Rotman School of Management

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Major in Business Design

Designing the next generation of business leaders.

As the world of business continues to evolve and accelerate, managers need a strategic mindset and design toolset to tackle complex challenges, navigate uncertainty and manage change. The next generation of managers are leaders equipped to connect with users, make strategic decisions, and incentivize creativity and opportunities for innovation. These leaders are designed for the 21st century organization. Business Design is a way of thinking and working that applies human-centred design to improving or transforming business activities. It draws upon social science, design and strategy to create business value - from innovative new products, services and processes, to creative strategies and models. It involves developing a mindset to find, frame and ultimately solve business problems.

Business Design is Rotman's distinctive innovation methodology for finding, framing and solving business problems. Rotman students gain the knowledge, skills and tools needed to navigate, drive and manage the innovation process of new products, services and platforms, and discover new opportunities for growth, creativity and sustainability.


"Great leaders aspire to manage 'by design', with a sense of purpose and foresight. Lessons learned from the world of design, when applied to management, can turn leaders into collaborative, creative, deliberate, and accountable visionaries."

-Moura Quayle, author of Designed Leadership Columbia Business School Publishing.


About the Business Design Major

The Business Design major offers a diverse set of coursework to build competencies required for innovation-seeking firms. Business designers are corporate innovators -- they translate needs into insights, connect concepts across functional departments, and frame solutions into viable business innovations. Students learn how to find needs/define problems, frame and reframe problems, and solve real world business challenges. The classroom experience combines lectures, studio/hands-on learning, online toolkits, and experiential live-case learning. Required courses provide foundational knowledge of the business innovation process and design methods to collect data, inform insights, and prototype ideas into innovations

Requirements to Complete the Major

You must successfully complete two of the following core courses:

Core Courses

  • RSM 2524: Business Design Practicum
  • RSM 2109: Business Innovation and Design Study Tour
  • RSM 2516: Design Research and Data Storytelling

It is also recommended that students in this major choose two other courses from the following selection:

  • Consumer Behavior
  • Creativity and Business Innovation
  • Corporation 360°
  • Corporate Strategy
  • Design, Foresight and Innovation
  • Leading Social Innovation
  • Marketing and Behavioural Economics
  • Marketing Strategy
  • Opposable Mind
  • Strategic Change and Implementation
  • Designing for Equality

Upon successful completion of these courses, you will receive a letter of completion certifying your Rotman Business Design major.

Career Paths

The topics covered in this major assist students seeking careers as business designers (emerging field), innovation strategists, strategic planning, marketing researchers, service designers, product managers, organizational designers, and innovation managers. The skills can be applied to any innovation related role that can benefit from a greater consumer / human understanding and the ability to create new growth opportunities. Corporate Marketing, Strategy, New Product Development, New Service Design, Management, Consulting, and Entrepreneurship being the most prevalent.

Companies that have recruited at Rotman:
A selection of companies where Rotman MBA graduates have worked in recent years::

Where can I get a job as a business designer?
Companies may offer specific roles as a business design specialist, however, you are more likely to find roles that incorporate aspects of the methodology in your day-to-day responsibilities. Some examples of jobs our grads have gone on to include:

  • Business designer, Openbox Innovation Agency, NYC
  • Customer experience designer, CIBC
  • Associate brand manager, Nike
  • Innovation catalyst, Fidelity Investments
  • Senior manager - Commercial Auto, TD Bank
  • Innovation project manager, The Hospital for Sick Children
  • Senior consultant, Monitor Deloitte

    The alumni perspective

    Each year our graduating students have gone on to work for top-tier innovative companies. Here’s what they have to say about business design at Rotman:

    Christine

    Wheatley

    Christine Wheatley MBA '13
    Business Design Consultant, Fidelity Investments

    CLICK HERE TO LEARN CHRISTINE'S STORY

    Brian

    Moelich

    Brian Moelich MBA '13
    Business Designer, Citrix

    CLICK HERE TO LEARN BRIAN'S STORY

    Thought piece - Business Design

    Rotman Design Challenge

    Students come from around the world to tackle a real-world challenge

    Business Design Practicum MBA Course

    In this MBA course elective, students tackle real world innovation challenges.

    Career directions
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