Management Consulting at Faculties of Design - Opportunities and Limitations

MA-Thesis / Master von Waltraud Gerda Lassner

Abstract:

This dissertation deals with reforms in the German system of higher education and investigates, whether these processes could be facilitated by management consultants. The main focus is placed on design faculties. The investigation of the subject is based on a case study approach.

The starting point within this three-part work is an introduction into the system of higher education in Germany by providing information on the political, legal and financial background, the structure and types and present challenges. The second part moves the investigation towards the design faculties. An analysis of design practice and education reveals both the situation design faculties find themselves in and initial reform attempts. How the policy of reform could be followed through successfully is answered in part three by presenting relevant consulting activities and projects in the field of higher education. Opportunities and limitations, which can be expected from an involvement of management consultants round off this part.

German higher education seemed to be in a continuous cycle of crises and is still seen as having need of reforms in the face of future challenges. As statistical data reveal institutions had and still have to cope with a decrease in federal funding and with an increase of students. In the face of future challenges such as internationalisation and globalisation they need to position themselves effectively by keeping in mind their strengths. The new General Act on Higher Education encourages this step by granting higher education institutions more autonomy. In turn these are expected to evolve into target-oriented entrepreneurial institutions. This requires a fundamental reform such as described in two current concepts for future higher education institutions: The Unchained University and Guide for the Knowledge Based Society.

In the second part design faculties are looked at in more detail and also aspects of design practice and education are examined based on statistical data. The overall picture shows that major changes occurred in the area of design. This is reflected in the high unemployment rate. Also, expectations from the industry are way beyond the capabilities of a design student, who has studied for four years. This has consequences for design education. In this context higher education conferences are mentioned which addressed the current need for reforms. A fundamental change in the way that design is viewed becomes evident. Research in the area of design has become a central issue, which calls for an independent development. Some activities are mentioned such as the foundation of the German Association for Design-Theory and -Research DGTF, which was established with the aim of encouraging more thought about new perspectives of design. The current situation design faculties find themselves in is outlined by discussing the challenges that reform poses for them, such as profile building and drawing up strategic planning. Also, current concepts are presented, which conform to the requirements of future higher education institutions mentioned in part one. They refer to design education, continuing education as well as co-operation, and demonstrate creative approaches to problem solving.

In the following part the investigation reaches the central question of this dissertation: whether management consultants can support reform processes at higher education institutions and if so, what kind of assistance can design faculties expect. After having provided a brief introduction into management consulting and into ways of carrying out consulting tasks, consulting activities at higher education institutions are presented. These provide the reader with a general idea on the spectrum of offered services, and also reveal the use of standardised approaches when giving assistance to higher education institutions. To elucidate opportunities of management consulting the Lean Consulting Concept, a consulting product and method, and its adaptability to design faculties are discussed. An evaluation of its suitability reveals that it makes sense to adapt this product. Necessary steps are mentioned. Finally, opportunities and limitations of an involvement of management consultants in reform projects at faculties are discussed based on the writer’s insight gained while compiling this dissertation.

The critical assessment of generated material leads to the following conclusions:

1. The establishment of organisations, which focus on providing consulting service to higher education institutions reveals the necessity for professional support.

2. Management consultants play an important role in assisting reform activities at higher education institutions by means of consulting approaches transferred from the private sector.

3. Design faculties must develop entrepreneurial features and position themselves effectively bearing the competition in mind.

4. The customised Lean Consulting Concept can be successfully applied to assist the strategic planning process at design faculties.

5. Management consultants can contribute to a successful achievement of reform requirements by providing their methodological competence and professional experience as objective experts and facilitators. However, their expertise should include extensive knowledge of higher education and design faculties respectively.

6. The competition amongst providers of consulting services will be an indication as to what extent higher education institutions and design faculties respectively will rely on management consultants’ expertise.

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