Cursos / 2º Ciclo / Faculty of Architecture and Arts :: Product Design

DIRECÇÃO DE DESIGN - 2022/2023

1º curricular year
Semestralidade: 2nd semester
ECTS: 7.5

Teachers

Leading Teacher: Prof. Doutora Raquel Antunes
Assistant Professor: Prof. Doutora Raquel Antunes

Class type and School hours

Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

Design management is a complex and multifaceted activity when inserted in an organization distinguished by its structure, values, resources and internal culture. The design direction focuses on identifying and creating conditions for design projects to be proposed, cost effective, promoted and implemented with design thinking and focus on business strategy.

Specific Aims/Objectives

- Understand the design management process at a strategic, tactical and operational level;
- Analyze case studies that promote discussion, analysis and criticism of practices for directing and managing activities and resources in integrated design processes in highly complex contexts;
- Know the principles and know how to draw strategies and process itineraries (of design) for launching new products in the market.

Skills to be acquired

- Understand management knowledge of integrated design processes;
- Develop the ability to identify procedures for steering and managing the skills of a multidisciplinary design team;
- Enable development to identify and define opportunities with high benchmarking potential.
- Provide students with knowledge of practices for organizing actions and resources for launching new products on the market.

Teaching Procedures

Theoretical-practical classes:
- Exhibition and demonstration of contents through various resources;
- Comparative and reflective analyses, investigation and research based on various projects;
- Experimentation and practical application of contents using different proposals.
Accompanied Study/Tutorial Guidance:
- Monitoring of students´ work.

Programme

DESIGN MANAGEMENT
- Strategic design;
- Design management;
- Practical cases.

INTEGRATED DESIGN PROCESS
- Content in the integrated design process;
- Communication strategy;
- Market, target audience and users;
- Benchmarking and the design process itinerary;
- Case studies.

DESIGN DIRECTION
- Communication campaign script;
- Design direction process in launching new products
- New product launch strategy
- Practical application cases.

Programmatic contents focused on individual areas of interest for research in Design;
- Design direction in the design process and in the launch of new products in the market:
1) Know the markets, the arguments of the competition (benchmarking) and the expectations/desires/aspirations of the users;
2) The ability to envision the future and detect opportunities;
3) The management of actions and resources;
4) The ability to define and manage multidisciplinary work teams, with a view to direction; implementation and success of the actions, complying with the learning objectives - design itineraries of adequate integrated design processes; strategy for launching new products in the market.
Strategic design;
Design management;
Roadmap/itinerary for integrated design processes;
Design direction / management case studies;
Opportunities and decision-making in design.
Design direction process in launching new products.

Evaluation Type

Assessment according to the General Regulations for the 2nd Cycles of Study Leading to the Master´s Degree at Universidade Lusíada. The Continuous Assessment criteria focus on:
- Investigation, reflection, process, theoretical support, application of knowledge and its communication.
A Continuous Assessment is proposed based on exercises developed throughout the semester and integrated in an individual theoretical-practical work and its oral discussion.

Teaching Resources

Materials: Books, magazines, supporting texts, articles and scientific research, viewing of
videos and websites in digital format.
Classroom: projector, whiteboard, markers and light table.
Internet: Microsoft Teams platform and Moodle platform.
Events within the scope of scientific research.

Sustainability Objectives

Keywords

Management.
Strategy.
Script.
Design.
Launch.
Communication.

Main Bibliography

Complementary Bibliography