M.I.D. Master of Industrial Design

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1 M.I.D. Master of Industrial Design program title Industrial Design program type Master s Degree program code 2502 university Chulalongkorn University faculty Architecture department Department of Industrial Design

2 Programme Overview The Department of Industrial Design, Faculty of Architecture, Chulalongkorn University offers a programme of study and research leading to the Master of Industrial Design degree (M.I.D.). The Master of Industrial Design requires the successful completion of 36 credits, including a 12 credit thesis. The programme is project-based, with a strong theoretical focus, and is normally completed after one and a half years of study. The programme is open to candidates holding bachelor s degrees in Industrial Design or any design or related area, with at least 2 years working experience in design or manufacturing field. Diversity in student population and design approach is encouraged. The focus of the Master of Industrial Design programme is to advance the knowledge of design by building on the school s experience and strengths in the field of design education. The primary objectives of the programme are to promote design research, strategic design planning, knowledge creation and dissemination, and interdisciplinary design development. Students examine and incorporate multifaceted design principles and practices that contribute to the strategic value of design with particular focus on the following key areas : advanced materials and manufacturing processes, advanced visualization, design and culture, design management, extreme environments, human-oriented design, product interaction design, sustainable design, and strategic design research. The school provides a collaborative graduate studio space, workshops and prototyping labs. In addition, students have an opportunity to engage in interdisciplinary interactions with faculty in industrial design department as well as faculty and students from a diverse range of disciplines, all linked to the design development process.

3 Course Duration The department s master degree in Industrial Design curriculum offers 3 academic semesters (1 1/2 year) courses in the fields of Ceramic Design Graphic Communication design Interior Design Jewelry Design Packaging Design Product Design Textile Design Admission Requirements For admission to the Master of Industrial Design programme, Applicants must have successfully completed a bachelor s degree in a industrial design or any design discipline, or the equivalent, with at least 2.5 GPAX. Applicants must meet Chulalongkornl University standard requirements for admission to a master s programme. Applicants with a design-related background, but not a degree in design, will be required to demonstrate significant links between their academic background and professional experience in the design development process. In addition to these academic credentials, applicants must have at least 2 years working experience in design or manufacturing field.

4 These following materials must be submitted to the Department of Industrial Design. Application Form Statement of Intent (One page) which should address at least the four following areas: - What is the area of intended research with specific reference to the programme courses and the expertise of the faculty members - How the applicant s academic background and professional experience relates to the programme with reference to any previous research, scholarship, or project experience with interdisciplinary or collaborative teams - How the intended research programme will align with the objectives of the programme relating to: design research, strategic design planning, knowledge creation and dissemination, and interdisciplinary design development - An explanation of the specific reasons for choosing the Department of Industrial Design at Chulalongkorn University. Portfolio The portfolio should provide the best examples of creative intellectual activity and recent professional work that indicates the applicant is sufficiently prepared to pursue studies in the programme. These activities may be represented by proposals, reports, and/or analysis documents. The presentation of the portfolio should be professional and facilitate the review process of the content. Letter of Recommendation Applicants must provide confidential letter of reference. Academic Calendar The academic year of Chulalongkorn University is two sixteen-week semesters and a six-week summer session : 1st semester June to October 2nd semester November to March summer session April to May

5 Program Requirements A required minimum of 36 credits Course work (24) Compulsory courses (9) Electives (15) Thesis (12) Master of Industrial Design Courses of Study : First Semester (Year 1) Advanced Design Research Methodology Product Planning and Development Electives Second Semester (Year 1) Advanced Design Seminar Electives Third Semester (Year 2) Thesis

6 Course Description Advanced Design Research Methodology General concepts and research methodology in design, both quantitative and qualitative. Principles and criteria in choosing appropriate design research methods in collecting data, building and testing hypothesis, analysing and forming arguments and knowledge in design-related areas Advanced Design Seminar Coverage includes investigation review and discussion of published journal articles and case studies on topics of interest from different perspectives, building a design discourse, investigating alternative philosophical bases for design research, exploring methodological and theoretical conflicts in design, current material and manufacturing technology or market trends Development in Design Knowledge Concepts, problems, development of design philosophy and design theory, relationship between design and social, local and international cultural levels, design criticism, design development and key movements in design development Advanced Design Studies Credit : 6 An in-depth study in Design; a formation of study or research topic and research plan throughout the course of study; data collection; data analysis; conclusion, discussion and future implications of study or research results; writing of study report Individual Study Development of individual research and exploration on selected topics relating to industrial design, experimentation and evaluation procedures will be systematically supervised by the course advisors to provide necessary guidance and recommendation.

