1. How to educate for a wicked world?
Prof. Dipl. Ing. Jurgen Faust
IED Comunicazione
Chief Academic Officer IED
2. What is design?
“Everyone designs who devises courses of
action aimed at changing existing situations
into preferred ones.”
Herbert Simon
3. The marketing communication process:
PRINCIPLES A DESIGN PROCESS
Promotion Decisions
Targets of Marketing
Promotions
Objectives Problem descriptions-
briefings
Types of promotion (mix)
Research
Communication Participants
Development
Communication Delivery
Implementation
Obstacles
Keys to be effective
Characteristics of
Promotions
Intended Audience
etc.
5. We live in a wicked world!
“For complex situations, also in communication, there is no
definitive statement of "The Problem."
The problems coming out of briefings are often ill-structured
because an evolving set of interlocking issues and
constraints makes it impossible to structure them well.”
(Rittel and Webber, 1973 )
7. Wicked problems briefing
Analyze the situation…
It can be described in different
ways and then you will project
different solutions…
there is no one way to
formulate the problem!
8. Solutions to wicked problems…
… cannot be true or false,
although they can be good or
bad…
9. Explanation to wicked problems
… there is always more than
one plausible explanation for a
wicked problem…
12. Wicked problem education
“Learning is any change in a
system that produces a
more or less permanent
change in its capacity for
adapting to its
environment.”
Herbert Simon
13. IED-XL (40 years) future learning model
Make the classroom to a real communication studio
Blurry the time between school and live
Coach them in project based environment
Involve students in real projects
The student is the actor
Train faculty to be coaches
Give students access to technology whenever needed
Give students a global exposure
Engage them in intellectual and future discussions with social responsibility
Students need how to learn
Students need to learn to work in teams
And… students need to work with wicked problems