Design Research 2016: a year for evaluation. Investigación en Diseño 2016: un año de evalución.

2015 y 2016 han sido años de evaluaciones en muchos aspectos de la vida profesional. Mirando hacia atrás se están cumpliendo aniversarios de inicio de actividades académicas y de proyectos de investigación. En el primer cuatrimestre de 2015 me reconocieron positivamente el quinto quinquenio docente. Los que no están en la carrera docente se preguntarán: ¿Qué significa esto?. Significa que llevo 25 años en la docencia del diseño con aprobaciones positivas por los alumnos, el centro y la universidad. Posiblemente los funcionarios de universidades somos los más evaluados por los usuarios, lo cual hace, por lo menos para mi, que estemos en permanente atención a lo que ocurre en nuestro entorno social, cultural e industrial.
Por otro lado hace 30 años (1985) que llegué a Milán para estudiar el Master en Diseño Industrial en el Istituto Europeo di Design. En 2015 tuve la oportunidad de volver a la ciudad con ocasión del Salone del Mobile para exponer en el famoso Museo de la Ciencia uno de los proyectos desarrollados para Innedit Kids de Innoarea en el certamen Kids Design Week.

Hace 20 años (en 1995) empecé a colaborar con Ole Poulsen en Lego en diferentes proyectos de desarrollo de nuevos conceptos de juegos de construcción. 

En 2005, hace ahora 10 años, empecé a colaborar con la empresa taiwanesa de juguetes científicos Gigo que actualmente su marca y sus productos se venden por todo el mundo. Actualmente Ole es el responsable de I+D de Gigo Taiwán.

En 2005 hicimos la publicación de Tendencias en Diseño para ocio con AIJU Instituto Tecnológico del Juguete. Diez años más tarde hemos concluido la publicación Trends&Kids resultante de nuestra visión de la evolución del sector del equipamiento infantil.
Aún quedan meses por delante y muchos proyectos que se tienen que materializar y otros muchos que tendremos que proponer. Pero llegado el final de 2015, llegó la evaluación voluntaria de los tramos de investigación. 

El tramo al que optaba es el periodo de seis años entre 2010 -2015 que se ha caracterizado por la confirmación de líneas de investigación del IGD Grupo de Investigación y Gestión del Diseño de la UPV, la creación de la spinoff EBT universitaria basada en el conocimiento de los análisis de tendencias, Innoarea Design Consulting;  el desarrollo de proyectos de investigación desde la básica a la aplicada y la divulgación internacional en reuniones sectoriales y la presentación de productos en ferias de prestigio internacional.

Los proyectos que se valoran son cinco líneas de trabajo que han culminado con resultados de investigación tanto básica como aplicada. 

La primera línea han sido los proyectos expositivos sobre Diseño e Innovación. Desde los antecedentes con el comisariado de la exposición Diseño Visión Innovación en el Círculo de Bellas Artes de Madrid, se realizaron posteriormente las exposiciones en la Fundación Bancaja en 2010, con catálogo y amplia repercusión en prensa. Posteriormente se realizaron exposiciones itinerantes en diferentes universidades españolas.

La segunda línea de investigación ha sido el desarrollo de la metodología del análisis de casos de gestión del diseño, que empezó con los casos de éxito publicados por ENISA Empresa Nacional de Innovación S.A. En 2015 la OEPM Oficina Española de Patentes y Marcas presentó la publicación de casos de éxito empresarial basados en registros de patentes y marcas.

La tercera línea es la investigación y diseño de juegos de ingenio materializada en el modelo de utilidad de Juguetes Cayro que ha sido difundido en artículos científicos y que, como uno de los resultados, ha sido el producto HipHop, presentado durante varios años en la feria de Nuremberg, la más importante del sector juguetero en Europa.

En cuarto lugar,  la investigación de tendencias en el sector juguetero, representa otra línea donde se presentan los hitos alcanzados. La metodología de la matriz de tendencias fue publicada en la oferta tecnológica de la unión europea a través de Europe Enterprise Network. El resultado  más evidente de esta metodología es el portal Sporatendencias de juguetes que se presentó en la reunión anual del ICTI International Council of Toy Indurstries en Nuremberg 2013 donde tienen representación todas las asociaciones de fabricantes de juguetes del mundo. Resultado de la presentación fue la adopción del portal de tendencias por parte de la asociación italiana Assogiocattoli. Un año más tarde se presenta un proyecto europeo en el marco H2020 Fast track to innovation.

