Subject: Strategic Design

Scientific Area:



48 Hours

Number of ECTS:




Overall objectives:

1 - To develop skills and capacities for strategic thinking and design, to generate innovative visions and scenarios for an enterprise, brand, product or service.
2 - To get basic tools to organise a strategic design plan.
3 - To develop graphic narrative skills and methods to implement and communicate strategic designs.


1 - Notions about market, brands and their consumers according to business models.
2 - Design as value constructor.
3 - Design thinking in the time of the knowledge economy, collaboration and sustainable economies.
4 - Principles of Service Design, methodologies for product-service projects.
5 - Branding Design. Importance of brand identity, corporate identity systems, cross-cultural identity and culture relationships within an organization / company.
6 - Tools for understanding and building a strategic and business plan.
7 - Tools of construction of graphic narratives. From infographics to the design of communication systems.


M. STICKDORN, J. SCHNEIDE , 2010 , This Is Service Design Thinking , BIS Publisher
T. Brown , 2009 , Change by Design. How Design Thinking transforms organisations and inspires innovation , HarperCollins Publisher
N. Nixon , 2015 , Strategic Design Thinking , Bloomsbury Publishing
R. Verganti , 2009 , Design driven innovation. Changing the Rules of Competition by Radically Innovating What Things Mean , Harvard Business Press
I. Mootee , 2013 , Design Thinking for Strategic Innovation: What They Can't Teach You at Business or Design School , Wiley
A. Osterwalder , 2014 , Value Proposition Design. How to Create Products and Services Customers Want , Strategyzer
A. Osterwalder , 2010 , Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers , Strategyzer
C. M. Christensen , 2011 , The Innovator's Dilemma: The Revolutionary Book That Will Change the Way You Do Business , Harper Business Essentials
E. Manzini , 2015 , Design, When Everybody Designs: An Introduction to Design for Social Innovation , The MIT Press

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
The UC follows the Learning-by-doing methodology that gives the students the opportunity to apply tools and methods, develop strategic thinking and assists in innovation processes. Case studies are used in the theoretical-practical component, using methods of qualitative and dialogical research to generate consistent critical mass on the subject. Assessment is periodic, according to Model C of the UMa Student Assessment Regulations. Working Student are subject to a minimum compulsory attendance of at least 50% of the classes and the resource exam is worth 30% of the grade obtained at the end of the semester to all students.

Subject Leader:

Valentina Vezzani