Strategic Brand Design apdr 2701

Download 40.7 Kb.
Size40.7 Kb.


JUNE 5th – JUNE 23rd

Strategic Brand Design

APDR 2701


Summer Intensive Studies 2017

9 am – 11.40 am Monday to Friday

45, rue Saint-Roch, 75001 Paris, France

3 credits

Class Description:

This three week course exposes students to the enormous variety of ways that design functions in business contexts, and helps them understand the roles designers play in today’s industries. Seminars are based on readings, lectures, and class discussions focusing on branding. Students will explore Strategic Brand Design, investigating how brands help   businesses face global challenges.  Brand development and design thinking has evolved away from traditional service to becoming an integral part of corporate strategy where brands “Disrupt / Simplify / Engage / Humanize” their way to the company’s success. Students will examine a number of case studies to focus on the implication of branding and packaging for today’s society. Students will be given insights to corporate organizations and develop new ‘brands’ and reinvent forms of ‘packaging’ that constitute strategic design communication.

Learning Outcomes:

To give students a broad appreciation of design in the business world with an emphasis on current and ‘real life’ scenarios shared by working professionals.

To increase students ability to apply Design Thinking to current business challenges, trends and technologies in the framework of strategy, creativity and metrics to deliver solutions for a competitive advantage.
Course Format:

This course will be primarily of the lecture and discussion format. When appropriate, business case studies, videos or other supplemental materials will be used. Students are strongly encouraged to take part in class discussions. Assignment deliverables formats are presentations and print copy.


  • Summer tuition is $3,270 for 3 credits.

LAU students would get a 15% discount = $2,779.50

  • American Program International at Parsons offers a complete package including housing, insurance, cultural activities etc. The package is $6,300

LAU students would get 15% discount = $ 5,809.50
LAU students may opt for either options.

Course Outline






Meeting 1

About the class; about the instructor.

Instructor expectations

Class common denominators (exercise)


Imagine your life in ten years

Design Principles

Meeting 2

Individual presentations: Imagine your life

Lecture: Design Principles


Start thinking about these principles and be prepared

to share examples

Design Principles

Meeting 3

Individual presentations: Design Principles

Lecture: Design Principles explored and applied

Business Case Study

Meeting 4

Lecture / Presentation

Case study of Colgate “WISP”


Meeting 5

Week in review; what we have learned, cravings, etc.

Deconstructing Design Principles and connecting Design Thinking

(TBD: Visit design agency)

Design Thinking

Meeting 6

Lecture / Presentation

Empathy the start of Design Thinking

Assignment: Who (Brand) employs Design Thinking

Design Thinking

Meeting 7

Individual presentations: Design Thinking

Lecture / Presentation

Case study: Empathy and re-energizing a Pet Nutrition brand

Strategic Brand Design

Meeting 8

Lecture / Presentation (video)

Improvisation: Jazz and Business

Strategic Brand Design

Meeting 9

Lecture / Presentation

Courage: Role of design in corporation

Assignment: Revisit your life in ten years


Meeting 10

Individual presentations: Revisit your life

Week in review; what we have learned, cravings, etc.

Strategic Brand Design

Meeting 11

Lecture / Presentation

Bringing it all together

Developing a Design Brief

Background and introduction to final project, outline presentation expectations

Assignment: Develop a design / business presentation based on Brief

Strategic Brand Design

Meeting 12

Lecture / Presentation

Understanding your brand world

Assignment: Developing final presentation

Strategic Brand Design

Meeting 13

Visit Colgate Palmolive meet with Marketing
Assignment: Developing final presentation

Strategic Brand Design

Meeting 14

Lecture and course review

Preparation for final project presentations

Wrap up / Final project presentation

Meeting 15

Final project presentations and feedback

Visits to Design firms and corporations will be scheduled and communicated to the students when classes start.

Assessable Tasks
Assessable Tasks are activities, assignments, projects that satisfy the course's learning outcomes.
Core Competencies

Collaboration and creativity

Materials and Supplies

Students should have access to internet for research

Grading and Evaluation

Students’ ability to meet the course’s learning outcomes will be

evaluated based on the following criteria:

  • evidence of the ability to solve problems through an iterative process

  • attendance in class and the timely completion of projects

Final Grade Calculation

20% Class participation and collaboration

collaboration as evidenced in team assessments, blog entries,
and team participation in class

15% Short assignments, exercises and work in progress

20% Demonstration of research

45% Final projects

100% TOTAL

Grading Standards
A [4.0; 96–100%]

Work of exceptional quality, which often goes beyond the stated goals of the course

A- [3.7; 91 –95%]

Work of very high quality

B+ [3.3; 86–90%]

Work of high quality that indicates substantially higher than average abilities

B [3.0; 81–85%]

Very good work that satisfies the goals of the course

B- [2.7; 76–80%]

Good work

C+ [2.3; 71–75%]

Above-average work

C [2.0; 66–70%]

Average work that indicates an understanding of the course material; passable

Satisfactory completion of a course is considered to be a grade of C or higher.