Finalmente, toda esta percepción y experiencia en los diferentes niveles de investigación en relación con el diseño ya fue publicado en un número monográfico sobre la investigación en diseño en la revista Archivo de Arte Valenciano.publicada por la Real Academia de San Carlos de Valencia.

Frente a toda evaluación externa siempre existe el temor a que no se aprecie o no se exprese bien el trabajo realizado, pero, por mi parte tengo la satisfacción de poder decir que son proyectos que no han hecho mas que ir evolucionando desde sus orígenes y han ido tomando dimensiones internacionales e implicaciones mayores para las empresas y sus sectores industriales, y para las personas que han colaborado en ellas.
El pasado 13 de junio la Comisión Nacional de Evaluación de la Actividad Investigadora del Ministerio de Educación, Cultura y Deporte del Gobierno de España me comunicó la aprobación del 4º sexenio relativo al tramo 2010-2015.
Se cumplen, por lo tanto, 25 años desde el inicio de mi actividad investigadora con la lectura de mi tesis doctoral en mayo de 1991.

2015 y 2016 are years of evaluations in several professional aspects. Looking backwards I am celebrating annyversaries of starting Academic and Research activities. On the first quarter of 2015 I received the positive evaluation of my fith quinquennium as docent. What does it mean? It means that during the last 25 years I have been evaluated possitevely by students. Probably officials in Higher education are the most evaluated workers, that push us to be permanently aware of our cultural, social and technological environment.
On the other side, it is 30 years ago (1985) when I arrived to Milan (Italy) to attend the Master in Industrial Design at Istituto Europeo di Design. In 2015 I had the opportunity to come back to the city in occasion of Salone del Mobile to show in the famous Museum of Science one of the projects made for Innedit Kids of Innoarea at Kids Design Week.
It is right now 20 years ago (in 1995) when I started to collaborate with Ole Poulsen in Lego along different projects of research on new constructive systems for toys.
In 2005, that is 10 years ago, I started to collaborate with the taiwanese company of scientific toys Gigo that their brand and products are sold worldwide. Actualy Ole is the responsable of R&D at Gigo Taiwán. 
In 2005 we made the publication of Design Trends in Leisure for the Technological Research Institute AIJU Instituto Tecnológico del Juguete. Ten years later we have concluded the research publication Trends&Kids  as a result of our own vision of the evolution of children equipment sector.
At the end of 2015, arrived the last evaluation of the last 6 year-period on Research on Design. In this period, Research lines have been confirmed at the IGD Research Design and Management Group IGD Grupo de Investigación y Gestión del Diseño  at UPV, and the creation of the TBE  university spinoff based on knowledge on design trend analysis, Innoarea Design Consulting.   The results were different research lines from basic to applied levels disseminated in international forums and the launch and presentatation of new products in prestigious international fairs. 

The first research line were the exhibitions related to Design and Innovation in prestigious institutions. From the curation of the exhibition Design Vision Innovation  Diseño Visión Innovación at Círculo de Bellas Artes de Madrid, several ones were organized  at Fundación Bancaja in 2010, including catalogue and media dissemination. Later were organized travelling exhibitions in different spanish universities.
The second research line was the development of the methodology to analyze case studies of design management that started with the cases published by ENISA Empresa Nacional de Innovación S.A. In 2015 the Spanish Patent Office OEPM Oficina Española de Patentes y Marcas presented the publication of case studies of succesful companies based on patents.
The third line was the research and development of brainy toys that concluded with a product line and a patent for Juguetes Cayro . This research line has been disseminated in scientific articles and was applied to the board game HipHop, presented during several years at Nuremberg Toy Fair, the most important one in Europe.

The Research on design trends for toys was the fourth milestone. The methodology of Trend matrix was published and offered through the technological offer of the European Union called Europe Enterprise Network. The most evident result of this methodology was the web portal  Sporatrends of toys that was presented in the annual meeting of  ICTI International Council of Toy Industries in Nuremberg 2013 where are represented all national assotiations of toy manufactureres of the world. As a result of this presentation was the adoption of the web portal by the italian assotiation Assogiocattoli. One year later was submitted an European Research Project in the framework H2020 Fast track to innovation.

