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PARSONS > Strategic Design and Management (BBA)

Strategic Design and Management (BBA)


Beginning in fall 2013, the Bachelor of Business Administration degree will be awarded upon completion of 120 credits, as designated by the program. (The 2012–13 curriculum continues to apply for students who entered Parsons in spring 2013 or earlier.)

First Year F S
PUFY 1000 Integrative Studio 1 and PUFY 1010 Integrated Seminar 1

This course pairing brings together writing, reading, and making through projects that draw on creative and critical skills in a liberal arts and studio context. In Integrative Studio, students create projects that involve collaboration, cross-disciplinary activity, research, and prototyping. In Integrative Seminar, they develop essential reading and writing skills that help them connect text and visual elements, a practice central to art and design. Students will be able to select from course options that allow them to explore different topics.

6 -
PUFY 1100 Sustainable Systems

In this liberal arts course, students explore energy, climate change, and our dependence on nonrenewable materials. Lectures, seminars, fieldwork, and hands-on experiments introduce students to the physics, chemistry, and biology of energy and the way these systems relate to design and everyday experience.

3 -
Introduction to Quantitative Reasoning

This course covers the fundamentals of elementary and intermediate algebra used in business and social science. Students develop quantitative literacy, learning to organize and analyze data and mastering counting techniques and elementary probability. Students are also introduced to the use of technology as a computational aid and a tool for creating graphics.

3 -
First-Year Studio: PUFY 1030 Drawing/Imaging*

In this six-hour studio, students explore human interaction with the visual world and create two-dimensional works using digital tools such as adobe illustrator and photoshop, drawing, photography, and mixed media. They investigate perception, representation, and culture as they record and then translate observations into visual form, organizing content, analyzing relationships, and communicating ideas. Students will be able to select from course options that allow them to explore different topics.

3 -
First-Year Studio: PUFY 1020 Space/Materiality or PUFY 1040 Time*

In this six-hour studio, students focus on evolving concepts of time in art and design and the way those concepts shape human experience and our understanding of the world. They develop and structure narratives and shape user experiences in projects ranging from bookmaking to performance art to audiovisual pieces. media including adobe indesign and video editing software are used. Students will be able to select from course options that allow them to explore different topics.

- 3
First-Year Elective
- 3
Advanced Quantitative Reasoning

This class presents data visualization techniques and introduces probability theory and statistical analysis methods, preparing students for higher-level strategic design and management courses.

- 3
PUFY 1001 Integrative Studio 2 and PUFY 1011 Integrated Seminar 2

Building on methods introduced in the first semester, this course pairs a reading and writing seminar with a studio exploring the impact of research on art and design practice. Students learn to use design tools employed by professionals in the field and undertake individual and collaborative projects that investigate how cultural values can be transmitted through art and design. Coursework emphasizes research, formal writing, systems thinking, and information navigation skills and introduces distributed learning techniques. Students will be able to select from course options that allow them to explore different topics.

- 6
15 15
Sophomore Year F S
ULEC 2030 Microeconomics

This course focuses on the principles of microeconomics and their application to the international economy. After analyzing the basic supply and demand characteristics of markets, we turn to an analysis of competition and market structure, income distribution, labor markets, innovation in technology and design, market failure, international trade and international capital markets and, finally, economic development.

3 -
PUDM 3301 Research and Development Methods

An introduction to ways in which the practices of research and design overlap and intersect, this course surveys commonly used research and design methodology, emphasizing the contexts and conditions in which these methods are applied as well as the various theoretical frameworks in which they are grounded. Techniques for observing and describing phenomena are addressed together with procedures for generating and developing phenomena in order to compare and contrast the various ways in which these methods can be used to operationalize a variety of concepts. By experimenting with the use of different research and design methodologies in the context of individual as well as group projects, students will be exposed the basic theoretical and procedural knowledge that is required to appreciate the value of integrative approaches to research and design and they will have developed a solid foundation upon which to develop and tailor such methodologies in pursuit of their personal research and design agendas.

