Goals and objectives

The goals of the project are to acquaint the companies that are implementing design management for the first time with specific improvements that serve to increase the level of added value, open up new possibilities of creating market niches, and increase the branded content value. Design management promotes the innovative capacity of a company, impacts the market performance and employment of (highly qualified) professional profiles with different skills, preserves the job positions by improving products and increasing the added value of employees, and generally contributes to a lesser sensitivity of a company in overcoming market fluctuations.

The establishment of design management as a strategic function in the included companies will promote design awareness and the role of design management, improve the capacity of companies to integrate design in the company processes and functions, increase the competence of fund management in design projects, and protect intellectual property (the consequence of differentiation). Companies will deepen their cooperation with the design market and increase their creative potentials. They will integrate the methods of design thinking in their processes and recognize the potential for further developments towards a design-management-driven company. At this training stage, what we expect of companies is an increase in the capacity to lead and implement changes, efficient marketing, the optimization of products and services by using design management approaches and tools, the optimization of the working processes in the company in the sense of optimized use of resources (human, financial, or material), decreasing risks (by means of lean development principles) in the process of new product development, and shortening the development cycles. With a stronger design vision and a well-kept product portfolio (branding), we expect the need for human resources development in the fields of design management and branding management to increase at the strategic, tactical, and operative levels. This will encourage companies towards their integration in the international professional connections for a faster exchange of knowledge, ultimately enabling a more active introduction in the national economic environment. 

Within the framework of KCDM 2.0 Basic, we provide companies with an internationally acclaimed valuation according to the Design Management Staircase that enables them to clearly assess the potentials of their companies and pinpoint the specific areas of deficiency, enabling certain competences to be developed systematically.

For companies who have already grasped the basic knowledge in the field of design management, the main goal is to develop competences and improve the processes and products in the following fields: design research, design innovation, and design leadership (advanced design management fields); and advanced knowledge in the field of branding strategy management. The goal of the partnership is to provide the conditions for a time-programmed and cyclical non-technologic innovation, which represents a condition for entering or maintaining the leading position in a market. Design innovation represents a significant portion of non-technologic innovation and it is the most important differentiator in the end-product segment. Companies will upgrade and change their decision making processes that determine which products and services need to be developed in order to respond to the needs of their users and stand out from the saturated markets. Design research and innovation will strengthen the position in a target company’s promises, in turn increasing the visibility and customers’ trust in a given company’s brands (contemporary management of brand development). 

The development and integration of the said fields of expertise introduces an altered innovation culture and altered processes which, in order to be possible, require the development of new design management competences for different profiles – design leadership.