Project 2: Strategic Design, 15 Credits

Contents

The course is structured in 2 modules, providing knowledge and practice on brand identity and strategic design. 
 
Module 1: Research, Brand and Strategy 4,5 credits 
During the first three weeks of the course students learn how to analyze an existing brand and practice strategic design and innovation-driven tools that will support the creation of a design brief that is aligned to global sustainable development goals. 
 
Module 2: Creative Project Work 10,5 credits 
In response to the students own design brief, ideation phase begins and creative tools are used to generate a number of possible design proposals that will fulfill the aspired attributes of the vechicle concept. These alternatives are discussed and one is selected for further refinement in the process. Regular tutoring sessions and seminars support the students learning during this section.

Expected learning outcomes

After completing the course students will be able to:

Knowledge and understanding 

• Account for the importance of brand identity and strategic design thinking in relation to global sustainable development goals. 
• Analyse existing brands and products based on core values and corporate identity and relate this to an analysis of a companys overall design strategy. 

Competence and skills 

• Propose and convicingly present an original transportation solution that is in line with a structured and justified design strategy for either a new or a chosen existing brand. 
• Create and perform an engaging and professional presentation that motivates the development of a transportation product or solution, including the final manual or computer-based representation of a design proposal. 

Judgement and approach 

• Assess how artistic, societal and ethical issues relate to brand identity and strategic design. 
• Reflect about personal learnings and own artistic development and account for future actions connected to the insights and feedback obtained during the course.  

Required Knowledge

A Bachelor's degree or equivalent first-cycle qualification comprising of at least 180 ECTS or a corresponding qualification from an internationally recognized university. Specific entry requirements are: 60 ECTS credits in the field of Design. Student must have passed all previous master courses on the Transportation Design Programme at Umeå Institute of Design or the equivalent. Proficiency in English equivalent to Swedish upper secondary course English B/6.

Form of instruction

Teaching is done through lectures, seminars and tutoring sessions. The individual study section is performed independently by the students.

Examination modes

Module 1 is assessed upon submission of a written and illustrated design brief. Module 2 is examined during the final seminar. This examination is based on oral, written and visual presentation of projects results. 
In order to obtain credits for the course, the student must have completed a design brief, participated during the seminars and presented the visualisation material that describes his or her tangible strategic design proposition. The grades Fail (U) or Pass (G) provides a summary of the results of the various parts of the course and are given only when the final presentation has been approved.

For students in need of special pedagogical support due to disabilities, individual adaptation of examination forms should always be considered based on the student's needs. The examination form is adjusted within the framework of the course syllabus' intended learning outcomes. The course coordinating teacher shall, upon request from the student, consult with the examiner to quickly decide on an adjusted form of examination. The decision shall then be conveyed to the student.

For students who have not obtained the grade Pass, other examination sessions will be arranged. A student who for two consecutive examinations for the same course or sub-course has not been passed, has the right to have another examiner appointed, if there are no special reasons against this (Higher Education Ordinance chapter 6, 22 §). The request for a new examiner shall be made in writing to the Head of Department at Umeå Institute of Design.

ACADEMIC CREDIT TRANSFER
Students have the right to request that previous studies, or equivalent knowledge and skills acquired in a professional, work-related capacity, be validated and transferred into credits on an equivalent course or programme at Umeå University.  Applications for credit transfer should be addressed to Student Services/Degree Evaluation Office. More information can be found at the Umeå University student web site (www.student.umu.se/english) and in Chapter 6 of the Higher Education Ordinance.  Appeals may be made to the Higher Education Appeals Board (ÖNH) against a decision by the university not to approve an application for credit transfer (Higher Education Ordinance, Chapter 12), even in cases where only a part of the application has been rejected.