Have to learn that it is really important to have a

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have to learn that it is really important to have a strong design attitude based on ethical principles and to integrate this design attitude fruitfully into a collaborative purpose. Teaching Management and Design Overview A good overview of existing programmes in the context of design management can be found on the website of the Design Management Institute ( education/grad_s.htm). Table 10.2 contains some suggestions for programmes to support the integration of design to strategic management. The concept of an MBA in business design will be explained in more detail in the following section. A Concept for Teaching Business Design A Case Study Background In 1999 the idea was born that a new school was needed at a former coal mining area in the western part of Germany (Zeche Zollverein in Essen), which could work to stimulate new job creation in the so-called creative businesses. Finally, in December 2003, the Zollverein School of Management and Design was founded as a private institution for teaching and doing research in the field of business and design. The purpose of the Zollverein School is to create a platform for mutual exchange between the often separated fields of business and design. At the Zollverein School, managers become familiar with the views and ways of thinking of designers or architects and vice versa. Both sides move away from their traditional viewpoints and link their activities to create innovative and sustainable strategies for future businesses. What makes the Zollverein School very special and unique is that it is neither a business school nor a design school but an institution where those different disciplines define a space of mutual respect. Table 10.2: Examples for teaching management and design Management Design Corporate Business Operational WHY Motivation/ Attitude/ Perspective Executive programmes MBA business design BA/MA design management
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HOW Tools/Methods/ Process Design modules within MBA courses WHAT Products/Services/ Communication MFA business design Mutual Inspiration and Learning 153 Figure 10.1 Zollverein School of Management and Design, Essen, Germany. Photograph by Thomas Mayer, courtesy of Thomas Mayer. Another specialty of the Zollverein School concept was the opportunity to design a new building just for the purpose of the new school. The architects of this building are Kazuyo Sejima and Ryue Nishizawa (SANAA) from Tokyo, the Pritzker Architecture Prize Laureates of 2010 (see Figure 10.1). For more information about the basic idea and the architectural concept of the Zollverein School, please refer to Bruder (2006). MBA in Business Design The first academic degree established at the Zollverein School of Management and Design was an MBA in business design. The idea behind 154 New Educationa l Pers pectives for Designers and Managers this MBA was to increase the acceptance of people with a background in design- oriented disciplines taking up leadership positions and the MBA degree is still valuable for such leadership positions. But the MBA degree is not only intended to
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