Module Catalogues, Xi'an Jiaotong-Liverpool University   
Module Code: IND308
Module Title: Design Strategy and Ethics
Module Level: Level 3
Module Credits: 5.00
Academic Year: 2019/20
Semester: SEM2
Originating Department: Architecture and Design
Pre-requisites: N/A
This module aims to help students to evaluate ethical, social, cultural, and business environmental factors in design and take appropriate action. The goal of the module is to equip students with the knowledge, skills, and capabilities to act in changing global economic and political conditions and their local impact, and the increased sense of responsibility towards the environment and society. Students can learn and gain experience of how strategic design thinking can help to link design, creativity, innovation and branding, in a way that can both add value and create value to companies and societies. The module uses a variety of approaches that link theory with practice to the subject of branding, design, innovation and management, and equip students to be future design leaders. The course covers a range of topics and a range of readings. The class is taught as a seminar to encourage discussion with accompanying lectures and use of the case-study method (tutorials) and project.

Learning outcomes 
A. Investigate and define a societal problem or design opportunity, forecast their demand and identify constraints

B. Construct and communicate a compelling vision for a design and develop innovative solutions

C. Understand ethics and social responsibilities of designers and enterprises, make social and ethical evaluations and suggest ethically appropriate actions

D. Assess the relevance of intellectual properties and industry standards in affecting business growth and development

E. Apply a case-study approach to analyze, interpret, and make value judgements when facing societal, design business- or ethics-related situations

F. Apply and integrate knowledge and understanding of design, engineering, branding, marketing and management to support design activities

Method of teaching and learning 
This module is delivered in a combination of lectures, seminars, and problem class/tutorials/projects. Formal lecture sessions will cover fundamental aspects of branding, design strategies and ethics. This module includes problem classes/tutorials/workshops/projects as guided discussions using a case-study pedagogy. Students’ ethics, leadership, strategic thinking, and brand design capabilities are developed through skill development, practice, and reflection.


The merging worlds of branding, innovation and design

Brand-driven innovation strategies

Human-Centred brand

The role of design in executing and shaping strategy

Embedding design strategy in the organisation

Competitive Advantage

Business Model Generation and Value Proposition Design

Market Analysis and Trends


The Role of Industry Standards


Designer’s Responsibilities to Society and Designer’s Code of Ethics

Relating Design, Ethics and Sustainability

Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester 13   26  13      98  150 


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

Module Catalogue generated from SITS CUT-OFF: 12/8/2019 2:50:35 AM