As our world changes, the challenges to business grow. Old ways of thinking are being replaced by open minds and creativity. Design is playing a central role in helping solve problems and drive the future. We invite you to see how design is shaping the new business.

A Zilver Innovation initiative

Featuring: Ralf Beuker

Ralf Beuker is the Dean of the Design School at the University of Applied Sciences in Münster and a pioneer of the design management field. He holds a diploma in Business Administration and is one of the only design Deans in Germany without a design background. He is a great example of how the worlds of business and design are growing increasingly closer. Ralf has a unique point of view on the role of design in our societies.

We enquired Ralf about his vision on design, educational programs and how they seem to be shifting from conventional areas to strategic ways of thinking.

He opened us the doors of ‘his’ school to tell us how the Münster Design School, with a main focus on communication design, is embracing smart design management within their design programs.

And what a great host he is, we could not feel more welcome!

Find more about Ralf here:


Ralf Beuker holds a diploma in Business Administration from the University of Paderborn, Germany; beside his business projects he is a Professor for Design Management and Dean of the Design School at the University of Applied Sciences in Münster, Germany. Ralf’s professional background is based on the areas of strategy consultancy, design management research and understanding the broader impact of design in business & society.

His recent book/article contributions comprise “This Is Service Design Thinking” (M. Stickdorn/J. Schneider, bis publishers, 2010), “Brand Driven Innovation” (E. Roscam Abbing, ava academia, 2010) and “Two Faces of Social Media: Brand Communication and Brand Research” (R. Beuker/E. Roscam Abbing, DMI Review, 2010).

Ralf has taught Strategy, Brand and Innovation Management at all leading design management programs in Europe. These days Ralf is a guest lecturer at EURIB Institute, Rotterdam, HGK Lucerne, Switzerland and the Open University, United Kingdom.

Since 1998 he runs, the first blog worldwide dedicated to the field. Other than that he can be found as @iterations on as well as on Linkedin for business contacts.



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