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Managing Service Design and Operations

Managing Service Design and Operations

Code:  MAR8LH011
Extent: 3cr (81h) and 2cr for voluntary project (54h)
Timing: Summer 2015 (3cr) and 22nd August Project Deadline (+2cr)
Language: English
Type: Free-elective

Starting level and linkage with other courses

No prerequisites

Learning outcomes

Goal: The Finnish service economy is large (73% of all jobs), increasing (+4% in 4th Quarter of 2014) and global (Euro 26.4 billion trade in 2013). Students will gain an appreciation for the growing importance of services, service design and service management. This course has been designed around the principles Harvard University course Managing Service Design and Operations.

Watch the course introduction video: https://www.youtube.com/watch?v=R-AVipOpS8o

Upon completion of the course, the student has;

  • Has the ability to identify, describe, and explain service models
  • Has a knowledge of relevant service management concepts and service design tools
  • Is able to apply service management concepts and service design tools to a service process
  • Is able to analyze, criticize and compare service management and service design tools
  • Is able to plan, construct and create an effective service management moment
  • Is able to evaluate, appraise, measure and judge a service failure and service excellence case
  • Is able to complete a service innovation case identification & diagnosis (voluntary course project +2cr)

Course content

  • Principles of Service Management
    • Service design models (B2C & B2B)
    • Operating role of customer
    • Operating role of employees & culture
    • Customer satisfaction, loyalty etc.
    • Managing capacity and demand
    • Shared services
  • Principles of Service Design
    • Design thinking
    • Improving the service journey (excellence and failure)
    • Service design tools
  • Voluntary Project: Analysis of a Service Innovation or Failure Case (students completing the project successfully receive +2cr)

Cooperation with the business community

Practical and current service cases will be investigated and analyzed (B2C and B2B).

International dimension

International service business cases.

Teaching and learning methods

Self-guided online textbooks, articles and cases
Self-guided online tutorials (video)
Online individual tutorial quizzes, tests and assignments
Individual project (+2cr)

Accreditation of prior learning (APL)

Accreditation of prior learning (APL) is observed on the course. The requirements for APL can be agreed with the instructor.

Teacher responsible

Dr. Gerard L. Danford, Pasila

Required Course Materials

Video Tutorials.
Developing New Products and Services. G. Lawrence Sanders, State University of New York at Buffalo. http://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=125 (Creative Commons Licensed).
Principles of Marketing. Jeff Tanner, Baylor University and Mary Raymond, Clemson University. http://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=50 (Creative Commons Licensed).
Various online tools, content and articles including; http://www.servicedesigntoolkit.org/downloads.html (Creative Commons Licensed).

Voluntary Course Materials

Advanced reading will be made available (Harvard Business Review) for students who wish to develop a deeper understanding of service design & management concepts, models and tools.

Assessment criteria

Students' performance is graded on the following scale: Excellent (5), Very good (4), Good (3), Satisfactory (2), Fair (1), Fail (0). The assessment criteria is presented on scale 1 to 5.

Components

#1 (40%)

#3 (70%)

#5 (90%)

Knowledge &

Comprehension

The student can identity, list, define and explain the main service management tools, models and concepts.

#1 and the student can describe the relevant service concepts and tools within a specific context. The student can link the key concepts to a practical task in order to illustrate the bigger service model.

#1 + #3 and the student uses and combines different service concepts to derive own models. Student is aware of alternative views of the knowledge. His/her use of concepts, tools and specific terminology is very accurate.
S/he uses findings to compare different service concepts and viewpoints.

Apply and

Analyze

With great difficulty and under strict supervision, the student can partly apply concepts and tools to a service process.

The student can independently collect, partly analyze and partly apply concepts & tools to a service process.  The student can criticize the chosen tools and compare alternative tools for a specific context.

The student can independently collect, partly analyze and partly apply concepts & tools to a service process.  The student can criticize the chosen tools and compare alternative tools for a specific context at a high professional level.

Synthesize

With great difficulty and under strict supervision, the student can partly plan, design and construct an effective service management moment.

The student can independently propose, plan, design and construct an effective service management moment and offer recommendations for improvements.

The student can  independently propose, plan, design, organize and construct an effective service management moment. The student can evaluate the plan and proposal and offer recommendations for further improvements.

PROJECT (+2cr)

Evaluate

With great difficulty and under strict supervision the student can; evaluate, appraise, measure and judge a service failure or service innovation case.

The student can work independently on evaluating, appraising, measuring and judging a service failure or service innovation case and offer recommendations for improvements.

The student can work very professionally on evaluating, appraising, measuring and judging a service failure or service innovation case, offer recommendations for improvement and suggest means to implement the recommendations.

Assessment components and their respective weights

Mini-quizzes and virtual exam (automatically graded) 30%
Assignments: mini-tasks, application of tools, cases, etc. (assessed by teachers and peer-to-peer) 50%
Discussion board participation 20%
Project +2cr*

*An additional 2cr can be earned by completing the individual course project (service innovation case or service failure case). The project report is due at the end of the Fall semester intensive week (21st August 2015).