TEACHING METHODOLOGIES | ENTREPRENEURSHIP 

Design Fundamentals (Module 1)

In order to cultivate a solid foundation to their design studies, students will, first and foremost, be introduced to the fundamentals of design. They will be taught how to conceptualise creative concepts for the design outcomes in their chosen specialisation. They will also learn basic digital graphic design techniques and have a broader understanding of the entire idea generating process.

Introduction to Design Management /Entrepreneurship (Module 6)

Design Management is a 3-month business module (Module 6) that uses enterprise building projects as teaching and learning tools. Students will acquire the knowledge of adopting design and business strategies to build new businesses and also learn studio management processes.

The objective of the Design Management module is to equip students with an understanding of a typical business environment where an organisation can achieve its business goals through the application of design and business management strategies at operational, management and strategic levels. In this module, the students will conduct case studies on selected design-centric organisations that leverage on design and design strategies as integral parts of their business strategy, with the aim of enhancing business competitiveness and gaining an advantage in the marketplace.

At the end of this module, students will learn the importance of design that forms an integral part of the selected business’ strategy, in particular how these businesses manage their design resources; the roles and responsibilities of designers and how design relates to other functions like innovation, development and marketing communications, and how design-related decisions will inevitably affect the business’ financial bottom-line.

Student Learning Outcomes for Design Management Module 

1. Branding – Corporate and Personal

Part A - Corporate Branding

The students will gain an understanding of the importance of corporate and product branding in a competitive marketplace. Students have to display a clear understanding of how brands are being incepted and the various implementation strategies involved. During the 12 weeks of studies, students will have to demonstrate, through a case study of a selected brand of their choice, what they have learned in regards to the subject matter.

Part B – Personal Branding

Students will have to demonstrate their knowledge of personal branding through a self-evaluation process, and go through a discovery process to unearth their own strengths and weaknesses. They will chart their personal career goals as future practising designers in this industry and showcase how they would brand themselves to integrate well into a design career.

2. Design Management - Studio Processes – Preparing Project and Design Briefs including Studio Processes

Students will be taught the importance of design as a communication tool and the various studio designing processes and procedures that are needed when handling a creative project. Students must display a clear understanding of the correct application of the processes required for each specific stage of a design project, starting from the pitching process to the presentation of their final work.

3. Design as Strategy and Designers’ Roles and Functions

Students will understand the origin of design and its commercial benefits. They will learn the tangible and intangible benefits of how design is deployed as a differentiation strategy to yield business competitiveness through the means of product innovation and positioning.

4. Design Management Topic – Integrated Marketing Communications Strategies

Through their research, students have to demonstrate their understanding of how design strategies are being formulated and the integration of these strategies within other departments in a complex organisation.

During the course of this module, students will uncover the various media strategies through cross platform applications, covering print, direct mail, interactive, digital, events, public relations and outdoor media, and their effectiveness through these media channels.

They have to demonstrate their understanding of the various communication strategies deployed for different products within a targeted marketplace, ranging from traditional print media to digital media. Students will also study recent cases of how integrated marketing communication strategies are incepted and implemented.

5. Design Management Topic – Business Plan

Students have to demonstrate their understanding of how creative studios function as a business. They have to understand the various limitations, opportunities and threats within any business in this industry. Students are also required to study the importance of business contracts and intellectual property rights governing the creative industry.

Case study (Major Project)

Students will demonstrate their understanding by creating a full business plan incorporating a creative studio. They have to outline the organisation chart, marketing strategies, manpower requirements and the financial plan of their chosen business. They are also required to incorporate a full studio-operating plan including the various roles and functions, marketing communication strategies and financial plans.

How are FMDS students graded?

In order to ensure that high standards are upheld and to maintain the neutrality of our grading procedure, during week 11 of every term, FMDS students are required to conduct their oral presentations in front of a panel of experienced industry practitioners.

This panel of examination board consists of the following individuals:

Audrey Chong Fui Khuen
, CEO Lancer Design – http://www.lancer.com.sg/

Patrick C. L. Cheah, 
Founder & Managing Director DPC Design Pte Ltd - http://www.dpcdesign.com

Thomas Wee Ying Kee
, Renowned Singapore Fashion Designer