Module Catalogues, Xi'an Jiaotong-Liverpool University   
Module Code: IND304
Module Title: Business Strategy and Design
Module Level: Level 3
Module Credits: 5.00
Academic Year: 2016/17
Semester: SEM1
Originating Department: Architecture and Design
Pre-requisites: N/A
To enable students to develop an understanding of a wide range of aspects of the design function, within different contexts such as design freelancing, design offices, design agencies/consultancies, manufacturing companies etc., and its management, and in particular a comprehensive understanding of design process models and their critiques.

The core of the module is a detailed study of a six-phase model of the Design Process derived from several authors and the BS 7000 BSI British Standards series of standards for Design Management Systems: Product Planning and Feasibility; Design Specification; Conceptual Design; Embodiment Design; Detail Design; Post-Design-Release.
Learning outcomes 
Students completing the module successfully should:

A US3 – Ability to apply and integrate knowledge and understanding of other engineering and non-engineering disciplines to support engineering design activities. Coursework

B D3 – Ability to identify and manage cost drivers within the context of engineering design. Cost decomposing models and cost evaluation methods. Exam

C D5 – Ability to ensure fitness for purpose for all aspects of the engineering product life cycle, i.e. manufacture, operation, maintenance, disposal and/or recycling. Be able to describe phases of design in a business setting. Exam

D S1 – Knowledge and understanding of the commercial and economic context of engineering processes. Knowledge and understanding of

(1) the key aspects of corporate design management, and

(2) the key stages of the design process. Exam

E S2 – Understanding of management and business practises that may be used to achieve engineering design objectives including finance, law, marketing, personnel and quality. Knowledge and understanding of the key aspects of design project management. Exam

P5 – Understanding and application of IPR, including patent application and nature of associated legal and contractual issues. Understanding of the importance of intellectual property protection through design, concept of technology disclosure and patenting to a company. Coursework

G P9 – Ability to apply engineering design techniques, taking account of a selection of commercial and industrial constraints. Ability to apply principles of business strategy such as mass customization to the design of business models.

Coursework and exam
Method of teaching and learning 
Lectures, case studies, class questions, group work, coursework assignment and an exam.
1. Understanding the Design Activity.

Type of business and prospects of design professions. Corporate Strategic Planning. The design function within different types of companies. Design practices in Chinese and overseas companies. An outline of the Design Process.

2. Management of Design: an overview.

What do managers do? The scope of Design Management topics. BS7000: Design Management Systems. Total Quality Management, ISO9000. Impact of Design on company financial performance. Legal implications for Design Management (Health and Safety at Work Act, EU Framework Directive in Health and Safety, Consumer Protection Act, Sale and Supply of Goods Act).

Then the study of all phases of the Design Process:

3. The Product Planning and Feasibility Phase.

Analysing the customers' true needs. The Feasibility study. The Product Brief.

4. The Design Specification Phase.

The Product Design Specification. Types of Specifications. The customer's detailed evaluation of the product.

5. The Conceptual Design Phase.

Function structures. Solution Principles. Structured Aids to Creativity. Evaluating the concepts.

6. The Embodiment Design Phase.

Steps in Embodiment Design. Design for Capability and Reliability. Design for Safety. Design to meet Company Needs.

7. The Detail Design Phase.

8. The Post-Design-Release Phase.

Design Records. Control of Design Changes. Product Evaluation.

9. Effective Project Design Management.

The role of the Project Manager. Project Planning. Man Management within Design Project Management. Decision-making. Monitoring and control. Design Project Evaluation. Concurrent Engineering.

10. Responsibilities of the Corporate Design Manager including the Design Audit.
Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester 26     26      98  150 


Sequence Method % of Final Mark
1 Coursework 30.00
2 Exam 70.00

Module Catalogue generated from SITS CUT-OFF: 12/8/2019 2:48:38 AM