Design Management Master IED

DESIGN MANAGEMENT VISION

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 is now changing from a project-based function to a strategic function thanks
to its ability to integrate brand, market and business needs with user research,
and consumer need identification to propose future scenarios. Its ability to project,
visualize and evaluate, with a small fraction of the final resources, future products &
services that won’t be available for several years today, makes Design a critical tool in
decision making by minimizing the risk of innovation uncertainties.
This program aims to prepare professionals that integrate and master both User Centered
Design innovation, project management, strategic planning AND core business
management principles in order to guarantee a smooth fit in the business environment
and maximize the contribution. Designers need to understand the business
reality and the role they can play to be able to participate effectively in it. Business
managers can benefit from understanding the potential of a discipline like Design in
the Business environment and ease its integration to the pool of strategic functions
called to contribute to the value creation.