Strategic Design and Management (BBA)

  • Design for business and the business of design are at the center of the BBA Strategic Design and Management program, which combines studios and seminars that integrate business strategy, design skills and design thinking, and liberal arts capacities. In hand-on interdisciplinary projects and applied research, you learn to put ideas into action and develop forward-thinking approaches to creative enterprise in various settings.

    This program is part of Parsons' School of Design Strategies (SDS). Learn about the SDS community and explore our blog to see what students, faculty, and alumni are doing in NYC and around the world.

    Read More About the ProgramRead Less

    Design Driven

    Offered both in New York City and at Parsons Paris, this curriculum brings together innovation and sustainability research, entrepreneurial skill building, quantitative reasoning, financial management, visual communication, and information design. Art and design history and theory courses build your research, writing, and critical reasoning skills. Courses and projects led by practicing professionals enable you to work with entrepreneurs, designers, activists, and researchers at organizations like the New York City Department of Parks and Recreation, JPMorgan Chase, LVMH, and Memorial Sloan-Kettering.

    Spark Change and Innovation

    Explore your interests and future career paths in electives offered throughout The New School; internships with local businesses and organizations give you real-world experience. The program hosts public programs and symposia that connect you to diverse perspectives and practices. SDS faculty contribute to the school’s annual publication, the Journal of Design Strategies, which presents research on collaborative work combining design, business, and innovation. You graduate prepared to develop design-driven strategies, manage projects and marketing, and assume entrepreneurial and leadership positions.

    Future Opportunities

    Graduates find success in design strategy, innovation, entrepreneurship, branding and marketing, and management.

  • Curriculum

    The Bachelor of Business Administration is awarded upon completion of 120 credits, as designated by the program. A maximum of 60 credits can be transferred from other institutions. Students must maintain a 2.0 cumulative grade point average and fulfill all requirements in a timely manner.

    Note: This curriculum applies to students who enter Parsons as first-year students in fall 2013 and later. Current students who entered Parsons in a prior academic year and incoming and prospective transfer students with sophomore or junior standing should refer to the Parsons Catalog appropriate to their catalog year. See Academic Policies for more details.

    First Year F S
    PUFY 1000 Integrative Studio 1 3 -
    PUFY 1010 Integrative Seminar 1 3 -
    PUFY 1100 Sustainable Systems 3 -
    LMTH 1950 Quantitative Reasoning 1 3 -
    PUFY 1030 Drawing/Imaging* 3 -
    PUFY 1001 Integrative Studio 2 - 3
    PUFY 1011 Integrative Seminar 2 - 3
    PUFY 1020 Space/Materiality* or
    PUFY 1040 Time*
    - 3
    ULEC 2230 Intro to Political Economies: Lecture - 0
    ULEC 2231 Intro to Political Economies: Recitation - 3
    Program Elective
    - 3
    15 15
    Sophomore Year F S
    PUDM 2315 Marketing, PR, and Branding 3 -
    PSDS 2115 Managing Creative Projects and Teams 3 -
    PLDS 2190 History of Design: 1850–2000 Lecture 0 -
    PLDS 2191 History of Design: 1850–2000 Recitation 3 -
    PUDM 2700 Information Visualization 3 -
    PSDS 2100 Research and Development Methods - 3
    LMTH 2014 Quantitative Reasoning 2 - 3
    PLDS 2500 Intro to Design Studies: Lecture - 0
    PLDS 2501 Intro to Design Studies: Recitation - 3
    Program Electives
    3 3
    Liberal Arts Elective
    - 3
    15 15
    Junior Year F S
    PSDS 3100 Integrative Research and Development 3 -
    PUDM 3409 Financial Management 3 -
    PUDM 3365 Business Design and Planning 3 -
    PUDM 3430 Strategic Management - 3
    PSDS 3000 Innovation: Lecture - 0
    PSDS 3001 Innovation: Discussion - 3
    PUDM 3420 Global Professional Practices - 3
    ULEC University Lecture Elective
    3 -
    Program Electives
    3 3
    Liberal Arts Elective
    - 3
    15 15
    Senior Year F S
    PUDM 4120 Senior Project 1: Capstone 3 -
    PUDM 4041 Ethical Decisions and Leadership 3 -
    PSDS 4110 Portfolio Strategies: Lecture 0 -
    PSDS 4111 Portfolio Strategies: Workshop 3 -
    PUDM 4121 Senior Project 2: Capstone - 3
    PUDM 4322 Business Models and Entrepreneurial Strategy - 3
    PUDM 4045 Business Regulations and Practices - 3
    Program Electives
    3 3
    Liberal Arts Electives
    3 3
    15 15

