The projects carried out by the students in a

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The projects carried out by the students in a business management programme usually involve a lot of secondary research and analysis of data and are done in a particular field of specialization for instance, finance or marketing. After sensitizing the students to design and the value that it brings to thoughts, execution and 122 New Educational Perspectives for Designers and Managers communication, they are given projects that involve inputs from different fields of study in design, social sciences, technology and management. This gives the students a chance to understand the lifecycle of any product, process, service or idea from inception to execution stage. Differentiating Business Design from Other Management Programmes We find, in India as elsewhere, that business design students find diverse solutions to management problems. This happens because the business design students are groomed to first identify and formulate the problem after doing design research as the primary research method. They are asked to use ethnographic tools to capture insights from the context and people-on-the-street . The designer s skills of empathetic observation and holistic understanding of the context are new and valuable to these students as they enable them to develop varied and innovative proposals. Conventional market research is
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used to test out some proposed solutions. The use of experiential learning for real-life problem identification and the application of a design-thinking approach to find innovative solutions to the identified problems differentiated these students from regular management students. The conventional case-study method of analysing a problem is one of the timetested ways for students in management schools to absorb situations and propose solutions. We found that the additional designer s toolkit, taught to them in the design studio and design insights, helped the students to add a lot more value to their understanding and their experience of tricky management situations. Roles of Business Designers The skills inculcated in the students going through the business design programme helps them to create new product/services/processes/customer experiences, manage business transformations and lead innovation initiatives, which may ultimately spawn independent businesses. Risk taking is an important design attitude, so these students are more prepared to form or join start-up innovative ventures. The students graduating from this programme have found their careers as design thinkers in conventional management roles apart from carrying out the role of innovation evangelists in their organizations. They have found their way into mainstream management where they have displayed their abilities to think like designers while acting like managers and this has brought a fresh perspective in their job profiles. These students have been absorbed by top companies across various industry sectors such as Retail, banking and
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