DESIGN. INNOVATION. ENTREPRENEURSHIP.

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1 DESIGN. INNOVATION. ENTREPRENEURSHIP.

2 Our vision is for every graduate of our M.A program in Design, Entrepreneurship and Management to leave us with an entrepreneurial mindset and a generous toolbox of skills. Some of you will opt to start your own entrepreneurial ventures; Others may prefer to step into creative managerial roles in dynamic start-ups and innovative companies. Whichever career path you choose, we are confident your M.A will serve you well in the business world and in life.

3 The School of Design our vision At COMAS, the College of Management - Academic Studies, we prepare our Interdisciplinary Design students to meet creative and leadership challenges in the local and global marketplace. COMAS draws on and unifies the best of academia and the practical commercial world. Our professors and other faculty members are among the best in Israel. We have inventive laboratories giving our students ample opportunity to put theory into realworld practice, including the flagship Designers' Clinic, and FabLab Israel. FabLab Israel is part of a global network of laboratories founded by the Center of Bits and Atoms at MIT, Boston. We are proud of the pioneering innovations coming out of our undergraduate programs in Interior Design and Spatial and Visual Communication. It is gratifying to see our students flourishing in Israel and worldwide. We believe our new M.A. program in Design, Entrepreneurship and Management will take our proven interdisciplinary design ethos to new heights of excellence. TO DEVELOP INNOVATIVE ACADEMIC PROGRAMS IN INTERDISCIPLINARY DESIGN TO CREATE AND INSPIRE THE PROFESSIONS OF THE FUTURE TO MAINTAIN OUR LEAD IN ACADEMIC EXCELLENCE

4 The Academic Discipline at The College of Management The School of Design holds a prominent position at the College of Management Academic Studies (COMAS). Our applied interdisciplinary framework is based on innovative entrepreneurial cooperation between the academic disciplines of business administration, computer science, design, and media studies. We have a number of innovative platforms linking academia to practice, such as the Entrepreneurship Center, the Development Incubators, the Media Center and FabLab Israel. COMAS is proud to be home to the best lecturers in Israel. Many of our leading professors, lecturers, and researchers hold doctoral degrees. Several faculty members also lecture at other prestigious universities in Israel and abroad. Each is a leading expert in his or her particular field. In addition to proven academic achievements, their extensive experience with marketleading firms here and abroad is testimony to their own creative mindsets and managerial strengths.

5 Master s Degree (MA) in Design, Entrepreneurship and Management Creative innovation is the force behind business success and social change. To bring about change in a product, a service, or in society as a whole, you need to be bilingual. To make your mark as a game-changer, you need to be fluent in two languages: the language of design and innovation, and the language of business and entrepreneurship. The M.A program in Design, Entrepreneurship and Management provides you both languages over three semesters of study and a two-week summer semester abroad, totaling 46 credits. COMAS students form a vibrant community of entrepreneurs-in-the-making, capable of individually and collectively understanding and speaking the language of business and entrepreneurship, design and innovation. The program presents real-life problems for our students to solve, providing plenty of opportunities to learn by doing and experimenting. During the program, you will learn how to think differently. You will discover how to generate ideas and become an innovator. We ll teach you the design and financial skills you need to develop critical ability. This will help you evaluate your ideas, work on the best ones and develop them into business plans. In our laboratories, you ll learn to communicate and collaborate with your classmates - among the most important attributes for any emerging entrepreneurial manager.

