The BA (Hons) in Business Design offers an educational path that teaches students how to develop skills in writing and articulation, communication and presentations, negotiations and sale, self-awareness and impact, as well as capacity for collaboration. The key work tools are research, conceptual development, visualisation and prototyping of ideas and projects presentation.
This course blends creativity, business and communication, in order to teach future creative professionals how to develop, coordinate and implement ethnographical market and consumer research to generate insights, brand and product innovation as well as business design, communication strategies and event design.
The first year of this course is focused on acquiring the fundamentals of design, creative economy, project culture and methodology. Students learn to comprehend the influence that art has in business, the relevance of research, communication, public relations, and event and management design by means of visual communication.
The second year involves usage of tools and techniques to develop elaborated projects with companies and offer effective and pragmatic solutions, as well as deepening on how to grasp cultural trends, do research on markets and competition, assess the impact that neuroscience has on consumers’ behaviour, develop communication and branding strategies; in addition to studying the necessary technology to communicate a simple and effective visual message through developing the own creativity and interdisciplinary methodological processes with video techniques and social media.
During the third year, students learn about aspects such as research on emerging markets, collective funding, technical production of events and creation and design of service experiences, everything in order to conceive social and creative business projects. Also, the professional expertise area is chosen (Business Design or Communication and Event Design). In the end, the degree final project is developed in collaboration with real companies, where prototypes are produced. In successful cases, those prototypes will evolve and be manufactured to launch them into the market. Creative management acquires a great relevance through project management and the capacity of implementing the knowledge acquired in the previous years.
Gunes Kocabag is a user-centred, strategic designer with close to a decade of experience applying usercentred design to business problems, particularly in the digital realm. She has successfully led multidisciplinary teams and worked in complex stakeholder environments in Europe, America, Africa, Asia and Australia.
She currently works as an independent consultant. She has worked globally with corporate clients, start-up’s and non-profit organizations alike to help them develop strategies for their user- facing challenges. She has also collaborated with many companies to train them on Design Thinking and Service Design methodologies, running workshops and coaching sessions.
Born in the UK and grown up in Turkey, she has lived and worked internationally until calling Barcelona home. She holds a bachelor’s degree in mechanical engineering from Bosphorus University, and three master’s degrees: Product Design from Istanbul Technical University, Product Service Systems Design from Milan Polytechnique and Anthropology focusing on Material and Visual Culture from University College London.
She has a deep understanding of user centric research and innovation methods, and a passion for working with disruptive technologies, developing new services, user experiences and business models that provide sustainable value for society and business.
At IED Barcelona, she leads the BA Hons Business Design and the Design Fundamental and Design Management Modules. Her specialties are user research, insight & opportunity identification, service design, user experience design, product and service strategy, workshop design and facilitation.
Duration: 3 years
Start: October 2019