DES810M2 Design Entrepreneurship Applied

Module Coordinator: Justin Magee

Module Content

Academic Year 2008-2009 Project Brief Timetable Reading List

Academic Year 2007-2008 Project Brief Timetable Reading List

Module Description

Module Title	Design Entrepreneurship Applied
Module Code	DES810M2
Module Level	M
Credit Points	15
Semester	2
Location	Magee Campus
Prerequisites	DES809M2
Co-requisites	None
Module Coordinators	J. Magee
Teaching Staff responsible for module delivery	J. Magee
Hours	150
	Lectures	02
	Tutorials	04
	Seminars	10
	Critiques	08
	Independent study (Including assessments)	126
Total effort hours	150
Academic Subject	Design (DES) School of Creative Arts, Faculty of Arts.

RATIONALE

This is the implementation of enterprise. It emphasizes the importance of commercial application and success within the design discipline, placing a business context for both personal and project development. It extends knowledge gained in DES809M2 Design Entrepreneurship Awareness, in context of student led projects. The application of entrepreneurship fosters reflection on the business value of their work and requires a quantification of project requirements.

AIMS

The essential aims of the module are:

To focus entrepreneurship in a design project specific context.

To define innovative steps in project or professional development.

To create the opportunity for students to quantify project requirements and attain a project focus towards the commercialization/ business development of their work.

LEARNING OUTCOMES

A successful student will be able to :

KNOWLEDGE AND UNDERSTANDING

K1	Display a mastery of specialist aesthetic, production & marketing issues informing practice.
K2	Devise and apply appropriate research methods

INTELLECTUAL QUALITIES

I1	Critically review scholarly sources
I2	Consolidate knowledge of chosen specialist design issues
I3	Devise and sustain arguments at the forefront of practice
I4	Validate, debate and rationalise their own design work within a group forum

PROFESSIONAL/PRACTICAL SKILLS

P1	Master the management of a personal learning plan
P2	Convey an understanding of the cultural, economic, environmental and social issues influencing design
P3	Deploy IT/Production skills at the forefront of the discipline
P4	Demonstrate concept and development skills at the forefront of practice

TRANSFERABLE/KEY SKILLS

T1	Demonstrate Initiative
T2	Demonstrate the ability to be adventurous and innovative
T3	Communicate with dexterity: listen, negotiate, present and write in a variety of formats
T4	Accept accountability for determining personal outcomes

ENTREPRENEURALSKILLS

E1	Understand the project-specific aspects relating to entrepreneurship
E2	Have an understanding of projects target sector / niche / genre, its opportunities and threats.
E3	Identify the opportunities of IP Rights / IP attributes defining their context.
E4	Evidence the ability to define/redefine key attributes within a project specification informed by enterprise and need.
E5	Retain the interest of an audience when presenting findings.
E6	Engage with research, governmental or professional bodies towards identifying appropriate dissemination opportunities
E7	Display an ability to complete written applications related to project dissemination or enterprise

CONTENT

Students will be expected to reflect on their practice based work within the context of is business value/ potential. Lectures will follow the development of a case study across its entrepreneurial path of success and failure and the experiences of that entrepreneur. Students will explore one or more of the following: Company development/ expansion, business spinout/ spin-in, IPR security, project or personal development grant aid or established industrial collaboration, resulting in both written application documents and structured digital presentations.

LEARNING AND TEACHING METHODS

The module immediately follows DES 809 M2, Design Entrepreneurship Awareness preparing the students broad knowledge of entrepreneurship. The Design Entrepreneurship Applied module, challenges students to implement entrepreneurship within the context of their own student-led project.

Lectures…will discuss and demonstrate current applied entrepreneurship case studies. These studies will be live and ongoing. They will outline the stages of bringing ideas to commercial reality. Students will be provided with examples of the successes and failures that inevitably occur and how to navigate these. They will gain a broad awareness of the challenges that face project or personal development in the commercial sector.

Tutorials… will guide and challenge individuals with the specific content of their formal written application documents.

Seminars will involve discussion of example written application documents and their guidelines, including successful and unsuccessful outcomes. Students will learn to identify the pitfalls in completing these documents. Seminars will also provide an opportunity to develop individual project development through open discussion and constructive debate.

Critiques… will provide a forum that the student must work towards exercising project planning and interpersonal skills. These will help to develop self-confidence and communication clarity as well as the ability to captivate an audience and control discussion. The student audience will also have a n active role in debate and demonstrating applied knowledge and awareness of related entrepreneurship issues and opportunities.

Individual study… will nurture attributes of research, reflection, analysis, decision-making and planning. Due to the live nature of the applied entrepreneurship study, students will experience work-based learning through dialogue with funding and regulatory bodies, legal advisors or industrial collaborators

Students will be directed to read literature, discussing examples of design research, grant applications and business plans. They will also be expected to read about Intellectual property and project management and self-presentation. They will have to carefully read and identify specific written application guidelines and requirements.

ASSESSMENT

The assessment includes two components. The first is a series of group critiques by digital and aural presentation. This includes the assessment of the audience participation as well as the presenter. The second is a formal written application submission.

70% Group Critiques

Coursework 1: Group Critiques. Students will disseminate the project development process as

formal digital presentations of 10mins duration, followed by group analysis and discussion. The findings should be specific to the entrepreneurial aspects of their project. They will be assessed on clarity of communication, design specification development, breadth, depth and relevance of entrepreneurial exploration. The audience participation will also be observed to encourage peer learning and deeper debate. They will be assessed on their ability to constructively encourage entrepreneurship, to challenge questionable rationale and to demonstrate broader knowledge of opportunities and threats.

This assignment will measure the student’s achievement of module learning outcomes K2, I1, I3, I4, P1, P3, P4, T1, T2, T3, T4, E4, E5 and E6.

30% Written Submission

Coursework 2: Written Submission. This component will assess the quality of project rationale, content and the ability to follow guidelines and protocol of external bodies. It will be typically between 1000-3000 words for grant/ funding/ business development applications. Other applications such as patent documents may be 500-1000 words but require specific visual narrative in addition.

The quality and appropriateness of the application / proposal will be analysed along with the extent and development of design and enterprise sector knowledge. Understanding of innovation and creativity steps within the project must be determined. Attention to detail in respect to the application guidelines will be primary.

This assignment will measure the student’s achievement of module learning outcomes K1, I2, P2, T3, E1, E2, E3, E4 and E7.

Coursework - 100%

READING LIST

Required

Sterling B, 2005, Shaping Things, The MIT Press

Bridge R, 2004, How I made it: 40 Successful Entrepreneurs reveal all.

Foote CS, 2002, The Business Side of Creativity: The Complete Guide for Running a Graphic Design or Communications Business

Ridderstrale J, Nordstorm K, 2002, Funky Business, Sweeden, Bookhouse Publishing AB.

The Design Council, 2005, The Business of Design, London

HEA(A&D) & NESTA, 2007, Creating Entrepreneurship: Entrepreneurship education for the creative industries

The Design Council, 2004/05, Futureproofed, London.

Hitchins S et al (BEDA), 2004, Design Issues in Europe today, Bureau of European Design Associations.

SUMMARY DESCRIPTION

This module emphasizes the importance of commercial application and success within the design discipline, placing a business context for both personal and project development. Students experience the processes required in bringing ideas to reality in the business world. It encourages an ambitious, yet professional approach to the development of self-directed projects by requiring the completion of formal written application documents to external bodies. It exercises interpersonal skills and project management through structured digital presentations.

3D Creativity: Real & Virtual Justin Magee, Snr. Lecturer, School of Creative Arts