Text:

Required: The Art of Innovation by Tom Kelley.
Suggested: Design : A Crash Course by Paul Clark and Julian Freeman.

Course Overview:

In lecture, discussion and case study format, this course investigates the design side of business and marketing. The creative design process will be explored as well as the design principles, theory and criticism utilized in a variety of current marketing strategies and media, such as corporate identity systems, advertising, product and package design and interactive Web design.

Course Objectives:

To gain an understanding of the role of the “creatives” in marketing concepts and realizations.
To define and better understand art and design vocabulary and be able to articulate design preferences.
To be able to identify successful design solutions and understand and better appreciate the visual principles and elements used
Appreciate and experience the creative process and responsible design.
To better understand the relationship of the designer with other marketing personnel and clients
AND SO MUCH MORE!

Rules and Regulations:

Attendance is mandatory. Sign the attendance sheet .
Be here on time and do not leave early.
Class participation ( including bringing proper materials with you) is mandatory.
Homework and exams must be handed in on the deadline date in hard copy or the grade will be reduced.
E-mail me AND the TA immediately if there is any problem or if you will or have missed a class
Get the numbers and emails of team members
3 unexcused absences and 4 excused absences are allowed before the grade is reduced.
Please wear your name tag to class for the entire semester.
All work must be typed, double-spaced, and set in 12 point helvetica, 1 1/2” margins.

AND MOST IMPORTANTLY!

Participate in class. Be fully engaged in the learning process!
Be open, flexible and connected!
Express yourself!
Be creative!
Keep your eyes and mind WIDE OPEN!

Syllabus

Week 1

Tues 1.28 Introduction to the role of design in marketing strategies. Semester overview. Homework; Bring in an object/product that you think is well designed—answer the questions on the handout.

Thurs 1.30 Show, analyze and tell: criteria for successful design- stage #1: Form, function, significance. Critical criteria 1st stage. Critical analysis mantra: Look, Observe, Interpret, Judge, Evaluate.

Week 2

Tues 2.4 Guest Speaker: Professor Janet Wagner : Marketing & Design Implications

Thurs 2.5 Right and left brain thinking. Design and business: Who are the “creatives”? Creative problem-solving: deconstructing the process.

Week 3

Tues 2.11 Defining Design: the noun, the verb, the fields

Thurs 2.13 Design/ Business Classics & Legends. Readings handout: response paper #1

Week 4

Tues 2.18 Creative problem-solving, creative thinking, brainstorming: Video: IDEO

Thurs 2.20 Response paper #1 due. Creativity exercises. Analysis of design firm website project introduced: due 3.13

Week 5

Tues 2.25 Artistic Elements and Design Principles . Website design principles.

Thurs 2.27 In-class exercises: team brainstorming/concept development

Week 6

Tues 3.4 The Human Factors, Maslow: Critical criteria 2nd stage

Thurs 3.6 Brainstorming exercise #2. Finish first- half of The Art of Innovation Readings handout :response paper #2

Week 7

Tues 3.11 Designing corporate identity.

Thurs 3.13 Focus group exercise #1 Website analysis of design firm due.

Week 8

Tues 3.18 Response paper #2 due. Review for exam.

Thurs 3.20 Mid-Term exam. Interview project introduction and handout

Week 9

Tues 3.25 SPRING BREAK

Thurs 3.27 SPRING BREAK

Week 10

Tues 4.1 Magazine advertising design. Multi-cultural advertising.

Thurs 4.3 Package and product design. Homework : Readings handout: response paper #3

Week 11

Tues 4.8 Brainstorming Exercise #3

Thurs 4.10 Automobile design/marketing: Porsche video

Week 12

Tues 4.15 Follow-up to brainstorming exercise #3 . Notes due. 5 minute presentations

Thurs 4.17 Class Cancelled

Week 13

Tues 4.22 Total branding: Case Study: Target

Thurs 4.24 Branded environments/ interior space design

Week 14

Tues 4.29 Presentations

Thurs 5.1 Presentations

Week 15

Tues 5.6 Presentations

Thurs 5.8 Presentations, papers due. Bug and solutions List due.

Week 16

Tues 5.13 Fads, trends and predictions LAST CLASS! Final exam: TBA

Please note:

"The University's Code of Academic Integrity is designed to ensure

that the principles of academic honesty and integrity are upheld. All

students are expected to adhere to this Code. The Smith School does not

tolerate academic dishonesty. All acts of academic dishonesty will be

dealt with in accordance with the provisions of this code.

Please visit the following website for more information on the University's Code of

Academic Integrity:

http://www.inform.umd.edu/CampusInfo/Departments/JPO/AcInteg/code_acinteg2a.html

On each exam or assignment you will be asked to write out and sign the

following pledge. "I pledge on my honor that I have not given or received

any unauthorized assistance on this exam/assignment."

With respect to special needs:

"Special Needs: Any student with special needs should bring this to

the attention of the instructor as soon as possible, but not later than the

second week of class."

Thanks for your cooperation.