E XECUTIVE EDUCATION

OPEN ONLINE PROGR AMMES

Design Thinking
and Creativity for Business
 IN NUMBERS... FOUR REASONS TO CHOOSE AN INSEAD
OPEN ONLINE PROGRAMMES

OPEN ONLINE PROGRAMMES

ONLINE PROGRAMME

1 2
“Online learning is
35,000+
becoming a vehicle Online programme
participants since 2014

for transformation
across organisations. LEARN INTERACT
For us, it is expanding > 90% HIGH-IMPACT LEARNING EXPERIENCE
Through outstanding design and delivery, INSEAD’s
MULTI-DIMENSIONAL INTERACTIONS WITH
PEERS, FACULTY & A LEARNING COACH
the ways in which Exceptionally high
completion rates
online programmes build upon our world-class
faculty’s ability to convey very complex concepts in
The video lectures are complemented by a rich set of
interactive elements, including short quizzes, simulated

we can engage with

the simplest yet most comprehensible way. exercises, online discussions and personal reflections.
• Content designed specifically for the online format, Through these interactions, we build a community of
including short high-impact videos faculty, learning coaches and diverse, high-quality

companies. We have • Professional, television-quality filming in INSEAD

amphitheatres with actual participants
global executives who learn together as a group - one
of INSEAD’s strengths.

always had access to 85% • Use of relevant and engaging examples and short
case studies from a wide range of industries.

the top level. Now we

agree that they have
gained new skills*

can take INSEAD’s

quality deeper into
organisations.” 90% 3 APPLY
4 CERTIFICATION
Design Thinking and Creativity for Business

Design Thinking and Creativity for Business

of participants
were satisfied*

Mark Roberts REAL-TIME APPLICATION FOR OFFICIAL RECOGNITION FROM INSEAD

INSEAD’s Associate Dean IMMEDIATE IMPACT
of Executive Education Action Learning Projects (ALP) are a core element of Upon successful completion of all programme
the online programmes, designed to increase business activities, combined with satisfactory grades on the
and Chief Transformation Officer final assignment, participants are awarded an official

73%
impact. The guided ‘real-world assignments’ feature
of the programmes encourages participants to take Certificate of Completion from INSEAD, which they can
newly acquired skills and apply them within the context also showcase on their LinkedIn profile.
Believe an INSEAD
of their actual job and organisation. The projects are
Online Programme is more closely aligned with the learning in the programme and
impactful than other benefit from the learning community, with feedback
online courses* from the learning coach and from peer review.

02 *Based on a survey conducted in June 2019 with a sample 03

from INSEAD Online programmes’ past participants
 DESIGN THINKING
OPEN ONLINE PROGRAMMES

OPEN ONLINE PROGRAMMES

AND CREATIVITY FOR BUSINESS
DEVELOPING INNOVATION CATALYSTS PROGRAMME CONTENT
Becoming a ‘catalyst of innovation’ requires mastering three Over five weeks, Design Thinking and Creativity for Business Design Thinking and Creativity for Business will help participants learn how to innovate by using the power of design to
fundamental creative skills. You need to uncover innovation will take you on a hands-on learning journey that will help get inspired by user insights, generate innovative solution paths, and refine ideas iteratively. The experiential programme
opportunities by looking at problems and situations with a you develop the creative-thinking skills needed to innovate in format, together with the support of design coaches, maximises the programme’s educational value and outcome.
user-centric mindset; you need to think differently to search any organisational context. By elevating your creative skills,
for novel alternatives to your existing solution paths; and you will return to work able to develop and support a creative
you need to embrace an experimental attitude to iteratively culture within your organisation. A culture that is capable of
discover what is truly useful, feasible and viable. Such confidently pushing and sustaining innovative efforts.
creative skills are at the heart of good design and they can
actually be learned and honed. By integrating design coaches into the programme, we
will provide you with a unique opportunity to collaborate
Design is a transformational force that helps organisations throughout your learning journey with individuals who have
develop products, services and experiences that connect a strong background and training in industrial design.
and resonate with customers. This enables meaningful and It will also be an opportunity to experience the value of USER-CENTERED CREATIVE AGILE CREATIVE ORGANISATIONAL
emotional differentiation in the eyes of consumers. Not using structured methods for creativity management. This INSIGHTING IDEATING ITERATING ORGANISATIONAL TRANSFORMATION
surprisingly, design has become increasingly important in is relevant across organisational areas in which having CULTURES
business circles and organisations are increasingly trying to creative problem-solving capabilities provides a competitive
understand and master the competitive advantage design advantage.
can offer. To help organisations address today’s business
• Understand • Understand why • Discuss the benefits • Bring the power • Learn how to make
challenges in innovative ways, business leaders are seeking KEY BENEFITS problems from a searching for novelty and challenges of of design to your transformation
to develop their creative and design thinking skills.
• Master the skills you need to sustain creative and design human perspective, and usefulness is the iterating in a ‘quick organisation by a reality in your
thinking capabilities something that is essence of creativity and dirty’, yet valid, understanding organisation by
Building upon our 15 year partnership with ArtCenter College
• Acquire the mindset and managerial levers you need to critical to finding • Unpack the manner how to conceive efficiently engaging
of Design in California - one of the most influential design
develop an innovative organisational culture meaningful creativity • Learn to design, a creative in the process of
schools in the world - INSEAD has developed a unique on-
• Equip you with a methodology to put design thinking into purpose behind any phenomenon and evaluate and organisational becoming more
line programme to help business leaders integrate creative
action innovation learn strategies to execute iterations, culture innovative
and design thinking with their business thinking for successful
innovative problem-solving. • Learn how to solve problems creatively in any setting by • Learn novel ways enable creative moving preliminary • Discuss the key • Discuss the
collaborating with design coaches to uncover insights ideating ideas to truly managerial levers challenges and
• Action Learning Project to apply the learning in your behind what users desirable, feasible needed to activate opportunities
personal or your organisation’s context. need and desire and viable states an organisational of transforming
culture that supports traditional
creative thinking and organisations into
creative action more innovative
PARTICIPANT PROFILE
ones in both private
Design Thinking and Creativity for Business

