Head of programme Jan-Erik Baars
Design Management, International
jan-erik.baars@hslu.ch
www.hslu.ch/designmanagement
Unleash the value of design!
Design Management, International
Design is generally seen as one of the key success factors of any enterprise, but businesses often fail to effectively manage the design function: often they outsource it, thereby relinquishing a vital strategic area of control. Design that is properly integrated into the business’ DNA, its organization and processes has therefore remained the exception. For design to become more than merely a creative undertaking and to claim its rightful place at the core of an organization, businesses must embed it into all their processes and activities. Only then its true value can be unfolded. For this to happen, design needs to be managed and the management needs to become aware accordingly. In well set-up organizations designers are occupied with the needs of the business and customer and with creating relevant solutions that meet both demands. Design management must therefore ensure that their activities are aligned with the dominant processes currently taking place, freeing them up to focus on what they do best – designing!
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The role of design management Design managers must be able to coordinate the activities of various stakeholders to enable the organization to reach its design goals as effectively as possible. This involves getting individuals to work towards a common objective and providing the conditions that will ensure coherent and satisfying results. In order to succeed, design managers must have excellent communication skills, a solid understanding of the methods to be used, an ear for the needs of all stakeholders, and a robust set of management skills. Competency in design management means being able to
1. intervene at the interface between the organization and its stakeholders so as to shape customer experiences, products, services, brands, and communi cations and coordinate related processes such as market evaluation and product launches, for example. 2. support operations and apply design and business expertise by creating efficient processes, structures, tools and methods. 3. assume leadership roles by applying design competencies so as to support the organization and its systems. The Bachelor’s degree programme is the only one of its kind in Switzerland. As part of the Lucerne School of Art and Design it allows students to benefit from the proximity to the other design programmes in the faculty and from the programmes offered at the other campuses of Lucerne University of Applied Sciences and Arts. The programme
• facilitates innovative design of management practices and enables students to apply proven methods when working on design projects and applying design processes. • combines theory and practice from the fields of design, business, branding and communication in order to develop
a broad understanding of design, technology, management and markets. • teaches the skills that students will need in order to effectively manage the interfaces among these disciplines. • is taught entirely in English and open to students from around the world. A multicultural student body is an integral part of an open and challenging learning environment. Programme structure
The three-year programme is built on sequential modules and learning objectives. • In the first year students will develop a foundation for understanding design and its disciplines. Main topics include design history, art history, cultural studies, design disciplines (product, communi cation, and service), design methodology, visualization techniques, sustainability and eco-design, marketing and project management. • In the second year students will deepen their understanding of design from a management and organizational perspective. Main topics include product and service design; design methodology, market research and trend analysis, marketing and marketing communication; organizational structures and processes, project management, design management theory and operational design management, business management, accounting, law and intellectual property. • In the third and final year students will apply and manage design in real-life settings. Main topics include strategic design management, brand management, design thinking, decision-making in the form of tools for innovation and creativity, entrepreneurship and leadership, intercultural communication and international management. Students will conclude the course with their Bachelor thesis. In parallel to the core curriculum mentioned above, the programme also develops
We at Lucerne School of Art and Design enable enthusiastic and motivated students to gain the competence they need in order to develop into the highly skilled and sought-after specialists that are so desperately needed in all industries. students’ personal skills with a focus on written and oral communication, presentation techniques, negotiation and selling, self-awareness and impact on others, as well as academic writing. The people at Design Management, International
anies for over 20 years. He is an interna p tionally recognized expert in the field of Design Management and is supported by a core team of three highly experienced experts: Jorge Hirter heads the Business Management module, Daniel Aeschbacher the Design Module, and Hans-Kaspar Hugentobler the Brand and Planning Module.
Lecturers
The multi-cultural teaching staff of the Bachelor of Arts Design Management, International programme includes experts from diverse application fields. Almost all faculty members maintain strong connections to design agencies, local industries, consulting agencies, and multinational enterprises. Programme management
The programme is headed by Jan-Erik Baars, who joined the Lucerne School of Art and Design after working at international com-
How to apply
Entering the programme requires an application procedure. Please note that certain qualifications have to be met. Details on the qualifications, as well as the application form, can be accessed at: www.hslu.ch/designmanagement Contact
Lucerne School of Art and Design Sentimatt 1/Dammstrasse 6003 Luzern design-kunst@hslu.ch Phone +41 41 248 64 64
1 Students also work on challenges given by business partners 2 Graduates find excellent chances on the job market, which is desperately looking for creative management expertise. 3 Classes are intimate and heterogeneous, providing an international and inspiring learning environment
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4 Courses expose our students to creativity, analysis, research and practice alike
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Hochschule Luzern – Design & Kunst Design Management, International
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