Design Management (DGMG 9001) - (Master of Arts in Graphic Design Practice).

The knowledge areas covered and the competencies in this module are chosen to augment the designer’s visual, creative, and technical skills with the appropriate range of skills and knowledge necessary to operate as a design studio manager or entrepreneur in the design sector. The module is divided into three units: project management and entrepreneurship, strategic marketing, and media law for designers. Another lecturer delivers the latter unit.



Module Delivery
This module is delivered in Semesters 1 and 2 on TU 381 Master of Arts in Graphic Design Practice at TU Dublin School of Art and Design.

Design Management Unit 1: Project Management and Entrepreneurship
This module covers design service operations, entrepreneurship, and innovation. It aims to give the learner an understanding of these topics and the skills and knowledge to effectively manage design projects and practice.

Design Management Unit 2: Strategic Marketing
This module covers all aspects of marketing and its relevance to the design function. It matches the student’s inherent design skills with marketing and communication opportunities for the client’s benefit. Learners assist clients by choosing appropriate and effective marketing strategies such as communications, advertising, branding, traditional and electronic direct marketing, and web design. Specific aspects of the marketing plan that would directly benefit the student should they desire self-employment are also addressed. 

Learning and Teaching Methods
Learning modes include weekly lectures, presentations, and hands-on demonstrations of the various topics covered in the programme. This module predominantly uses project-based learning to ensure active participation and encourage students to learn by doing and reflect on their learning. Group discussions are facilitated with practical laboratory practice.

This module is delivered through lectures, workshops, class discussions, Studio projects, team-based learning, guest lecturers, group discussions, peer-based critiques, and studio visits. Delivery will align with best practices and use student-centred, active, communicative, and problem-based methodologies. The lecturer will act as a facilitator in the classroom, ensuring students actively contribute through pair work, group work and peer learning activities. Students will receive regular feedback on their progress per the concept of ‘feedback to feedforward’. More specifically, the feedback will inform students what they need to do to improve their professional design knowledge, skills, and attitudes. The lecturer will advise them on how to amend their class materials to meet students’ needs. The module will allow students to understand and critique design practice through real-world cases.

Assessment

  1. Project management and entrepreneurship report.

  2. Strategic Marketing project.

  3. Demonstrate learning outcomes through developing an integrated business plan for a design enterprise.

Upon successful completion of this module, the learner will be able to:

  1. Describe all elements of the designer’s value chain

  2. Analyse both internal and external environments for the designer

  3. Manage a design/studio environment effectively

  4. Create entrepreneurial opportunities

  5. Evaluate the various corporate entities which are available to the entrepreneur

  6. Demonstrate awareness of the multiple sources of funding for start-ups

  7. Perform the Design function within the overall marketing requirements of the client

  8. Incorporate the design function into the overall marketing strategy

  9. Produce a Marketing Plan appropriate to a start-up business

Learning Hours: Lecture 24 / Self-Directed 76 (Per Unit)

ECTS Credits:  15 (5: Project Management and Entrepreneurship, 10: Strategic Marketing).

Reading List
Kennedy, C. (2023) What is the Entrepreneurship Process for Communication Design Enterprises? Pub. TU Dublin. DOI: 10.21427/FHJG-JQ54.
Kennedy, C. (2016) Profile of Business in the Traditional Design Sectors Pub. Design and Crafts Council of Ireland. DOI: 10.21427/D79N5F.

DJEI (2016) Policy Framework for Design in Enterprise in Ireland Pub. DJEI
Osterwalder, A. and Pigneur, Y. (2010) Business Model Generation Pub. John Wiley & Sons, p.295, [ISBN: 9780470876411].

Aulet, B. (2013) Disciplined Entrepreneurship Pub. John Wiley & Sons, p.288, [ISBN: 9781118692288].

Best, B. (2015) Design Management Pub. Bloomsbury Publishing, p.216, [ISBN: 9781472573674].
O’Kane, B. (2009) Starting a Business in Ireland Pub. Oak Tree Press [ISBN: 9781904887379].
Foote, C.S. (1996) The Business Side of Creativity Pub. W. W. Norton, p.444, [ISBN: 0393730093].