6 our graduates will master the art of The Pros of the Program GROWING INTO INFLUENTIAL LEADERS ABLE TO IDENTIFY POTENTIAL FOR CHANGE, AS WELL AS LEADING AND REALIZING THE POTENTIAL The working environment - laboratories and specializations Entrepreneurial academia strives to create new platforms arising from the bonds between academic theory and real world practice. These platforms must be sufficiently robust to work with and challenge real-life projects, thus driving students to use creative thinking, entrepreneurship and innovation as they experiment, develop and take forward new initiatives. COLLABORATING WITH PARTNERS FROM DIVERSE FIELDS OF ENDEAVOR TO CREATE A SUPPORTIVE NETWORK OF CONTACTS IDENTIFYING AND MANAGING STRATEGIC AND ADMINISTRATIVE CHALLENGES LEARNING THROUGH PROJECTS AND COLLABORATIONS WITH INDUSTRY, ENRICHING YOUR RESUMÉ AND RECEIVING PROFESSIONAL ENDORSEMENT Our laboratory environments provide exceptional settings for creatively tackling problems head on. Their diverse formats are proven worldwide and include FabLab, the brainchild of MIT, Boston. The FabLab Israel, together with our Urban Renewal Lab and Entrepreneurship Center, give students abundant opportunity to work under actual conditions where they get to grips with real parameters and confront concrete restraints. In their lab work, teams of students work closely with experts from the relevant industry, mentors and specialists. Here students receive all the support they need to push the boundaries and turn their ideas into innovations that meet user needs and are easy to use, thus providing a gratifying user experience. Program Laboratories EXAMINING TRENDS AND PROCESSES, INITIATING AND DEVELOPING THE DISCIPLINES OF THE FUTURE BELONGING TO A SELECT INTERNATIONAL COMMUNITY OF INNOVATIVE AND ENTREPRENEURIAL DESIGNERS DESIGNING & DEVELOPING USER EXPERIENCE TECHNOLOGY & MEDIA URBANISM ENGAGING IN PRACTICAL WORK, RESEARCH AND DEVELOPMENT

7 The Laboratory of Urban Renewal Ecology, Environment, City This lab provides an environment in which students can meet and challenge local and global urban renewal issues. It engages in developing strategies, services and products for the urban environment vital work when you consider that in the near future 80% of the world s population will live in cities. The lab is headed by Ran Wolf, CEO of Urban Planning and Project Management Ltd., where he specializes in leading and overseeing urban and environmental renewal projects. Ran s portfolio includes many of the best-known renewal projects in Israel, including renewal of Old Jaffa Port; Tel Aviv Port; The Station compound with its views of Tel Aviv and Jaffa; the Artists Colony in Mitzpe Ramon; urban renewal in Yeruham; Kiryat Gat Industrial Park; the Diamond Exchange Complex in Ramat Gan, and many others. Laboratory of Technology and Media FabLab Israel The Center of Bits and Atoms, MIT, Boston FabLab Israel is a community digital fabrication laboratory. The lab, an initiative of the School of Design and the Israeli Center for Digital Art Holon, is part of MIT's Center for Bits and Atoms, an international network of digital fabrication laboratories operating in 30 countries under the direction of MIT Professor Neil A. Gershenfeld, who teaches the Fab Academy Course. Process characterization, user experience characterization and emotions The emphasis in these two laboratories is on user experience, drawing on contemporary approaches from process characterization, user experience characterization and writing a story that conveys the emotion inherent to the product or service (brand storytelling). Your Personal Project Custom-Made Academia As part of the program, every student will be asked to conceive, initiate and implement a personal project that will form the backbone of the learning process. A team of experts and mentors from industry, academia and various disciplines will accompany you in your realization of the project. Internationalism In the contemporary world, industry and the many forms of entrepreneurship are open to global competition. Leading players in entrepreneurship and innovation work in parallel in the global and local arenas. As part of the M.A program, our students forge extensive connections with international specialists and consultants, create joint projects with academic institutions and industries around the world and participate in international summer workshops. This international network facilitates the creation of new ideas and innovations. It provides an invigorating environment, which enables entrepreneurs across the globe to tackle problems from the bottom up. In effect, MIT makes its powerful technology and advanced digital fabrication methods available to an international community of researchers, technological personnel, inventors and students, thus offering fertile ground for collaborative knowledge, learning and fabrication of almost anything they dream of making.

8 Program Graduates will Work in the following Fields: Future Professions The business and corporate sector Innovation management a structural role in the corporate sector Prototype design and entrepreneurship of products of importance to the economy, the environment and society Corporate entrepreneurship and corporate responsibility Entrepreneurship, management, design and planning of independent practice in various design fields Entrepreneurship and project management in leading design firms Project management Public sector Project entrepreneurship and management in urban design and renewal Entrepreneurship, design and planning in municipal institutions Management of organizational innovation Social entrepreneurship Services Design The professions of the new world demand creative, innovative, and entrepreneurial thinking, based on the ability to identify, map and predict user needs. The M.A program prepares its graduates to be designers of innovation and inventiveness invaluable assets to corporations, industrial companies and organizations of different kinds. They will be at the forefront of global trends, knowing how to leverage their fluency in two languages: creativity and design, and entrepreneurship and management. Many of our graduates will use the skills they gain in the program to become independent designers, leaders who transform the profession through groundbreaking initiatives. Organizational innovation Innovation development and management in the food, media and technology industries in Israel and abroad User experience, user interface design and characterization UX/UI Teaching and research Teaching and research in the fields of design, entrepreneurship and management Academic entrepreneurship

