Master in Business Design DOMUS ACADEMY

7/29/2019 Master in Business Design DOMUS ACADEMY

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Master in

BUsiness Design

Overview

www.domusacademy.com

Master awarded BY NaBa

NUOVa aCCadeMIa dI BeLLe artI MILaNO


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Domus Academy - Master in Business Design Overview

dOMUs aCadeMYBUsINess desIgN

Amethodderivedfromdesigncultureandcraftandapplied

togenerateinnovation

Acrosssectorplatformwheredesignre-shapesthewayto

dobusinesswhiletransformingeconomicrealities

Aholisticvisionthatprovidesstudentswithanall-roundset

ofcompetencies,movingtowardsanewprofessionalismby

forcingthetraditionalorganizationofthecompetencies.

Astudioworkmethodallowingstudentstolearnandcorrec talongthewayofentrepreneurialprojects.

AplantodiscoverthecharacteristicsofMade inItaly

model,madeofawidespreadcreativemanufacturing

combinedwithadesigndrivengovernance,andtransformit

accordingtoawiderandcross-culturalcontextofapplication.


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PrOgraMMe sUMMarY INfOrMatION .8

PrOgraMMe aIMs aNd OBjeCtIVes .9

eNtrY reqUIreMeNts .11

PrOgraMMe strUCtUre .13

LearNINg teaChINg aNd assessMeNt strategIes .14

stUdY PLaN .18

aNNex I: Master strUCtUre .22

inDex


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qUaLIfICatION(FirstLevel)AcademicMaster

PrOgraMMe tItLe

MasterinBusinessDesign

PrOgraMMe tYPe

FullTime

freqUeNCY Of INtake

Onceortwiceperyear

startINg MONths

Septemberand/orJanuary

COUrse Leader

AndreaTosiLaNgUage Of INstrUCtION aNd assessMeNt

English

Part a:

PrOgraMMe sUMMary infOrMatiOn

Part B: PrOgraMMe aiMs anD OBJeCtives

ThisMasterCoursehasbeendesignedwiththeaimof

underliningtheimportanceofDesignforproduction,economyandthequalityoflife.TheMasterinBusinessDesignisbased

ontheconceptofgeneratingnewbusinessandinnovationthroughDesign,startingfromtheideathatDesignisthekeyfactortowardsgeneratingsocio-culturaltransformations.

Thiscourseisaimedatempoweringstudentstothinkcreatively,toprovidelearningbydesigningexperienceshapedonaproject-basedprogramstructure.Italsotriestodisseminatecreativethinkinganddesignculturefor

non-designorganizationsinordertoinnovateprocessandgovernance.HistoricallytheMasterinBusinessDesignwasconceivedfromtheoutcomeofaeldresearchdevelopedwiththefoundationofDomusAcademyandturnedintoaneducationalprogramme.

Moreover,DomusAcademyensuresthatstudentsattending

theacademybecomeawareofthegreatopportunitiessurroundingthem,suchasthefactthatMilanisaninternationalanddesign-orientedcitywithalotoffamousdesignstudiosandagencies,researchlabs,tradefairsandcompanies.StudentsatDomusAcademycomefromabout50differentcountriesandthisfactmakesitaninternationalschoolwheredifferentculturescanbemet;DomusAcademyispartofaninternationalnetworkofuniversityandtheteachersoftheacademyareinternationallyrenownedprofessionalsin

theireld.

LearNINg OUtCOMesUponsuccessfulcompletionoftheprogramme,studentswillhave:

UnderstoodtheimportanceofDesignforproduction,economyandqualityoflife;

EarnedcriticalknowledgeofDesignThinkingandInnovationThroughDesigntoolsandmethodologies;

Developedacriticalawarenessofdifferentresearch


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techniquesappliedincreativeprocesses;

AppliedaDesign-basedapproachandmethodologyinnon-designelds;

DevelopedacomprehensiveunderstandingofEntrepreneurshipthroughDesigntechniquesappliedincreativeprocesses;

AppliedaDesign-basedapproachandmethodologyinnon-designelds;

DevelopedacomprehensiveunderstandingofEntrepreneurshipthroughDesign;

Presentedacreativeprojectinanentrepreneurialwaybydemonstratingbothitsvalidityandreliability,throughtests,supportingevidence,andapplicationscenarios;

Demonstratedself-directionandoriginalityintacklingandsolvingproblems,andactedautonomouslyinplanningandimplementingtasksataprofessionalorequivalentlevel;

Dealtwithcomplexissues,bothsystematicallyandcreatively,madesoundjudgmentsintheabsenceofcompletedata.