3 -
PSDS 2130 Design, Self, and Society

Through a consideration of classic and contemporary texts, this introductory course will examine the many ways that “design”—conceived broadly to include any intentional plan, process or product—can influence individuals’ sense of identity and possibility, structures and systems of social organization, and the expression of political power. By the end of the course, students will understand the broad relevance of “design” and “design thinking” in the contemporary world, see the multiple intersections of “design, self, and society” as opening up opportunities for intervention, and be able to articulate the issues discussed in class with increased confidence and authority.

3 -
PSDS 2107 Marketing

This course provides a concentrated, integrated exploration of theories and principles governing standard marketing strategies and practices. Students begin to develop a framework for understanding marketing tactics and strategies useful for design‐driven and other creative businesses. The course prepares students for higher‐level marketing exercises later in the Strategic Design and Management curriculum.

3 -
PSDS 2000 Innovation

This course explores classic texts on entrepreneurship and innovation, while also considering the role of the artist and design as an agent of change, and the nature and promise of technology in the creation of our possible future(s). Using a design thinking approach that stresses participation, iteration, and integration, the course lectures, readings, discussions, exercises, and projects will address topics like users, process, place, diffusion, and intellectual property along with tools like brainstorming, prototyping, scenario planning, and positioning. By the end of the course, students will gain fluency in the fundamental tools needed to innovate in any context.

3 -
Second-Year Studio Elective

This course provide students an opportunity to complement and build upon their second year experiences with offerings that might include disciplinary studios, advanced skills studios, and exploratory studios. The course options give students the chance to bolster their skills, experience a topic related to a discipline of interest, or to simply explore an unfamiliar way of experiencing art and design.

- 3
PLDS 2190 History of Design

Lectures will examine a variety of object types, including furniture, interiors, graphics, and products, and draw examples from the well known as well as the anonymous. Throughout, design will be situated within its social, cultural, political, and economic contexts. Materials, technology, and debates informing the configuration of things such as Modernism and taste will be considered, as will the changing role of the designer, and the effects of the shifting ways of life on patterns of production and consumption. In addition, the course will also consider how issues of gender, race, and class affect design. Readings will come from both primary and secondary sources, and new approaches and methods in the study of the history of design will be discussed.

- 3
ULEC 2020 Macroeconomics

This course introduces macroeconomic theory, and analyzes how the "economy in the aggregate" behaves. It focuses on how production, employment and prices are determined in advanced industrial capitalist nations, and explores how these macroeconomic variables determine the economic prosperity of a nation over the long run (growth), and what happens when they fluctuate in an unexpected manner (leading to economic crisis).

- 3
PUDM 3409 Financial Management

This course provides an introduction to accounting as well as to the three major fields of finance: financial institutions, investments, and corporate finance. The emphasis is on a thorough understanding of underlying concepts‐‐including the time value of money, risk and reward, and valuation‐‐and their practical application for entrepreneurs, managers, and investors.

- 3
PUDM 2454 Business Ethics

Through readings in classic and contemporary ethical literature, and through case studies of real ethical dilemmas, this course examines the moral considerations that students may encounter in management situations, business and creative pursuits.

- 3
15 15
Junior Year F S
PUDM 3311 Research and Development Advanced Methods

This course builds upon material covered in the Research and Development Methods course by offering students an opportunity to experiment with the development of advanced approaches to the integration of research and design methodology. As in their prior course, students will continue to explore relationships between the theoretical frameworks in which methods are grounded and the contexts and conditions in which they are applied, but the breadth of such exploration will narrow as students delve deeper into the development of methodologies that are tailored to their own particular areas of interest (much as they might be expected to do in the context of developing a thesis).

3 -
PUDM 4030 Strategic Management

This course prepares students to assume strategic roles through a survey of topics including: introduction to the management process; strategic planning; organizational theories; social capital, and implications of local, national and international policies. Emphasis is placed on the impact of globalization and the importance of social responsibility in the context of strategic decision‐making in business. The course will draw upon case studies from design and other industries. By the end of the course, students will be able to understand the nature and importance of strategic management in a global environment; understand the process of strategy formulation and the various types of corporate, business and functional strategies used by business organizations, and will have the tools to examine the impact of structure, culture, and other factors on the implementation of strategy; apply strategic management principles to practical business situations through case analysis.

