Win-win solutions : applying business planning in a collaborative undergraduate design project

Abstract: Comprehensive universities in an emerging tertiary education context require effective teaching strategies and projects to enhance optimal output that is benchmarked on an international level of excellence. This paper reports on a collaborative project applied in an undergraduate fashion design and business (entrepreneurship) programme at a comprehensive university in Johannesburg, South Africa. The purpose of this study was to enhance programme outcomes through a creative collaborative project in order to enhance the quality of business planning through an action learning approach. Relevant principles were applied to the collaborative project relate to theory on collective creativity as well as action learning. Empirical data collected during the project was predominantly qualitative in nature involving: student reflections during and post-project (probed by means of a developed tool), minutes of students’ action-oriented meetings, video recordings of final presentations, as well as evaluation of the final business plans proposing a workable business concept for the competitive and creative fashion industry. Data were analysed by means of content analysis of student journals, lecturers’ observations of video material were documented and an analytic rubric was implemented to evaluate the quality of the business plans. Findings suggest the advantages for the lecturers of the programme pertained to using the allocated time for the project optimally as they could only facilitate the process and simply explain the principles of the project and business planning instead of formally teaching the relevant theory relating to the business plan. Other critical cross outcomes were also obtained, such as enhancing communication skills in meetings and through social media, promoting cultural and students’ self-awareness. The findings culminates in a framework which aims to aid collective creativity through action learning in a context of in applying a higher level of designer-like thinking to business planning