設計是未來商學院? Tomorrow's B-School? It Might Be A D-School
7233
June 1, 2012 by HelloUS.com



商學院開始和設計學院合作計劃或新增相關設計課程

世界銀行的資深經濟學家Margaret坐在五天的史丹福高階管理課堂上,手上戴著厚厚的手套和視線不清的眼鏡,嘗試以一個身體有障礙的人的角度來完成包裝禮物的工作。為期五天的創新課程目的就是要讓所有參加者用新的角度來看事情。Miller認為:「只需要非常簡單的工具,大家就可以用很讓自己看事情有新的角度,也讓自己也創意的新方向。」

要如何讓公司的管理人有創意是最近許多公司的新話題。一般的MBA只教學生如何管理,但現在的產業中,創新和創意卻是奇貨可居,這股潮流使管理技巧逐漸失去重要性,MBA也因此越來越不熱門。MBA課程為了讓增加MBA畢業生學生在市場上的競爭性,不得不改變課程架構,而讓學生所學能夠跟上這股商業潮流。在史丹福大學Stanford的組織行為教授Neale認為:「許多公司也意識到,如果他們要有競爭力,就先要有創造力。」
因應潮流,史丹福大學Stanford University推出新的課程,融入設計概念和策略到商學院、工程學院和一般設計學生課中。這種”設計學校D-School”的想法是源自於工程學院(Stanford University engineering)教授,同時也是powerhouse IDEO 創辦人David Kelley。這種融合設計於課程的概念和開創,讓史丹福大學在相同領域中,成為各校的佼佼者。

伊利諾伊科技學院(Illinois Institute of Technology ,IIT)的設計學院則是另外一所同樣是高度競爭的設計學院之一,伊利諾伊科技學院IIT的設計課程ID畢業生已經成為這個領域的重要人才,在策略和行銷等領域中有很好的表現。其中,許多學校和波士頓Boston的企業設計組織(Corporate Design Foundation)合作,在自家學校的MBA課程中推出相關選修,包含重要的產品設計課程product design。類似課程還包含哈佛大學商學院Harvard Business School的創新管理Managing the Innovation Process、西北大學Northwestern University的產品設計Product Development & Design、喬治城大學Georgetown University的產品研發與服務Developing New Products & Services和密西根大學(University of Michigan)的羅斯商學院Stephen M. Ross School of Business等。

更進一步,MBA不只單純連結設計學院提供選修,還提供整合性課程,最好的例子就是卡內基美隆大學Carnegie Mellon University的商學院Tepper School of Business MBA的Integrated Product Development。設計師、工程師和行銷人員全部一起上課讓設計出來的產品不只有美學,還有商業價值;學生不再是單純設計或是行銷,同時還要學會做相關的財務分析等。Integrated Product Development課程的負責人Kenneth B. Dunn提到:「創新很重要,但是要兼顧競爭力和公司的生存。"Innovation is critical in management. You have to innovate to compete and survive,"」

加州大學柏克萊分校(University of California at Berkeley)哈斯商學院(Haas School of Business)的資深講師(senior lecturer )Sara L. Beckman就教授以設計為策略(Strategic Business Issue)的課程,把自家商學院、工程學院和加州大學藝術學院(California College of the Arts)的學生組合一起上課,Beckman教授:「讓MBA學生和非商科學生一起實作,讓他們不只是解決問題(solving a problem),還要找出問題(problem-finding)。」

相同的設計理念也落時在賓州大學(University of Pennsylvania)華頓商學院(Wharton School)的設計、創新與策略課程(Design, Innovation & Strategy),MBA學生這學期和米蘭及哥本哈根學校合作。這群全球各地的經理人要學習如何將設計看成是創新的過程。全球頂尖商學院INSEAD則是和以汽車設計聞名的加州藝術中心設計學院(Art Center College of Design)合作,讓設計系學生到歐洲和商學院學生合作上課。

現今,公司的一大挑戰便是學會如何創新,以前,公司都要派專人訓練;現在,有了這些課程後,再也不需要特別的訓練了!

資料來源:商業周刊

Tomorrow's B-School? It Might Be A D-School

Business schools are hooking up with design institutes -- or starting their own

Just a few days into an executive management course at Stanford University's Graduate School of Business, Margaret J. Miller, a senior economist at the World Bank, found herself sitting at a table wearing heavy leather gloves and vision-obscuring glasses, trying to figure out how a person with a physical impairment might experience the process of wrapping a gift. The goal of the five-day Managing Teams for Innovation & Success (MTIS) course: to see the experience through new eyes. "With a few basic tools -- just craft materials, really -- people could actually start to think about things from different points of view and be creative," says Miller.
Where to send managers to learn how to be creative is becoming an important issue for top executives. After all, the MBA is a degree in "administration," and in a business world where creativity and innovation are at a premium, skills in administering organizations have less value.

