The SPD Master’s programme can be started either in the autumn or in the spring semester. The starting date determines the order in which courses are taken. In the autumn semester the programme focuses on the generation of concepts, while in the spring semester the focus is on design evaluation. The second year starts with a semester with an individual focus. Students can shape this semester to meet their professional ambitions. Examples of opportunities are to do a multidisciplinary design project, elective courses, a (research) internship, or a study abroad. The second year ends with establishing, defining and completing the individual graduation project.

Design Strategy Project

12 EC Master specific project

This project is the practical part that accompanies the Brand & Product Strategy course. Together with a company, acting as a client, groups of students work on a Design Strategy case. The cases range in different areas of design strategy going from identifying new market opportunities, developing new innovation approaches, investigating how the company can leverage their competences etc.  

Example of a Design Strategy Project (DSP)

This student webpage shows the outcome of a DSP project on the concept of a startup network platform designed to “explore and create innovative services and marketing propositions to improve Rabobank’s position towards startups.” 

SPD Research Project

13 EC Master specific course

This course aims to teach students to design and carry out an advanced scientific research project in the field of strategic product design. Students participate, in pairs of two, in a faculty member’s ongoing research project. This will give them the opportunity to apply the quantitative and qualitative methodology knowledge provided by the SPD Research Methodology course.

Example of an SPD Research Project

This student webpage shows the outcome of an SPD Research project on the theory of Hedonic Adaptation (HA), which was examined through an experiment regarding perfume.

Context and Conceptualisation

6 EC Shared master course

The Master course 'Context and Conceptualisation' deals with the various contexts surrounding the product and the users' interaction with the product. Examples of such contexts are the situation in which the product is used, other people that are involved and the role of the product in the user's life, even when the user is not physically using it. 

Brand and Product Commercialisation

8 EC Master specific course

Example of a Brand and Product Commercialisation project

This student poster presents an innovative strategic product/service advise to relevant stakeholders that is based on the analysis of the internal- and the external innovation context.

New Product Economics

3 EC Master specific course

Firms must continuously decide which new products to take into development in light of the available resources, developments in the market, and the firm's strategic goals. Making new product decisions is difficult and firms have to deal with various internal (e.g., the existing product portfolio, strategic direction, capabilities of the firm, internal politics) and external (e.g., changes in the market, competitor actions, customer needs) considerations. Firms aim to select those new product development (NPD) projects that have the largest potential in terms of strategy and economic value, and that support the overall product portfolio.

Students will learn how to assess the potential of an individual NPD project with the help of financial models, such as return on investment, net present value and cash flow analysis. However, the decision to take a product into development should not only be based on a project's expected return. This course will teach students how to build a solid business case for new product selection decisions that includes the economic evaluation, strategic relevance and overall product portfolio of the firm.

Design Roadmapping

3 EC Master specific course

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Strategic Value of Design

3 EC Master specific course

At an industry level, we examine how design can contribute to economic performance of product and service firms, explicitly taking environmental and organizational characteristics into account. At a firm level, the course will examine different strategies for design management, examining how design can be organized and evaluated depending on the wider context of the firm. 

Examples of Strategic Value of Design projects

SPD Media

3 EC Master specific course

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IDE Academy

4 EC Shared master course

IDE Academy provides basic training for a relevant set of generic IDE skills. In addition, the course will serve as an entry-point for students to self-study these skills. A broad list of skills will be included, some of which will be compulsory and some optional, enabling the students to customize the course to fit with their needs. These are elementary skills for doing research (e.g. observational research, literature research), developing concepts (e.g., visualisation skills) and prototypes (e.g. screen-based prototypes; programming). 

Manage your Master

2 * 1 EC Shared master course

MYM introduces students to the structure and possibilities of the MSc program at IDE. It supports students in developing their own, personal vision on their Master education and in developing a plan for the final year of their Master program. MYM takes place on the first three days of the 1st and 2nd semester of their Master program. Two of these days provide a general program for all Master students. The other day is called the Master Identity Day and its program is specific for one of the three IDE Master programs (SPD, IPD or DfI). 

Design Theory and Methodology

Design Theory and Methodology

3 EC Shared master course

The aim of this course is to help you to gain a deeper understanding "of the principles, practices and procedures of design in a broad and general sense". The course entails a reflective approach to the study of how designers think and behave when designing, what sort of problems they encounter, the use/misuse/non-use of design methods, the diverse social contexts they might work in. 

Shape your Master

In this curriculum, 30 EC is reserved for electives. This provides the students freedom and enables them to shape their personal programme. Students can persue their professional interests and ambitions with a personalised set of different courses. This elective space enables students to specialise, or broaden their knowledge in speci c subjects e.g.: entrepreneurship, marketing, medical design, automotive design, research, visualisation and others. Students who want to broaden their learning can take master’s courses at other faculties and universities, both in the Netherlands and abroad. For those students who want to increase the depth of their development as an industrial design engineer, IDE offers more than 50 different courses. This includes courses from the other IDE master curricula. 

Graduation Project

30 EC Master specific project

The last semester is fully devoted to the Graduation Project, which may be undertaken in a company setting or within one of the research groups of the Faculty of Industrial Design Engineering. The graduation project is considered to be a stepping stone to a future professional career. A high level of independence is therefore expected from the student in planning and executing the assignment and in acquiring knowledge, understanding and skills.

This video shows some examples of graduation projects.

Detailed course content

For the detailed contents of the SPD Master courses, you can view the Study guide.

Specialisations & Annotations

There are several specialisations and annotations for this Master, including Medisign and the Honours Programme.

See all specialisations and annotations

Master Variant for Engineers

This Variant of the MSc programme SPD is meant for excellent students with a constructive engineering background who have a strong affinity with industrial design and wish to pursue an MSc in Strategic Product Design.  

The Master starts with an intensive semester-long homologation programme in industrial design. After this homologation semester you will take the 2 regular semesters with the main courses in the SPD programme, followed by the graduation project in the last semester. The programme takes two years and does not have a ‘free elective’-semester. Upon completion you will receive an MSc diploma in Strategic Product Design.