Design Thinking and Creativity for Business

and public sectors
• Senior executives who want to strengthen their ability
to lead innovation and enhance their organisation’s
innovation capability
• Team leaders and managers seeking to develop and
PROGRAMME DIRECTOR
integrate cutting-edge creative practices into their
business processes and corporate culture

Manuel Sosa • Executives seeking to learn new problem-solving

Associate Professor of Technology and
Operations Management
Director of the Heinrich and Esther Baumann –
Steiner Fund for Creativity and Business
Director of INSEAD’s Creativity-Business
Learning platform
approaches to innovation, building upon creativity
research, design thinking and lean startup
• Participants coming in groups/teams to collaborate on
Action Learning Project tailored to their organisation’s
context

04 https://onlineprogrammes.insead.edu/design-thinking-creativity-business/index.php 05
 ACTION LEARNING PROJECT (ALP)
OPEN ONLINE PROGRAMMES
Creativity is fundamental when producing innovations, yet
it is typically left unmanaged. To understand and manage
creativity, it is not only important to acquire concepts and
frameworks that equip you with the key principles to put design
thinking into action. You also need to experience what is like
to apply design thinking and creativity to innovate in your own
personal or business context.
With this in mind, the Action Learning Project (ALP) will give
you the opportunity to applying your learning to your own
personal or business context. The ALP will take you on a step-
by- step journey in which you will identify a non-trivial, yet
manageable, innovation opportunity, which can serve as a
realistic platform to put in practice the key concepts acquired
in Design Thinking and Creativity for Business. Even though
the ALP is a personalised experience, you will not do it alone:
design coaches will guide you and give you feedback during
your ALP.
There are 3 phases to the ALP process:
First, you will agree on the scope of your ALP with the learning
coach, to make sure it aligns with the learning objectives of
the programme and culminates in a concrete end goal.
Second, in each of the content weeks, you will apply the tools
and concepts from that week to your ALP.
Third, at the end of the content weeks, you will synthesise
elements from your weekly submissions to propose concrete
strategic recommendations for your organisation, and submit
them for peer review. In the final week of the programme, the
peer review will take place, where every participant will review
2 to 4 other submissions and provide peer feedback.
Design Thinking and Creativity for Business
06
OPEN ONLINE PROGRAMMES
YOUR WEEKLY ALP LEARNING JOURNEY
ALP OBJECTIVES • Identify a concrete area to apply Design Thinking and Creativity
Week 1
• Apply programme concepts to address an innovation for Business
opportunity in your own personal or business context
• The ideal context to put in practice design thinking is an area where
• Understand, through your interactions with design coaches, a given challenge or situation has not been fully resolved using a
the importance of managing the design-business interface in Identifying
an innovation “traditional” problem-solving approach. A good context in which to
any innovation effort
context innovate is one that is “visible” (by key stakeholders in your own context);
• Practice the methods and develop the mindset needed to “unsolved” yet “non-trivial”, and “actionable” (so that you can tackle it in
cultivate innovative capabilities in an organisational context
a five-week time frame)
DESIGN COACH
Week 2
Design coaches are practitioners with ample training • Who are the key stakeholders in your innovation area?
and experience in innovating using a design-driven From insights • What matters to them? What are the various user-journeys relevant in
approach. They have experienced integrating design your context? What insights emerge from mapping those out? What
and business thinking in order to successfully innovate.
to innovation
innovation opportunities are uncovered?
They will give you feedback through all phases of
opportunities
your ALP using a design-based approach to ensure
you apply creative thinking into your own innovation
challenge.
Week 3
• How would the new creative strategies learned in the programme
Creative help you develop creative solutions to address your innovation
strategies in opportunities?
action
Week 4
• What are the assumptions and risks associated with developing your
Dynamic
Design Thinking and Creativity for Business
innovative solutions?
prototyping for • How can you test them in an “agile” way?
agile iterating
Week 5
• What resources, processes, and values would need to be changed in
Deploying your organisation to deploy your innovative outcome?
innovation
07
 COMPANY EXAMPLES AND CASE STUDIES
OPEN ONLINE PROGRAMMES