Career OPPOrtUNItIes

MostoftheMasterinBusinessDesigngraduatespursuetheselfemploymentoption.Theybecameentrepreneurbystartingupnewbusinessventure.OtherMasterBusinessDesignstudentsapplyformanagerialpositionbrandmanagerandproductmanagerorDesignDirector,ChiefofDesign,CreativeDirector,BusinessDeveloper,ProjectManagerinDesignDrivenCompanies,likeDesign,Fashion,Furniture,Creativeagencies,DesignandArchitecturestudios.Otherstudentspursuetheacademiccareer.

CrIterIa fOr adMIssION tO the PrOgraMMe(INCLUdINg reqUIred eNgLIsh LaNgUage sCOre)

EligibilityconditionsforenteringtheMasterCourseare:

BachelorDegreeorEquivalent

EnglishLanguageKnowledge:IELTS5.0orequivalent

ApplicantsarerequiredtosubmittheApplicationPackage,including:

ApplicationForm(fullandsatisfactorycompletion)

CopyofBachelorDegree*orequivalent

Transcriptsofpreviousstudypaths

IELTS5.0CerticateorEquivalentDetailedResum

Statementofpurpose

Portfolioofprojects(optional)

Theprogrammeisaddressedtocandidatesholdingabachelordegreeindesign,economics,humansciences,businessordisciplinesrelatedtotheprogrammeseldofstudy.Admissionstudentswithdifferentdegreesordiplomas,aswellasofprofessionalswithasignicantexperienceintheprogrammeseld,willbetakenintoconsiderationiftheapplicantismotivatedbyaresearchinteresttowardstheprogrammes

topics.UponsuccessfullycompletingtheprogrammethestudentwillreceiveaDomusAcademyMasterDiploma.ParticipantswhoareeligibleaccordingtoNABAruleswillreceiveanAcademicMasterfromNABA.

Part C: entry reqUireMents


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* Degree CerifcateStudents holding a non-Italian Bachelor Degree shall contact the Italian Embassy or Consulate inthe country where the degree was issued in order to ask or the so called completion documents,consisting in:a. Translation into Italian made by a certifed translator o the students Bachelor Degree.b. Translation into Italian made by a certifed translator o the students Academic Transcripts.c. Dichiarazione di valore in loco (Declaration o Value) o the students Bachelor Degree. TheDichiarazione di valore in loco is the document attesting that the study qualifcation obtained in thestudents country o residence is valid or accessing Italian Universities or Academies.

Part D: PrOgraMMe strUCtUre

COUrse dIagraMTheprogrammelasts10monthsandisfull-time.

Please, refer to Annex I for Master Structure

Courses Workshop 1 Workshop 4Workshop 2 ItershipWorkshop 3

ECTS6

ECTS7

ECTS7

ECTS7

ECTS16

ECTS7

FiaMasterProect

ECTS10


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OUr LearNINg aNd teaChINg strategYInthefollowingparagraphsyouwillndinformationontheWhatandtheWhenofourlearning,teachingandassessmentframework.

TheprogrammeoftheMasterCourseinBusinessDesignis

workshop-based,supportedbyseminars,tutorials,lectures,work-in-progresssessions,critiquesandaseriesoftutorled-projects.Throughapro-activerelationshipwiththeCourseStaffandProjectLeaders,studentswillleadtheirprojectworkandbesupportedthroughconsultativeandadvisorytutorialguidance.

ButrstashortglimpseontheWho.

WecallCourseLeadertheteacherwhohasoverall

responsabilityforthecourse,coordinatesthestudyprogram,generatesideasandexploitsnetworkingopportunities.

TheCourseLeaderinvitesvisitingprofessorstotheacademy,coordinatestheassessmentprocessanddevelopsworkshop

themes.Ontheotherhand,ProjectLeadersareprofessionalsandteachers,chosenamongexpertsofaspeciceld,whosejobistoproposeabrief,providementorshipstostudentsandtakepartintheassessmentoftheprojects.

