Design Thinking

• This course introduces design thinking in the context of marketing. It begins with the established marketing framework and the tools marketers have been using, followed by the examination of the potential problems of the conventional marketing approach. As a viable solution to the marketing problem, design thinking is considered and its industry practices and research findings are further discussed. This course is designed to provide business students with the design mindset as well as human-centered design methods such as empathic observation, persona, customer journey map, narrative, brainstorming and iterative prototyping, to name a few. It will also be appropriate to the design students who are interested in communicating with marketers or launching their own designs in the market.
• Required textbooks:
  • Fraser, Heather (2012), Design Works: How to Tackle Your Toughest Innovation Challenges Through Business Design, Toronto: University of Toronto Press.
  • Kotler, Philip and Gary Armstrong (2013), Principles of Marketing, 15th Edition, Prentice Hall.
• Recommended books:
  • Kelley, Tom and Jonathan Littman (2001), The Art of Innovation, New York: Doubleday.
  • Patnaik, Dev and Peter Mortensen (2009), Wired to Care: How Companies Prosper When They Create Widespread Empathy, Upper Saddle River, New Jersey: FT Press.
  • Martin, Roger (2009), The Design of Business: Why Design Thinking is the Next Competitive Advantage, Boston, MA: Harvard Business School Publishing.
  • Verganti, Roberto (2009), Design-Driven Innovation – Changing the Rules of Competition by Radically Innovating what Things Mean, Boston, MA: Harvard Business Press.
  • Kumar, Vijay (2012), 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization, New Jersey: Wiley.
  • Liedtka, Jeanne, Rany Saltzman, and Daisy Azer (2017), Design Thinking for the Greater Good: Innovation in the Social Sector, New York: Columbia University Press.
• Required Videos:
  • “How to Design Breakthrough Inventions,” CBS 60 Minutes, January 7, 2013. (12:40)
  • “The Deep Dive,” ABC Night Line, July 13, 1999. (21:38)
• Recommended videos:
  • “Inside Apple’s Top Secret Health and Fitness Lab for Apple Watch Development,” ABC News, March 20, 2015. (5min 11sec)
  • “Apple Confidential – Steve Jobs on Think Different,” September 23, 1997. (16:01)
  • “Steve Jobs – The Lost Interview,” interviewed in 1995 and revealed in 2013 (72:19)
• Recommended websites:
  • Design Processes, Sauder School of Business, University of British Columbia
  • Let Ideo’s Top Brass Show You How To Solve Problems Like a Designer, Fastcodesign.com.

New Product Development  

• This course introduces how designers, engineers, and marketers work together to create a new product. It covers the basic process and a wide variety of tools cross-functional teams use collaboratively. This course is designed to provide students with competence with a set of tools, awareness of the role of multiple functions, and ability to coordinate multiple and interdisciplinary tasks to achieve a common objective.
• Required textbook:
  • Cooper, Robert G. (1986). Winning at new products. Addison-Wesley.
  • Ulrich, Karl and Steven Eppinger (2012), Product Design and Development, 5th edition, McGraw-Hill/Irwin.

Marketing Communication

• This course examines the range of communications tools and options available for marketers to develop an integrated marketing communications perspective. It focuses on planning, integrating, and delivering marketing communications that build equity for brands. By the end of this course, students will be able to describe an overall communication process and explain the objectives of a marketing campaign. More importantly, students as a group perform a “commercial renewal project.” In this project, students select a recent TV commercial for a global brand and then make a new one by sharpening its marketing message, selecting different targets, or suggesting a more persuasive idea.
• Required textbook:
  • Moriarty, Sandra and Nancy Mitchell (2012), Advertising and IMC: Principles and Practice, 9th edition, Prentice Hall.
• Recommended videos:
  • “Life Lessons from an AD Man” by Rory Sutherland, TED, July 2009. (16:36)
  • “Stay Hungry Stay Foolish” by Steve Jobs, Stanford Commencement Speech, June 12, 2005. (14:33)

• Commercial renewal projects
  • Apple AirPods (2019): “Share your magic”
  • Heinz Ketchup (2019): “To me, Heinz makes everything perfect”
  • Samsung Galaxy Gear (2019): “Gear is here. Gear easier”
  • FedEx (2019): “FedEx Tape”
  • Canada Goose Light Weight Down Jacket (2018)
  • Uniqlo Ezy Ankle Pants (2018)
  • Snickers (2016)
  • Kitkat (2016)
  • Uniqlo sports (2016)
  • Oreo thins (2016)
  • Corona (2016)
  • New Balance Cameraman (2015)
  • (+) How to make a video with a mobile phone? (Shot on iPhone 11Pro – ‘Snowbrawl’ / Shot on iPhone 11 Pro — Making of ‘Snowbrawl’ with director David Leitch)