7 Independent Research Credit : 6 A documentary and/or a field research project and/or an experimental project relating to certain design problems of students own interest under the supervision of the assigned advisor Creative Morphology Exploration and study of formal elements of 2 and 3 dimensional form transition to develop visual awareness, imagination and creative insight considering all possible alternatives and ideas through developing techniques that enchance the creative process such as morphology, brain-stroming and synectics Product Planning and Development An overview of the product development process from identifying market opportunity and consumer needs, product design methodology, idea and concept generation to design-for-manufacturing; projects are based on developing a design or feasibility study of product opportunities identified by the class, emphasis on product definition, corporate strategy for product planning, innovation, and early concept development of new product design Innovative Packaging Study of packaging from the design concept through production, applications of packaging functions, packaging materials and processes; considering design, marketing, legal and environmental aspects; concepts of package innovation and variations are discussed through assignments.

8 Strategic Design for Branding A study of anatomy of brand, process of building a unique brand using design through IMC mediums (Intergrated Marketing) Communication, maintaining methods to keep a brand sustainable Explorations in Digital Tools for Industrial Design Exploration, study and practice of digital tools complement to industrial design procedure focusing on student s own interests and choices of computer application Advanced Packaging Design and Research in Printing Technologies Quantitative analysis and case studies of context factors influencing graphic printing on various packages design elements, types and properties of substrates, costing, packaging forms, printing technology, regulations of packaging, including market trends Entrepreneurship and New Venture Creation Characteristics of entrepreneurs; necessary skills for entrepreneurs; developing and evaluating entrepreneurial opportunities; roles and responsibilities of venture capitalists in creating new ventures; developing plan for new ventures; processes of new venture creation; other important issues in entrepreneurial management; ethics of entrepreneurship International Business Management Analysis of components in international business operations; constraints of cultures, education, politics, economics, and society in managing international business; concepts of international business management in terms of organizational strategy, marketing, finance, and management, ethics in international business.

9 Foreign Market Entry Strategy Analysis of foreign market entry modes; successful market entry mode plans; functional plans in marketing, production, logistics, and human resources management Marketing Management Roles and functions of marketing in business; internal and external environment affecting marketing management; strategic market planning; competition analysis; consumer behavior; marketing information systems and marketing research; market segmentation; targeting; product positioning; marketing mix decisions; marketing control; ethics in marketing management Marketing Research Significance and roles of marketing research in today marketing management; types of marketing research; marketing research process; problem identification and the research objectives; research design; sampling; sources of data; data collection procedure and tools; data analysis; and research report writing; measurement of consumer attitudes; validity and reliability of the measurement; statistical data analysis techniques both univariate and multivariate statistical data analysis; examination of differences; analysis of the association between variables; students must prepare research reports which consists of all steps in the research process Thesis Credit : 12 Focusing on the topic of self-directed study, the graduate thesis is conducted by comprehensive research and design experiment, involving appropriate methodologies, critical analysis, creative design process and evaluation. The design outcomes should be original, innovative and sophisticate, and should contribute to advance the discipline of industrial design.

10 Academic Staffs Dr. Aurapin Pantong, (Ed.D.) Associate Professor Dr. Pongpun Anuntavoranich, (Ph.D.) Assistant Professor Dr. Takerng Pattanopas, (Ph.D.) Assistant Professor Pim Sudhikam, (M.F.A.) Assistant Professor Soamparnee Srisuvan, (M.F.A.) Assistant Professor Dr. Juthamas Tangsantikul, (Ph.D.) Assistant Professor Puvanai Dardarananda, (M.F.A.) Assistant Professor Natthanee Niamsap, (M.S.) Assistant Professor Dr. Praima Isarasena Na Ayudhya, (Ph.D.) Assistant Professor Dr. Apinya Boonprakob, (Ph.D.) Assistant Professor Dr. Oranis Panyarjun, (Ph.D.) Assistant Professor Dr. Viriya Pungthong, (Ph.D.) Lecturer Nuannoy Boonvong, (M.F.A.) Associate Professor Kulthida Teachavorasinsakun, (M.Eng.) Assistant Professor Dr. Pandita Tantiwong, (Ph.D.) Assistant Professor Visiting Lecturers Pratuang Krongapiradee, (M.S.) Assistant Professor Wichai Lailawitmongkhol, (M.F.A.) Associate Professor Dr. Visarut Puengsoonthorn Wasinburi Supanichworapat Witthaya Harnvareewongsilp Ponsthorn Laaed-on Athichoke Pimviriyakul Aurada Singhadechachai Bhunu Ingkawat Dolchai Bunyarattavej Songpol Narakunthee Katathong Thongyai

11 Contact Department of Industrial Design Faculty of Architecture Chulalongkorn University Phayathai Road, Pathumwan Bangkok T H A I L A N D Programme Director Associate Professor Dr. Aurapin Pantong Programme Co-ordinator Assistant Professor Dr. Pandita Tantiwong Tel Fax panditatan@yahoo.com Department Office Tel.& Fax idchula@gmail.com

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