DM 5554 Strategic Design Management Assignment

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DM 5554 Strategic Design Management Assignment

MA Design & Branding Strategy DM 5554
MA Design Strategy & Innovation DM 5554

Assessment methods which enable student to demonstrate the learning
outcomes for the module:
Individual Assignment: Report focussed on SDM Module Credits: 15
Weighting: 80%
Strategic Design Management Assignment [CH: Amended 31.10.21]
Structure, Procedures, Timing
Set Wednesday Week 5 (Academic Week 7), on 3rd November 2021.
Briefing: 1000-1030 online via Blackboard Collaborate Ultra.
Submit via WISE-flow in Week 9 (Academic Week 11) on Tuesday 30th November by 4pm
(1600)
Enquiries to Afsana Bi, CEDPS Taught Programmes Office: Afsana.Bi@Brunel.ac.uk
The Task
(1) Please select an organisation from one of the 10 examples shown on the slide OR
select ONE organisation of your own choosing (do NOT use design agencies or
consultancies). You may wish to consider using the same organisation for two or
all three of your Individual Assignments, provided they will give you the
information you need. Based on research, (i) describe why you chose that
particular organisation (using Design-based criteria), then (ii) determine what kind
of Design Management activity/strategy, structure (human resources) and
achievements the company has; then (iii) apply your findings to …
(a) an existing Design Management Analytical Tool (eg 4Ds, Design Pillars,
Kootsta’s Staircase etc – see Lecture Slides)
or alternatively …
(b) modify an existing tool to suit your needs but remember to address this when
you reference or credit the source
(c) create and design a tool or framework of your own.
NB: Design the tool so that it looks and feels like the organisation under review
using logos, typefaces and colours associated with their brand identity. You may
use more than one tool IF you can give a compelling reason why one won’t
suffice
(2) Comment on HOW your chosen company manages its design requirements from
an internal (staffing) and external (agencies/consultancies) perspective, giving
names, job titles and numbers of people in the team where possible and
identifying at least one agency, describing what kind of design work they
undertake on behalf of their client. Illustrate this with an Organisation Chart if
possible but note this is not a mandatory requirement
(3) Give ONE ‘best practice’ example of a major DESIGN achievement from your
chosen organisation and describe its main DESIGN features /attributes,
supported by two illustrations with informative captions that add design detail.
(4) Show if & how you used ‘Stylus’ to help you with this assignment (see below)Your organisation can be any company/brand of any size in any sector, anywhere in the
world, but must show evidence of effective use of good design.
Word Count/Visuals
The paper must not exceed 650 words and should be accompanied by at least three
visuals, ie:
A visual or diagram of your chosen analytical tool(s) incorporating the organisation’s
design requirements, design activity and/or strategy based on your research findings.
Please adapt the framework so that it ‘looks and feels’ like it belongs to your chosen
organisation (ie logo, colours, typeface(s) etc.
Two visuals to support your ‘best practice’ example with suitable captions giving design
details and explaining its design attributes.
Additional visuals, such as an organisation chart, may be included provided they add
value, but note that this is not a mandatory requirement.
Deliverables
01: The research can be a combination of desk research and primary research, if/when
contacting any organisation please remember (a) they do not know about the assignment
and (b) be mindful of the Brunel brand and the University’s reputation.
02: Please provide evidence of learning from the taught programme using material from
any of the four modules and/or recommended reading list.
03: Desk research includes lectures, workshops, books, papers, journals, newspapers,
magazines and all forms of online/internet communications. All research must be
referenced in the text [eg: Holt, C (2021)], and listed at the end of the paper, Harvard
Style (add publication title and publisher where known)
04: Structure your paper under the following sub-headings:
(1) Design Management Activity (with description + model/framework or
diagram incorporating research findings/data) and adapted to ‘look & feel’
like it belongs to the company under review
(2) Design Resource Evidence of internal resource (staffing) including names,
job titles, numbers of personnel etc where possible; and external resource
naming one major agency and describing the type of design work they carry
out
(3) ‘Best Practice’ Example with visuals focussed on DESIGN merits or
attributes
Assessment Criteria
See Slides and Assessment Pro-Forma for details of the assessment criteria. In addition,
please consider the following:
01: Did you clearly identify and explain your reasons for (a) your choice of organisation,
from a design management perspective, and (b) your choice of ‘design management
analytical tool or framework, and show that your research is appropriately applied using
relevant visual/diagram?
02: Was there a suitable explanation/description of the internal human resources
employed (i.e. staffing) by your chosen organisation, and any external design
agencies/consultancies used, and was this supported by an ‘organisation chart’ showing
reporting lines, peer departments (in-house clients), numbers/job titles of design
personnel etc? Did you describe what kind of design work the agency(ies) or
consultancies do for their client?
03: Did your ‘Best Practice’ example clearly show and describe (including use of two
illustrations) it’s relevant design details as well as its key features and main attributes
from a design management point-of-view? Did the example win any Design Awards?

DM 5554 Strategic Design Management Assignment