Marketing Management: What Is It and Why Does It Matter?
January 22, 2025
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Instructor: Eric Knight
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This course is for entrepreneurial managers who are looking for tools and techniques to introduce exciting, innovative products or services to market quickly and informed by high-quality customer insights. It is applicable to a range of organizations from small-medium sized enterprises through to corporates, and across a range of industrial segments.
The problem this course helps address is the constant pressure managers face to be innovative and introduce novel products and services for their customers. However, many creative ideas get ‘stuck’ in the boardroom or are subject to intra-organizational tensions or group think. This course provides methodologies to break through these challenges. We build on the widely known concept of design thinking but update it and apply it to advance business strategy and entrepreneurship. Over five weeks you will learn what ‘design strategy’ is, how it differs from traditional design thinking and business strategy, and how it can be used to improve existing products or services in your business, or introduce breakthrough ideas. We will also provide an exclusive, deep-dive into the practical application and impact of these strategies in one of Australia’s newest, most innovative financial institutions, UBank, and the global re-insurance giant, Swiss Re. Through conversations with their Senior Executive Leadership Teams, including UBank’s CEO, we will explore how they have embedded innovation through design thinking. By the end of this course, you will have a set of tools to inform product design and development for your own start-up, or to extend the product roadmap of an established organization.
This module gives you an introduction to design strategy. We will look at design thinking and the tools behind it and explore the elements of corporate strategy. Then, we will explore how design strategy can be used as a vehicle to communicate corporate strategy.
7 videos4 readings2 assignments2 discussion prompts
In this module we'll look at how to plan and conduct primary market research and how to analyse the results. We'll then step through how to craft a meaningful problem definition statement.
4 videos4 readings4 assignments3 discussion prompts
In this module, we look at creating usable models and frameworks for gathering user feedback and testing solutions, through prototypes and a minimum viable product.
6 videos3 readings3 assignments2 discussion prompts
In this module, you will be introduced to two practical case studies which demonstrate how two Australian based companies are using design strategy to innovate and solve problems every day.
4 videos1 reading1 assignment3 discussion prompts
In this module, we will consider what the course has meant for you and how you may be able to use design strategy in your own business context.
2 videos1 reading1 peer review2 discussion prompts
We asked all learners to give feedback on our instructors based on the quality of their teaching style.
Our excellence in research and teaching makes the University of Sydney one of the top universities in Australia and highly ranked among the best universities in the world. In 2020, we were ranked second in the Times Higher Education (THE) University Impact Rankings, and first in Australia in the QS Graduate Employability Rankings.
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Reviewed on Aug 19, 2019
This was very interesting and detailed oriented learning experience, giving insights towards the overall design leg strategy and components of creating a design led customer driven value proposition.
Reviewed on Dec 9, 2020
It's really an excellent course for UX professionals. It takes deep insight from the design thinking process to Design Strategy to Corporate Strategy. Thank you so much for the opportunity.
Reviewed on Oct 25, 2022
The content and the way content has been delivered is great. Business canvas- the templates, the thought provoking questions can be applicable to real life business challenges.
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