Faculty of Art, Design and Architecture

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2015 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 1, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Art, Design and Architecture
Organisational UnitDepartment of Design
OfferedCaulfield Second semester 2015 (Day)
Coordinator(s)Ms Anna Daly


This unit develops the capacity to understand and apply the principles and practice of design strategy and will also clarify the professional obligations required of designers. Using investigative processes students will learn the role of design strategy in professional practice and work with industry case studies to develop a greater understanding of strategy in the design process. Design strategy is an intellectual contribution to implementing design briefs and creating relevant and commercially sound visual communication. Professional practice covers the practical business requirements of commercial design studios and students will acquire and participate in negotiation skills, teamwork, written and verbal communication and project management skills across design undertakings large and small that include complex multidisciplinary projects.


On successful completion of this unit, students will:

  1. Demonstrate a deeper engagement with the communication design process as it relates to strategy and professional practice
  2. Develop communication design strategy utilising the media and processes expected in their specialisation;
  3. Produce design strategy that demonstrates a clear understanding of communication conventions, but with an open attitude to enquiry and experimentation;
  4. Identify and expertly use the consultative and investigative processes appropriate for each design outcome;
  5. Prepare a plan showing design strategy integrated with design process from initial research and concept development to final resolution working with written communication for client presentation
  6. Critically assess their design strategy in order to improve their final outcome;
  7. Articulate an informed rationale for each communication design strategy
  8. Make compelling presentations of design outcome drawing on strategy and well reasoned creative rationale


100% Progressive assessment is by a series of assignments

Workload requirements

On-campus: One 1-hour lecture and one 2-hour tutorial plus 9 independent study hours per week

See also Unit timetable information

Chief examiner(s)