian design. The teaching activity, the result of intensive research specific, will also benefit from skilled business testimonials.
The course also aims to train new professionals with a high degree of specialization with marketing skills necessary to enter the most important sectors of Made in Italy: fashion, design and furniture.
a. Knowledge and Understanding
The course aims to introduce business models that have emerged in the field of fashion and design. We will study the management of design and do in-depth business case studies.
In particular, students will be provided knowledge that will enable them to: be familiar with the structural and economic characteristics typical of industrial design and the Italian fashion system, acquire an interdisciplinary approach to be able to do business effectively with designer, and understand the relationships between design, branding, marketing, distribution channels and sales activities.
b. Ability to apply knowledge and understanding (applying knowledge and understanding)
At the end of the course students will be able to apply the tools of design management in small and medium-sized enterprises, to develop a marketing plan and a multimedia communication campaign for the launch of a new product design, analyze the effectiveness of political marketing, distribution and sales in design driven companies (marketing audit).
c. Making judgments
Judgments will be developed through the study of business cases and with a very active approach to teaching. The possibility of confrontation with the witnesses business (entrepreneurs and managers) and active witnesses in the professional world (designers and consultants) will further develop their independence of judgment and will also be an opportunity to assess the maturity and the degree of autonomy achieved by the students. The balance between programmed stages of study and individual moments of confrontation collegial will contribute to the growth of skills and the development of decision-making autonomy of the participants.
d. Communication skills (communication skills)
As indicated previously the active learning methodology allows students to improve communication skills, taking advantage of new technological solutions. By organizing the presentation of case studies by students constitute a significant phase of testing the ability to communicate effectively.
Course contents summary
The first part of the course focuses on presenting a thorough analysis of the business models of companies that use design to innovate and differentiate their supply systems. The course studies strategies for innovation-driven design.
The course aims to provide answers to the following questions: What are the specifics of Italian design driven marketing companies? What factors led Italian companies to take a leading position in the world markets of fashion and design? What are the main differences of Italy compared to the German and Scandinavian models? What are the newest trends in design? What is the relationship between marketing and design? What are the business models prevalent in the industry of design?
The second part centers on Design-Driven Innovation and how company leaders build a competitive advantage through innovations that create new markets. These leaders create new products that have a new radical meaning (new reasons for customers to buy them). The cases, data and stories in the course show how to create this new vision and how to successfully propose it to customers
Roberto Verganti “Design-Driven Innovation”, Harvard Business Press, 2009.
Acquisition of the ability to apply knowledge: Tutorials
Acquisition of judgment: During the course students will be encouraged to identify strengths and weaknesses of the proposed models.
Acquisition of learning skills: for each topic you will start from the illustration of the problem to solve and analyze critically the solutions adopted.
Acquisition of technical language: while teaching you will learn the meaning of the terms used.
Assessment methods and criteria
The assessment of learning takes place through a final trial in writing.
The learning ability of the course content, the level of acquired knowledge, the ability to understand the most relevant content of the course and the independence of judgment will be verified by a final test in writing, with three open questions concerning the content of the basic course. This first part of the verification process of learning will take the weight of 2/3 (equal to 20 points out of 30).
The second section of the written test will focus on the assessment of the ability of practical application of knowledge and will be carried out by means of the written discussion of a business case. This section of the investigation weighs 1/3 of the overall grade (10 points out of 30) and is also aimed at verifying the ability to communicate effectively and concisely in writing and to have acquired a full grasp of the language specific.