From Market to Design and from Design to Business

Code:

EDDP0015

Acronym:

MDDN

Keywords
Classification	Keyword
OFICIAL	Business Sciences

Instance: 2011/2012 - 2S

Active?	Yes
Responsible unit:	Department of Mechanical Engineering
Course/CS Responsible:	Specialization in Product Design and Development

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
EDDP	23	Syllabus since 2010/11	1	-	5	46	135

Teaching language

Portuguese

Objectives

This course primarily aims to:
- enable students to structure knowledge about markets and consumers and related methodologies and techniques of analysis and study, allowing the inclusion of the designer in the dynamics of markets and societies with the ultimate purpose of efficiency and success of products, services and companies.
- enable students to structure knowledge that will enable them to successfully implement the design’s projects, establishing the more convenient business model, based on a business plan.
It is intended that students acquire the ability of market analysis at strategic, tactical and operational levels, in different business contexts of product development, so that they can contribute to the establishment of appropriate strategies to approach the market.
It is also intended that students acquire the concepts related to business strategy, identify the factors of business competitiveness, develop analysis of the business environment, acquire the concept of value chain maximizing the contribution of design to value creation, identify the main business models that can be adopted and develop the correspondent business plan.

Program

1. Marketing, markets and consumption on 21st century
2. Market analysis and consumer behaviour
3. Competitive analysis
4. Marketing mix
5. Brand management
6. The role of design regarding the 4 P’s
7. Strategic business concepts and competiveness
8. Value chain and design contribution at strategic, tactic and operational level
9. Business models
10. Business plan

Mandatory literature

Margaret Bruce, John Bessant; Design in business. ISBN: 0-273-64374-6
Stutely, Richard; The definitive Business Plan, Prentice Hall, 2007. ISBN: 978-0-273-71096-7
Freire, Adriano; Estratégia - Sucesso em Portugal, Verbo, 2008. ISBN: 978-972-22-1829-0
Philip Kotler; Marketing management. ISBN: 0-13-557983-X

Complementary Bibliography

Ralf E. Strauss; Marketing planning by design. ISBN: 978-0-470-72167-4
Roberto Verganti; Design-driven innovation. ISBN: 978-1-4221-2482-6
Martin, Roger; The Design of Business, Harvard Business School Press, 2009. ISBN: 1422177807

Teaching methods and learning activities

The lecture method will introduce the main concepts, methodologies and techniques, complemented by the active method, in which we privilege the discussion in class leaded by the teacher and independent work of students by conducting research that supports the development of group work and the application of Markets field to Projects.

Software

Não aplicável

keywords

Social sciences > Economics > Management studies

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	46,00
Test/Exam	Exame	4,00		2012-07-13
Business plan	Trabalho escrito	50,00		2012-07-13
Application of the market and business concepts to the projects	Teste	20,00		2012-07-13
	Total:	-	0,00

Amount of time allocated to each course unit

Description	Type	Time (hours)	End date
Study	Estudo autónomo	15	2012-07-13
	Total:	15,00

Eligibility for exams

The student cannot exceeds 25% of the number of planned classes

Calculation formula of final grade

The assessment will be developed based on the following elements: (a) Final Exam - 40% of the classification of the discipline, (b) Group Work - 40% of the classification of the discipline, (c) Application of Markets and Business field to Projects - 20% of the classification of the discipline.
The final classification result of the weighted average obtained from (a), (b) e (c).
Approval implies the three appraisal elements above referred, an overall classification of at least 9,50 in 20, and a minimum of attendance to classes according to FEUP’s rules.

Examinations or Special Assignments

Not applicable

Special assessment (TE, DA, ...)

The same as for the other students

Classification improvement

New exam relative of 40% of the final grade