9 HOW THE PROGRAM WORKS Start of Program: October 2014 Program Structure: One and a half days per week over three semesters and a two-week summer semester abroad Volume: The program totals 46 credits

10 The program consists of three study units, each placing unique emphasis on topics relating to design, innovation and entrepreneurship. In each unit, the students are exposed to the following topics: A real-world project, conducted in collaboration with corporations, industry and organizations, as appropriate Theoretical and practical knowledge in the fields of design, innovation and business administration Short and intensive formats of knowledge and work methods Unit 1 Unit 2 Unit 3 Semester A Laboratory projects + Short and intensive Foundation courses Practical seminars Semester B Summer Semester Personal entrepreneurial project Workshop abroad Semester C Foundation courses 1 2 Unit 1 Design Management In the Design Management unit, students will focus on design and management topics and create a toolbox of skills from the business world of their own from the business world. Students will acquire knowledge about entrepreneurship, management, marketing and consumer behavior. They will experiment with methods for collaborating in groups and learn how to map and present data. Using the acquired methodologies, they will implement three short projects on urbanism, technology, production and media, in collaboration with corporations, industrial companies and organizations. Unit 2 Innovation In this unit, students' knowledge of innovation will be enhanced through their personal choice of a specific area of specialization from the fields of urban innovation, technology and media. Each student will engage in a complex project in which he or she will develop products, services and strategies in the FabLab Israel or the Urban Renewal Lab. The FabLab Israel projects will be conducted in collaboration with corporations and industrial companies and will involve the accessibility of technology and media as a basis for local as well as global development, marketing and industrialization. The projects in the Urban Renewal Lab will take place in cooperation with municipal and government authorities and will deal with the global urban crisis, taking into consideration that in the near future 80% of the world's population will live in cities. In this unit, students will enhance their knowledge of entrepreneurship, business plan development, globalization, urban renewal, user interface design and user experience characterization. At the same time, in this unit, students will start developing their own entrepreneurial projects by studying short and intensive formats such as a TED workshop, leadership behavior and community participation. This unit will be followed by an international summer workshop on the topic of design and entrepreneurship. The workshop will be held in cooperation with academic institutions, businesses and organizations.

11 3Personal Entrepreneurship Unit 3 This unit will serve as the jump-off point for students to develop their own personal, entrepreneurial project. Each will be the entrepreneur, developer, manager and implementer of the personal project that emerges from his or her practice and experimentation throughout the program, under the supervision of mentors from industry. Students will be given all the tools they need to successfully implement their personal project. They will have at their fingertips the tools to recruit entrepreneurs, devise a business plan, interact with municipalities, develop the technological aspects of their idea, register a patent, present a project and more. Members of the M.A academic team will serve as advisers for the project, alongside industrial mentors chosen to match the needs of each specific project. Throughout the course of studies, lectures and international workshops will be offered on topics related to entrepreneurship, design, culture, society, technological environment, and media. Project Format Kick- off events will take place during the program, in which corporations, industrial companies and organizations will present problems and requirements. The students will work in teams in analyzing, innovating, and developing new diverse products, services and strategies. The work will take place in various laboratory environments. COLLABORATORS / PARTNERS Corporations Industry Organizations KICK OFF INNOVATIVE ENGINES Proposals Analysis & Research Design Thinking Scenario Planning PROTOTYPE DESIGN Urbanism User Experience Design & Development Technology & Media

