Master in Design Management
: monday to friday
The schedule is flexible from 2:00 to 8:00 PM, with an average of 25h/week of classes including lectures, workshops and real projects work. Occasionally classes might be scheduled in other time slots.
Some multidisciplinary activities take place on Saturdays.
2 Travel Experiences are included in the schedule of the Master Course with the objec-tive of experimenting different professional perspectives in 2 different European countries.Credits
The educational planning of all IED Master courses is based on the criteria set by the European Higher Educa-tion Area (EHEA).
IED Master employs a system of credits that follows the structure of the European Credit Transfer and Accumula-tion System (ECTS).
IED issues its own exclusively private Master’s degrees.Language
Enrolment is subject to language proficiency. For courses taught in English, at least an intermediate level is required, corresponding to TOEFL 450 (PBT) or IELTS 5.0Duration
IED Master connects students with companies for internship collaborations.RESEARCH STUDY PROGRAM: AN INTENSIVE PROGRAM OF RESEARCH AND INNOVATION
The Research Study Programs (RSP) Master courses are highly qualified, in-depth study programs addressed to both national and foreign professionals and graduates.
These education approaches have been devised for those who wish to reflect and grow professionally, for those who feel they need new inputs and opportunities and for those who would like to build a future as a fully-fledged design manager, introducing design added value in their professional vision and practice.
With full-time commitment, the RSP Master Courses are aimed to develop critical, analytic and methodological skills and competencies for design and business innovation. They instill the knowledge to master the management of human centered innovation that contributes to define sustainable businesses in the current competitive landscape.
Innovative firms are constantly looking for people capable of matching creativity and management: a new generation of managers, suited to the specific requirements of innovation. IED Barcelona has taken this challenge and has developed a unique pedagogical approach to work out and strengthen the peculiar managerial competences necessary to work within the creative and innovative industries.
At IED Master, we strongly believe in placing students firmly at the heart of the learning process as an active and motivated partner within the process. Our objective is that learners should be empowered to determine their own learning. This way, the RSP Masters methodology is essentially practical and based on the “learning by doing” approach. All subjects have a theoretical foundation alongside hands-on practice and critical reflection. The study program is planned in order to review the same subject from different points of view to help students understand the need to develop their own criteria. Tutoring sessions with the Master Coordinator are planned to check students’ progress and comprehension.
The study plan includes travels to provide very important real-world experience and complement theoretical knowledge, giving the students the opportunity to learn from real industries, international fairs and context experiences from different European countries. With the guidance of teachers and academic coordination, the study travels bring new inputs to enrich the experience of the course.MASTER RESEARCH STUDY PROGRAM IN DESIGN MANAGEMENT
Day after day the business world is becoming more complex to manage with lower and lower margin for errors. In this context the value of a discipline resides in its ability to facilitate better- informed decisions.
This highly competitive environment requires knowledge that helps increase effectiveness, knowledge that reduces the number of failures associated to the risk of innovation.
As Marketing did in the past, Design is being identified as the next discipline to join the pool of functions required for successful Business Management.
“Design management encompasses the ongoing processes, business decisions, and strategies that enable innovation and create effectively-designed products, services, communications, environments and brands that enhance our quality of life and pro-vide organizational success.
On a deeper level, design management seeks to link design, innovation, technolo-gy, management and customers to provide competitive advantage across the triple bottom line: economic, social/cultural, and environmental factors. It is the art and sci-ence of empowering design to enhance collaboration and synergy between “design” and “business” to improve design effectiveness.
The scope of design management ranges from the tactical management of corporate design functions and design agencies, including design operations, staff, methods and processes—to the strategic advocacy of design across the organization as a key differentiator and driver of organizational success. It includes the use of design think-ing— or using design processes to solve general business problems.”
Design Management Institute
Since the beginning of the 21st century, different fields such as business and engineering have regarded design as an important strategic advantage for innovation and change (organizational, social, technological, business transformation, etc.). Thanks to its ability to integrate brand, market and business needs with user research, and consumer need identification to propose future scenarios, the role of Design is now changing from a project-based to a strategy-based function. Its ability to project, visualize and validate, makes Design a critical tool in decision making by minimizing the risk of innovation uncertainties.
Design Management integrates innovation processes, multidisciplinary decision-making, a human-centered mindset and business strategies, to create effective products and services addressing the current landscape of the challenges the world faces today (such inclusion, sustainability and diversity) toward successful and meaningful companies.
