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Highlights

  • Focus on craft branding and identity, including brand positioning, storytelling, cultural authenticity, and design language, through studio exercises, peer critique, and masterclasses with guest speakers 
     

  • Integrated exploration of ethical marketing, target audiences, message framing, pricing, and channels, tailored to handmade and local product contexts
     

  • Training in managing design projects end-to-end, including briefs, timelines, budgets, stakeholder mapping, and collaborative team processes
     

  • Emphasis on entrepreneurship and design ventures, including craft enterprise models, IPR, start-up planning, pitching, and funding basics, supported by guest talks and simulations
     

  • At the end of the course, students developed a mini brand strategy with packaging and marketing plan for a craft product, culminating in a final studio presentation 

FUNDAMENTALS OF DESIGN MANAGEMENT - A TWO-WEEK INTENSIVE PROGRAM 

Indian Institute Of Crafts & Design, Jaipur

Experience
Brand Strategy, Brand Storytelling, Mentoring

For the Masters of Design students in Crafts and Design program at IICD, Jaipur, I taught Fundamentals of Design Management, a course that sits at the intersection of design, business, and craft-led entrepreneurship. The course introduced design management as the strategic interface between creativity and business thinking, with a strong emphasis on craft-based industries, ethical marketing, and culturally rooted brand-building.

Blending lectures, case studies, workshops, and studio-based learning, the course equipped students to lead strategic, sustainable, and culturally anchored design initiatives within the craft and handmade manufacturing sector.

“One of my most fulfilling learning experiences at college was during the brand development module with Ms Goel.
I remember feeling unsure about how to present my work and articulate my identity and ideas. Her guidance and thoughtfully planned sessions and exercises became learnings I still return to whenever I feel stuck. She instilled in me the confidence to present myself and how to bring clarity whenever I'm working on a brand - something I now actively use in my career. She is truly one of the few people who remain a constant source of guidance for me.”

Akanksha Sharma 
Architect & Product Designer 

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Design at The Trees

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