12 Short and intensive Intensive workshops designed to succinctly present the methods and tools needed for working on projects in the lab. Scenario planning Branding Leadership and structuring group work Storytelling TED workshops Simulation of leadership behavior Data Visualization: Community participation, Mapping Photography, Digital production tools, Electronics, Robotic Marketing via social networks Predicting trends Foundation courses Courses that provide the theoretical basis and foundations for the different areas of knowledge covered in the program. Entrepreneurship and business strategies Financial aspects of entrepreneurship The foundations of globalization: from global to local culture, environment, communications and more Interface design and characterization of user experience UX/UI Major topics in urban renewal Social responsibility and entrepreneurship Sustainable design and green planning certification Meta-links: the world of networks and interconnections The ethics in aspects of design, society, environment and entrepreneurship Your Partners in the Process The partners and faculty members leading the M.A program come from a broad and diverse range of disciplines. Many of them lead innovative processes, and use their expertise in the giant corporations, academic institutions and organizations in which they operate. Steering team and academic administration Carmella Jacoby-Volk Dean, School of Design at the College of Management - Academic Studies (COMAS); academic entrepreneur, curator, writer of critical discourse Prof. Joseph Friedman, Architect entrepreneur, architect, interior and furnishings designer, COMAS Dr. Shoshi Bar-Eli, Architect design processes, design behavior profiles, methodologies for design education, COMAS Practical seminars These seminars seek to promote in-depth development of projects in the laboratory and to provide methodological, research and theoretical tools that can be directly applied in design, innovation and entrepreneurship. Basics of marketing and consumer behavior Design thinking Mapping methodologies and data presentations as a tool for design management Developing business plans Copyright and other aspects of Intellectual Property

13 Experts in urbanism and innovation Ran Wolf CEO of Urban Planning and Project Management Ltd. Gidi Bar Orian, Architect urban entrepreneur Shelly Cohen, Architect curator, editor, environmental art and community participation Yaron Tural, Architect urban planner, senior division manager at Ministry of the Interior Hila Beinish CEO, Israel Green Building Council (ILGBC) Experts in technology and innovation Itay Ohaly, Designer innovative design strategy development Prof. Neil Gershenfeld (Fab Academy) Head, Center of Atoms and Bits, MIT Ohad Meyuhas, Architect Director, FabLab Israel, and academic director at Stratasys Nitzan Weisberg Design thinking, Stanford University D. School Inbal Rief data visualization Eli Ben Zaken expert in critical theory, digital media Rebecca Sternber Strategic director of design, "Megama" Experts in entrepreneurship and business administration Prof. Tamar Almor expert in international entrepreneurship, COMAS Dr. Dafna Kariv expert in entrepreneurship, director of the entrepreneurial incubator, COMAS Prof. Tal Shavit expert in financing and behavioral aspects of economic decision-making, COMAS Dr. Gila Oren marketing and consumer behavior, COMAS Mentors for Personal Entrepreneurship Inbal Rief VP Creative at inpact Solutions Ilanit Kabessa Innovation & Business development Manager at Osem Group Nestle Israel Gidi Bar Orian Bar Orian Architects Hilla Beinish EO at Israel Green Building Counsil (ILGBC) Anat Segal CEO at Xenia Venture Capital Tamara Mansfeld Director at Pfizer company Daniel Czertok Business Development Lead at Comcast Innovation Labs Anat Amir Founder at Mango Tree Ltd., former Chief Marketing Officer, Google Africa Irit Speisman Branding and Strategic project manager, former VP marketing strategy at Strauss Group Inc. Partners Local Government Authorities, organizations, corporations Local Authorities The municipalities of Rishon LeZion, Tel-Aviv, Holon, Bat Yam, Ashdod, Ramle, Lod, Jerusalem, Beer Sheba. Organizations Beracha Foundation, Shalem Fund, SHEKEL Community Services for People with Special Needs, Zahal Disabled Veterans Organization, the Israel Green Building Council (ILGBC), Standards Institution of Israel, WEPOWER organization for promoting women's leadership and gender mainstreaming, Design Museum of Holon, Ron Vardi Center, Ajami Arab-Jewish Community Center. Commercial Companies Cellcom, Pango, ynet, Keshet, Shlomo Sixt, Johnnie Walker, Maslulim, Nielsen, Via Arkadia, Africa Israel Investments Ltd., Shikun & Binui. * Changes may occur in the curriculum

14 The program will appeal to: ARCHITECTS INTERIOR DESIGNERS DESIGNERS FROM ALL DESIGN DISCIPLINES ARTISTS MEDIA PERSONNEL LANDSCAPE ARCHITECTS FILMMAKERS Admission requirements: A Bachelors Degree with a GPA above 3.0 Successful completion of our workshop on innovation strategies For more information and registration: designsc@hdq.colman.ac.il The Council for Higher Education (CHE) has approved the opening of the program. The granting of the degree is conditional upon CHE approval. MUSICIANS ANYONE ENGAGED IN ACADEMIC ENTREPRENEURSHIP INVOLVING THE VARIOUS ASPECTS OF SPATIAL PRODUCTION