Finaly, all this perception and experience in different levels of research related to design was published on the special issue on Design Research in the prestigious magazine Archivo de Arte Valenciano. published by Real Academia de San Carlos de Valencia created in 1768.
I have the satisfaction to have seen how all projects have been evolving from the beginning and growing and internationally expanding in its consequences for the companies that have been involved in this long and amazing story, and for the staff that have collaborated in the projects.
Last 13rd june the National Comission for the Evaluation of Research Activity Comisión Nacional de Evaluación de la Actividad Investigadora from the Ministry of Education of Spain, annouced me the endorsement of the  fouth research six-year period related to the track 2010-2015.

Therefore, it is 25 years ago when my Research activity started with my doctoral thesis presented in may 1991.

Presentamos los nuevos Pinos mágicos en Abrin 2013. Presentation of new Pinos mágicos in Abrin 2013.

La empresa brasileña Elka presenta los nuevos pinos mágicos en la feria del Juguete de Sao Paulo Abrin 2013. Después de un año de trabajo, el proyecto empieza a ver a luz preparándose para el 50 aniversario del producto en el mercado. El reto de este proyecto ha sido mantener el enorme arraigo y la tradición de los pinos mágicos como juego de construcción genuinamente brasileño con el que han disfrutado generaciones enteras. Le hemos dedicado todo nuestro cariño y respeto a este sistema de construcción intuitiva aportando nuevas piezas al sistema, reduciendo hasta un 20% de material con respecto a los tradicionales, manteniendo la total compatibilidad con las piezas antiguas. Una línea de producto más con el equipo de Innoarea design consulting. Con empresas así de receptivas como Elka y su equipo directivo da gusto trabajar.

Charles Kapaz, Gabriel Songel y Mada Estellita con los nuevos Pinos mágicos

Presentation of new Pinos mágicos in Abrin 2013.
The brazilian company Elka presents the new product line of Pinos mágicos in the toy fair at Sao Paulo Abrin 2013. After one year working for this company, the project comes to be real product preparing its 50th aniversary alive in the market. The challenge of this project has been to maintain the tradition of pinos mágicos as a construction toy genuisly brazilian enjoyed by several generations. We have dedicated them all our affection and respect to this intuitive constructive system in which we have contribuited with new pieces, reducing up to 20% of material, and maintaining compatibility with the traditional system. A new product line made with the team of Innoarea Design Consulting. To work with companies like Elka and its management staff it is really a pleasure.

Estudio de casos de diseño estratégico y de gestión del diseño. Design Management and Strategic Design study cases.

Estudio de casos de diseño estratégico y de gestión del diseño.

El contenido de la exposición Empresa Diseño Innovación (Empresa Disseny Innovació) que se presenta en la UPV se plantea como un estudio comparativo de la influencia del diseño en la evolución de las empresas. El valor didáctico de la exposición ha sido uno de los objetivos en su diseño por cuanto aproxima al visitante a muy diferentes realidades empresariales y sectoriales con un común denominador: el valor del diseño. Las diferentes sesiones de benchmarking entre las empresas participantes, el estudio de casos para alumnos de ingeniería del diseño y gestión del diseño, y el diseño expositivo para los alumnos de diseño en general está demostrando ser un material didáctico extraordinario y una auténtica oportunidad disponerlos todos juntos.

Empresa Disseny Innovació en la UPV TV

Business Design Innovation on the UPV TV

Design Management and Strategic Design study cases.

The content of the exhibition Business Design Innovation presented at the UPV has been conceived as a comparative case study of the strategic value of design in the evolution of businesses. The didactic value of the exhibition has been one of the design objectives as far as it brings visitors to different companies and industrial sectors realities with a common denominator: the value of design. Different benchmarking sessions among the participant companies, study cases for engeneering design  and design management students, and exhibition design case for general design students are demostratives of the extraordinary educational value and a real opportunity of having all companies toghether.

Grupo de Investigación y Gestión del Diseño: 20 años de experiencia. Design Research and Management Group: 20 years of exerience