Lecturesareusuallyusedforthepresentationanddiscussionoftheoreticalissues.Theywilloftenbesupportedbygroup

discussions,whichprovideanopportunityforinteractionbetweenFacultyandstudents,andallowstudentstoextendandexaminetheissuesraised.Someactivitiesrequirestudents

toworkingroups.Teamsarecarefullyselectedandsuitablymanagedtoensurethatallstudentsareawareofeffectivegroupprocessesandcontributetonalprojectoutcomes.Formalteachingissupplementedbyarangeofvisitinglecturersandvisitingprofessionals;studentswillhavethechancetoattendpresentationsbydesigners,artists,critics,

industryprofessionalsandacademics.

Notonlywillthemeetingandexchangeofideaswithleading

Part e: Learning teaChing anD

assessMent strategies

professionalsofferstudentsthechancetoenrichtheirknowledgebutalsofavourabettercareerperspective.

OUr teaChINg MethOds

TheteachingandlearningmethodsemployedontheCourse

aredesignedtohelpstudentsachievetheirindividualprofessionalgoalsalongwiththelearningobjectiveoftheCourse.Coursesprioritizeanoriginallearningbydesigningapproach,thathasbeendevelopedbyDomusAcademyovertheyears.

Theprimaryvehicleforlearningisthereforetheprojectwork.

Emphasisisplacedon:

learningandapplyingaproblemsettingapproach,ensuringthatstudentsrenetheircriticalskillsandapplythemthroughouttheirworkprocess;

fosteringapersonalcreativestyleanddevelopinganoriginal

wayofexpression; developingresearchskill s,whichwillenablestudentstosourcerelevantmaterials,assimilatingandarticulatingrelevantndings;

conceivingconceptsandvisionscapabletoblendcreativelanguageswiththeactualneedsofendusersbyinterpretingabrief,oftenbasedonarealdesignassignment,inordertodesignaprojectthatcanmatch,orevenexcede,thecompanysexpectation.

StudentsworkisconstantlysupportedbytheFacultyandbyvisitinglecturers,anddesigners.

wOrkshOPs

Workshopsareprojectassignmentsdesignedtogivestudentsaworkingknowledgeofdifferentcoresubjects.Allsetprojectsstartwithapresentationofabrief.Whichoutlinesthesubject,scopeandpurposeoftheworkshop.Theworkshopculminatesinanopenpresentationtothefacultyandinvitedprofessionals.

Duringallpresentations,anopendiscussionontheoutcomeoftheprojectisheldinfrontofaBoardchairedbytheCourseLeader.


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16 Feedbackstostudentsarealsopartofthenalassessmentgiventostudentsafterthepresentation.TheCourseLeaderandtheProjectLeaderareavailabletofurtherdiscussassessmentswithstudentswhenrequired.

Studentsworkinmulti-culturalandinternationalteamstoenhancetheircapacityforteamworkaswellastoexposethemtoacomparisonwithdifferentbackgroundsandcultures.

Studentsworkinmixedgroupstosupportthebuildingofacommonmindsetandtosharepreviousexperiences.

Studentsareexposedtodifferentpointsofviewinthedesigneld,workingwithdesignersandcompanies.Oneofthepurposesofthisexposureistogivestudentsthebroadestviewpossibleofthedesigneldinordertosupportthemin

theselectionoftheareainwhichtoconcentratetheirfuturecareers.

LeCtUres

Lecturesencompasskeylectures,casehistoriesanddiscussionsonaselectedrangeoftopics.TheCourseLeaderalsoinvitesdesigners,researchers,stakeholders,andrepresentativesofcompaniestopresenttheirworkandideasasalinkbetweenthespecicdisciplineperspectiveandthebroadercultural/economiccontext.

PraCtICaL/LaBs

PracticalsandLabsintroducedifferenttools&techniquesaimedatdevelopingskills,addressingspecicstagesofthedesignprocess.InPractical/Labssessions,studentsworkbothingroupsandindividuallyinordertocompletebriefskill-

basedexercisesandassignments.

