Design and Business Strategy

This unit aims to prepare students for employment within industry and/or the establishment of a small design practice
or business. The unit will enable students to develop an understanding of professional practice with a particular
emphasis on the strategic use of design within an organization. Students will be required to conceptualise and
develop an idea for a new business and apply this within the framework of a business plan as a team. Students would
be expected to investigate market demand, target audience, marketing opportunities, operational complexities and
financial models.

 

At the completion of this unit students should be able to:
• Identify the value and benefits of design within a business context through the conceptual development of a
business idea;
• Thoroughly record investigations in to potential business opportunities and undertake careful analysis of market,
feasibility, competition and demand;
• Articulate an understanding of the relationship between design, business and innovation in proposals,
documentation and plans;
• Identify the process for establishing a small business and anticipate realistically how a business might operate;
• Prepare a fully branded business concept for a small business in the form of visual identity, product designs and
marketing campaigns;
• Write a persuasive, thorough and well-structured business plan that clearly articulates evidence of market demand
and a viable business proposition.

 

Units are delivered at the Prahran campus.

60 hours of structured learning, including lectures, tutorials and assessments. In addition, the units require
approximately 90 hours of self-study, projects, assignments and skills development.

Group Workbooks                                         Group     20%                                     

 
Major Project                                                  Group      80%                                                                
Stage 1: 5 minute pitch of business proposal
Stage 2: Draft business plan
Stage 3: Final Business Plan and Presentation

Students will receive feedback on their progress in attaining the following key generic skills:
• teamwork skills,
• analysis skills,
• problem solving skills,
• communications skills,
• ability to tackle unfamiliar problems, and
• ability to work independently.

Students are expected to participate in lectures and discussions that deal with professional practise within industry.
Topics may include:
• The economic role of design;
• Business planning and writing business plans;
• Innovation and entrepreneurship;
• Market research;
• Marketing principles;
• Branding;
• Understanding customer behaviour;
• Budgets and financial management;
• Legal requirements of business planning.