The scope of design management

Design management practitioners’ are, among others also: design department managers, brand managers, creative directors, design directors, heads of design, design strategists, and design researchers, as well as managers and executives responsible for making decisions about how design is used in the organization. This rather broad scope of work can be focused if we look at design and management to: + design direction, + design realisation; and not least + design coaching.

Design Management Institute (DMI) has defined the scope of design management as ranging from “tactical management of corporate design functions and design agencies, including design operations, staff, methods and processes – to the strategic advocacy of design across the organization as a key differentiator and driver of organizational success.”.

At the same time at the DMI admit that design management practitioners’ are, among others also: design department managers, brand managers, creative directors, design directors, heads of design, design strategists, and design researchers, as well as managers and executives responsible for making decisions about how design is used in the organization (DMI, http://bit.ly/12y2Oh). This is why the practise of design management is evident across a range of disciplines such as fashion, architecture, media, entertainment, advertising and software and games design. We should notice also that design is managed according to the context, be that in realms of business, engineering, technology or mentioned creative disciplines (Best, 2006, p. 16).

In the field of design and management, design management constitutes its own field that is responsible for design direction, design realisation and design coaching. In that field the third vector should not be forgotten, namely communication (Hasse in Hase, Holger. et. al. (ed.), 2006, p. 23-24).

Figure: Three vectors of design management

Source: Hasse in Hase, Holger. et. al. (ed.), 2006, p. 24

Sources:
Best, Kathryn. 2006. Design Management: Managing Design Strategy, Process and Implementation. AVA Publishing SA. 215 p.
Hase, Holger. et. al. (ed.) 2006. Design Management. Teil 1: Design Management im Fokus. FHTV Berlin, IDZ Berlin und Autoren. Berlin. 91 p.
Design Management Institute, http://bit.ly/12y2Oh

Marko Savić
I’m raising awareness of the connection of business model innovation with design thinking. Have just published a book on business models design. You may wish to meet me in person at my next workshop or interact with me on Twitter.

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2 thoughts on “The scope of design management

  1. Pingback: Drei Wege, für dem bahnbrechenden Organisationen um Werte für Geschäft und für die Gesellschaft zu schaffen | Geschäftsmodelle gestalten

  2. Pingback: The designer career path « Design Strategy & Branding in the Corporations

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