Design Management blends designers’ way of thinking, sensibility and methodologies with business viability, management strategies and market value creation. Design Management tackles from core design disciplines to business design, considering technology feasibility, through empathizing with current and future customers, optimizing experiences and imagining and facilitating change, by means of agile, innovative and human driven processes and methods.
The IED Barcelona Master in Design Management prepares professionals who integrate design value and tools into the business.
Designers need to understand the business reality and the role they can play to be able to participate effectively in it and its environment and maximize their contribution to society. Business managers can benefit from understanding the potential of a discipline like Design in the Business environment and facilitate its integration to other strategic functions to contribute to the value creation process.Why should I study a MASTER’S DEGREE IN DESIGN MANAGEMENT at IED Barcelona
IED Barcelona has offered a Master in Design Management since 2006 and was the first Spanish school that taught this discipline.
Learn how to master the rich and powerful combination of design and business management approaches, methods and tools.
Reinforce your positionning and competitiveness in the design and innovation jobs market place.
Experience a deep and year long personal transformation throughout exciting and intensive learning experiences.
Make a life changing step in your career to effectively bring innovative solutions for businesses and society.
Open yourself to an international network of professionals and innovators.
Immerse yourself and get inspired by the vibrant, creative and multi-cultural places of Barcelona and Europe.GENERAL OBJECTIVES OF THE PROGRAM
This intensive program aims to provide students with the necessary theoretical and practical knowledge and tools and experience to become Design Management professionals.
. Enable Design, Marketing, Engineering and Business Management professionals to overcome disciplinary boundaries in order to grow into key drivers of organizational success.
. Develop into leaders capable of combining creativity, managerial skills and entrepreneurial mindsets within the constraints of Business realities.
. Assist Designers and non-Designers in understanding how design management can contribute to the creation of sustainable value within the Business environment.
. Help Designers become Design Managers, Design Managers become Design Leaders and Design Leaders become innovation leaders of the future.
. Provide students with Design and Business Management tools that will enable them to become powerful key contributors in the Value Creation Chain, within the corporate environment or as independent professionals.
. Develop proficiency in using the tools provided. Students will be able to identify appropriate use of these tools to balance academic and practical knowledge, efficiency in communication and ability to evaluate necessary trade-offs when faced with real business challenges.
. Expand the student’s roles and capabilities in working with innovation teams.
. Encourage critical thinking to allow students to be active citizens of our global society.TRAVEL EXPERIENCE
To give students a wider understanding of market state-of-the-art, 2 travel experiences are scheduled in the course curriculum.
In the last two editions, students joined the Milan Design Week and CERN (the European Organization for Nuclear Research) in Geneva.
During the Milan Design Week they visited the districts involved in the map of the happenings, expositions and shows proposed in the city and connected to the Salone del Mobile. Accompanied by specialists and professionals of the field, they had the chance to have private visits and enter in VIP sessions.
At CERN they had the opportunity to develop a project proposed within IdeaSquare, a dedicated test facility at CERN that hosts detector R&D projects, and facilitates MSc student programs. The purpose of IdeaSquare is to bring together people to generate new ideas, innovate and work in an open environment, to accelerate innovation for positive social impact.STUDENT ENTRY PROFILE
The master recognizes and welcomes students from a range of backgrounds in design, management and theoretical fields.
Designers of all disciplines (Graphic Design, Product Design and Interior Design), architects, professionals from Business and Management areas, Marketing and Communication are welcome to join the program.
IED Barcelona structures the program in a flexible way to attract students with different specialties and with various backgrounds. This creates a multidisciplinary environment for the students during the course, for the development of a complete vision through design management.ADMISSION REQUIREMENTS
To enter the validation process, all candidates should submit the following documentation:
- 2 years of professional experience after the completion of university studies
- Motivation Letter in English and CV in English specifying languages level and computer skills
- Intermediate level of English, corresponding to a paper TOEFL 550 or IELTS 6,5. In case you don’t have any qualification, it will be necessary to assess your level through an in-person or Skype interview
Students who take this course add value to their professional experience in business companies, design studios and strategy firms, practicing design management in positions such as design department managers, brand managers, design directors, innovation directors, service designers and design strategists.
They also work as managers and executive responsible for making decisions about how design is used in the organization, in companies, design and innovation agencies, but also in education and government agencies.DESIGN MANAGEMENT TEACHING PROGRAM
Students are taught with a holistic approach considering all of the relevant disciplines that take part currently at the pool of strategic BA functions: Marketing, Strategic Planning, Branding, Business Design and Customer Development.
The areas with which Design has a greater interaction are developed in depth: Design research, Interaction Design, Service and Experience Design, as well as Design for Sustainability considering a circular economy.