INterNshIP

Theinternshipisthekeystepofaprocessinwhichthestudentisindividuallyfollowed,inthelightofmatchingtheassessmentofthestudentsskillsandaspirationswiththerequirementofkeystakeholders:manufacturingandservice

companies,publicinstitutions,designstudios,consultantincreativeelds,luxurycompanies.

Itsthemomentwhenstudentshavethechancetotestwhattheyhavelearnedinrealworkingenvironment.Moreover,itisauniqueopportunitytodevelopanetworkofpersonalrelationshipwithinthedesigneldofchoice.

fINaL Master PrOjeCt

TheFinalMastersProjectisanindividualprojectinwhichthestudentinvestigatesasettheme.Themesarechosenbystudentswithinaresearchframeworkagreedwiththefaculty.TheFinalMastersProjectculminatesinanopenpresentationdeliveredbythestudentduringtheFinalExam.

Whenapplicable,collaborationwithCompaniesissetforthe

FinalMasterProject.Thefocusremainsontheeducationalside,givingprioritytotheeffectivestudentslearningwhencarryingoutaprojectinaclose-to-realityenvironment.Companiesrepresentativesprovidefeedbackstostudents,moderatedbyFaculty,andtheyshouldrepresentanadditional

opportunityforstudentstosetarealitycheckabouttheirownapproachtodesignprofessions.

assessMeNt sYsteM

ThemaingoaloftheassesmentsystemistomonitorhowstudentsdevelopethedesignandtechnicalcompetenciesrequiredtobeawardedanAcademicMaster.

Assessmentisdonebyevaluatingeachstudentwitha1to30markgivenattheendofeveryworkshop,andthroughaqualifyingexaminationgivenattheendofeachtheoriccourse.Theadmissionmarktothenalexamiscalculatedbyarithmeticaveragewhichtakesinconsiderationallthemarks

takenaftereachworkshop.Studentswillreceive0-110(pass70orabove)asoverallevaluation.TheDiplomaExaminationBoardmayawardup10pointsfortheFinalProject.HonoursmaybeawardedonthebasisoftheBoardassessmentofstudyprograms,dissertationsandportfolios.


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desIgN MaNageMeNt aNd desIgN hIstOrY

DesignManagementandDesignHistoryareasetoflectureswiththeaimofunderliningtheimportanceofDesignforproductionandthequalityofthewholelife.ThisapproachtothehistoryandcontemporarypracticesofdesignwillallowstudentstobeexposedtotheapplicationsofDesigningeneratingsocioculturaltransformationsandtestimonials

onhowtostrategicallyincorporateDesignintosocialandeconomicalactivities.While,byahistoricalinquiry,itwillbedemonstratedhowthedesignthinkingisaspecicbodyofknowledgeandmethodsthathasfoundinbusinesseldaspecicscope,fromadifferentpointofviewBusinessDesignapproachandmethodologieswillbeexploredasacomplexandpowerfultoolformanagement,withafocusoncontemporarycasehistories.

wOrkshOP

ThesequenceofworkshopsismanagedbytheCourseLeaderwiththeaimtoexploit,reachandchallengeopportunitiesofcooperativeprojectswithleadingcompanies.

wOrkshOP I the ItaLIaN aPPrOaCh tO BUsINessdesIgN

TheItalianApproachworkshopexplorestheMadeinItalymodeltounderstandtheroleDesignplayswithinthesystemanditsapplicationtonewdomainsandcontexts.Duringtheworkshop,studentswilltacklethetopicofInnovationthrough

Design,tacklingtheinnovationasquintessentialdesign,withconcreteandrealapplications.StudentsareaskedtomanagethecomplexityofaDesignproject:howtogetvaluefromcraftsmanshipandtraditionalproductiveskills;howtointeract

amongproduction,design,marketingandcommunication;howtoshiftfromaB2BtoaB2Cpositionbycreatinganewbrand/productidentitythroughDesign.

