• Participate actively in a team based cross-disciplinary project and finish with a description of a business opportunity supported by a design concept.
• Understand how to concurrently develop business/marketing and design competencies.
• Explain how marketing and design cooperate to create breakthrough innovative offerings.
• Outline how design quantification, design balanced scorecards, design brief and risk management can provide valuable insight to the process.
• Apply this knowledge in the leadership and management design driven new entrepreneurial ventures.

Design, engineering and marketing in design driven new entrepreneurial ventures is most valuable when applied strategically from the early business definition phase, enabling the development of breakthrough innovative offerings. This course will be organized in teams that will develop a new entrepreneurial venture from scratch, combining clarifying / recognizing needs with new technology / developing technology. The sort of design is to be understood broadly as breakthrough innovate offerings embedded in a product, service, experience and / or hedonistic symbol. In all cases the outcome must be material, minimum an investor pitch supported by a design concept in the representation form of a visual artifact or object.

During the project work the students will develop a business strategy, conduct design & business model experimentation informing an actionable inspirational design brief. This design brief will then serve as a foundation for technology search, design research and user-studies as well as serve as a foundation for risk and design quality assessments.

With a solid understanding of their business the students will generate design concepts, detail and refine these though various prototypes, ending up with a non-functional presentation model.

This course provides a full, but concentrated process of design work in a team. The students will appoint a team leader and share the responsibility of being, project manager, integrator, finisher and expert in one discipline.

For the course there will be provided some material for preparation. This material is to be read and prepared before the class because in the design process there is no time for reading.

Class 1: Design Driven Startups

Class 2: Startup strategies 

Class 3: Business Model Experimentation

Class 4: Inspirational Design Briefing

Class 5: Innovation in Business & Design Concept Generation 

Class 6: Decision-making under extreme uncertainty

feedback activity: Reviews

Class 7: Design Research - Crowdsourcing

Class 8: Gamification in Concept development

Class 9: Marketing - strategies and tactics

Class 10: Presentation - investor pitching tips and tricks

Class 11: Final presentation of business opportunity, concepts and supporting evidence

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.

Feedback Activity: A feedback activitity defined by the course instructor will take place app. half-way through the course. 
 

The timetable is available on  http://www.cbs.dk/files/cbs.dk/isup_timetable_2016_updated.pdf

Søren Ingomar Petersen: Design Driven Startups

ISBN: TBD. (will be published spring 2016)

ingomar & ingomar - publishing

Edition/year 2016

http://www.lulu.com/shop/soren-petersen/profit-from-design/hardcover/product-18796370.html by clicking on an icon of the book from mid May

Course material will consist of journal and conference papers together with The Huffington Post articles on The Creative Economy (http://www.huffingtonpost.com/soren-petersen/)