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Studying Design Management

We are looking for dedicated learners who are curious, culturally aware, service-oriented professionals committed to being responsible citizens; students seeking to develop a professional attitude by assuming responsibility for their personal and professional development; students with a critical mind striving to work and use their expertise for the benefit of society. The programme is taught in English only – advanced (C1 level) language skills are therefore required for all applicants.

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Studying design management

The programme

  • teaches innovative management methods and enables students to apply established techniques and explore new processes while working on design projects.
  • combines theory and practice relating to design as found in operations, branding, and communications so that students gain a deep understanding of design, technology, management, and markets.
  • develops the skills students need to effectively coordinate the activities in the various disciplines.
  • is open to students from all countries. A multicultural student body is an integral part of an open and challenging learning environment and prepares students for the increasingly international professional world.

Learning goals

During the first year, students develop a basis for understanding design and its disciplines. The main topics include design and art history, design disciplines (product, communication, and service), design management theory, visualization techniques, sustainability and eco-design, marketing, and introductory project management.

During the second year, students deepen their understanding of design in the context of organizational management. The main topics include product and service design; design methodology, marketing, and marketing communication; organizational structures, process, and project management; market research and trend analysis; and operational design management, business management, accounting, law, and intellectual property rights. During the second half of the second year, many students go on a five-month internship.

During the third and final year, students apply and manage design in real-life settings. The main topics include strategic design management, brand management, design thinking, decision-making with innovation and creativity tools, entrepreneurship and leadership, intercultural communication, and international management. Students conclude the programme by writing their Bachelor’s thesis.

Programme structure

The curriculum is a comprehensive competency framework consisting of modules, each with a clear focus: 

  • Integration modules with project-based courses comprise the core of the curriculum,
  • functional competency modules on design management theories add depth and context, and
  • personal competency modules further develop students’ interpersonal skills (written and oral communications; presentation, negotiation and selling techniques; self-awareness and impact on others, and academic and business writing).

Interdisciplinary modules (also known as IDA Modules) are intensive six-week electives where students from DMI work with students from other programmes at Lucerne School of Art and Design. In the fourth semester, the IDA Module is usually replaced with either an internship or an exchange semester.

Bachelor Program

Specialization tracks

Students can choose to specialize in either the Product Design Management or the Communication Design Management track. In the first module, students will focus on product and service development (“Solution Creation”); in the second module, they will concentrate on communicating solutions to customers and markets (“Market Creation”).

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Product Design Management: Solution Creation

The Product Design Management track focuses on innovation management, product creation, design planning and research, user research, and product and service development. The track aims to help students complete tasks relating to product, interface and service design as typically found in large agencies and in-house design departments. They will also learn to manage projects in these fields and function effectively as design producers, product managers, and innovation managers.

The Product Design Management track is geared to students with a strong interest in concept and product development, in issues relating to functionality, and in processes involving complex interactions.

Communication Design Management: Market Creation

The Communication Design Management track focuses on brand management and market launch, communication planning, market research, visual communication, and promotional design as overarching themes. More specifically, it emphasizes the importance of marketing communications, packaging, and event design as typically found in the departments of large organizations and specialized agencies. A thorough understanding of procurement, marketing communications, and event management will boost the prospects of success in fields such as project management and marketing and sales. The content of this track relates closely to graphic design, communication design, marketing, and business administration.

The Communication Design Management track is intended for students with a strong interest in communication, advertising, event management, and other fields that require excellent communication skills.