Some business schools offer design courses. The first business school that I introduce is the College of William & Mary’s Mason School of Business. According to the 2013 Bloomberg Businessweek Best Undergraduate Business-Schools ranking, it is the best in the nation for marketing (see the article here). In this school, undergraduate students learn and experience “design process” in their design courses such as “Creativity & Innovation,” “Sustainability Inspired Design,” or “Design as Strategy” led by two marketing professors, Scott Swan and Michael Luchs.
This business school has many top-notch marketing researchers, has a close relationship with other institutions and firms in Virginia, and has a brand new building. However, what truly makes this school stands out among a long list of US business schools includes its interdisciplinary courses and a unique space called Design Studio.
With Jim Olver, Scott Swan and Michael Luchs spent enormous effort in redesigning a relatively detached, corner space in this building. They flattened the floor, made the moving boards by fastening the plates and metals with ropes, purchased square black cushions, and placed the table tops on top of the carts for moving carts.
Their hard work paid off. When they run design courses in this Design Studio, students have lively brainstorming discussions, instantly review new concepts, and actually build the mock-ups of their outcomes.
Martin Linder, Industrial Design Professor at San Francisco State University, gave a speech at Yonsei University on his unique program called iDo.
According to the website:
Industrial Design Outreach (iDo) promotes the field of industrial design and uses its methodologies to enhance the education of both high school and university students. Through hands-on interdisciplinary design projects, iDo provides high school students with experiences that foster curiosity, promote creativity, and build self-confidence. By developing and delivering design curriculum to high school students, university students gain experiences that promote teamwork; enhance communication, organization, and improve presentation skills; and provide a forum for participants to give back to their community.
The Industrial Design Outreach institute is an educational enrichment program that introduces students to a number of educational opportunities in areas of industrial and graphic design, computer software tools, and traditional and modern manufacturing systems. The mission of iDo is to promote the field of industrial design and use its methodologies to enhance education. iDo provides high school participants with a no-cost introduction to design. Participants and San Francisco State University (SF State) students majoring in design collaborate on developing and delivering hands-on interdisciplinary design projects. These experiences foster curiosity in youth participants, promote creativity, build self-confidence, and allow participants to develop valuable vocational and college skills. In turn, college students learn to build and deliver curriculum, which enhances their communication, organization, presentation, team building, and design skills.
University students involved in this project visit high schools and teach design basics such as tools and materials and design process such as research, ideation, and prototyping. In most cases, they work together with high school students and create tangible products such as pencil boxes, clocks, and even kites.
It started 1993 with only 6 mentors; now it has 25 mentors running 40 weeks of five-weekly classes.
Design cases by marketing students @ Design Marketing 2013 Fall
Artemide, a design-oriented Italian lighting manufacturer, develops new lighting products based on design-focused research data.
Design cases by marketing students @ Design Marketing 2013 Fall
In the past, people found it difficult to drink water using a conventional paper cup. A newly designed, lip-shaped paper cup, is better for drinkers.
Two groups of the students who took the course, Design Marketing 2013 Fall, made their interesting presentations.
1. SugaVoid (made By Geon Lee, Minhyeong Park, Minji Hwang, Donggyu Jung, and Jiyun Kim)
Problem: WHO(world health organization) suggests that sugar intake should be less than 50g for adults and less than 35g for kids. However, since students drink about 2 cans of soft drinks a day, consuming 50g of sugar, and then intake additional sugar from other foods, they usually go beyond the recommended amount of sugar per day. The students took research of 25 randomly selected people and found that people are willing to adjust the amount of sugar that they take when they recognize that they are taking too much sugar. How do they help people notice how much sugar they take a day?
Solution: They propose a tumbler called SugaVoid which measures and indicates how much sugar is included in the liquid. In particular, it indicates the amount of sugar visually (sugar cubes) rather than verbally (grams) and communicates this information with other applications to help consumers keep track of and their sugar consumption.
2. Sticover (made by By Jihwan Hong, Seorin Jeong, Jaemyun Park, Ikhwan Kim, and Seunghye Ryu)
Problem: People desire to use clean toilets in public spaces. However, the market does not satisfy rapidly growing customer needs of hygiene.
Solution: They propose a sticky toilet seat cover called Sticover. In the present, competitors focus on either price or comfortableness. For example, Hyzen and Cleancover are relatively easy to use but expensive, whereas Sanicool is cheap but uncomfortable. Their proposed Sticover is not only comfortable but also reasonably priced. It specifically targets the business owners who want to provide clean experience to their customers. They consider conducting a cost leadership strategy with other 4p marketing mix, and position sticover as a mandatory item.
Tactile paving is a system of textured ground surface indicators. It aims to assist pedestrians who are blind or visually impaired (see Wikipedia) and is also called truncated domes, detectable warnings, Tactile Ground Surface Indicators, or detectable warning surface. In Seoul, Korea, some of the tactile pavings light up at night. Interestingly, its color turns the same color with the traffic light; it turns red when the traffic light is red, and it is green when the traffic light is green.
This lighting system will not only benefit visually impaired pedestrians; it will also enhance the safety of the pedestrians who are distracted by their own tasks (e.g., listening music by earphones or sending text messages by their smart phones)!
Stellan Ohlsson, Professor in Psychology at University of Illinois at Chicago visited COGENG (Cognitive Engineering Lab) at SKKU and gave a speech on skill acquisition. He introduced his own work of learning from errors in which he argues that, in order to acquire or specializes in a certain skill (e.g., changing a lane to the left while driving), people should not only perform a certain task (e.g., turning the steering wheel to the left) but also detect and correct errors (e.g., turning the steering wheel to the left only when a car behind approaches). According to his constraint based approach, a skill is acquired only when a certain action with a negative outcome is unlearned (e.g., turning the steering wheel to the left slowly so that being hit by the car behind).
Certainly, there are many more ways to acquire skills. According to his review paper published in 2008, there are at least nine different ways of how people acquire skills.
1. Internalize direct instructions
2. Generalize from specific examples
3. Analogize to prior skill knowledge
4. Reason from prior declarative knowledge
5. Encode results of heuristic search
6. Strengthen positive outcomes
7. Unlearn actions with negative outcomes
8. Discover short cuts in execution histories
9. Accumulate statistical information
It is run by Jaewoo Joo, Assistant Professor of Marketing, College of Business Administration, Kookmin University. He holds his Ph.D. in Marketing from Rotman School of Management, University of Toronto and M.B.A. and B.A. from Seoul National University.
Jaewoo writes and teaches design-marketing interface through the lens of behavioral decision theory and behavioral economics. He has served as a panelist for the Business Week's World's Best Design Schools.