Industrial design involves the research and design of the whole range of consumer and capital products used by people. Products as diverse as telephones and cranes, gas fires and exhibition systems, toothbrushes and motor cars. Ideally, the industrial designer works as part of a team involving engineering, production and marketing. The industrial designer initially concentrates on establishing the concept as a marketable, producible, useable and socially responsible product; and subsequently details the human factors (ergonomics), appearance (style) and mode of operation. Frequently the designer becomes involved in the corporate image of companies and their products as well as the graphics of the product's packaging and the associated retail support systems.

The program prepares students for professional employment in areas involving the research, design and development of new manufactured products. Whilst it is anticipated that most graduates will be initially employed in an industrial design capacity either in manufacturing companies or consultancies, it is likely that some graduates may subsequently choose to specialize in aspects of marketing, engineering, product management or design management.