OPEN ONLINE PROGRAMMES

CERTIFICATE
INSEAD’s online programmes build upon our world-class faculty’s ability to convey complex concepts in the simplest yet Upon successful completion of the programme activities, combined with satisfactory grades on the final
most comprehensive way. INSEAD’s high-impact learning experience includes the use of relevant and engaging examples assignment, you are awarded an official digital Certificate of Completion from INSEAD, which you can showcase
and short case studies from a wide range of industries, including: on your LinkedIn profile. The top performers receive a Certificate with Distinction.

Apple Retail Stores Banking Industry Belkin

In the context of the banal PC
market in 1998 and Apple just
barely breaking even, what
were the pros and cons for
deciding whether to open
branded retail stores?
What is the upside potential of
bringing creative thinking into
the traditionally staid banking
industry – market share,
customer loyalty, profit margins?
How did Belkin use empathic
design techniques to move
from an unknown entity to
become one of the best-known
brands for consumer
electronics accessories?

Note: After successful completion of the programme, your verified digital certificate will be emailed to you in the name you used
IDEO/Healthcare McKinsey/Lunar Singapore Ministry when registering for the programme. All certificate images are for illustrative purposes only and may be subject to change at the
Acquisition of Manpower (MOM) discretion of INSEAD. This online certificate programme does not grant academic credit or a degree from INSEAD.
Design Thinking and Creativity for Business

Design Thinking and Creativity for Business

How might you leverage
user-centric insights and agile
iteration in assessing whether
IDEO, the most influential
product development firm in
the world, is an appropriate fit
for a hospital system seeking to
improve healthcare services?
How would you evaluate the
idea of bringing design services
in-house at management
consulting firm, McKinsey and
what are the main factors that
lead to success or failure?
What problems arose when the
Singapore Ministry of
Manpower (MOM) decided to
design the processes for issuing
employment permits for foreign
workers in the same fashion,
regardless of whether one was
an unskilled labourer or a
highly skilled professional?

08 09
OPEN ONLINE PROGRAMMES

OPEN ONLINE PROGRAMMES

“Having done online courses previously,
I wasn’t sure what to expect, but this
programme exceeded my expectations!
The content was engaging, relevant
and well varied. The professors that led
the programme were excellent - both
very knowledgeable and charismatic
public speakers, littering their lectures
with many modern day examples. I feel
like I’ve built transferable skills in both
strategy development and financial
analysis which will be very relevant to
my job.”

Dominic Pia
Accenture, Public Sector Strategy Manager
Past Participant, Business Strategy
and Financial Performance
Design Thinking and Creativity for Business

Design Thinking and Creativity for Business

DATES
Begins 05 June 2020

FEE
€1,500 ($1,700)*
*Fee subject to change. Local taxes shall apply at the
prevailing rates. We offer a special fee reduction for
a group of 5 participants or more.

CONTACT
Programme Advisor
Tel: +65 3138 9000
Email: dtcb_contact@insead.edu

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 YOUR ONLINE LEARNING JOURNEY WHAT DOES A TYPICAL WEEK ON AN INSEAD
OPEN ONLINE PROGRAMMES

OPEN ONLINE PROGRAMMES

ONLINE PROGRAMME LOOK LIKE?
An INSEAD Online programme’s content is usually delivered over 5 or 7 consecutive weeks*, followed by 2 weeks to finish Our online programmes combine a number of learning Participants earn points as they go, with a ‘leaderboard’
project work. Each week of content follows a very clear path to facilitate learning for busy executives. elements to create a balanced blend of learning, interactions featuring the most engaged participants each week. Every
and application in the learning journey for participants. The week, questions are posted by participants for the INSEAD
platform allows participants to learn at their own pace during faculty, who then respond through ‘just-in-time’ videos and live
each week, by viewing the content, completing assignments calls. On average, the programme takes 4-6 hours per week*.
and engaging in discussions.
LAUNCH
START WEEK

ORIENTATION & CONNECTING

WITH YOUR LEARNING COACH
Launch Week starts on the Monday before Week 1.
You will get access to familiarize yourself with the platform,
start networking with peers, and connect with your Learning
Coach to do some preparatory work.

