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Re-Conceptualising Strategy in Design Management Education

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Anthony KENT and Tom INNS


The aim of this paper is to explain the current place of ‘strategy’ in design
management education in the UK. The research questions concern the extent
to which design management education meets the needs of future strategic
roles in management and secondly the ways in which design management
education is keeping abreast with current theory and practice of
management strategy. The paper draws on research from a UK research
council project, The Metamorphosis of Design Management Network
(MDMN).The methodology uses a qualitative approach to analyse the
transcripts and activities undertaken in symposia over a five year period from
2007-2012, with a focus on four events held from 2010-12. The findings on
education and strategic designer development were matched against the
content analysis of strategy in conference papers presented at British
Academy of Management from 2009-13. The findings demonstrate the
exposure of students to organisations and different design contexts. However
other strategic management developments in strategy-as-practice, dynamic
capabilities and scenario building provide new opportunities to extend design
management education. The conclusion summarises the opportunities for
design education and the development of students as strategic designers
through new interdisciplinary approaches.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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