London New York: Strategic Design Management

Course Dates:

New York 26 - 30 June 2017 
London 3 - 7 July 2017 
(Travel days: 1 - 2 July) / Course Fee £1950

If you would like to be notified when this course is open for booking, please complete a registration form.

Please note that teaching in London is delivered by CSM short course tutors, and teaching in other cities is delivered by our partner institutions. 

Taught by: Monica Hestad, Roupen Karageuzian

This course is suitable for entrepreneurs, designers and other creative individuals who are interested in developing new or nascent business ideas. The course will be comprised of short lectures, seminars and workshops to develop the ideas and tools that have been introduced. Students will work in small groups and develop a business idea into a viable entity. The techniques introduced can be applied to the participants' own business development or creative processes. 

Students initiate the course at Central Saint Martins by getting an overview of design-driven innovation and strategic design in management. The aim of the first week is to develop ideas that will contribute something new to the marketplace. CSM and London will be used as a primary source of inspiration. Tools, methods and frameworks from design, design thinking, foresight, innovation and management will be introduced to help students understand and develop the potential in their ideas. In the latter part of the week the students will develop their first prototype for testing along with a business model. They will wrap up their London learning in a strategy that explains the concept, why this is relevant and what they would like to achieve.

New York
The second week will focus on making the business idea commercially viable through “practical entrepreneurialism”. The first stage of this will be to present the strategies that have been developed in London thus ensuring effective continuity.  Students will then look at alternative small business structures and approaches and will visit a number of creative start-ups in New York City.  In the light of this they will refine their business strategies and then spend time developing and using the tools that will allow them to produce a financial model for their business and generate a “value”.  Groups will be formed to further hone ideas into practical business models with a definition of products and markets, as well as an organizational structure and financial plan. The week will culminate with final presentations and critique.


Dr Monika Hestad is an Associate Lecturer on the MA Innovation Management course at Central Saint Martins College of Art and Design (CSM), and runs the consultancy Brand Valley Design. She has an MA and PhD in industrial design and branding from the Oslo School of Architecture and Design. Monika has been consultant in high-tech and FMCG sectors, to fashion brands as well as for service focused companies. She is involved in management and design teaching projects in London, Beijing, Oslo and Seoul, and her book Branding and Product Design: An integrated perspective is published by Gower Applied Research in March 2013.

Roupen Karageuzian is a Senior Associate of the Consumer & Retail practice at Strategy& | PWC (formerly Booz & Co.), Roupen has contributed to many projects across a diverse track of clients (FMCG, Luxury Branding) in the Middle East and North Africa with top-tier multinational clients. As class valedictorian and a graduate with Honors from the MS in Strategic Design and Management program at Parsons School of Design in New York City, Roupen applies design thinking methodologies throughout his work. His most recent venture, a startup called YourLive, is a web platform to discover and book live performances - a tool to help performing artists live off their art and help audiences bring magical experiences to their communities. Roupen teaches Strategic Design Management in the School of Design Strategies at Parsons School of Design, where he was a teaching fellow during his graduate studies.


Please bring with you to the first session (New York):

All materials and resources can be taken care of upon arrival, information provided first day of course or in an email from instructor prior to arrival in NYC.

Please bring with you to the first session (London):

  • Pen Paper (A4 or A3 sketch book/paper)
  • Markers
  • Recommended to bring laptop, iPad or similar to do market research, however this is not a requirement.