Design Management

Kathryn Best was Course Leader in Design Management at University for the Creative Arts (UK), and Research Professor at the Center for Cross Media, Brand, Reputation and Design Management (CBRD) at Inholland University of Applied Sciences. She is now a designer, consultant, author and educator: please see www.kathrynbest.com.

• IntroductionContextWhat is Design Management? Why is Design Management Important? The Design Management Timeline.PART ONE - MANAGING THE DESIGN STRATEGYKnowledgeIdentifying Opportunities for Design; Understanding the Audience and Market; Interpreting Client and Customer Needs; Auditing the Use of Design; Establishing the Design Strategy; Promoting and Selling the Design Strategy; Planning for Long-term GrowthPracticeCase Study - The Argus3 Thermal Imaging Camera; Case Study - Camper; Interview - Dr Chris Luebkeman; Interview - Darryl Feldman.Key SkillsManaging Client Relations; Guiding Design Decisions; Developing Good Working Relationships; Verbal Communication.PART TWO - MANAGING THE DESIGN PROCESSKnowledgeGiving Form to Business Strategy; Increasing Awareness with Design; Expressing the Brand through Design; Initiating Design Projects; Design Methods; Design Processes; Competitive Advantage Through Design.PracticeCase Study - Kajima Design Europe; Case Study - The Honda Zoomer; Interview - Mat Hunter; Interview - Brian Smith.Key SkillsManaging Creative Teams; Facilitating the Design Process; Developing Collaborative Cultures; Visual Communication.PART THREE - MANAGING THE DESIGN IMPLEMENTATIONKnowledgeThe Project Management Process; Project Management in Practice; Social and Environmental Responsibilities; Design Policies, Procedures and Guidelines; Translating Global Design into Local Design; Measuring the Success of Design; Reviewing and Revising the Design Strategy.PracticeCase Study - FooGo/The Formation; Case Study - The Silken Group; Interview - Colum Lowe; Interview - Lynne Elvins.Key SkillsManagement and Leadership; Leading and Advocating Design; Written Communication.Appendix18 Views on Design Management; Further ResourcesGlossaryIndex

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