Strategic Design and Management (BBA)

  • The business of design and the design of business are at the center of the BBA Strategic Design and Management program, which combines studios and seminars that integrate business strategy, design methods, and liberal arts capacities. In hands-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).

    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

    You can 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 with 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. Students in this program also benefit from the resources, student networks, and faculty expertise of a university-wide community engaged in management and entrepreneurship.

    Future Opportunities

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

  • Student Work

    See More Student Work From the Program


    The Bachelor of Business Administration degree is awarded for completion of 120 credits. A maximum of 60 credits may be transferred from other institutions. Students must maintain a 2.0 cumulative GPA and fulfill all requirements in a timely manner.

    To view degree requirements from prior years, visit the Academic Catalogs archive.

    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 Creative Team Dynamics: Identity and Change 3 -
    PLDS 2190 History of Design: 1850–2000 Lecture 0 -
    PLDS 2191 History of Design: 1850–2000 Recitation 3 -
    PUDM 2700 Information Visualization 3 -
    Program Electives
    3 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
    Liberal Arts Elective
    - 3
    15 15
    Junior Year F S
    PSDS 3100 Integrative Research and Development 3 -
    PUDM 3409 Financial Management 3 -
    PUDM 3365 Design of Business  3 -
    ULEC University Lecture Elective
    3 -
    Program Electives
    3 3
    PSDS 3430 Strategic Management - 3
    PSDS 3000 Innovation: Lecture - 0
    PSDS 3001 Innovation: Discussion - 3
    PUDM 3420 Global Professional Practices - 3
    Liberal Arts Elective
    - 3
    15 15
    Senior Year F S
    PUDM 4120 Senior Project 1: Capstone 3 -
    PSDS 4110 Navigating the Field: Lecture 0 -
    PSDS 4111 Navigating the Field: Workshop 3 -
    PUDM 4322 Business Models and Entrepreneurial Strategy 3 -
    Program Electives
    3 3
    Liberal Arts Electives
    3 3
    PUDM 4041 Ethical Decisions and Leadership - 3
    PUDM 4121 Senior Project 2: Capstone - 3
    PUDM 4045 Business Regulations and Practices - 3
    15 15

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


    Program Contact

    Full-Time Faculty

      See More Program Faculty


      Featured Videos

      Students in a class led by BBA faculty member Mark Randall enlist their design abilities to study bees' cooperative nature while honing their research skills.

      How can a metropolis become more sustainable? Logan and Chelsea know that the answer is systemic.


      The following is a list of some notable program alumni:

      Syd Chan
      Junior experience designer, Saatchi & Saatchi

      Marc Sauriol
      Client service director, Smart Design

      Logan Reidel
      Brand analyst, Vivaldi Management Consultants

      Adrianne Silva
      Marketing, Cartier

      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 in which 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

      Admission Requirements

      Application and Financial Aid Deadlines

      1. Application Deadlines:
        • Fall Term Early Action Applicants: November 1
        • Fall Term Regular Priority Applicants: Extended to January 24
        • Fall Term Transfer Priority Applicants: April 1
        • Spring Term Priority Applicants: Extended to November 1
      2. Financial Aid Deadlines
        • Merit Scholarships:
          All admitted students are considered for merit scholarship awards determined by the strength of their applications. International students are eligible only for merit scholarships.
        • Federal Student Aid:
          If you are a U.S. citizen or eligible non-citizen, we encourage you to complete the Free Application for Federal Student Aid (FAFSA), which can be found at The FAFSA is available each year on October 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. Submit your FAFSA by our FAFSA Priority Deadlines below.

          Fall: February 1
          Spring: November 1

      Application Instructions

      All applicants are required to apply online using the Common Application. 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 Common Application, you are required to submit the Parsons Challenge through SlideRoom.
      2. We encourage you to submit an optional 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 review your application.
      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 Common Application. All applicants are required to apply online.
      2. Application Fee: Application fees are $50 for all U.S. domestic applicants, and $75 for first-year international applicants. Application fees are paid through the Common App and are non-refundable. There is also a $5 SlideRoom fee.
      3. Official Transcripts:
      4. Official Transcripts:
        First Year Applicants: First year applicants must provide an 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 can submit only the graduating school’s official transcript as long as all prior coursework is listed on that transcript.

        Transfer Applicants: Transfer applicants must submit an official high school/secondary school transcript with graduation date or General Education Diploma (GED). Official transcripts are also required for each college or university you have previously attended.

        Homeschool Applicants: 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” at the time of application. Preferably, the courses completed at home are part of a curriculum developed and evaluated by a nationally recognized diploma-granting organization or agency. Review the Additional Information for Homeschool Applicants section below for more information.

        Applicants With High School Equivalency Tests: Send official GED, TASC, and HiSET test score results via the testing agency. Upon review, applicants may be required to submit additional application materials.

        Submitting Transcripts By Mail: Applicants should make arrangements to have their school/college send transcripts directly to The New School at the mailing address for Supplemental Materials. All transcripts must be received in a sealed envelope with a school official’s signature, stamp or seal. All documents not written in English must be accompanied by a certified English translation.

