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2017/2018  KAN-CSSMO2606U  Service Design

English Title
Service Design

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course Third Quarter, Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Social Sciences
Course coordinator
  • Mogens Bjerre - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Service management
Last updated on 26-06-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Account for the essential characteristics of services per se, and how they may be prioritised in the service design process
  • Identify and analyze elements of service ecosystems and their interaction with each other
  • Account for and assess social, technological and business contexts of designing service ecosystems
  • Identify appropriate research methods to understand user experience at various touch points and throughout the service
  • Describe service innovation opportunities, and related develop service concepts, blueprints, and strategies
Service Design:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Spring
Aids Limited aids, see the list below:
The student is allowed to bring
  • USB key for uploading of notes, books and compendiums in a non-executable format (no applications, application fragments, IT tools etc.)
  • Books (including translation dictionaries), compendiums and notes in paper format
The student will have access to
  • Access to CBSLearn
  • Access to the personal drive (S-drive) on CBS´ network
At all written sit-in exams the student has access to the basic IT application package (Microsoft Office (minus Excel), digital pen and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player, Windows Media Player). PLEASE NOTE: Students are not allowed to communicate with others during the exam : Read more about exam aids and IT application packages here
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Course content and structure

This course introduces you to the theories and methods of service design – i.e. not only the content, but also the process and the way in which service encounters take place. The course presents conceptual and operational tools for analyzing or improving existing service ecosystems. Behavioral economics is a central part of this course, as a deeper understanding will be very useful when designing.  And these ecosystems can also be used as basis for developing new services. You will explore topics and tools used in service design. Key elements are:


  • Conceptual and operational tools for analyzing or improving

  • existing service ecosystems as well as for developing new services. Including the opportunities in a sharing economy logic

  • You will explore topics central to service design:
    - technological and business contexts of services
    - journey mapping
    - user experience assessment for services

    - touch-point analysis and design

    - front- and back-stage processing

    - development of service blueprints

    - service prototyping

    - service co-creation

    - change management and service implementation

Teaching methods
The course is taught through a combination of lectures, seminars and case-studies. Thorough preparation and in-class participation is expected.
Feedback during the teaching period
Feedback is organized as part of the course, applying the customer journey model on the course itself, seen from a student perspective, as well as a teacher's perspective
Student workload
Course activities (including preparation) 170 hours
Exam (including exam preparation) 36 hours
Last updated on 26-06-2017