Iaa wicked-problems

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how to design within complex systems

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Iaa wicked-problems

  1. 1. How to educate for a wicked world? Prof. Dipl. Ing. Jurgen Faust IED Comunicazione Chief Academic Officer IED
  2. 2. What is design? “Everyone designs who devises courses of action aimed at changing existing situations into preferred ones.”Herbert Simon
  3. 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.
  4. 4. Mechanical model?!
  5. 5. We live in a wicked world!“For complex situations, also in communication, there is nodefinitive statement of "The Problem."The problems coming out of briefings are often ill-structuredbecause an evolving set of interlocking issues andconstraints makes it impossible to structure them well.”(Rittel and Webber, 1973 )
  6. 6. We live in a wicked world!
  7. 7. Wicked problems briefingAnalyze the situation…It can be described in differentways and then you will projectdifferent solutions…there is no one way toformulate the problem!
  8. 8. Solutions to wicked problems…… cannot be true or false,although they can be good orbad…
  9. 9. Explanation to wicked problems… there is always more thanone plausible explanation for awicked problem…
  10. 10. Testing solutions…… there is no single right ortrue test for a solution to awicked problem…
  11. 11. And…… every wicked problem is unique…
  12. 12. Wicked problem education“Learning is any change in asystem that produces amore or less permanentchange in its capacity foradapting to itsenvironment.”Herbert Simon
  13. 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

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