In today’s rapidly changing VUCA world, businesses are increasingly required to have the ability to create opportunity out of the ambiguous, tangibility out of the intangible and create worth and wealth out of the constraints. This can only be achieved by the capability and the capacity to continuously contextually reinvent, renovate and ‘design’ their business strategies, processes, tools and techniques. The competitive edge of the enterprises of the future will be dependent on their ability and agility to dynamically steer and realign their modes of operation and further increasingly on their ability to master the intangibles and the multifarious. Basically, organizations will either win or perish based on their ability to detect and deliver to both, the minds and hearts of the consumers by being able to sense and serve not only what is wanted but also forecast and provide what maybe wanted in a way that is biophilic -seeking to improve, evolve and enrich the life and lives rather than just be profit maximising. Businesses today have to be inclusive and holistic and maximise worth and dignity rather than just revenues. Such businesses require leaders who, apart from being entrepreneurial, can adroitly envision and decode the future, simplify the complex and offer enchantment. Such leaders have the ability to design contextually relevant imaginative, creative, transformational and intuitive strategies, business processes, tools and techniques rather than just copy, follow and run the operations. They have the ability to design and make the future present. Management and leadership practices of today are found wanting to meet these requirements and direly need re-imagination. Design as a discipline has been addressing these issues and Strategic Design Management (SDM) is a programme specifically designed powered by design methodologies to meet these demands and fill these gaps.
The SDM programme is not a MBA programme in Design or another MBA branch/specialization, nor is it meant to manage designers and design projects. SDM is about redefining and redesigning management processes, strategies and leadership paradigms through strategic design interventions. The SDM programme seeks to use, embed and innovatively apply the design based creative, empathic, integrative, systemic, synergetic, holistic and human centric skills and approaches to business, organizational and management processes, tools and techniques to make them more efficient, effective and efficacious. The SDM programme envisages creating professionals who are whole brained and balanced in the heart, head and hands and thereby have the ability to understand and serve from the rural to the urban, local to the global, crafts to corporate, private to public, individual to social, self to culture, proprietary to governmental, logical, sensory to emotional, material to spiritual, across gens BB, X, Y & Z, jobs to entrepreneurship sectors. Professionals trained to produce entraining, stress and fear free, playful and yet highly productive and innovative work environments that value each individual in their terms and inspire imaginative and creative contribution. This is achieved by novel inputs and courses that enable a deeper understanding of the human, social and organizational behaviours, motives, intents, desires and drivers and how these can be used to design strategies that help achieve the organizational goals and deliver the legitimate value, worth and wealth.
The SDM curriculum strives to enhance the sensitivity and perceptivity and develop a strong ability to have creative and innovative approaches to looking at life and business processes. The courses are offered in a highly experiential and transformational way and include live projects, industry and rural exposure, field studies, environmental exposure and immersive and participative live-in case studies in social and corporate sectors. The courses range from the basics in design and management to design research, social behaviour, cognitive neuroscience, multi-sensory processes, entrepreneurship, playfulness and gamification, designing strategies, aesthetic appreciation, behavioural economics to neuro-marketing, experience design, design audit to service and systems design, creative strategic leadership that ultimately lead to an ability to design contextually effective strategies, policies, business processes, tools and techniques for any and all sectors.
By the end of this programme, the students would gain adequate competence enabling them to understand and map the opportunities and design transformational strategies, manage innovation and new business development in any of all the diverse sectors from products to services, governance, crafts to ICT, life and entertainment, etc. and will be equally equipped to enter any industry, social enterprises, consultancy or jobs always contributing to the top management function either as team players or as team leaders or even initiate start-ups.