3 -
PSDS 3000 Cities, Services, and Ecosystems

A lecture/discussion course focused on defining themes of 21st‐century life. Urbanization is presented as both a demographic fact and an environmental value (densely populated cities cause less environmental stress on a per capita basis). Services (including leasing businesses, co‐operatives, etc.) are analyzed as alternatives to traditional businesses that produce physical things for individual consumers. A systems approach to the analysis of modern phenomena in all their social, economic, and environmental complexity is explored. The course will involve a lecture series, including guest lectures by various urban design professionals, weekly readings, field trips, small group research, and synthesizing creative projects.

3 -
Liberal Arts Elective
3 -
Program Electives
Program electives may be used to take general studies courses in business and management, as well as art/design-related courses in other design programs and design-related areas of study, such as Communication Design, Design and Technology, Fashion Marketing, Integrated Design, Service Design, Sustainable Design, and Urban Design. Students should work with their advisors to fulfill distribution requirements.
3 6
Design Studies Elective
- 3
PSDS 3001 Life-Cycle Assessment

Introduction to methods for analyzing the total environmental impact of products or services for the purpose of minimizing that impact. Sourcing methods, materials science, and post‐ production impacts are analyzed as elements that contribute to the overall environmental footprint of a product or service. Students work with industry‐standard tools and techniques that automate some of the environmental impact analysis, facilitating strategic decision‐making about product and/or service development.

- 3
PSDS 3106 Business Models and Planning

A comparative study of business models and planning, this course provides students with an understanding of the basic components of all business models and the ability to ask the questions and conduct the research that will enable them to understand how any business is constructed. Topics include internal components (mission and objectives; organizational facilitators and leadership; financial structure, etc.) and external components (external environment and competitive positioning; pricing mechanisms; cultural and geographic landscape, etc.). By the end of the course, students will have an understanding of the components of business models and the ability to differentiate among types of businesses and business models; the ability to compare and analyze business models, and to create and appraise business plans; and a theoretical and practical understanding of the topology and components of business models, their linkages, and their importance for the new economy.

- 3
15 15
Senior Year F S
PSDS 4110 Capstone: Portfolio Strategies

In this lecture/workshop course, students learn about “knowledge assets” and become skilled at identifying, highlighting and articulating the value of their competencies. The lecture portion of this course will introduce fundamental concepts including knowledge assets, human capital, and intellectual development. Workshop sessions are dedicated to the articulation of individual expertise and interests through the production of a personal portfolio and portfolio management system. Together, the lectures and workshops help students produce physical and digital materials that are a culmination of their experiences while in school, and that support their professional goals after graduation.

3 -
PUDM 4050 International Business

This course asks students to understand the impact of global economic models upon domestic economies. Issues explored include the business impact of migrating populations, environmental movements, social climates, new technologies, and international trade agreements.

3 -
PUDM 4020 Business Law

This course addresses American jurisprudence as it applies to business. It draws on students’ concurrent studies in economics, finance and marketing, while also introducing new business concepts. Topics include intellectual property, business torts and crimes, contracts, secured transactions, creditors’ rights, bankruptcy, employment law, licensing and business organizations (sole proprietorships, partnerships, and corporations).

3 -
Program Electives

Program electives may be used to take general studies courses in business and management, as well as art/design-related courses in other design programs and design-related areas of study, such as Communication Design, Design and Technology, Fashion Marketing, Integrated Design, Service Design, Sustainable Design, and Urban Design. Students should work with their advisors to fulfill distribution requirements.

6 6
Liberal Arts Electives
- 6
PSDS 4100 Capstone: Senior Seminar

In this course, seniors prepare themselves to assume challenging roles in which design strategy and tactics can be used as tools for strategic change. As design‐savvy managers they will soon be setting agendas for growth and change in professional settings. As is consistent with a culminating experience, this course will draw upon and test competencies developed in previous courses. Students will be required to demonstrate an awareness of prominent issues in their chosen fields. On their paths toward the completion of a senior seminar project, students will employ and refine their evolving skills of research, analysis, explanation, persuasion, and presentation in multiple media.

- 3
15 15
TOTAL CREDITS 120

* The two First-Year Studio courses—Drawing/Imaging and either Space/Materiality or Time—may be taken in any sequence, one in the fall semester and one in the spring.



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