With MBA enrollments down, B-schools are striving to become more relevant to prospective students. To remain leading suppliers of management talent to corporations, consulting firms, investment banks, and other business, B-schools are being forced to adapt to a changing world. "More and more, companies find themselves involved in exploration," says Margaret A. Neale, a professor of organizational behavior and leader of the MTIS program at Stanford. "To be competitive, you have to be more creative."
Mixed Success
Stanford is doing just that by establishing a new Institute of Design that will teach design thinking and strategy to business, engineering, and design students. This "D-school," founded by Stanford engineering professor David Kelley, also founder of design powerhouse IDEO, may well give Stanford an edge over its B-school rivals as innovation becomes more valued for corporations striving to increase their revenues.

The Institute of Design (ID) at the Illinois Institute of Technology, the other top D-school in the U.S., is already sending many of its grads to big businesses. "More than half our graduates are going into strategy, marketing, and research in companies, not just design," says Patrick Whitney, director of the ID. Large consultancies such as McKinsey & Co. are hiring recent grads.

Business schools have been trying to inject design thinking into their curriculae for well over a decade, with mixed success. Many have worked with the Corporate Design Foundation in Boston to develop design courses. These B-schools tend to offer a single elective or executive MBA class in conventional product design.
Harvard Business School's course in Managing the Innovation Process, Northwestern's Product Development & Design, and Georgetown's Developing New Products & Services are all extremely popular among MBA students. And an elective at the University of Michigan's Stephen M. Ross School of Business, for example, has had students developing improvements to cars for years

Problem-finding
B-schools are are now trying to go beyond the single elective in product design by linking up with design schools. One of best programs in the country is the Integrated Product Development track for MBAs at Carnegie Mellon University's Tepper School of Business. Designers, engineers, and marketers mix it up in the classroom to develop prototypes of useful products that are commercially viable. MBAs more accustomed to financial analysis and bottom-line issues are pushed to think more creatively. "Innovation is critical in management. You have to innovate to compete and survive," says Carnegie Mellon Dean Kenneth B. Dunn.

At the Haas School of Business at the University of California at Berkeley, Sara L. Beckman, a senior lecturer in operations, teaches a course called Design as a Strategic Business Issue. Beckman has teamed up with IDEO, Berkeley's School of Engineering, and California College of the Arts to teach a course called Managing the New Product Development Process. For many MBAs, it's the first time they have ever worked with non-business people on projects. "The analytical MBA focuses on solving a problem, but the design process focuses on problem-finding," says Beckman.

That's the premise behind the University of Pennsylvania's Wharton School executive program -- Design, Innovation & Strategy -- scheduled for this fall in Milan and Copenhagen. The course, part of the Wharton Fellows program that brings together mostly middle managers from around the world, was conceived by a group of senior executives. Their rationale? Design is often the path to innovation.
INSEAD's joint program with the Art Center College of Design in Pasadena, Calif., one of the leading car design schools in the world, brings design students to Europe to team up with business students in various courses. Then they go to Pasadena, where students present their designs.

Many companies are going directly to top design firms to set up customized executive-education sessions. Most of these involve getting the CEO and his top managers out shopping for the things their company sells. It's a game of "be your customer" that, despite its simplicity, can have enormous impact. Samsung has learned a great deal about design by attending various sessions at IDEO and other consulting firms.

Learning how to be creative is one of the great managerial challenges ahead. It was once obvious where managers should go for training. That's no longer the case.
MAYBE YOU NEED / 小補助讓HelloUS繼續成長
MOST READ / 其它同時正在被閱讀的文章:
04/26 6:00 am :
[科系焦點] Music School 音樂學院
音樂學院基本介紹: 教育水準高、名師雲集和教學條件優越等條件使美國...
04/26 6:00 am :
small town or big city? 選擇小鎮還是大城市? (完結篇)
在美國, 簡簡單單一杯水,您會怎麼喝? 從水龍頭直接喝,還是用飲水機? 是先...
04/26 6:00 am :
闖入美國頂尖法學院(一):入學優勢
原文出處 為了幫助有志於進入法學院深造的華裔學生更好地了解...
04/26 6:00 am :
MBA 面試時常見問題整理
這邊再分享在PTT上看到的文章,真的很高興有這些已經在美國的前輩們的熱心整理分享...
04/26 6:00 am :
School of Visual Art 紐約視覺藝術學院
成立於1947年的視覺藝術學院School of Visual Arts,簡稱為...
04/26 6:00 am :
翻譯證書 **
因為在美國登記結婚的 結婚證書是英文 回台灣想去辦一下身分證順便補登記 ...
04/26 6:00 am :
【轉載】紐約VS洛杉磯:生活·工作·戀愛·住房
推薦網路上這一篇"紐約VS洛杉磯:生活·工作·戀愛·住房"....
04/26 6:00 am :
全美最便宜十所大學
美國政府首次依實際學費(net price)高低,作出大學院校排行榜。 ...
04/26 6:00 am :
波多黎各日遊行 Puerto Rican Day Parade 6/12
6/12Puerto Rican Day Parade波多黎各日遊行 ...
04/26 6:00 am :
TOEFLvs.IELTS心得分享
經歷了GRE.TOEFL.IELTS等留學考試,決定再拿到7分之後,好好寫篇分享...