CONTENT CONTENT CONTENT CONTENT CONTENT

WEEK 5* WEEK 4 WEEK 3 WEEK 2 WEEK 1

LEARN, PRACTICE & APPLY CONCEPTS

On the Friday of each Content Week, the new content is released.
You will have two weeks to complete each content week.

WEEK 6 WEEK 7* POST

PROGRAMME
Design Thinking and Creativity for Business

Design Thinking and Creativity for Business

SYNTHESISE & WRAP-UP EXECUTE & CREATE IMPACT
Finish working on your Action Application and Impact assessment
Learning Project (ALP) & peer reviews. in your organisational context.

Throughout the entire programme, an INSEAD Learning Coach will be guiding you
and helping you maximise the impact of your learning journey.

*Depending on the programme, the duration is either 5 or 7 weeks of content + 2 extra weeks to complete project work. *Working on the Action Learning Project (ALP) may require up to two additional hours/week.

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OPEN ONLINE PROGRAMMES
FAQs
HOW MUCH TIME SHOULD I EXPECT TO
DEDICATE TO THE PROGRAMME EVERY
WEEK?
The programme should take approximately 4-6 hours
per week. You can expect to devote 1-2 hours per week
watching video lectures on fundamental concepts,
1 hour per week on interacting with fellow participants in
discussions or reflecting on the concepts through quizzes
and reflections and 2-3 hours per week in applying the
fundamental concepts in an action learning project to
understand their relevance to your everyday work.
WHAT IS THE WEEKLY LEARNING RHYTHM
DURING THE PROGRAMME? DO I NEED TO
BE ONLINE AT SPECIFIC TIMES DURING THE
PROGRAMME, OR CAN I LEARN AHEAD OF
THE REST OF THE CLASS?
The programme is designed in a manner to encourage the
whole class to learn together, moving at a certain pace
from week to week, while providing enough flexibility within
each week for the participants to review the content at
their own convenience. While a week is open, you can login
any time at your convenience and review the weekly
content at your own pace, as the learning design is
asynchronous.
WHAT IS THE ROLE OF THE LEARNING
COACH?
At INSEAD, you never learn alone. To bring this notion alive
in the online setting, we have built a learning community
comprising of the participants, the faculty and the learning
coach. Learning coaches in this programme are design
Design Thinking and Creativity for Business
coaches who play an integral part in stimulating content
discussions, encouraging collaboration between
participants as well as guiding the participants closely in
the design of their action-learning project.
14
OPEN ONLINE PROGRAMMES
WILL I HAVE AN OPPORTUNITY TO WHAT DO I RECEIVE UPON COMPLETION
INTERACT WITH INSEAD FACULTY? OF THE PROGRAMME?
Yes, of course. We purposefully limit class sizes to ensure Upon successfully completing all the programme
ample faculty-to-participant time. At a minimum, requirements in time, you will receive an official Certificate
participants can expect at least one live call with the of Completion from INSEAD, which you can also share
faculty to discuss course content. In addition, the faculty with your network on LinkedIn. The top performers will
would be reading your thoughts in the discussion forums receive a Certificate with Distinction.
in the platform from time to time and answer your
questions through periodic just-in-time recorded videos. I WORK FOR A COMPANY OR
The Faculty would be further assisted in these interactions ORGANISATION THAT WOULD LIKE TO
by the learning coach, acting as a bridge between the
ENROL MULTIPLE EMPLOYEES IN THE SAME
participants and the faculty.
PROGRAM. IS THIS POSSIBLE?
WILL I BE ABLE TO INTERACT WITH OTHER Absolutely, and we actually encourage participants to
PARTICIPANTS? attend in teams in order to maximise the learning and
impact. We also offer a special fee for groups of
Yes, of course. The learning experience is designed to executives attending from the same organisation, so
encourage interaction. Participants are able to interact
with each other through discussion forums, interspersed
please feel free to contact us for more details.
throughout the platform. In addition, participants would
have the option to work on the action-learning project in
groups with fellow participants. They would also have the
opportunity to interact with each other during the live call
with faculty.
WHAT ARE THE LEARNING
REQUIREMENTS
IN ORDER TO SUCCESSFULLY COMPLETE
THE PROGRAMME?
Our online programmes, like our face-to-face
programmes, follow a rigorous learning process.
Participants are expected to fulfil a certain minimum
criteria to earn the certificate of completion.
Design Thinking and Creativity for Business
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Tel: +33 1 60 72 42 90
Email: execed.europe@insead.edu

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