El IGD Grupo de Investigación y Gestión del Diseño de la Universidad Politécnica de Valencia cumple 20 años de experiencia este mes de noviembre. Con ocasión de la presentación de varias ponencias en V congreso de ALADI (Asociación Latinoamericana de Diseño) en México DF en Noviembre de 1991, Manuel Lecuona y yo viajamos a Boston. El objetivo era conocer personalmente a Earl Powell, por aquel entonces, presidente del Design Management Institute y valorar la asociación a tal organización. Visto que era un referente en Estados Unidos en la gestión del diseño, y esta disciplina todavía era desconocida en España, no solo decidimos asociarnos al DMI sino crear un grupo de investigación propio en el entorno universitario con la finalidad de generar conocimiento y experiencia prática en este campo. Se presentaba como una actividad necesaria para la integración del diseño en las empresas, algo tan necesario todavía hoy en dia. Así nació el Grupo IGD de la UPV.
The IGD Design Research and Management Group of the UPV was born 20 years ago. In november 1991, Manuel Lecuona and me travelled to Mexico city to present some posts on the V congress of ALADI (Latinamerican Design Association). We stopped by in Boston to meet Earl Powell, at that time president of the Design Management Institute. Due that the DMI was a world reference in the discipline of design management, we decided not only join the organization, but to create a research group based on this matter as well. The aim of this group would be to generate knowledge and experience in the field of design management in order to integrate design in small and medium enterprises, something still necessary nowadays.

En estos 20 años el Grupo IGD se ha convertido en una referencia nacional e internacional por la producción científica y en proyectos de investigación y de transferencia tecnológica a empresas españolas y extranjeras.
El Master de Gestión y Desarrollo de Nuevos Productos lleva 16 ediciones en castellano, y 2 workshops en inglés EIM. Design Management: practical skills.
Sus miembros han participado en más de 20 publicaciones sobre gestión del diseño, tendencias en los sectores de habitat y ocio, o gestión de marcas. También han participado en las exposiciones de diseño más importantes en España como la de Diseño industrial en el Reina Sofia en 1998. Han realizado exposiciones relativas al diseño y la innovación como la que se presentó en el Centro Cultural Bancaja Valencia Diseño Innovación en 2010.
En estos 20 años se han dirigido 27 tesis doctorales, y se han obtenido 4 tramos de investigación reconocidos por la CNEAI.
Una de las contribuciones al diseño en España del Grupo IGD ha sido su aportación documental de más de 6000 catálogos de las empresas más importantes del mundo en los sectores de hábitat y ocio al Centro de Documentación de Diseño, centro de referencia europea por la concentración de bibliografía especializada y revistas de diseño más importantes del mundo.
In those 20 years IGD Group has been converted into a national and international reference because of scientific production, research projects and technological transfer to national and transnational companies.
The master course on Design and Development of New Products is in its 16th edition and the thrid edition of the workshop Design management: practical skill is now annouced.
Their members have participated in more than 20 publications about design management, trends on habitat and leisure sectors and brand management. They have participated as well in the most important design exhibitions in Spain like the Reina Sofia center in 1998 Industrial Design in Spain and Valencia Design Innovation in Cultural center Bancaja 2010.
Along those 20 years , 27 doctoral thesis have been presented and their members have been recognized all research merits by the Ministry of Education.
One of the most important contributions of IGD group to spanish design culture is the collection of more than 6000 catalogues of the most important companies in the habitat and leisure sectors in the world, given to the Design Documentation Center, an european reference on bibliography and design magazines of all over the world.

Con Gillo Dorfles en 1995 con ocasión de la presentación en Milán del libro Naturaleza, Diseño Innovación. With Gillo Dorfles in 1995 in occasion of the presentation of the book Nature, design and innovation.

Con Berhard Bürdek en Valencia 2003

Con Kenji Ekuan en Tokyo 1995

Con Bruno Munari en su estudio de Milán en 1995

Muy positiva evaluación del curso Design Management EIM 2011. Very positive evaluation of the course Design Management EIM 2011.

El curso, que se ha impartido íntegramente en inglés, ha contado con alumnos de Alemania, Finlandia, Suecia, Bélgica, Dinamarca, España, Mexico y Estados Unidos, y la mayoría tienen formación en ingeniería, management y diseño.

Entre los ítems más valorados sobre 10, resaltamos la claridad y cumplimiento de los objetivos (9/10); la preparación de las clases (9/10); el dominio de la asignatura que imparte (9,2/10); el enfoque aplicado, ofreciendo ejemplos y transferencias a la vida profesional (9,4/10); las respuestas con precisión y claridad a las preguntas planteadas (9,2/10); y como conclusión, los alumnos opinan que el profesor que imparte la asignatura debe ser considerado como un buen profesor 8,8.

Posiblemente la mejor observación de todos los alumnos es que recomiendan el curso a sus compañeros en sus universidades de origen.
Quisiera agradecerles su buena acogida y su atención. Es realmente motivador para la próxima edición.

