Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2016/2017
Scuola Scuola di Ingegneria Industriale e dell'Informazione
Insegnamento 098510 - DESIGN MANAGEMENT LAB
Docente Verganti Roberto
Cfu 5.00 Tipo insegnamento Modulo Di Corso Strutturato

Corso di Studi Codice Piano di Studio preventivamente approvato Da (compreso) A (escluso) Insegnamento

Programma dettagliato e risultati di apprendimento attesi


Nowadays, design and design management nurture the organization strategic capabilities to create innovation and the differentiation assets to create value. In the last 20 years, as matter of fact, design has been considered a strategic weapon able to create innovation leaderships, unique positioning, competitive advantages of worldwide leading global companies.

In this course, design is indeed approached: i) with a strategic worth (not just technical), where it informs the organization strategic path and the value creation dynamics; ii) related to a product-service system (and not only tangible offering), where the integration between tangible and intangible offering contribute to create value and differentiation; iii) as a set of cognitive and visualization tools useful to conceive and visualize business model innovations.

The course is a unique journey, aimed at developing capabilities and skills to be handle design-driven innovation, to manage design-related trade-offs, to mould scenarios of innovation and configure new product-service systems and business models. The goal is obtained by a set of ex-cathedra lectures, a project-based learning path, info-graphics and knowledge visualization techniques ad-hoc seminars.

More specifically, the course aims at enabling student to:

  • Understand the “soft side” of competition and organizations competitive advantages;

  • Understand the semiotic soul of products and brands;

  • Open the perspective to increase the range of innovation opportunities through design;

  • Employ creativity tools to shape innovation trajectories and identify innovative scenarios;

  • Understand how to (when and why) apply user analysis qualitative tools;

  • Use storytelling and visualization techniques to champion the innovation within and without (with stakeholders) the

    organization boundaries.


The course has been designed around three main blocks:

1. Design-driven competition: in this module you will learn how to interpret and steer competitive dynamics through product and service meaning lens. The module focuses especially on the following topics:

o The framework of design-driveninnovation
o Competing and leading innovation through design
o The innovation of product-service meaning
o Managing design and designers in different competitive environments

2. Design and Leaderhip:

o How to develop a project and company vision.
o How to drive and focus the energy of an organization towards a common vision.
o How to catalyze assets and resources around a vision.

3. Working in creative environments

o How to work in creative teams and in contexts of cultural diversity
o How to lead creative teams
o How to support change 


We will use the "Studio-based" learning approach. The course is fully based on a development of an real innovative project, with a brief provided by a company. Classes will be based on team-based and indivudally based interactions with the instructors and his team of assistants.

Note Sulla Modalità di valutazione

The evaluation process will be mainly based on the development of project. Each delivery will have a single assessment.

The final project delivery (in form of report) will be evaluated on the following criteria:

      • The quality and clarity of the analysis, of the solution’s concept, the project plan;

      • The qualitative data and evidence provided to support those analysis and insights;

      • The use of appropriate frameworks, tools, and topics introduced during classes;

      • The logical structure of the report, and its effectiveness in terms of communication (language, visuals, infographics, etc.).

The video and the final presentation will be evaluated on the following criteria:

    • Content: same criteria as above for the report (with, of course, the additional capability to select key messages that can

      be communicated in a 5 minutes presentation);

    • Communication: logical structure and communication effectiveness of the video;

    • Discussion: effectiveness in addressing the questions raised by the audience.

      Bonus individual points could be given for significant class participations or contributions to team effectiveness, being the reviews a crucial moment. There will also be a final short oral exam, to better judge the individual's contribution


Risorsa bibliografica obbligatoriaRoberto Verganti, Design Driven Innovation, Editore: Harvard Business Press, Anno edizione: 2009, ISBN: 978-1422124826
Risorsa bibliografica obbligatoriaBest K., Design Management. Managing design strategy, process and implementation., Editore: Fairchild Books, Anno edizione: 2015
Risorsa bibliografica obbligatoriaLarry Keeley, Helen Walters, Ryan Pikkel, Brian Quinn, Ten Types ofInnovation: The Discipline ofBuilding Breakthroughs., Editore: Wiley, Anno edizione: 2013

Mix Forme Didattiche
Tipo Forma Didattica Ore didattiche
laboratorio informatico
laboratorio sperimentale
laboratorio di progetto

Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua Inglese
Disponibilità di materiale didattico/slides in lingua inglese
Disponibilità di libri di testo/bibliografia in lingua inglese
Possibilità di sostenere l'esame in lingua inglese
Disponibilità di supporto didattico in lingua inglese
schedaincarico v. 1.6.5 / 1.6.5
Area Servizi ICT