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Projects Not Cases: Teaching Design to Managers

The teaching of design in business schools or on general management programmes is still relatively new. It is however growing apace. It started at the London Business School in 1976, which in 1982 established a Design Management Unit with two full-time teachers. (DMU, 1987). Manchester Business School now teaches the subject and five polytechnics are currently running pilot schemes (Report to CNAA, 1986). Outside the UK, Lund University in Sweden and Boston University in the USA both now teach design at their business schools, and a number of other business schools and related institutions here and abroad are planning programmes. The growth in interest is some measure of the increasing importance which is attached to design by business and by government (Design Council/DTI, 1984) the value of design as a management tool is discussed later in this article. However, the main purpose of the article is to suggest to teachers in the field, who come from either design or management disciplines, the importance of using the project method as a way to teach this subject. To design teachers, used to this method, the arguments may seem unnecessary. However, project teaching is by no means a universal