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Design Management
- Anshu Dwivedi
LEADING BY DESIGN
A good example of application
of such design management
principles would be the Pantaloon
chain of retail stores that have been
designed, keeping in mind the
concepts of accessibility and
shopping space, for an amazing
shopping experience.
Pantaloons was the first of its
kind in India to make a fashion
statement, with life-size windows
and billboards strategically placed
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SCENARIO
Across the US and Europe,
Design Management as a Post
Graduate course is a concept that
is in vogue. In India the concept is
still in its infancy. Although there
are a few reputed institutes such as
NID, NIFT and IDC at IIT Mumbai
that offer professional courses in
design, a course in Design
Management per se is yet to find a
place in the curriculum. A
pioneering effort has been made by
MICA, which has introduced a
nine-month certificate course in
Design
Communications
Management from January 2004.
THE EXPERIENCE
Anshu Dwivedi spoke to Atul
Tandan, Director, MICA on the
scope of Design Management in
India:
Could you tell us something about
the Design Management course at
your institute?
Its new in the sense that the first
batch of the graduate program
in Design Communications
Management has just passed out.
The entire batch of 15 students got
job placements prior to their
graduation, which is equity in itself.
All of them have joined Design
Management companies that
essentially deal with Brand
Consulting. Technically speaking
they are not designers that NID
would develop but people who
manage the design process within
an organisation in order to create
customer- centric or customerfocused products, systems and
business processes.
Which were the companies that
offered placements and what was
the range of the salary offered?
The Alia group, Tata Motors,
Elephant Design, Pantaloons,
Synapse, Vyas Vanity are a few of
the companies that our students
have joined. These are strictly
design conscious companies. The
range of salary offered was between
two to six lacs per annum.