Following below are classes for William & Mary students that are taught in the I.D. Studio.  To see what classes are offered in a particular semester, please see the university's course schedule.  Have ideas for a new course?  If so, let us know...

 

Undergraduate courses

BUAD 451 Customer Insights for Innovation (3 cr, Luchs)

Many business opportunities and decisions depend on an understanding of customers’ values, needs, aspirations and behaviors.  Even more important for an individual company is gaining unique insights into their customers so that they can develop products, services and brands that are differentiated from competition.  The research conducted to identify these unique insights can be challenging since, by definition, new insights are initially unknown and cannot, therefore, simply be validated with traditional marketing surveys.  Fortunately, many methods have been developed over the last few decades to enable the discovery of new customer insights.  These qualitative research methods include contextual inquiry, in-depth interviews, focus groups and netnography.   This course is an immersive and experiential introduction to customer insights research methods, addressing both data collection and synthesis.  In addition, these methods will be applied to the challenge of defining concepts for new products and services that address the insights identified.

BUAD 457 Creative Problem Solving (3 cr, Olver and Allar) – cross listed with Theatre

We have designed the course to be radically interdisciplinary.  Over the course of the semester, you will be exposed to academics and practitioners from widely divergent fields.  Each will share with you the creative problems that they face, and how they are tackling them… or perhaps, challenge you to tackle them.  By reflecting on what they have to offer, you’ll improve your ability to think divergently… a critical precursor to creativity.  We are engaging our speakers opportunistically, when they’re available.  Because of that, we won’t have a structured daily schedule, and you should expect last-minute changes.  What you will have is a structured process for capturing your daily experiences, reflecting on them, comparing your take-aways with others, and synthesizing them into a broader understanding of the creative problem-solving process, a wider range of “lenses” for viewing situations, and new tools for approaching complex, ambiguous challenges.

BUAD 453 Sustainability Inspired Design & Innovation (3 cr, Luchs) – cross listed as ENSP 249

Many companies are embracing sustainability as the inspiration and impetus for the next wave of product and service innovation. In this course, we’ll explore the reasons behind this growing interest in sustainability, what sustainability means to consumers, and the opportunities it presents to companies that want to “do well while doing good”. This course will also emphasize the process and outcome of product and service innovation, from creative idea generation to concept evaluation.  Specifically, students will gain significant hands-on experience with the tools and techniques of “Design Thinking” in a studio setting, with a focus on developing innovative ideas that promote the principles of sustainability. 

BUAD 492 Design as Strategy (3 cr, Swan)

This course considers the relationship between theories and practice in the two very different realms of business strategy and design. The course focuses on analyzing complex information, developing and exploring alternative solutions, and prototyping future innovations and scenarios. Visual and other design techniques and tools are added to the traditional strategic toolbox to bring new insights into new venture strategy, competitive strategy, marketing strategy and tactics, decision sciences, entrepreneurship, business plan writing, and innovation.

Graduate courses

BUAD 595 Creative Problem Solving (3 cr, Olver and Allar) – cross listed with Theatre

We have designed the course to be radically interdisciplinary.  Over the course of the semester, you will be exposed to academics and practitioners from widely divergent fields.  Each will share with you the creative problems that they face, and how they are tackling them… or perhaps, challenge you to tackle them.  By reflecting on what they have to offer, you’ll improve your ability to think divergently… a critical precursor to creativity.  We are engaging our speakers opportunistically, when they’re available.  Because of that, we won’t have a structured daily schedule, and you should expect last-minute changes.  What you will have is a structured process for capturing your daily experiences, reflecting on them, comparing your take-aways with others, and synthesizing them into a broader understanding of the creative problem-solving process, a wider range of “lenses” for viewing situations, and new tools for approaching complex, ambiguous challenges.

BUAD 595 Introduction to Design Thinking (1.5 or 2 cr, Henshaw)

This course provides a hands-on introduction to Design Thinking methodologies and encourages students to immediately put them into practice. Students will gain an understanding of the core principles of Design Thinking and be able to put them to use within their own organizations.  Design Thinking is a systematic, iterative, human-centered approach to solving tough, real-world problems that are often ill-defined and stubbornly immune to traditional problem solving approaches. Design Thinking is a methodology for generating innovative solutions that are at the intersection of people’s needs, technological feasibility, and business viability. You don’t have to be a designer to be a design thinker. Design Thinking tools allow people who are not trained as designers to creatively tackle a wide range of challenges.