    * The two first-year studio courses—Drawing/Imaging and either Space/Materiality or Time—can be taken in any sequence, one in the fall semester and one in the spring.


    Program Contact

    Full Time Faculty

      See More Program Faculty



      The following is a list of some notable program alumni:

      Sally Baek
      Design Researcher/Innovation Specialist, Carolinas HealthCare System

      Vedika Dalmia
      Innovation Analyst, Fahrenheit 212

      Veb Anand
      Executive Director of Strategy, Brand Union

      Delia Reyes
      Strategist, Redscout

      Stefan Burgi
      Management trainee, L’Oreal S.A.

      Mary Elise Chavez
      Account manager, Blue Fountain Media

      Kelvin Lin
      Associate information architect, DDB (advertising)

      Helena Martincova
      Business intern, Lloyd & Co.

      Allison Pearce
      Account executive, Online Marketing Group

      Prateek Sachdev
      Retail operations analyst, Versace USA

      Meghan Bitenc
      Senior advisor to the deputy executive director, Port Authority of New York and New Jersey

      Nicolette Mason
      Brand strategist, Gensler Architects

      Eyal Nudelman
      Lead interaction designer, Digitas Health

      Rebecca Jo
      Consultant, Husband Retail Consulting


      Begin your business career at Parsons

      Join the creative community at Parsons School of Design. Whether you want to be a designer or work on the business side of creative organizations, you'll benefit from the energy, opportunities, and resources that come from studying in a world capital of design and business.

      Bachelor of Business Administration

      Many of our undergraduate business students intern at some of the most creative organizations in the world. At Parsons, you can begin networking early, learn the ins and outs of the creative field, and target a business career in an industry where your colleagues share your passion.

      BBA students have interned at

      • AR New York: a branding and advertising agency
      • Barneys New York
      • Brand Union
      • Condé Nast
      • Edelman
      • Fjord
      • Founders Entertainment, LLC
      • Good Housekeeping Research Institute
      • Huge
      • Milk Agency
      • Momentum
      • Moving Image and Content
      • MTV Networks
      • OURUSE: Strategic branding for luxury, fashion and art
      • Redscout
      • R/GA
      • Sony Music Entertainment
      • The New Yorker
      • The Pace Gallery
      • Two Hustlers
      • Wolf & Wilhelmine


      Learn more about what Parsons students, faculty, and alumni are doing throughout the city and around the world. Explore the SDS Community

      Admission Requirements

      Application and Financial Aid Deadlines

      1. Application Deadlines:
        • Fall Term Early Action Applicants: November 1
        • Fall Term Regular Priority Applicants: January 15
        • Fall Term Transfer Priority Applicants: March 15
        • Spring Term Priority Applicants: October 15
        • Spring Term Priority International Applicants: October 15
      2. Financial Aid Deadlines
        • All applicants admissible into our program are considered for a merit scholarship award that is determined by the strength of their application. Scholarship award notification is communicated at the same time as the admission decision. International students are eligible only for merit scholarships. If you are a U.S. citizen or eligible noncitizen, we encourage you to complete the Free Application for Federal Student Aid (FAFSA), which can be found on the Web at The FAFSA is available each year on January 1. (The New School’s federal school code is 002780.) You do not need to wait for an admission decision to apply for federal aid; we recommend submitting by our FAFSA priority deadlines:
        • Fall: March 1
        • Spring: November 1

      Application Instructions

      All applicants are required to apply online. Save your work frequently and print a copy for your records. You must complete all required fields and uploads prior to submission.

      Any additional supporting documents that need to be sent by mail must include an Application Materials Cover Sheet. All supporting materials must be received before your application can be reviewed.

