Strategic Design for Business – MDIA 2088 – April 09 to June 25, 2013 – Instructor: Nola Johnston

Course description

Graphic designers apply principles of visual communication to express their client’s message, but must also work within the context of business strategy and goals in order to be fully successful. This course will examine how design can support and reinforce the business goals of a client through an in-depth exploration of some critical components of design process: research, concept development, analysis and evaluation. Standard business practices and working effectively with clients will also be discussed. Course content: (1) Brief presentations and exercises will introduce principles, concepts and their application. (2) Students will explore principles, concepts and techniques through comprehensive development of one major project. (3) Students will analyze and evaluate work through discussion, critiques, and verbal and written presentations. (4) Information on resources for further studies will be provided.

Course goals

  • To provide students with an understanding of how research fits into design process and give them the skills to conduct research at a basic level
  • To provide students with the skills that will allow them to design strategically, taking into consideration the client, project context and goals, and the client’s audience
  • To provide students with basic information about business and professional practices common it the field of graphic design

Course learning outcomes / competencies

Upon successful completion of this course, the student will be able to:

  • Do basic research required for establishing project goals.
  • Identify and use a range of research approaches.
  • Identify resources for implementing more comprehensive research.
  • Define project goals and audience in context of business goals.
  • Identify key messages.
  • Work effectively with client and implement process to achieve project goals.
  • Apply a range of techniques to develop creative concepts.
  • Analyze and evaluate design in strategic context.
  • Implement standard business practices relating to the design profession.

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