SEMESTER AT SEA COURSE SYLLABUS Colorado State University, Academic Partner Voyage: Spring 2019 Discipline: Marketing Course Number and Title: MKT 364 Product Design Division: Upper Faculty Name: Chris Blocker Semester Credit Hours: 3 Prerequisites: One (1) upper-division marketing course COURSE DESCRIPTION Innovating to create new and sustainable products, services, and ideas is critical for every kind of organization. Yet, developing successful new ideas is incredibly challenging! Together, we will dive into the world of designing solutions for the marketplace and society using the popular design thinking approach to solving problems. Students will emerge from the course with new ways of thinking and skillsets (e.g., concept development, low-fidelity prototyping, journey mapping). By the end of the course, students will have internalized and developed experience with a framework to (1) lead an innovation process in any type of organization, and having (2) developed creative competence to act as a catalyst for new ideas. Additionally, we will be exploring how to Design Your Life and Career using the principles of design thinking. LEARNING OBJECTIVES 1. Understand the design thinking approach and its capacity for enhancing routine innovation and value creation in business and society. 2. Understand how empathy with consumers from a variety of cultures and understanding of marketing strategy can support innovation processes. 3. Apply design thinking to a hypothetical consumer product across multiple cultures. 4. In accordance with Semester at Sea principles of achieving deeper self-knowledge, selfconfidence, and autonomy, apply design thinking principles to your life and career 5. Develop interdisciplinary skills and mindsets for successful innovation and teaming. 6. Build confidence and expertise with creative, analytical, and critical design tools. REQUIRED TEXTBOOKS AUTHOR: Liedtka and Ogilvie TITLE: Designing for Growth PUBLISHER: Columbia Business School Publishing ISBN #: 0231158386 DATE/EDITION: 2011
AUTHOR: Bill Burnett and Dave Evans TITLE: Designing Your Life: How to Build a Well-Lived, Joyful Life PUBLISHER: Knopf ISBN #: 1101875321 DATE/EDITION: 2016 TOPICAL OUTLINE OF COURSE This course outline is subject to change Depart Ensenada, Mexico January 5 B1 January 8: Course Introduction Hidden Design Challenge B2 January 10: Trends & Contexts Gourville article Video: First Secret of Design.. Video: Design for People Walk the Chasm Honolulu, Hawaii January 12 B3 January 13: New Product Strategy Read Huston article Video: Hidden Life Video: Gaming Can Make Bring: 10 Product Ideas Ch. 1 Designing Your Life Best Practice Research and Report Out B4 January 15: Why Design Thinking Ch. 1: Why Design, Video: When we design for disability, we all benefit IDEO "Field Guide" Ch. 2 Designing Your Life Introduce Great Lakes January 16 International Date Line crossing (Lost Day)
B5 January 18: Design Thinking Process Video: Design for all kinds of Minds Ch. 3 Designing Your Life Develop Design Playlist GL1: Design Brief Study Day (No Class) January 19 B6 January 21: Visualization Ch. 3: Visualization, p. 76-77 Visualization Basics Goffin article Video: Wicked Problems Ch. 4 Designing Your Life Visualization Tool B7 January 23: Exam 1 Kobe, Japan January 24-28 B8 January 30: Product Design Reflection Dialogue & Presentations Video: Innovation Shanghai, China January 31 - February 1 In-Transit February 2-3 Hong Kong, SAR February 4-5 B9 February 7: Ethnography Step 4: Make Your Plans and Step 5: Do Your Research Christensen "Know your Customers..." Ho Chi Minh City, Vietnam February 8-13 B10 February 15: Identifying Insights Ch. 6: Mind Mapping, Step 6: Identify Insights Erwin "Consumer Insight Maps..." Ch. 5 Designing Your Life Ethnographic Interviews
Community Programming (No Class) February 16 B11 February 18: Design Criteria Step 7: Establish Design Criteria Video: Design for all five senses Mindmapping Design Criteria Yangon, Myanmar February 19-23 B12 February 25: Brainstorming Ch. 7: Brainstorming, Step 8: Brainstorm Ideas Web articles on brainstorming B13 February 27: Concept Development Ch. 8: Concept Development, Step 9: Develop Concepts Ch. 6 Designing Your Life Rapid Concept Development Cochin, India February 28 March 5 B14 March 8: Product Design Reflection Dialogue & Presentations Community Programming (No Class) March 7 B15 March 10: Exam 2 Port Louis, Mauritius March 11 B16 March 13: Napkin Pitches and Whiteboarding Step 10: Create Napkin Pitches Ch. 7 Designing Your Life Napkin Pitch
