Design Thinking: an Innovative Educational Method in Advertising

Abstract

Design Thinking is one of the most recognised innovation methodologies today. Companies such as Apple, Amazon, Google, IBM, Uber, Deutsche Bank, Procter and Gamble or Nike turn to it to design their products, services, work processes and strategic plans. This methodology runs along a path other than verbal and linear thinking. Moreover, its purpose is not to storage knowledge. Instead, design thinking proposes a more intuitive solution creation model that seeks functionality. It is based on innovation and originality, avoiding preconceived questions that would lead to conventional answers. At the same time, it is a method that requires collaborative work and encourages the creation of multidisciplinary teams. It offers tools to the participants to manage a diversity of opinions and build a global solution enriched by their variety of perspectives. For this reason, design thinking also plays a vital role in forming and managing work teams and solving conflict situations. Regarding the broad range of professional fields in which design thinking has application, the competitive advantage it offers to the organisations and its role in facilitating teamwork, this methodology can play an essential role in the training of future professionals. Hence, experts proposed to insert design thinking techniques into university study plans every day with more frequency. This article incorporates the results of a teaching innovation project based on creating a Design Thinking Workshop as an educational tool applied in the subject of Advertising Strategy within the Communication Degree of a Spanish university centre. Among the motivations that promoted the workshop, we highlighted the applicability of this method in the advertising process; furthermore, the need to strengthen students' competencies in the face of leadership and cooperation in teamwork. This workshop also means the opportunity to promote multidisciplinary workgroups with other specialities besides Advertising, such as Audiovisual Communication. This workshop, proposed as a pilot project, intends to evaluate the capacity of design thinking as an applied method and its feasibility of implementation within the academic program. Likewise, to measure the perception that students and teachers themselves had of the method. We launched a questionnaire to the students and held a discussion session with the teachers to measure this perception. The results showed an upbeat assessment of the method and its application to the educational field of advertising. Other relevant achievements were a greater motivation in students and their ability to work in a team. Among the main conclusions, we highlight the suitability of this methodology in teaching advertising and its ability to improve students' skills for future incorporation into the professional field. As ways to expand the study, for future research, we highlight the interest in measuring the perception generated by the application of this method in the teaching of advertising in companies where students do internships.