      See below for additional information regarding submission of transcripts and recommendations.

      Some of your required materials will be submitted through SlideRoom:

      1. In addition to submitting the online application, you are required to submit the Parsons Challenge through SlideRoom.
      2. Finalize your Parsons Challenge at the time you submit your application. Doing this will help prevent any delays in reviewing your application, as we need to receive all required materials before we can place your application under review.
      3. Once you have submitted the required SlideRoom materials, a confirmation number will be emailed to you. Save this number for your records.

      Required Application Materials

      1. Application Form: Complete the online application. All applicants are required to apply online.
      2. Application Fee: A nonrefundable $50 application fee and a $10 SlideRoom fee, payable as part of the online application.
      3. Official Transcripts:
        All applicants must provide official high school and/or college transcripts. If you are currently in school, submit transcripts for all coursework taken to date. Applicants who have attended multiple high schools may submit only the graduating school’s official transcript as long as courses taken at previous schools are reflected on that transcript.

        Transfer Applicants: Transfer applicants who have completed fewer than 24 college credits (on a semester system) must submit high school transcript(s) in addition to college transcripts. Students who have completed any college coursework must apply as transfer students, regardless of whether they plan to apply those credits to their studies at Parsons.

        By Mail: Official transcripts should have an original signature or a raised university seal, and must be in a sealed envelope that has been signed or stamped by the issuing university’s registrar or records office. Applicants can either send official transcripts with an Application Materials Cover Sheet or request that institutions send transcripts directly to The New School. See “Mailing Address for Supplemental Materials” for our mailing address in the Additional Instructions and Information section below.

        Electronic Transcripts (U.S./Domestic Institutions Only): The New School accepts electronic transcripts only from our approved vendors. The New School’s approved vendors, in order of preference, are
        • Naviance
        • Parchment Exchange
        • SCRIP-SAFE International
        • National Student Clearinghouse
        We do not accept electronic transcripts sent directly by a student or school offices. Note: All international academic credentials must be submitted as indicated in the International Academic Credentials sections below.

        High School Equivalency: For GED, TASC, and HiSET, send official test score results by postal mail.

        Homeschooling: Homeschool applicants must provide the equivalent of a high school transcript with course or subject titles, duration of study for each title, content of study for each title, and an assessment of performance or “grade.” Preferably, the courses completed at home are part of a curriculum developed and evaluated by a nationally recognized diploma-granting organization or agency. If not connected with such an organization, homeschool applicants must obtain and submit a GED as confirmation of completing a generally acceptable secondary school curriculum. If an official transcript from a state homeschool association or sponsoring public high school is not available, homeschool students must submit an equivalency or GED, TASC, or HiSET exam results. Individual homeschool transcripts with date of completion do not suffice as official proof of graduation.

        International Academic Credentials: All transcripts not written in English must be accompanied by a certified English translation.

        International Academic Credentials with Transfer Credits: Applicants who attended postsecondary institutions outside of the United States are required to have their transcript(s) evaluated by World Education Services (WES) or by another member of the National Association of Credit Evaluation Services (NACES). A course-by-course evaluation must be prepared for each transcript. In the absence of an evaluation, the Admission Committee will do its best to render a decision. Please note: In some cases, a review cannot be made without an evaluation, and a committee decision will be delayed.

        If using WES, visit for instructions and to begin the application process. The “Required Documents” section will explain what to send. If you request your report online, search for “The New School” when selecting our institution. WES will send your completed evaluation directly to The New School.

        If using another NACES provider, follow instructions for that provider. Mailed evaluations and translations should be sent to the mailing address provided for supporting materials. Applicants forwarding these sealed documents should include an Application Materials Cover Sheet.