B17 March 15: Assumption Testing Ch. 9 Assumption Testing, Step 11: Customer Co- Creation Video: How Airbnb Designed Trust Between Strangers Ch. 8 Designing Your Life Rapid Prototyping B18 March 17: Designing Brands with Mind-Share and Culture Read: Symbols for Sale Read: What Becomes an Icon Ch. 9 Designing Your Life Cultural branding Cape Town, South Africa March 18-23 B19 March 25: Product Design Reflection Dialogue & Presentations Video B20 March 27: Designing Brands for Value and Performance Read: Dawar Better Way Video: Losing Control Ch. 10 Designing Your Life B21 March 29: Co-Creation Ch. 11: Customer Co- Creation, Step 13: Get Feedback Simester "Step-by-Step " Ch. 11 Designing Your Life Assumption Testing Learning Guide Takoradi, Ghana March 30 - April 1 Tema, Ghana April 2-3
B22 April 5: Learning Launch and So What? B23 April 7: Design Your Life Presentations Study Day (No Class) April 8 B24 April 10: Exam 3 Casablanca, Morocco April 11-15 Study Day (No Class) April 16 B25 April 18: Product Design Dialogue & Course Wrap-up Video Arrive Amsterdam, The Netherlands April 21 FIELD WORK Semester at Sea field experiences allow for an unparalleled opportunity to compare, contrast, and synthesize the different cultures and countries encountered over the course of the voyage. In addition to the one field class, students will complete independent field assignments that span multiple countries. Field Class: Design Thinking Workshop for Social Enterprises The field class for this course is on Thursday, April 11 in Casablanca, Morocco (DAY 1). Field Class attendance is mandatory for all students enrolled in this course. Do not book individual travel plans or a Semester at Sea sponsored trip on the day of your field class. Field Classes constitute at least 20% of the contact hours for each course, and are developed and led by the instructor. Description: Ch. 12: Learning Launch, Step 14: Run Learning Launch Ch. 13: Leading Growth, Step 15: Design the On-Ramp IDEO "Plan for Field Tests" Designing Your Life: conclusion Consumer Design Group Project Students and local collaborators will discuss and practice walking through a version of the Google Venture Design Sprint for innovation. During the day, we will focus on the flexible tools and techniques of design thinking with an emphasis on creative problem solving, systematic processes for ideation, and idea selection within the context of social ventures. The end of the day will include a report-out of new ideas generated during the session.
Learning Objectives: 1. Work with local stakeholders to apply the design thinking process to a venture context 2. Understand the challenges for social ventures in different contexts 3. Develop familiarity with designing and adapting an innovation workshop Assignment: Group Assignment: Max length 15 PowerPoint Slides with notes containing talking points. Key topics in the slides will address guided exercises to develop empathy, interdisciplinary collaboration, hypothesis testing. Early course discussion will guide specific goals to develop slides. Due in class April 7 th. Individual Assignment: Max Length 3 pages (single-spaced, Arial font, 1 inch margins) Using headings/numbers, your essay should address: (1) What were your biggest insights from the day? (2) What ideas aligned with how you thought of designing solutions before the visit? (3) What ideas were new or different from your ideas about designing solutions before the visit? (4) What design thinking related concepts that we have discussed in class did you witness during our field class? (5) If the organization was able to hire you on a 6 month project (with compensation and funds for travel), what are three initiatives you would pursue and provide brief suggestions on how you would carry them out. Due April 17 th. Independent Field Assignments Product Design Comparison Photo Journal: multiple ports Students will choose a product, loosely defined as a solution in the marketplace that might be an actual tangible product category (e.g., cars, street food, clothing), a service category (e.g., street entertainment, restaurants), a venue (e.g., museum, parks), or marketplace experience (e.g., branded events) to compare across 4 countries. It is suggested that students consider Japan, China, Vietnam, Myanmar, India, South Africa, and Ghana as contexts, and at least one example must come from an Asian country and one example from an African country. They will compare and contrast design elements and human centered aspects. This will be turned in as a PowerPoint presentation with your narrative in the Notes section. The assignment will be evaluated for thoroughness in addressing the aspects of marketing strategy, depth/quality of insights, linkages back to course content, and photo-documentation.
