RCA Disruptive Market Innovation Through Design

Posted by Hattie Allen

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An introduction to iterative and revolutionary approaches to design innovation.

BIMA Members are eligible for a 10% discount, paying £1,080 instead of £1,200. 
Please email short-courses@rca.ac.uk to obtain the BIMA discount code.

Duration: Four days

Please note: ​​​​​all course fees are for the course only and do not include accommodation, food or transport. The fee includes basic materials for the course.

Course overview

This course explores the new thinking needed to achieve step-change innovation. The Disruptive Market Innovation Through Design course is split into two different stages:

1.  Evolutionary stage
– Participants will consider the role of iteration in product design.

2.  Revolutionary stage 
– Participants will approach the product from an entirely new perspective.

A key outcome at the end of the course is that participants will compare and reflect on the two approaches.


The programme is convened by Tim Corvin. Tim has over 20 years’ successful experience as an innovation and design consultant within leading international brand innovation and design agencies, working with global and regional clients including Unilever, Heineken, GlaxoSmithKline, Carlsberg and P&G. He has developed expertise in establishing and developing collaborative relationships and leading complex international multi-disciplinary innovation and branding projects, including new product development and creating 360-degree brand experiences, encompassing brand positioning and identity to maximise engagement in physical retail and on-trade channels.

More recently, Tim has led the Innovation Design Engineering (IDE) Master’s Programme at the Royal College of Art and Imperial College, and played a key role in establishing the RCA’s collaboration with the University of Tokyo – RCA–IIS Tokyo Design Lab.

Additional RCA Course Tutors and guest speakers to be announced.

Admission criteria

Activities will be intense and stimulating but no prior knowledge or experience is required. Innovation is driven by difference and diversity, and we welcome people from all disciplines and backgrounds.

Participants must:

– have a collaborative attitude, as the course will be carried out in teams

– have a good level of English language.

– be 18 years or over.


Tue, 16 Jul 2019, 08:00 - Fri, 19 Jul 2019, 17:00


Royal College of Art, Kensington,

Royal College of Art, Kensington Gore, London SW7 2EU



Hattie Allen

Executive Education Manager, Royal College of Art – Executive Education

Hattie Allen has been a BIMA member since 15th April 2019.

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