ItalianDesignhistoryacrossart,politicsandculture

Part f: stUDy PLan TheMadeinItalymodel:productiveareasandclusters,widespreadcreativityandDesigndrivengovernance

Designstrategies

Designthinking

DesignandInnovation

wOrkshOP II desIgN researCh

Duringtherstworkshopstudentsareexposedtoanoverviewofseveralresearchmethodologies,eachofthemwithaspecicobjectiveandoutcome,andthentheyaredriventoapplytheseintheirobservationoftheworld,gettinginsightfornewdesign,

identifyinggapsandopportunitiesforbusinessdevelopment,transferringmaterialsandtechnologiestoinnovativeproductsandsolutions.

Designresearchmethodologies(qualitative/quantitative)

Ethnographicresearch(peopleshabits/needs/requirements)

SocialTrendresearch

Productlanguagesandfeatures,mappingandclustering

wOrkshOP III - BraNd desIgN

ThisworkshopexamineshowtoraisebrandandproductidentitybyusingaDesign-orientedapproach.

DuringthisProject,studentspractisehowtodevelopabrandsglobalstrategythroughdesignorhowtocreateanewbrandandproductidentity.

BrandDesign

Brandingthroughdesign

Communicationdesign

TechnologytransferandmaterialapplicationwithintheframeworkoftheInnovationthroughDesign

wOrkshOP IV - eNtrePreNeUrshIP thrOUgh desIgN

Thisworkshopsummarisesthepreviousonesinexploringissues,theoriesandculturesassociatedwithEntrepreneurshipThroughDesignwiththeaimofmakingaplan,bothimaginative


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planningandwritingofanalreport.Studentswillbeexpectedtodemonstrateaclearrelationshipbetweentheirresearch,textandpracticalworkpresentedfortheMasterspresentation.Theyareexpectedtocriticallyreectontheirownpracticesaswellas

onthatofothers,byexploringandidentifyingthecontextoftheirownworkwithintheareaofBusinessDesign.

Collaborationwithcompaniesand/ordesignerswilladdreal

valueandlinkstotheeld,whilestillmaintainingstudentsfreedomasfarastheselectionanddevelopmentofapersonalthemeisconcerned.

andreliable,toinitiatenewventuresfromcreativeprojects.

DesignEntrepreneurshipandEntrepreneurshipThroughDesignmethodologiesare,infact,theprominentbackboneofeveryBusinessDesignstrategy.

Theworkshopdevelopsasetoflearningskillstobeappliedduringtheprojectactivities.

EntrepreneurshipthroughDesign

Namingandidentitydesign

Sellingideas:presentationtechniques

twO kINds Of INterNshIP

TherstkindofinternshipisaworkexperienceinacompanyworkinginthedisciplinaryeldanditisakeymomentinthedevelopingoftheMasterinBusinessDesign.

Theinternshipisthenalstepofaprocessinwhichstudentsthankstoaone-to-onetutorshipreceiveadeepandbalanced

evaluationoftheirskillsandaspirations,inordertobuildacareerwhichttheiraims.

Thereisalsoanincampusinternshipthattakesplaceover

thecourseandisstructuredasanintensiveworkshopincollaborationwithacompany.Thiscampusinternshipdevelopsanintegratedprojectstrictlyrelatedtoapracticalandactualneed(i.e.theresolutionofadesignproblem,orthebrainstormingplatformofanewproject).Duringthiscrucialphasestudentsarementoredonastep-by-stepbasis,andacquirethefundamentalexperienceofdealingwiththerealworld,withrealbusinessandwiththepeopleworkingintheeld.

fINaL Master PrOjeCt

Thenalprojectisanimportantmomentoftheoveralllearningexperience,sincestudentshavethechancetocriticallyselect

adoptandintegratethemethodologieslearnedduringthecourseintoasingle,consistentbodyofknowledge.

Studentswillneedtoproduceacoherentbodyofworkthatreectsadevelopingpersonalintegrityandachieveahighleveloftechnicalskill.Theywillneedtodevelopanindividualapproachtotheresearchalongsidewithapersonalinvestigation,


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COURSES

DesignManagementandDesignHistory

WORKSHOP 1

TheItalianapproachtoBusinessDesign

WORKSHOP 3

BrandDesign

WORKSHOP 2

DesignResearch

Aex I

Master strUCtUre

Busiess Desig

WORKSHOP 4

EntrepreneurshipThroughDesign

InTERnSHIP FInAl MASTERPROjECT

Master in Business Design DOMUS ACADEMY

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