Design managers most likely won’t need to design in detail themselves, but they must be able to communicate very clearly their concepts, either to the business staff or to the design team in order to achieve the desired results. Therefore, the students are taught a very diverse set of tools, to train their skills to a level where they can communicate well and loose the fear to discuss at sketch level or through a video.
With the aim of creating synergies between future professionals, multidisciplinary activities are held for exchanging knowledge with students of different programs. This is also part of IED philosophy.
The courses are complemented with seminars, conferences, visits and workshops given by international and highly recognized specialists in each of the different Design & Business disciplines involved. Students’ achievement success in all projects and best results in the real- industry project is accomplished by frequent tutoring from the masters’ advisory team.DESIGN MANAGEMENT SPECIFIC CONTENTS
The general curriculum of the Master is organized in three modules with interrelated Business, Design and Professional Skills, such Creative Leadership, Public Speaking or People Management.
The learning process is geared through a real-industry project that encompasses all the knowledge and skills developed during the program and, ultimately, become the students’ design management portfolio. At the same time, each subject hosts frequent seminars and workshops to debate and discuss about main concerns on the field such as Design Thinking, Circular Economy or Lean strategies, among others.Module 1: Finding Value Opportunities
Design Research, Design Thinking and Creation MethodsThis module empower students with the methodologies, tools and skills needed to draw the context and current ecosystems from which businesses can foresee their future opportunities and scenarios of value. The key relevant subjects that are taught in this module are: Design Thinking, Design Research, Strategic Planning and Visual Thinking.Module 2: Developing Design and Business Concepts
Design Development Tools.
This module expose students to the different disciplines of designing needed to conceptualize and implement innovation. It aims to create business opportunities and design concepts: evaluative scenarios & prototypes considering its business strategy. The key relevant subjects taught in this module are: Interaction Design, Service and Experience Design and Sustainable Design.Module 3: Bringing Innovative Concepts to Market
Business Development Tools
This module provides students with the strategic and business tools to implement new future scenarios of value of new products and with reliability and the appropriate business model. The key relevant subjects taught in this module are: Marketing, Business Design, Customer Development and Brand Management.PROJECTS
Students are proposed to approach Design and Innovation from an integral point of view so, they are constantly developing relevant projects in teams and focused on proving all the skills developed. They have to face two main real industry projects, a special investigation project at IdeaSquare and their final Personal Research Project.REAL INDUSTRY PROJECTS
Following the learning-by-doing methodology, the learnings and competences achieved are applied at the transversal real industry project alongside the program. The are challenged to identify the broader problem statement that require an analysis of all of the user touch points with the company in order to guarantee a relevant and consistent experience across them. The projects are commissioned either by multinational companies competing in the global economy, or local companies competing in the international markets.
In the first module the project is based on a research for innovation opportunities, in the second one on innovation concepts for strategic ‘go to market’ initiatives.PERSONAL RESEARCH PROJECT (PRP)
The Personal Research Project is the Master culmination and should demonstrate that the student has acquired skills, knowledge and analytical capabilities. The PRP is the single most important piece of written work that students undertake during their Research Study Program. This project is an original piece of research involving primary data collection which aim is to undertake an individual work that meets the requirements outlined in these guidelines in order to achieve a passing grade.
The PRP bases are focused at the end of the third module so that students can work on it during the final part of the master, when they are realizing their internships. The final thesis is presented in front of a special faculty cloister at middle December.
The objectives of the thesis process are the following:
- To identify a feasible project in the student’s area of study
- To establish clearly defined objectives and/or questions to be investigated
- To design and implement an appropriate (design research/process) methodology
- To understand the adding value proposition (concept)
- To create a business development plan based on the previous concept.
- To create feasible and concrete design proposals
- To demonstrate analytical skills and produce valid findings
- To apply theory to practical reality
- To draw appropriate conclusions and recommendations where necessary
- To produce a well-organized and well-written final document and an effective oral presentation of the thesis.COORDINATOR
The coordinator of the Master brings the value of the professional experience, and guides the teaching team, all of them professionals with extensive experience, and associated with prestigious institutions and organizations in their fields of expertise.
We have the participation of prominent international professors and speakers, who explain to students the different approaches to Design Management.TEACHING STAFF
At IED Barcelona Design Management is taught by a faculty body of practitioners from Design & Business, through the immersion and practice of different innovation and strategic methodologies, analysis of case studies and the execution of two real-industry projects commissioned either by multinational companies competing in the global economy, or local companies competing in the international markets. This approach facilitates the training in decision making, placing the students in a real context for innovation and experimentation.