C- [1.7; 61–65%]

Passing work but below good academic standing

D [1.0; 46–60%]

Below-average work that indicates a student does not fully understand the assignments;

Probation level though passing for credit

F [0.0; 0–45%]

Failure, no credit

Grade of W

The grade of W may be issued by The New School’s Office of the Registrar to a student who officially withdraws from a course within the applicable deadline. There is no academic penalty, but the grade will appear on the student transcript.

Grade of Z

The grade of Z is issued by an instructor to a student who has not attended or not completed all required work in a course but did not officially withdraw before the withdrawal deadline. It differs from an “F,” which would indicate that the student technically completed requirements but that the level of work did not qualify for a passing grade. The Z grade does not calculate into the GPA.

Grades of Incomplete

The grade of I, or temporary incomplete, may be granted to a student under unusual and extenuating circumstances, such as when the student’s academic life is interrupted by a medical or personal emergency. This mark is not given automatically but only upon the student’s request and at the discretion of the instructor. A Request for Incomplete form must be completed and signed by student and instructor. The time allowed for completion of the work and removal of the “I” mark will be set by the instructor.

Undergraduate students: Work must be completed no later than the seventh week of the following fall semester for spring or summer term incompletes and no later than the seventh week of the following spring semester for fall term incompletes. Grades of “I” not revised in the prescribed time will be recorded as a final grade of “F” by The New School’s Office of the Registrar.
Program and Class Policies

Students are responsible for all assignments, even if they are absent. Late assignments, failure to complete the assignments for class discussion and/or critique, and lack of preparedness for in-class discussions, presentations and/or critiques will jeopardize your successful completion of this course.


Class participation is an essential part of class and includes: keeping up with reading, assignments, projects, contributing meaningfully to class discussions, active participation in group work, and coming to class regularly and on time.

Use of computer

You are strongly encouraged to take notes on paper/notebook.


Attendance at all class sessions is mandatory. Each class day consists of two sessions, a morning or an afternoon. Students enrolled in the three-week Summer Intensive Studies program who miss more than two sessions may fail the course.

Independent work to be completed outside of class is assigned each day and is an important part of the program. Students who do not meet program requirements may be asked to leave the program.

After two absences, a student will be required to meet with a program advisor to discuss continuing in the program. The student will be issued a dismissal warning. In the event of a third absence, the student may be asked to leave the program. No refund will be issued, and university housing must be vacated immediately.

If a student is over 20 minutes late they are tardy. Two tardies is the equivalent of one absence.


Use of the Canvas online learning management system may be an important resource for this class. Students should check it for announcements before coming to class each week.


In rare instances, I may be delayed arriving to class. If I have not arrived by the time class is scheduled to start, you must wait a minimum of thirty minutes for my arrival. In the event that I will miss class entirely, a sign will be posted at the classroom indicating your assignment for the next class meeting.

Academic Integrity

This is The New School’s Statement on Academic Integrity: “Plagiarism and cheating of any kind in the course of academic work will not be tolerated. Academic honesty includes accurate use of quotations, as well as appropriate and explicit citation of sources in instances of paraphrasing and describing ideas, or reporting on research findings or any aspect of the work of others (including that of instructors and other students). These standards of academic honesty and citation of sources apply to all forms of academic work (examinations, essays, theses, computer work, art and design work, oral presentations, and other projects).”

It is the responsibility of students to learn the procedures specific to their discipline for correctly and appropriately differentiating their own work from that of others. Compromising your academic integrity may lead to serious consequences, including (but not limited to) one or more of the following: failure of the assignment, failure of the course, academic warning, disciplinary probation, suspension from the university, or dismissal from the university.

Every student at Parsons signs an Academic Integrity Statement as a part of the registration process. Thus, you are held responsible for being familiar with, understanding, adhering to and upholding the spirit and standards of academic integrity as set forth by the Parsons Student Handbook.

Guidelines for Written Assignments

Plagiarism is the use of another person's words or ideas in any academic work using books, journals, internet postings, or other student papers without proper acknowledgment. For further information on proper acknowledgment and plagiarism, including expectations for paraphrasing source material and proper forms of citation in research and writing, students should consult the Chicago Manual of Style (cf. Turabian, 6th edition). The University Writing Center also provides useful on-line resources to help students understand and avoid plagiarism. See

Students must receive prior permission from instructors to submit the same or substantially overlapping material for two different assignments. Submission of the same work for two assignments without the prior permission of instructors is plagiarism.

Student Disability Services

Students Disability Services (SDS) assists students with disabilities in need of academic and programmatic accommodations as required by the Americans with Disabilities Act of 1990 (ADA) and Section 504 of the Federal Rehabilitation Act of 1973. 
In keeping with the university's policy of providing equal access for students with disabilities, any student with a disability who needs academic accommodations must contact Edward Mills in the Office of Student Life and Advising (located in room 101 in the 45, rue St. Roch, Paris 75001 building), in order to start the process with Student Disability Services (SDS), based in New York. SDS will conduct an intake and, if appropriate, you will be provided an academic accommodation notice for you to bring to me. This letter is necessary in order for classroom accommodations to be provided. Once you provide me with this letter, we will have a private discussion about the accommodations in relation to this course. You may also access more information through the University’s web site at

Share with your friends:

The database is protected by copyright © 2019
send message

    Main page