Design Thinking


Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”
— Tim Brown, CEO of IDEO

Thinking like a designer can transform the way organizations develop products, services, processes, and strategy. This approach, which IDEO calls design thinking, brings together what is desirable from a human point of view with what is technologically feasible and economically viable. It also allows people who aren’t trained as designers to use creative tools to address a vast range of challenges.

Design thinking is a strategic approach that prioritizes customer needs above all else, providing organizations with a framework for radical customer orientation. This customer orientation is why design thinking is so important to marketers. That means design thinking is just as likely to influence marketing and branding as it is to influence market innovation or product differentiation. Marketing can learn a lot from design thinking– how to be agile, better, faster and more effective.


  • Importance of Design Thinking in Marketing
  • Writing the Problem Statement: Exploring problems and opportunities in the Marketing World
  • Understanding Stakeholders and Users
  • Personas, Empathy Maps
  • Rethinking Marketing Journeys
  • Ideation and Storyboarding
  • Exploring Solutions from the Marketing World
  • Future Scenarios and Moments of Max Impact Prototyping

Who Should Attend

Managers in the areas of Marketing and Strategy Innovation, IT, and Organisation Change are ideal for this programme. Individuals, teams, and even your entire organization can learn all about design thinking and design doing.

Competencies addressed

  • Design should reinforce the brand
  • Start from the customer’s point of view
  • Align various stakeholders and leaders towards a single purpose
  • Create a culture of design and empathy in your organization
  • multiple disciplines in planning

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