In most cases, art/design students have little idea of how business works. This presentation is an overarching view of the strategic role of design in business, but also peppered with some critical questions.

1. Strategic Design & Branding An Overview

5. Business made simple INCOME PROFIT EXPENDITURE

10. MARKETS NEEDS, WANTS & DEMANDS PRODUCTS & SERVICES VALUE & QUALITY TRANSACTIONS & RELATIONSHIPS

13. Strategic Planning Defining the company mission Setting objectives & goals Designing the business portfolio Planning, marketing & other functional strategies

14. The Marketing Environment Target Consumers SUPPLIERS COMPETITORS INTEMEDIARIES OTHER INFLUENCES

15. The Marketing Mix Target Consumers PRODUCT PROMOTION PLACE PRICE Variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns List Price Discounts Allowances Payment Period Credit Terms Advertising Personal Selling Retail Promotions Public Relations Channels Coverage Assortments Locations Inventory Transportation Logistics

16. The Marketing Process Target Consumers Market Analysis Segmentation Targeting Positioning

24. MAPPING BRAND PERSONALITY: THE ONION-RING MODEL

25. The Outermost Layer: SYMBOLS/ LANGUAGE

26. The Next Inner Layer: RITUALS & PROTOCOLS

27. The Next Inner Layer: HEROS & ROLE MODELS

28. At the Core: VALUES & BELIEFS