An integral part of curriculum design is continuously reviewing workplace and industry needs and requirements. International design research and research of a general nature provide some guidance for curriculum developers and lecturers, but research on the local design industry is fragmented and scarce. This lack of available and rigorous research on the local design industry provides a gap for this paper that explores the nature, needs, and requirements of the local design industry and the changing career pathways of designers.

Scholarship has many dimensions, such as the scholarship of research/discovery; the scholarship of integration, application, and teaching; and the scholarship of public and democratic engagement where knowledge is co-constructed. These broader notions of scholarship challenge the traditional understanding of a university and position scholars and researchers in a broader socio-economic, historical, and cultural context. Design as a field developed and widened as a result of new challenges and opportunities – for example the fourth industrial revolution – and changes in the discipline.

The study qualitatively explored the local communication-design-education landscape and identified the structures, nature, challenges and role players. Theoretical models with the potential to guide the development of postgraduate design education were analysed. These are the Mode 1, 2 and 3 models, Innovation Triple, Quadruple and Quintuple Helix models, as well as research approaches that have the potential to better align academia with industry, such as practice-based and practice-led research, recognition of prior learning and work-integrated learning.

Design thinking, a well known topic of discussion in the design discourse, offers exciting innovative possibilities when applied in other disciplines. This paper explores the potential of design thinking in the seemingly disparate discipline of Operations Research/Management Science (OR/MS). OR/MS develops mathematical models for analysis based on quantitative logic as an answer to management or other real life problems. Design shares this concern with trying to improve current situations but approaches these problems differently, using ‘designerly ways of thinking’.

Students from various disciplines have been exposed to design thinking and praxis over the last decade at the University of Pretoria. Students from publishing, journalism, marketing, management, communication, multimedia (engineering) and a variety of other disciplines enrolled for design modules at under- and postgraduate levels. Learning is extended to include collaborative projects between design students and students from other disciplines.

The relationship between design and business management becomes critical when contexts change and new problems emerge. Some new problems in the design industry are a redefinition of disciplinary boundaries, new technologies and shifts in business thinking and client expectations. Design educators need to understand current demands and anticipate the future requirements of design clients when devising courses and content. This requires conceptual flexibility and continued scenario planning.