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

        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), Education Credential Evaluators (ECE), or by another member of the National Association of Credit Evaluation Services (NACES). A course-by-course evaluation must be prepared for each transcript.

        Follow all document requirements as outlined on the evaluation service providers’ websites. Evaluations completed by WES or ECE will be sent directly to us electronically by the vendor.

        All other NACES provider evaluation should be mailed directly by the vendor to the address for Supplemental Materials. A copy of the transcript which was evaluated should accompany the evaluation in the same sealed envelope or the official transcript should be sent directly to The New School by the issuing college/university.
      5. Parsons Challenge (optional): The Parsons Challenge must be completed in SlideRoom only. Create a new visual work inspired by an advertisement, invention or theme within a piece that you've already created.  Support your process by writing one 500 word essay describing how your ideas developed. You may also submit up to two additional pieces that document your visual process.  All forms of media are acceptable—drawing, video, photography, sculpture, 3D work, collage, and digital images. The Parsons Challenge helps the Admission Committee understand how a prospective student develops ideas, visually communicates those ideas, and defends the work in writing.
      6. Essay: The New School brings together a dynamic group of students interested in art, design, performing arts, entrepreneurship, and critical thought. We would like to know more about your interest in joining our community and why you would be a good fit for The New School. We are particularly interested in knowing what will make you a valuable member of your specific school, college, program, area of study, or campus. (500-600 words)
      7. Test Scores:

        SAT and ACT: The New School does not require submission of SAT, SAT Subject Tests or ACT scores for applications to be considered complete. Should you feel your SAT, SAT Subject Test or ACT test scores are beneficial to your application, you may submit them for our consideration. The SAT institution code is 2638. The ACT code is 2854.

        TOEFL, IELTS, PTE, and DET: All applicants whose first language is not English must submit valid TOEFL, IELTS, PTE, or DET scores. The minimum score required for TOEFL (IB) is 92, for IELTS is 7.0, for PTE is 63, and for DET is 115. Our TOEFL institution code is 2638.

        The New School does not require TOEFL, IELTS, PTE, or DET scores for applicants who have:

        • Attended a secondary school for a minimum of three years where English is the primary language of instruction. However, students who have taken any English as a Second Language (ESL) courses while in high school, regardless of how long they have been in high school, must submit TOEFL, IELTS, PTE, or DET results.
        • Successfully completed two full semesters of non-ESL college-level expository writing
        • Earned a four-year degree from a U.S. college/university or from a university where English is the primary language of instruction (minimum of three years attendance)
        We accept test scores taken within the past two years. If your scores are older, you must retake the test.

        All admitted students whose Native Language is not English will be required to take the internal English Placement Exam prior to attending classes. This step has been implemented to ensure submitted tests scores reflect students' current English fluency and to ensure that all students are prepared to take on the rigorous Parsons Curriculum.
      8. Letters of Recommendation:
        • First year applicants: Applicants applying directly from high school must submit one counselor recommendation and one recommendation from a teacher. The Common Application School Report is also required.
        • Transfer applicants: Students transferring from other colleges or universities must submit one recommendation from a professor with whom they have studied.
        Recommenders may submit recommendations online through the Common Application. If preferred, the recommendation form may be downloaded and sent by mail in a signed, sealed envelope.

      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 and documents 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. 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.
      5. 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.
      6. International University Preparatory Curriculum: The New School welcomes applications from students from all over the world. In order to be competitive for admission, applicants must pursue their country’s university preparatory curriculum. For example:
        • Applicants from an educational system that follows the UK model will be most competitive for admission if they have completed or are in the process of completing A levels from three subjects at the time of application.
        • Applicants from an educational system that follows the Indian curriculum must provide either completed or predicted Standard XII (HSC) results at the time of application.
        Students with questions about their curriculum as it relates to admission may email
      7. Homeschool Applicants: We welcome applications from homeschool students. We don't require advanced preparation in every academic area, but applicants should demonstrate substantial work in English, history, social studies, foreign language, mathematics, and science. Review the Official Transcripts information above for transcript requirements. Upon completion of the homeschool curriculum students must provide proof of high school graduation or an equivalent. We will accept an official transcript from a state homeschool association or sponsoring public high school; GED, TASC, or HiSET exam results; individual homeschool transcripts with date of completion; and certificates of completion recognized by local homeschool associations. Upon review, applicants may be required to submit additional application materials.
      8. Readmission: The Application for Readmission should be completed by students who wish to return after an absence of four semesters (fall and spring). If you would like to apply for readmission, review the readmission deadlines and requirements in the Readmission section of our How to Apply information. If you have enrolled at another institution since you were enrolled at The New School, you should apply for admission as a transfer student according to the instructions outlined above.
      9. Internal Transfers: The Internal Transfer Application is required for all current New School students who wish to transfer from one New School college to another. If you would like to apply as an internal applicant, review the deadlines and requirements in the Undergraduate Internal Transfer Policy section of our How to Apply information. Students who wish to change departments or majors within the same college should speak with their academic advisor.
      10. Mailing Address for Supplemental Materials:
        Parsons School of Design
        Office of Admission (PS 100)
        79 Fifth Avenue, 5th floor
        New York, NY 10003

      Program News

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