      4. Parsons Challenge: Choose any theme or concept and interpret it in three original pieces.  Support each piece of art with an essay of approximately 250 words. The series you create should convey a conceptual and creative response to the subject matter. All forms of media are acceptable—drawing, video, photography, sculpture, 3D work, collage, digital images. You can choose to work in a single medium or vary the media. The Parsons Challenge helps the Admission Committee understand how a prospective student develops ideas, creates a theme, visually communicates that theme, and defends the work in writing.
      5. Essay: In 500–550 words, describe a situation in which you combined analysis and creativity to solve a challenging problem. The problem could be personal, social, political, environmental, or something quite different. The Admission Committee is interested more in your process or method in considering the problem than in whether you reached a definitive solution.
      6. Test Scores:

        SAT and ACT: The New School does not require submission of SAT or ACT scores for applications to be considered complete. Should you feel your SAT or ACT test scores are beneficial to your application, you may submit them for our consideration. Note: Homeschool applicants must submit standardized test scores from either the SAT or the ACT. Homeschool applicants may submit two standardized subject test results in lieu of the SAT. The SAT institution code is 2638. The ACT code is 2854.

        TOEFL, IELTS, and PTE: All applicants whose first language is not English must submit valid TOEFL, IELTS, or PTE scores. The minimum score required for TOEFL (IB) is 92, for IELTS is 7.0, and for PTE is 63. Our TOEFL institution code is 2638.

        A TOEFL, IELTS, or PTE score is not required for applicants
        • Whose primary language is English
        • Who have earned a secondary school diploma from a school where English is the primary language of instruction (undergraduate applicants only)
        • Who have earned a four-year degree from a U.S. college/university or from a university where English is the primary language of instruction
        Upon review of your application, the Office of Admission reserves the right to request a TOEFL, IELTS, or PTE score.

        Arrange for the testing service to send your test scores directly to The New School using the institution codes listed above. If your scores are older than two years, you must retake the test. For more information, visit TOEFL, IELTS, or PTE.

        Applicants also have the option of enrolling in The New School's English as a Second Language (ESL) program. Students must pass Level 6 in order to waive the TOEFL/IELTS/PTE requirement. Visit the ESL website for more information.
      7. Letter of Recommendation: Applicants coming directly from high school must submit one recommendation from a teacher or college counselor. Students transferring from other colleges or universities must submit one recommendation from a professor with whom they have studied. Recommenders can submit recommendations online; instructions are included with the online application. If preferred, the recommendation form can instead be sent by mail in a signed, sealed envelope. To send by mail, download the PDF recommendation form found in the online application, complete the personal information, save the form, and forward it to the recommender for completion and submission. Applicants can also send signed and sealed recommendations to the Office of Admission using an Application Materials Cover Sheet.

      Additional Information and Instructions

      1. Applying to More Than One Program: In any given term, a student can apply to only one department or program within The New School. Applicants who file more than one application in a given semester will be required to withdraw one of the applications, and application fees will not be refunded.
      2. Application Materials: All materials submitted in association with The New School application become the property of The New School and cannot be returned to you or transmitted to a third party.
      3. Advanced-Level Credit: AP, IB, and A-Level Courses: Accepted applicants will receive further instructions later in the process regarding AP, IB, and A-Level scores.
      4. Test Score Codes:
        • TOEFL: The institution code is 2638.
        • SAT and AP: The institution code is 2638.
        • ACT: The institution code is 2854.
      5. Application Status: Applications become complete and ready for review once all required items have been received by the Office of Admission. You can check your application status online at the Admission Hub.

        Allow at least 14 days from the date you submitted your application for items to be matched and shown as received on the Hub. Applicants are responsible for following up with schools and recommenders to confirm that items have been sent.

        The Office of Admission will periodically notify applicants by email if their file is missing any documents and again when their file is complete for review. These notifications are sent to the email address provided in the online application.
      6. Interviews: Interviews are not required. Applicants with questions about Parsons or the admission process are encouraged to attend an information session. Please review the Admission Calendar for dates and times.
      7. Homeschool Applicants: The New School welcomes applications from homeschool students. The Admission Committee does not require advanced preparation in every academic area, but applicants should demonstrate substantial work in English, history, social studies, foreign language, mathematics, and science.
      8. Readmission: If you are applying for readmission, please complete the Application for Readmission and follow the submission instructions.
      9. Mailing Address for Supplemental Materials:
        Parsons School of Design
        Office of Admission (PS 100)
        79 Fifth Avenue, 5th floor
        New York, NY 10003