Outline

Overview

This unit brings the skills of design thinking to life in the context of implementing organisational strategy. Targeted at future managers and entrepreneurs, this unit equips students with cutting edge techniques in customer interviewing, problem definition, as well as turning these insights into prototypes and viable business plans. In this respect, the unit goes beyond a design-only mindset to enable students to apply a practical, commercial focus on their strategy work.

Unit details and rules

Academic unit	Strategy, Innovation and Entrepreneurship
Credit points	6
Prerequisites ?	Students must meet the entry requirements for the Bachelor of Advanced Studies (Advanced Coursework), including completion of a pass undergraduate degree and a major in a business subject area
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	No

Teaching staff

Coordinator	Bonnie Stanway, bonnie.stanway@sydney.edu.au

Assessment

The census date for this unit availability is 31 March 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Portfolio or journal	Design Workbook Visually engaging workbook reflecting on learning journey.	35%	Formal exam period Due date: 09 Jun 2026 at 23:59 Closing date: 19 Jun 2026	3000 words and 20 pages	AI allowed
Outcomes assessed:
Q&A following presentation, submission or placement	Q&A Submit your customer interview log then have a verbal Q&A with your educator about customer interviews and critical reflections on the learning journey so far	20%	Week 06 Due date: 02 Apr 2026 at 13:00	10 minutes	AI prohibited
Outcomes assessed:
Written work	Interview Log Log of interviews completed to date	0%	Week 06 Due date: 01 Apr 2026 at 23:59 Closing date: 11 Apr 2026	3 slides	AI allowed
Outcomes assessed:
Presentation	Presentation Presentation of solution to partner organisation problem statement	25%	Week 12 Due date: 21 May 2026 at 09:00	20 minutes	AI allowed
Outcomes assessed:
Creative work	Prototype Solution A research-based prototype solution and associated implementation plan	20%	Week 12 Due date: 20 May 2026 at 23:59 Closing date: 30 May 2026	20 slides (excluding appendices)	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

Interview Log: Individually, submit your customer interview log in preparation for your verbal Q&A with your educator about customer interviews and critical reflections on the learning journey so far.
Q&A: Individually, have a verbal Q&A with your educator about customer interviews and critical reflections on the learning journey so far.
Prototype Solution: In groups you will develop a research-based and rigorously tested prototype solution, including implementation plan, in response to the problem statement provided by the partner organisation.
Presentation: In groups you will present an engaging overview of your prototype solution. As part of your presentation, you will: outline the process you followed to understand the problem statement, reveal the feedback you received on your prototype, demonstrate the prototype to the audience, and outline your recommendations to implement the solution.
Design Workbook: Individually, you will collate a visually engaging and informative workbook that records your journey throughout the unit, focusing on pivotal moments such key learnings or important decisions you and your group made along the way.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Any assessment submitted after the due time and date will incur a late penalty of 5% of the total marks per 24 hour period, or part thereof, late (note that this is applied to the mark gained after the submitted work is marked). Since submission is electronic, weekends and public holidays count as days in the same way as working days. Any assessment submitted after the due time and date will incur a late penalty unless excused by special consideration, special arrangement or disability services adjustment. Any assessment submitted after the “Closing Date” noted in the Unit of Study Outline will not be marked or assessed.

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Introducing design-led strategy / Overview of partner organisation and and problem statement	Workshop (3 hr)
Week 02	Analysing problem statements and design briefs	Workshop (3 hr)
Week 03	Designing research plans / Deep dive customer Interviews	Workshop (3 hr)
Week 04	Distilling insights from user and secondary research	Workshop (3 hr)
Week 05	Partner organisation visit / Developing customer personas	Workshop (3 hr)
Week 06	Q&A (individual)	Workshop (3 hr)
Week 07	Reframing insights as design challenges	Workshop (3 hr)
Week 08	Ideating possible solutions	Workshop (3 hr)
Week 09	Prototyping user-inspired solutions	Workshop (3 hr)
Week 10	Ensuring solutions are desirable, feasible and viable	Workshop (3 hr)
Week 11	Implementing design solutions / Communicating design-led strategy	Workshop (3 hr)
Week 12	Presentations (group)	Workshop (3 hr)
Week 13	Presenting to partner organisation / Debriefing the design-led strategy journey	Workshop (3 hr)

Attendance and class requirements

Students are expected to attend a minimum of 90 per cent of timetabled activities for a unit of study, unless granted exemption through special consideration, special arrangement, previously arranged disability adjustment or by the Associate Dean. The Associate Dean may determine that a student fails a unit of study because of inadequate attendance. Alternatively, at their discretion, they may set additional assessment items where attendance is lower than 90 per cent.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Please see Canvas for prescribed readings.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. Develop a design-led strategy for a real-world problem, resulting in a detailed understanding of design-led strategy methodologies
LO2. Describe the profile of a typical target customer
LO3. Describe how to build basic product prototypes
LO4. Describe how to interview customers in an effort to understand customer pain points
LO5. Communicate design-led strategy solutions using visual aids
LO6. Negotiate roles and responsibilities to complete assigned tasks, contributing to group deliverables

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

Learning modules have been updated to support student engagement and assessment tasks have been renamed to better reflect content.

Additional information

Complusory Materials

Students are required to complete the following online course that forms part of the compulsory pre-reading for the unit: “Design strategy: Design thinking for business strategy and entrepreneurship” via the following link: https://www.coursera.org/learn/design-strategy (please use your university email address to register).

Word Length

Where a word length is specified, you must conform to the word length. Where a student exceeds the word length, the student will lose 10% of the total marks when the submission is 10% above the word length and 10% for each 10% over-length thereafter. Note that the word limit includes in-text referencing and the reference list at the end of the document.

Business School Policies

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

BUSS4901: Design-led Strategy

Semester 1, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links