• Strategic Design and Management BBA

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    Program Contacts
    Raz Godelnik
    , Program Director
    Daniel Drak, Associate Director
    Robert Rabinovitz, Associate Director
    Jennifer Rittner, Associate Director

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  • The BBA Strategic Design and Management program prepares a new generation of industry leaders for entrepreneurial and management positions in which they can apply leading theories in design and innovation. Taught by leading industry specialists, this interdisciplinary program examines the essentials of design-led research, strategy, and systems thinking. Courses introduce you to branding, product and service development, innovation, law, finance, ethics, value alignment, and sustainability. This interconnected approach to design and business is applicable across all industries.

    Program Highlights

    • Project-Driven Learning

      Experience lectures, seminars, and studio courses, giving you a variety of learning experiences that emphasize individual and group work and field-based research.

    • Cross-Industry Collaboration

      Explore challenges that cross professional sectors, bringing design, business, and social science together to gain an understanding of and develop responses to today’s complex problems.

    • Industry Engagement

      Collaborate on projects that provide real-world experience and opportunities to work with diverse stakeholders and some of the world’s most influential organizations.

    • Progressive Careers

      Prepare to succeed in a wide range of companies and leadership positions, from starting your own business to executing design strategies and market innovation.

    • Degree Bachelor of Business Administration (BBA)
    • Format Full-time, on campus
    • Credits 120
    • Duration 4 years
  • Curriculum

    Your BBA begins with Parsons’ first-year curriculum, which serves as the academic foundation for all undergraduate programs at Parsons. From your second year on, you dive into courses in your major field of study. Art and design history and theory courses develop your research, writing, and critical reasoning skills, and university electives broaden your perspectives.

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  • Career Paths

    Many BBA Strategic Design and Management students undertake internships during their studies that help launch their careers. Graduates find success in design strategy, innovation, entrepreneurship, branding and marketing, and management.  

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    Explore Our Community

    Discover what our students, alumni, and faculty are doing in NYC and worldwide.


  • Parsons faculty represent a broad range of expertise and are acknowledged as leading practitioners and scholars in their fields. 

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  • Beyond the Classroom

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      New York City’s thriving creative industry and cultural institutions are part of your Parsons education. Our Career Services Office is deeply connected to the art and design industries and can help you advance your career with industry-oriented internships.

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      Industry Engagement

      Connect to the organizations, businesses, and entrepreneurs driving global creativity and commerce. In classes, internships, and extracurricular projects, you gain marketable problem-solving skills in sectors ranging from government and nonprofits to tech and creative industries.

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      Study Abroad

      Enrich your learning and prepare for work in global contexts with study abroad that exposes you to new perspectives and settings in which to apply your creativity. Our study abroad destinations include, Paris, London, Florence, and more.

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      Making & Academic Resources

      Enjoy access to extensive resources including New School libraries, computer labs, archives, and studios, along with Parsons’ state-of-the-art Making Center, facilities offering a broad array of tools to support your creative and academic growth.

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