Beruflich Dokumente
Kultur Dokumente
Design Thinking
Business Programs
Industry Futures Series
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2014 The Advisory Board Company 29363_A
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COE Forum
LEGAL CAVEAT
The Advisory Board Company has made efforts to verify
the accuracy of the information it provides to members.
This report relies on data obtained from many sources,
however, and The Advisory Board Company cannot
guarantee the accuracy of the information provided or any
analysis based thereon. In addition, The Advisory Board
Company is not in the business of giving legal, medical,
accounting, or other professional advice, and its reports
should not be construed as professional advice. In
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issues, before implementing any of these tactics. Neither
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claims, liabilities, or expenses relating to (a) any errors or
omissions in this report, whether caused by The Advisory
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by the terms set forth herein.
Executive Director
Chris Miller
Contributing Consultants
Lisa Geraci
Jess Jong
Lisa Qing
Practice Manager
Carla Hickman
Design Consultant
Stefanie Kuchta
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Table of Contents
Wanted: T-Shaped Professionals ........................................................................................................... 4
Companies Seeking T-Shaped Candidates .......................................................................................... 4
A New Employer Rubric for Skills and Competencies .................................................................... 4
Universities Take Note .......................................................................................................................... 5
Assessing Graduates on a T-Scale ................................................................................................ 5
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Unmatched knowledge of
a highly demanded skill,
process, or product
1)
T-Stem
(for Innovation)
Morten T. Hansen, IDEO CEO Tim Brown, Chief Executive.net, January 2010; Bolder by Design: Strategic Framework for
Advancing Michigan State University, February 2013, http://bolderbydesign.msu.edu/.
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Universities
Take Note
STEM Graduate
2)
Matloff, Norman, Software Engineers Will Work One Day for English Majors, Bloomberg,
http://www.bloombergview.com/articles/2012-04-22/software-engineers-will-work-one-day-for-english-majors.
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20%
19%
16%
Automation
15%
56%
Percentage of surveyed
CEOs who consider digital
engagement of customers
a top 10 priority
Creativity Is at a Premium
In his 2013 book, Average Is Over, economist and blogger Tyler Cowen argues that
4
marketing is the seminal industry of the future. As a growing number of media outlets
vie for customers' attention and income inequality persists, the most successful and
resilient companies will differentiate themselves by creating a superior customer
experience that inspires brand loyalty and incentivizes repeat purchasing.
Marketing Is Everything
Despite all the talk about STEM fields, I see marketing as the
seminal sector for our future economyThe growing importance
of marketing integrates two seemingly unrelated features of the
modern world: income inequality and increasing pressures on our
attention.
Dr Tyler Cowen
Dr.
George Mason University
From Average Is Over (2013)
3)
Brad Brown, Johnson Sykes, and Paul Willmott, Bullish on Digital: McKinsey Global Survey Results, McKinsey & Company, August 2013.
4)
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Innovation
Specialists
Joining the
C-Suite
Consumer Goods
Kraft
Procter and Gamble
Johnson & Johnson
Fisher-Price
Financial Services
Bank of America
Fidelity Investments
The World Bank
Citigroup
Health Care
Kaiser Permanente
Humana
Boston Childrens Hospital
Cleveland Clinic
COE Forum searches revealed few job postings for chief innovation officers; many CIOs
are promoted from within an organization or hired via executive search firms. These
employees consistently demonstrate the ability to think creatively about problems,
generate positive returns from customer feedback, and successfully promote new ideas
among senior executives.
Responsibilities
Translate consumer behavior and
needs into key insights to support
pipeline direction
Direct R&D activities in product
development and testing
Desired Skills and Experience
5)
LinkedIn.
6)
Myblogyourmoney.com.
7)
Innovation Consultancy.
MBA preferred
Strong strategic agility to connect
disparate pieces of information
and establish a path
Ability to sell a vision across and
up through management
Passion for innovation and new
product development; strong
growth orientation
8)
Kaiser Permanente.
9)
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The companies listed below demonstrate the highest number of innovation titles and
offer potential target audiences for design thinking programming.
515
PepsiCo Inc.
101
82
Nike, Inc.
75
UnitedHealth Group
73
Liberty Mutual
10)
58
49
Amazon.com
44
Capital One
41
41
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Integrated patient experience: A system that integrates the patient experience for
those undergoing chemotherapy and systemic therapies at a cancer research
hospital
Water purification: Design of a household water purification system for families in the
Philippines
Pulse: A news reading application that collects content from readers favorite
sources and displays them in an easy-to-read and navigate interface
Finance
Operations
Strategy
Marketing
Design
Problem Defining
Brainstorming
Business constraints
Critical thinking
Visual arts
Graphic design
User interface
Fine arts
Ideation and
Prototyping
Empathy and
Need-Finding
Understanding
consumers
User observation
Experimentation and
Implementation
Visual
communications
Prototyping
Game design
Human-centered
sustainability
Highly Experiential
Collaborative studio work in
teams, capstone e-portfolios
Aspirational
Sustainability, extreme affordability,
social entrepreneurship
11)
Kathryn Roethel, Stanfords Design School Promotes Creativity, SFGate, November 2010.
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A Virtue of
Necessity?
67%
51%
49%
46%
32%
12%
2008
2009
2010
2011
2012
2013
In 2011 alone, the same year that two-thirds of business schools reported declines in
applications, approximately 30K fine arts majors graduated from college. Fifty percent
of those graduates work in non-arts fields and could benefit from a combined arts and
business program. Many of these graduates are part of the artisan economy: artists
and craft enthusiasts who sell products at farmers markets, craft fairs, and handmade
merchandise websites such as Etsy and Madeitmyself. As these channels proliferate,
more entrepreneurs require skills to effectively grow their businesses.
