1. MA DESIGN MANAGEMENT
Newcastle - UK
The Three Levels of Design Value in an Organisation
The case of North East-based Socio-Cultural Enterprises
KEYWORDS:
Design Value, Design Management, Innovation,
Strategic - Functional – Operational level
PROJECT DESIGN & COORDINATION: Dr Irini Pitsaki

2. BACKGROUND
The project was part of the Design Value course.
Designers and business graduates with diverse knowledge backgrounds, worked cross-
culturally and cross-disciplinary, used research and design methods to capture, analyse
and review the role of design in socio-cultural businesses.
They approached eight UK companies to identify opportunities
and suggest specific ways for value generation and innovation
through design.

3. THE PROJECT
What the
students
found out
about the
socio-cultural
companies
inspired the
theme of an
exhibition
and was
presented
with a three
levels focus: Design as VISION (or strategic design management):
the transforming value of design
Design as FUNCTION (functional/tactical design management):
the coordinating value of design
Design as ACTION (or project design management):
the differentiating value of design

4. THE ROLE OF DESIGN
(in one of those
companies)
Design’s value to improve functions and
communications
in the school (FUNCTION/ TACTICAL LEVEL)
Enabling communication coordination among the
teaching staff: with oneself, with each other, with
parents