2020/2021 KAN-CSOCV1030U How design creates value
English Title | |
How design creates value |
Course information |
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Language | English |
Course ECTS | 7.5 ECTS |
Type | Elective |
Level | Full Degree Master |
Duration | One Quarter |
Start time of the course | Second Quarter |
Timetable | Course schedule will be posted at calendar.cbs.dk |
Max. participants | 80 |
Study board |
Study Board for MSc in Social Sciences
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Course coordinator | |
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Teaching methods | |
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Last updated on 08-12-2020 |
Relevant links |
Learning objectives | ||||||||||||||||||||||||||||
To achieve the grade 12, students must meet the
listed learning objectives with no or minor mistakes:
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Examination | ||||||||||||||||||||||||||||
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Course content, structure and pedagogical approach | ||||||||||||||||||||||||||||
Background: We are constantly surrounded by design. In our homes, in public spaces, in stores and restaurants and other commercial spaces—designed objects are everywhere. But the quality of design varies widely. In this course we explore the ways that design can add—or subtract—value from user or customer experience. Artefacts, objects, systems and services can influence and serve users in different ways depending on factors such as their values and tastes, their needs and intentions, and their position within a particular environment. This indicates that users or customers judge a design solution using both emotional and functional criteria, and often without even knowing they are making such judgements. In this course we will demonstrate various qualitative and quantitative approaches for studying user and customer reactions to different design solutions. We will then discuss how these insights might be used to improve design strategies. During the course we will discover and discuss different values of design: experiential values, symbolic values, commercial and economic values, hedonic values and sustainability. Tensions between opposing and often contradictory values will be identified and discussed.
Course structure: Students will work on a case of their own choosing. These case studies will then form the basis of the written assignment. With guidance from instructors, the student will analyze design and value perspectives in the given case. Since the cases are individually chosen it is expected that the students will search for relevant literature to provide both background and depth to their specific case.
The course will start by:
Various methods to study design and consumer perception will be introduced and exercised:
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Description of the teaching methods | ||||||||||||||||||||||||||||
Teaching methods
A mix between: • Lectures • Workshops • Case-based discussions • Field-studies • Content analysis of journal articles • Small assignments that will support the learning objectives of the course and improve the analytical skills of students • Guest lecturers from the design field will provide a diverse range of theories and cases |
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Feedback during the teaching period | ||||||||||||||||||||||||||||
a) As comments on the student's proposed case
(for the written assignment), which presented and discussed in
class
b) Individual guidance/discussion of the individual cases c) Comments on the written project during the exam and expressed in the final grade |
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Student workload | ||||||||||||||||||||||||||||
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Expected literature | ||||||||||||||||||||||||||||
Orienting Literature (final list will be supplied later)
Kristensen, T., Zaichkowsky J. and Gabrielsen, G. (2012) How Valuable is a Well-crafted Design and name Brand? Recognition and Willingness to Pay. Journal of Consumer behavior, 11 pp. 44-55.
Kotler, P. (1973). Atmospherics as a Marketing Tool: Journal of Retailing, 49, 4.
Leder, H., Belke, B., Oeberst A., Augustin, D. (2004) Model of Aesthetic Appreciation and Aesthetic Judgments. British Journal of Psychology, 95.
Krippendorf, K. (1989). On the Essential Context of Artifacts or on the Proposition That ‘Design is Making Sense (of thing). Design Issues, Vol. 5, no. 2.
Madden, R. (2010) Looking at People: Observations and Images in ‘Being Ethnographic’. Sage Publications.
Norman, D. (2004) Emotional Design: Why we love (or hate) everyday things. New York. Basic Books.
Ponsignon, F., Bouzdine-Chameeva, T. (2017) Customer Experience Design: a case study in the cultural sector, Journal of Service Management, July.
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