Explore design management

Pervin Malhotra              

Q I have been working as an art director in a medium-sized advertising agency. Can you please tell me something about design management? — Krtika Ved

A. Simply put, design management is the art and science of enhancing the collaboration and synergy between “design” and “business” to enhance the effectiveness of design. 

In other words, design management is the business side of design. It encompasses the on-going processes, business decisions, and strategies that enable innovation and help create effectively-designed products, services, environments, communication and brands that enhance our quality of life and provide organisational success.

At a deeper level, design management seeks to link design, innovation, technology, management and customers to provide competitive advantage across the triple bottomline: economic, social/cultural, and environmental. 

Traditionally design management was limited to managing design projects. Over time, it has evolved into several other aspects of the organisation on a functional and strategic level. 

Design has become a strategic asset in brand equity, differentiation and product quality for many companies. Many organisations apply design management to improve design-relevant activities and to better connect design with corporate processes. Some areas where design management professionals work are:

IT, textile industry, automobile industry, real estate and construction, fashion design, environment and urban design. As a discipline, design management overlaps with the related management branches i.e. marketing management, operations management and strategic management.

Courses:  The courses in design management come with different nomenclature e.g. Strategic Design Management, Innovation and Design. Many of our leading D-schools like IDC, IIT Bombay, ID, NIFT, MIT  now offer courses in this field.

---

Options for medical students

Q. I am studying in Class X. I am confused about opting for a stream in Class XI. I love studying biology as a subject but I don’t want to become a doctor. What other career options do I have if I opt for medical stream in Class XI?— Tarak Patel

A. Biology finds wide application in microbiology, genetics, agriculture, forestry, forensic sciences, biotechnology and environmental studies. 

Other than practicing allopathic medicine, you can look at Veterinary Science, Homoeopathy, Ayurveda, Yoga & Naturopathy, Nursing, and Physiotherapy or pursue BSc (Hons) in botany or zoology, home science or specialised courses such as BSc in genetics, microbiology, environmental science, biochemistry, biotechnology, and biomedical studies and BPharma.  BSc in life sciences/biological science focuses on the more modern aspects of biology in an integrated manner.

After completing your bachelor’s degree in life sciences, you’ll have the option of choosing higher studies in agriculture (e.g. in plant breeding or pathology), molecular biology, biotechnology, biomedical sciences, forensic sciences, nutrition and dietetics, clinical research or life sciences. MSc in botany or zoology, followed by BEd is another popular option especially among girls, for becoming a teacher in schools. 

If you’re more ambitious, you can pursue a PhD. and opt for teaching at the college/university level, or join a research institute as a scientist. Biology students can also compete for the Indian Forest Service and other central services. There are openings for biologists in biotechnology and environment management firms as well.

---

What is the case-study method?

Q. In one of your previous columns, you had mentioned that B-schools teach courses through the case study method instead of the traditional chalk-and-talk method. What exactly does this mean?— Charu Saxena

A.The case method is a major learning tool at the IIMs and all leading B-schools globally. Other methods, such as seminars, group exercises, role-plays, lectures, and discussions, are also used. 

Cases are descriptions of actual management situations based on the experiences of organisations in a wide range of settings. They present facts known to the executives responsible for dealing with the situations presented, and through discussions of these situations, students learn how to solve different kinds of managerial problems. Both Indian and foreign cases are used. 

The case studies are handed out to the students in advance. 

You’re expected to read them up, do your homework on them in terms of formulating your thoughts and background research, so that you can discuss them intelligently in class with your colleagues and professors to arrive at possible solutions. 

---

Management institutes near Chandigarh

Q .I am a final year student of BCom (H). I want to make a career in management. Please guide me about top management institutes in and around Chandigarh. — Diwakar Joshi

A. When choosing a B-school, please don’t restrict your choice to a specific city or region. Go for the best you can get  — anywhere in the country. Your choice should be based on the faculty, the programmes offered, placement record and support, global exposure, etc.

But since you ask, Delhi University’s Faculty of Management Studies (FMS), MDI Gurgaon, IIFT and IIT Delhi’s Department of Management Studies are in the top league.

There are several good B-schools in India. All of these specialise in different areas, so do look at the rankings these have received from leading publications. 

Secondly, it is not advisable to jump into an MBA directly after completing your graduation.

After all, pursuing an MBA degree is a huge investment of time (not to mention money). Having work experience will not only help you make a better decision but also increase your odds of getting into a good B-school.

Work experience before going for an MBA is now almost a mandatory requirement for all top B-schools in India and abroad. 

A good academic record is necessary but not sufficient. Applicants with solid work record get precedence over fresh graduates. Understandably, those with work experience tend to have more practical exposure, and are able to absorb the new information better and quicker. Companies too prefer people with relevant work experience in their functional areas because they have a lot more to offer.  Moreover, a stint at work will help you face the interview panel with a convincing answer to “Why an MBA?” While participating in case-studies, you can relate better to managerial and professional problems if you have come across similar situations in real life.

Work experience also bridges the gap between theoretical knowledge and practical experience. It gives you clarity of goals and a sharper overview and perspective of what’s happening in the marketplace.