The course, that has been held enterely in english, had students from Germany, Finland, Sweden, Belgium, Denmark, Spain, Mexico and the United States, and most of them have a background on engineering, management or design.

Among the items most positively evaluated on 10, I would like to underline the clearness and achievement of objectives of the course (9/10); lessons preparation (9/10); matter command (9,2/10); practical approach, offering examples and transfer to professional life (9,4/10); clear and precise answer to questions (9,2/10); and as a conclusion, the students think that the professor of the matter can be consider a good teacher (8,8/10).

But probably, the best observation is that all students recommend the course for their collegues in their universities.
I would like to thank them their good wellcome and their attention. It is really motivating for the next edition.

Selección de libros sobre Design Management. Design Management selected books

Presento una selección de libros sobre Design Management. Son la bibliografía básica utilizada en el curso Design Management del EIM 2011. Los comentarios son del editor o de Amazon.

A selection of books on Design Management is presented with the comments from the editor or from Amazon. They are the basic bibliography used in the course Design Management EIM 2011.

Design management. Brigitte Borja de Mozota. Allworth Press. New York 2003

This book reveals the hidden powers of successful Design Management. Businesses are discovering the power of design. From creating fresh products and packaging to designing letter heads, logos, or annual reports, designers have always contributed to a company’s value in innumerable ways. Yet few companies so far have strategically managed the business potential that can be the direct or indirect product of design projects and programs. DESIGN MANAGEMENT by the international researcher Brigitte Borja de Mozota reveals how design can serve as a core driver of a company’s efficiency, economic success, and brand value. The first manual to cover the process of managing design comprehensively and in an international context and both from the designer’s and client’s perspective, Design Management is co-published by the Design Management Institute and Allworth Press.

Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. Tim Brown. Harper Collins. New York 2009

The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. The reality is that most innovations come from a process of rigorous examination through which great ideas are identified and developed before being realized as new offerings and capabilities.


This book introduces the idea of design thinking‚ the collaborative process by which the designer′s sensibilities and methods are employed to match people′s needs not only with what is technically feasible and a viable business strategy. In short‚ design thinking converts need into demand. It′s a human−centered approach to problem solving that helps people and organizations become more innovative and more creative.


Design thinking is not just applicable to so−called creative industries or people who work in the design field. It′s a methodology that has been used by organizations such as Kaiser Permanente to icnrease the quality of patient care by re−examining the ways that their nurses manage shift change‚ or Kraft to rethink supply chain management. This is not a book by designers for designers; this is a book for creative leaders seeking to infuse design thinking into every level of an organization‚ product‚ or service to drive new alternatives for business and society.

 

Design driven innovation. Roberto Verganti. Harvard University press. Boston 2009


Design-Driven Innovation offers a provocative new view of innovation thinking and practice.Until now, the literature on innovation has focused either on radical innovation pushed by technology or incremental innovation pulled by the market. In Design-Driven Innovation: How to Compete by Radically Innovating the Meaning of Products, Roberto Verganti introduces a third strategy, a radical shift in perspective that introduces a bold new way of competing. Design-driven innovations do not come from the market; they create new markets. They don't push new technologies; they push new meanings.

It's about having a vision, and taking that vision to your customers. Think of game-changers like Nintendo's Wii or Apple's iPod. They overturned our understanding of what a video game means and how we listen to music. Customers had not asked for these new meanings, but once they experienced them, it was love at first sight.

But where does the vision come from? With fascinating examples from leading European and American companies, Verganti shows that for truly breakthrough products and services, we must look beyond customers and users to those he calls "interpreters" - the experts who deeply understand and shape the markets they work in.

Design management. Kathryn Best. Ava Publishing. Laussane 2006

Design Management (the management of design strategies, processes and projects) is an intricate subject. As the role of design in the world continues to broaden, organisations are increasingly viewing design as being integral to their decision-making processes.

This book leads the student through the key knowledge, practice and skill areas of design management, focusing on the strategy, process and implementation involved in the management of design.

Opening with a contextual overview of the subject, this book then explores the stages involved in the application of design to business. Each topic is accompanied by key questions that get the reader to think about the issues raised, and professional case studies and interviews demonstrate the knowledge and practices described. Areas of key practical skills are outlined in order to bridge the gap between creativity management and academic theory, and professional practice.

