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Winchester School of Art
Assessment Brief – Academic Year 2024-2025

Module Code
ARTD6119 Assessment Type Critical report
Module Title
Design Management 2 Weighting 100%
Module Leader Aqeel AHMED Module Leader Email
Aqeel.Ahmed@soton.ac.uk
Launch Date
January 27, 2025. Word Count 3000
Submission Date by March 25th 2025.
Feedback to Students Date 22nd April , 2025.
Method of Submission
Blackboard

Assessment Brief Details:
Assignment brief – Critical Report (3,000 words) 100%
Until 20 years ago, South Korea’s Samsung Electronics manufactured inexpensive, imitative electronics for other companies. Its leaders valued speed, scale, and reliability above all. Its marketers set prices and introduced features according to what original-equipment manufacturers wanted. Its engineers-built products to meet prescribed price and performance requirements. At the end of the process designers would “skin” the product—make it look nice. The few designers working for the company were dispersed in engineering and new-product units, more and individual designers followed the methods they preferred. In a company that emphasized efficiency and engineering rigor, the designers had little status or influence.
Based on this case study, analyse and discuss how Samsung in-house design competency, empathizing with the whole organizational context and the corporate history of experimentation within the marketplace, has performed for creating a sustainable-Flexible design organization. In your discussion analyse the impact of effective team roles and innovation. Your analysis should have a focus on the structure of team roles at Samsung electronics and its significance for sustaining a global competitive advantage.

This case study offers you the opportunity to assume and discuss the decision-making position of an executive of this multinational conglomerate; gain exposure, at a basic level, to the diverse array of empirical observations of the design-based challenges and opportunities.
Any current or past Industry report, government/semi government or trade publications, corporate annual reports of Samsung Electronics or competitors, operating and financial review [OFR], or any other official report/publication, data, can be used in your discussion and explanation, in accordance with Harvard Referencing.

You are required to use Design Management related theories/Models/Frameworks to support your analysis and discussion that are presented on this module.

Your analysis and discussion should be based on one of the following perspectives:

1.Analyze the theory and empirical observation based on Samsung about line-up-Design, Architecture Design, Next Generation Design and Future design.
2.What are advantages and disadvantages of an in-house design competency in comparison to outsourced design and development
3.What values did Samsung exhibit in their Design process, product design [ Aesthetics and Functionality] and testing, and how did these values affect Samsung’s actions How does this impact to team roles

Structure for Writing Your Assignment

1.Abstract/Executive summary
2.Overview of selected question/option
3.Analysis
Industry and competition
Organisation
4.Theoretical context
5.Design Management implications
6.Conclusion
7.Recommendations
8.References (additional words)
9.Appendix (additional words)
Visual Do’s and Don’ts
Do use images to illustrate your essay where relevant to support your text.
Do reference all images correctly using the Harvard referencing guide.
Do not use images that are not connected to your assignment text.
Do not use images out of context or simply for ornamentation.
Document Style Guidelines
Titles should be at the top of pages.
Pages should be numbered
Bullet point lists should fit onto a single page.
Font, Arial size 12
Double Line Spacing
Margins: 2.5

Learning Outcomes & Assessment Criteria

A. Knowledge and understanding
Having successfully completed the module, you will be able to demonstrate knowledge and understanding of:
A1. How and where to situate your ideas and work in a professional context and explain its relevance and importance in relation to current research, debates, theories and practices of Design Management
A2. The contextual discourse of Design Management and emerging thinking in the broader Design field

B. Subject Specific Intellectual and Research Skills
Having successfully completed the module, you will be able to:
B1. Question, evaluate and discuss concepts of contemporary theory and working methods in design management and utilise this information to critically advance your own work
B2. Analyse, synthesise and reflect on core Design Management issues as relevant to your own research

C. Transferable and Generic Skills
Having successfully completed the module, you will be able to:
C1. Articulate your ideas and research methods in visual, written and verbal forms in readiness for the final project
C2. Demonstrate ability to work effectively individually and in a team role, solving problems in innovative and creative ways
C3. Demonstrate an in depth understanding of appropriate research methods, resources and referencing techniques to manage an independent project

E. Disciplinary Specific Learning Outcomes
Having successfully completed the module, you will be able to:
E1. Constructively and critically analyse the implementation Design Management strategies and how these apply to various organisation

Late Penalties: Any part of your assessment submitted after the deadline will be subject to the standard University late penalties (see below), unless an extension has been granted, in writing in advance of the deadline.

University Working Days Late: Mark:
1 (final agreed mark) * 0.9
2 (final agreed mark) * 0.8
3 (final agreed mark) * 0.7
4 (final agreed mark) * 0.6
5 (final agreed mark) * 0.5
More than 5 0

Attendance: All full-time students are required to attend University for the duration of their programme each year, and to attend for such additional periods of study as may be required by the regulations of the programme of study that you are enrolled. The University Attendance Regulations are available from the University Calendar: http://go.soton.ac.uk/9xp

It is anticipated that students will only miss teaching sessions due to circumstances beyond their control such as illness, medical appointments, or other problems which must be dealt with immediately. Out of courtesy you should email the Module Leader for sessions you miss (preferably beforehand) to explain the reasons for absence (and you should copy to your Personal Academic Tutor any such correspondence).

A register of attendance may be taken in certain teaching sessions, and if your lack of attendance is cause for concern, we will contact you and ask you to contact your Personal Academic Tutor.

Unreported and sustained absence may seriously affect your learning capability and may result in you being withdrawn from your programme.

Special Considerations: If you believe that illness or other circumstances have adversely affected your academic performance, information regarding the regulations governing Special Considerations can be accessed via the Calendar: http://go.soton.ac.uk/9xo

Extension Requests: : Extension requests along with supporting evidence should be submitted to the Student Office as soon as possible before the submission date. Information regarding the regulations governing extension requests can be accessed via the Calendar: http://go.soton.ac.uk/9xo

Academic Responsibility & Conduct Policy: Please note that you can access Academic Responsibility Guidance for Students via the Quality Handbook: https://www.southampton.ac.uk/about/governance/regulations-policies/student-regulations/academic-responsibility-conduct

Please note any suspected cases of Academic misconduct will be notified to the Academic Responsibility & Conduct Officer for investigation.

References: You should use the Harvard style to reference your assignment. The library provide guidance on how to reference in the Harvard style and this is available from: http://library.soton.ac.uk/sash/referencing

Repeat Year Students: You are required to complete a brand-new assignment, as per this assessment brief, and should take good care not to plagiarise any of your previous work.