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.
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.
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.
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 ● Responsibility
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. Seehttp://www.newschool.edu/admin/writingcenter/.
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.
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 athttp://www.newschool.edu/studentservices/disability/.