The design of business. Roger L. Martin . Harvard Business press. Boston 2009



Most companies today have innovation envy. They yearn to come up with a game-changing innovation like Apple's iPod, or create an entirely new category like Facebook. Many make genuine efforts to be innovative-they spend on R&D, bring in creative designers, hire innovation consultants. But they get disappointing results.


Why? In The Design of Business, Roger Martin offers a compelling and provocative answer: we rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo.

To innovate and win, companies need design thinking. This form of thinking is rooted in how knowledge advances from one stage to another-from mystery (something we can't explain) to heuristic (a rule of thumb that guides us toward solution) to algorithm (a predictable formula for producing an answer) to code (when the formula becomes so predictable it can be fully automated). As knowledge advances across the stages, productivity grows and costs drop-creating massive value for companies.


Martin shows how leading companies such as Procter & Gamble, Cirque du Soleil, RIM, and others use design thinking to push knowledge through the stages in ways that produce breakthrough innovations and competitive advantage.

Filled with deep insights and fresh perspectives, The Design of Business reveals the true foundation of successful, profitable innovation.

Design Thinking.Thomas Lockwood . Allworth press. New York 2010

Design Thinking is packed with intriguing case studies and practical advice from industry experts. This anthology is organized into three sections that focus on the use of design for innovation and brand-building, the emerging role of service design, and the design of meaningful customer experiences. This book provides readers with the strategies necessary to encourage the creative thought process in their companies, which will ultimately help to cultivate innovation, and therefore boost business. Experienced design leaders share their personal stories and give specific examples of their companies’ forward-thinking creations. This unique approach helps the reader learn how to build a solid brand foundation, solve problems with simplified thinking, anticipate and capitalize on trends, figure out what consumers want before they do, and align mission, vision, and strategy with a corporate brand. A sense of the content within Design Thinking can be gained from the titles of some of the key essays: “Building Leadership Brands,” “The Designful Company,” “Brand Building by Service Design,” “Service Design Via the Global Web,” “Customer Loyalty,” and “Driving Brand Loyalty on the Web”. by Tom Kelley

Seminario de Gestión del Diseño. Seminar on Design Management

EUROPEAN INDUSTRIAL MANAGEMENT es un programa formativo impartido íntegramente en inglés y está dirigido a las nuevas demandas del mercado laboral. Está constituido por dos partes complementarias: un proyecto multidisciplinar supervisado elaborado por equipos internacionales, y seminarios intensivos orientados al desarrollo de las llamadas "soft skills".

El seminario intensivo sobre Gestión del Diseño se presenta de la siguiente manera:

DESIGN MANAGEMENT: PRACTICAL SKILLS

Presentation:

Design management is a recently new discipline emerged from the need to strenght and optimize the coordination between companies strategies with designers tasks.

Design management tasks go from design trends analysis, design policy definition, design brief elaboration, design program execution and project management. Therefore this role is not only carried out by designers, but  by people comming from different disciplines, and usually from marketing or engineering.

The course is edited by the Chair Professor Gabriel Songel, International member of the Industrial designers of America, and academic member of the Design Management Institute, with wide experience in design of new products and its marketing. He is founder partner of INNOAREA, a strategic design consultancy company where placement and interships can be done along and after this course.

Aim:

Introduce design management approach to those students comming from different fields related to companies: engineers, business administration, marketing, industrial designers or fine arts.

Contents:

 Managing human resources. 34 hours

• Team building: transcultural resources.
• Communicaction skills.
• Motivation and creativity.

Managing design concepts. 40 hours

• Universal principles of design: design for non designers.
• Design and innovation: trends and paradigms.
• General concepts of Design Management: strategic and operative approach.
• Case study: IGD/UPV experience with Ikea, Ford, Chicco, Lego, Techno Iris, Gigo.

 Managing projects. 26 hours

• Project management: proposals elaboration and project development.
• Optimization: problem solving skills.

 Managing culture.

• Spanish language and spanish culture.
• Technical spanish.
• Visits: companies, events, festivals, etc.

 Design Management project

A group project will be developed according to the number and background of participants. In any case the project will be focused on a New product brief, and it will consist on three main parts:

• Identification of a market niche.
• Identification of a consumers or users needs.
• Description of the new product or service brief.
• Develop a business plan.

Attendants.

Students in their last year of their carreer are invited to participate in this practical course with international involvement and innovative approach.

Student from engineering, marketing, business administration or industrial design and fine arts are wellcome to generate a creative, transcultural and multidisciplinar group.

For this seminar, application is still open. We start on 23rd March. See EIM Design Management