METHODS OF EVALUATION Exams 1-3 (150 points each) 450 Consumer Design Group Project 150 Design Your Life Presentation 100 Product Design Comparison Journal 100 Field Class Engagement/Reflection 200 Total 1000 GRADING SCALE The following Grading Scale is utilized for student evaluation. Pass/Fail is not an option for Semester at Sea coursework. Note that C-, D+ and D- grades are also not assigned on Semester at Sea in accordance with the grading system at Colorado State University (the SAS partner institution). Pluses and minuses are awarded as follows on a 100% scale: Excellent Good Satisfactory/Poor Failing 97-100%: A+ 93-96%: A 90-92%: A- 87-89%: B+ 83-86%: B 80-82%: B- 77-79%: C+ 70-76%: C 60-69%: D Less than 60%: F ATTENDANCE/ENGAGEMENT IN THE ACADEMIC PROGRAM Attendance in all Semester at Sea classes, including the Field Class, is mandatory. Students must inform their instructors prior to any unanticipated absence and take the initiative to make up missed work in a timely fashion. Instructors must make reasonable efforts to enable students to make up work which must be accomplished under the instructor s supervision (e.g., examinations, laboratories). In the event of a conflict in regard to this policy, individuals may appeal using established CSU procedures. LEARNING ACCOMMODATIONS Semester at Sea provides academic accommodations for students with diagnosed learning disabilities, in accordance with ADA guidelines. Students who will need accommodations in a class, should contact ISE to discuss their individual needs. Any accommodation must be discussed in a timely manner prior to implementation. A letter from the student s home institution verifying the accommodations received on their home campus (dated within the last three years) is required before any accommodation is provided on the ship. Students must submit this verification of accommodations to academic@isevoyages.org as soon as possible, but no later than two months prior to the voyage.
STUDENT CONDUCT CODE The foundation of a university is truth and knowledge, each of which relies in a fundamental manner upon academic integrity and is diminished significantly by academic misconduct. Academic integrity is conceptualized as doing and taking credit for one s own work. A pervasive attitude promoting academic integrity enhances the sense of community and adds value to the educational process. All within the University are affected by the cooperative commitment to academic integrity. All Semester at Sea courses adhere to this Academic Integrity Policy and Student Conduct Code. Depending on the nature of the assignment or exam, the faculty member may require a written declaration of the following honor pledge: I have not given, received, or used any unauthorized assistance on this exam/assignment. FILM REQUEST: Personal space exploring human proxemics Jon Silver; Dane Archer 1946-; Nonverbal Workshop (Firm); Berkeley Media. Berkeley, Calif. : Berkeley Media LLC, c2005] Title of Film: Going Global Distributor: CSU: BBC Worldwide Ltd.; Films for the Humanities & Sciences (Firm); Films Media Series: Secrets of Branding. Group. New York, N.Y. : Films Media Group, 2014 Title of Film: Power of Brands Distributor: CSU: BBC Worldwide Ltd.; Films for the Humanities & Sciences (Firm); Films Media Series: Secrets of Branding. Group. New York, N.Y. : Films Media Group, 2014 Title of Film: Innovation Distributor: CSU: BBC Worldwide Ltd.; Films for the Humanities & Sciences (Firm); Films Media Series: Secrets of Branding. Group. New York, N.Y. : Films Media Group, 2014 Title of Film: Fostering Brands Distributor: CSU: BBC Worldwide Ltd.; Films for the Humanities & Sciences (Firm); Films Media Series: Secrets of Branding. Group. New York, N.Y. : Films Media Group, 2014 Title of Film: Expansion Distributor: CSU: BBC Worldwide Ltd.; Films for the Humanities & Sciences (Firm); Films Media Series: Secrets of Branding. Group. New York, N.Y. : Films Media Group, 2014 ELECTRONIC COURSE MATERIALS AUTHOR: Eric Almquist, John Senior, and Nicolas Bloch
ARTICLE/CHAPTER TITLE: The Elements of Value, Measuring and Delivering What Consumers Really Want JOURNAL/BOOK TITLE: Harvard Business Review VOLUME: DATE: September 2016 PAGES: 47-53 AUTHOR: Douglas B. Holt, John A. Quelch, and Earl L. Taylor. ARTICLE/CHAPTER TITLE: How Global Brands Compete JOURNAL/BOOK TITLE: Harvard business review VOLUME: 82.9 DATE: 2004 PAGES: 68-75 AUTHOR: John Gourville ARTICLE/CHAPTER TITLE: Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption JOURNAL/BOOK TITLE: Harvard Business School Publishing VOLUME: DATE: 2006 PAGES: AUTHOR: Douglas Holt ARTICLE/CHAPTER TITLE: Branding in the Age of Social Media JOURNAL/BOOK TITLE: Harvard Business Review VOLUME: 94 (3) DATE: 2016 PAGES: 40-50 AUTHOR: Adi Ignatius ARTICLE/CHAPTER TITLE: How Pepsi Turned Design Thinking into Strategy JOURNAL/BOOK TITLE: Harvard Business Review VOLUME: September 2015 DATE: September 2015 PAGES: LINK: https://hbr.org/2015/09/how-indra-nooyi-turned-design-thinking-into-strategy VIDEO CLIPS Downloaded by professor