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Exploring Learning Experiences of Business Undergraduates in Strategic Design

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Exploring Learning Experiences of Business Undergraduates in Strategic Design Module



Noemi Maria SADOWSKA and Dominic LAFFY


The paper explores the delivery of a strategic design module within an
undergraduate business education in UK. In light of the recent discourses to
promote change in design education (Friedman, 2001; Cassim, 2013; Norman
and Klemmer, 2014; Souleles, 2013), the learner’s journey and their decisionmaking
process undertaken in the strategic design module are being
investigated to highlight the potential of design process in contributing to
business and management education. The paper follows participatory action
research and draws on observations of learners’ engagement in a design
process substantiated by insights from staff delivering on the module. The
aim is to understand the nature of decisions the learners undertake in order
to generate more effective learning and teaching strategies highlighting the
value of strategic design. The insights gained illuminate learners recognition
of the value of decisions grounded in empathy in addressing contemporary
organisational challenges, whilst highlighting their avoidance of risk in
decision-making and lack of perceived interconnectedness of those decisions.
Thus, it is argued that the resulting awareness around decision-making can
become a very useful tool in helping learners conceptualise what strategic
design requires and understand their own learning experience.


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


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