Course Title: The Strategic Value of Design

Part A: Course Overview

Course Title: The Strategic Value of Design

Credit Points: 12.00

Important Information:



Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 2 2014,
Sem 2 2015,
Sem 2 2018

Course Coordinator: Dr Marian Makkar

Course Coordinator Phone: +61 3 9925 9263

Course Coordinator Email:

Course Coordinator Location: Building 80, Floor 11

Course Coordinator Availability: By email via appointment please

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
• 008994 Marketing Management (MKTG1100 or equivalent)
• 008995 Consumer Behaviour (MKTG1101 or equivalent)


Course Description

Design is increasingly acknowledged by industry as important for creating sustainable competitive advantage. For example, Apple’s success in the last decade is in part due to Apple’s product design, which creates unique consumer experiences.

This course will give insight into the various ways in which design (and design professionals) can create value and thus become a source of competitive advantage. The course will focus on the management of design, including, for example, the development and marketing of (innovative) design, integrating design in strategic decision making, the marketing-design interface, the measurement of design performance, and how to protect design against imitators.


Objectives/Learning Outcomes/Capability Development


On successful completion of this program you will be able to:

  1. be informed, opinionated, and articulate about effective design outcomes;
  2. be informed, opinionated, and articulate about effective design practices, methods, tools and capabilities;
  3. be able to draw on the literature on design (management) and effectively use research insights, tools and evidence to support your argumentation;
  4. be able to develop and implement effective design-driven solutions to marketing problems;
  5. write about, discuss and present on effective design within the conventions of academic standards at a masters’ degree level. 


Overview of Learning Activities

Learning is supported by workshops and different assignments. The workshops will provide opportunities to explore and discuss key concepts, theories and models on the strategic value of design. Learning activities will include case studies, guest speakers and class discussion. Articles will be listed for reading prior to class and will cover established key concepts and research in the area of strategic value of design.

Assessment tasks for this course will assist in achieving the learning outcomes and capabilities stated above. These tasks may include, but are not limited to, assignments to apply the theories and concepts of this course in real situations, case study discussion, presentations to class, and examination. Formative feedback will be provided throughout the semester.


Overview of Learning Resources

Various learning resources are available online through myRMIT/Canvas. In addition to topic notes; assessment details and a study schedule you may also be provided with links to relevant online information; readings; audio and video clips and communication tools to facilitate collaboration with your peers and to share information. 

Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.

Additional resources and/or sources to assist your learning will be identified by your course coordinator will be made available to you as required during the teaching period.


Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 40% 
Linked CLOs: 1, 2, 3,4,5

Assessment Task 2: 15
Linked CLOs: 1, 2, 3, 4, 5 

Assessment Task 3: 45% 
Linked CLOs: 1, 2, 3, 4, 5

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.