Industrial Design
1,408
Graphic Design
5,600
Fine Arts
General Art
13,431
12)
Graduate Management Admissions Council, 2013 Application Trends Survey, September 2013.
13)
10,424
10
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Short program stacks: Students enroll in individual courses then apply them to full
degree programs
Self-Funding Brand-Builders
Revenue-Generating Immersion Programs
Business
Design
Engineering
Experiential
Enrichment Courses
Design MBAs
MBA, Design Strategy
Business Design
Second-Year Practicum
Executive
Boot Camps
Short-Program Stacks
Try-Before-Buying Intermediate Credentials
14)
Freemium
reemium MOOCs
Steven Tepper, Is an MFA the New MBA? Fast Company, March 2013.
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Design MBAs
Why Hybrid?
60 credits, $83,000
Business Courses
(Blended)
Design Thinking
(In-Studio)
Managerial Economics
Innovation
Financial Accounting
Market Insight
Sustainability
Strategic Management
Customer Experience
The MBA in Design Strategy program enrolls two cohorts of 60 students, a sizable
number for a small art school and a possible indicator of unmet demand in this field.
However, more surprising are the student demographics for the program. Program
directors expected the program to appeal entirely to former fine arts majors, but onethird of the students fit the profile of a traditional MBA student with a finance or
consulting background. These students gained exposure to finance, accounting, and
other business principles in their pre-MBA positions and wanted a more creative and
challenging MBA experience. The program is so successful that California College of the
Arts will offer two specializations within the design MBA across 2014 and 2015: public
policy design and strategic foresight.
120
Non-Design
Background
(33%)
Design
Background
(67%)
Design Strategy
15)
New Specializations
12
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Self-Funding
Brand Builders
Executive
Boot Camps
Torontos
Rotman
DesignWorks
Content
Innovation Hub instills design thinking methods
and value
Marketed to existing graduate students in
business, engineering, education, medicine, etc.
Radical collaboration projects on social
ventures, plus open online crash courses in
design thinking
Included in graduate tuition (varies by home
program)
Design thinking
principles spread
across disciplines
Capstone projects
with real-world
partners elevate
reputation for social
entrepreneurship
innovation
Global reputation as
design thinking
thought leader
Executive boot camps
generate interest in
design-focused MBA
programs
16)
17)
Brand Benefits
13
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Short-Program
Stacks
Design MBAs18
Certificate
Certificate
Only
50%
50%
Enroll in
MBA
The University of Cincinnati offers the only MOOC-to-degree program in design thinking.
Administrators created excitement for the MOOC through LinkedIn and Twitter, and
attracted 2,550 students. Although enrollment predictably declined sharply as the course
progressed, 179 students will earn a certificate. As the first MOOC ended in December
2013, the number of students who will apply the certificate credit toward the MBA
remains unknown, but administrators hope 10% to 20% of certificate earners will do so.
Freedom MOOCs19
Cincinnatis Design Thinking MOOC2Degree
2,550
Enrolled in course
Combines content from marketing
and engineering courses
Launched with online enabler
Academic Partnerships
Promoted through LinkedIn
Innovation Groups, Twitter
Completers may apply course
toward MBA and MEng programs,
saving $1,600
880
Recently logged in
320
Actively engaged
1836
Anticipated to
Enroll in MBA
Program
179
MBA Certificate in Design and Innovation Management, Kendall College of Art and Design of Ferris State University,
http://www.kcad.edu/programs/graduate/design-and-innovation-management-certificate/.
19)
MOOC: Innovation and Design Thinking, University of Cincinnati Distance Learning & Outreach,
http://www.uc.edu/distance/mooc/innovation.html.
14
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MOOC
Certificate
Contract Training
Investment: $
Investment: $$
Investment: $$
Investment: $$
Investment: $$$
Advantage
Advantage
Advantage
Advantage
Advantage
Low investment
costs; increased
brand awareness
through large target
audience; potential
for conversion to
degree/certificate
programs,
particularly in more
rural areas with
limited alternatives
Can recycle
material from
existing design
thinking or MBA
programs;
functions as a trial
for institutions
interested in fulllength programs
Customizable for
specific clients and
industries; can
recycle content
from existing design
thinking programs,
potential for longterm partnerships
through annual or
function-specific
trainings; promising
for institutions with
regional companies
that emphasize
innovation and
creativity
Can recycle
material from
existing design
thinking or MBA
programs; attractive
to professionals
who already
possess an MBA
and do not require
a full suite of
business courses;
companies typically
more invested in
design thinking at
executive levels
and willing to
sponsor employees
Tuition rates
competitive with
traditional MBA
programs; attractive
to both typical and
atypical MBA
students (e.g., fine
arts, design
professionals);
programs can take
advantage of
existing arts space
without full-time
utilization
Executive
Education
Degree/School
Certificate
Degree/
School
Cost to Develop/Maintain
Certificate
Executive
Education
Contract
Training
MOOC
Revenue Potential
2014 The Advisory Board Company 29363_A
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Beyond
Business
20
141%
43,959
43,328
89%
Percentage Growth in
Postings, 2010-2013
36,851
36,843
36,393
35,878
61%
19,962
54%
42%
31%
Applying human-centered
design to rapid prototyping
methods
Understanding patientcentered design
20)
38%
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COE Forum
Breakthrough-practice research and market
intelligence to help universities develop and
grow continuing, professional, and online
education programs.
Advancement Forum
Breakthrough-practice research and
data analytics to help advancement
professionals maximize philanthropic
giving and support institutional goals.
Performance Technologies
University Spend Collaborative
Business intelligence, price comparison
database, and consulting to assist chief
procurement officers in reducing spend
on purchased goods and services.
17
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