Advanced Integrated Design: Pre-phase


Content, progress and pedagogy of the module

The aim is to familiarise students working professionally with the theories, tools and methods required for the pre-product development phase in which the focus is on “what to design” and “why” in terms of specifying both product, context and use of product and target group. This also includes the business modelling, product market positioning, value proposition, mission and vision for the product and the relation to the client company’s brand and market position.

Students who complete the module:

Learning objectives


  • Must be able to account for and evaluate models, methods and theories of the design process, with emphasis on the early phases
  • Must be able to account for and reflect upon methods and models used for analysing the internal and external factors, which constitute a company’s business context, and account for the type of knowledge which derives usable in a product specification
  • Must be able to account for and evaluate a range of market, user and trend oriented methods, which are applied to establish the basis of projects and to verify and test assumptions made during a design process
  • Must be able to apply and explain methods and theories for defining the value base and business proposition of a given design concept


  • Must be able to select and apply methods to analyse a company’s market position, product portfolio, competition as well as core competences and strategic strengths
  • Must be able to select and apply market, user and trend based methods and processes for identifying potential new markets – on the basis of which a new product concept can be developed
  • Must be able to generate a visual presentation of a conceptual proposal for a new product including the business perspectives
  • Must be able to rapidly conceptualise and roughly sketch a product on the basis of a set of defined values, including the principles which lie behind its aesthetic expression, use and construction


  • Must be able to independently plan and carry out a pre-phase design process including internal and external business analysis, leading to a strategic market position, and the development of a value proposition towards the end-user/customer and a conceptual/principle design
  • Must be able to define a clear value basis and business case for the product to be developed, and specify it’s relation to the company’s present brand and market position

Type of instruction

See general description of the types of instruction described in the introduction to Chapter 3.



Name of examAdvanced Integrated Design: Pre-phase
Type of exam
Written or oral exam
Please refer to Enclosure A for a description of the various exam formats.
Permitted aids
Without aids
Assessment7-point grading scale
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleAdvanceret integreret design: Præ-fasen
Module codeAODITM1K161
Module typeCourse
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Study BoardStudy Board of Architecture & Design
DepartmentDepartment of Architecture, Design and Media Technology
FacultyTechnical Faculty of IT and Design