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2015/2016  KAN-CCMVV2534U  Service Design

English Title
Service Design

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Shannon Hessel - MPP
Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Innovation
  • Service management
  • Strategy
Last updated on 14-08-2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Apply service design methods and tools to a case company
  • Analyze and evaluate the service portfolio of a company, pointing out weaknesses and opportunities for improvement
  • Explain how design and business theory are complementary in innovation projects
  • plan, control and run an innovation project
Examination
Service Design:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

Service design is a fastest growing area in business innovation. The shift from industrial to service economies in most western countries, and a premium on customer experience and interaction, have made service design important for gaining competitive advantage. For example, IBM has changed its business strategy from hardware to service in the past decade, and it has hired a large number of designers to support this strategic orientation.

 

In this course students learn to run a successful design-led service innovation project. To this aim a case company presents heterogeneous student teams with a service design challenge, and the task to develop a generative innovation strategy. The course has two objectives: Under the guidance of experts, students work on the challenge and a) acquire the academic knowledge and practical skills necessary to address such problems, and b) to plan, control, and run innovation projects.
Teaching methods
The project case company for the course will be an experience economy firm that has invested in customer experience and service design continuously over the past years, and whose goal is to formulate a generative service innovation strategy. Further industry support might comes from a service innovation.

Students work on the challenge in the Studio at CBS, in a hands-on, team-based experiential way. The course simulates a design studio, and brings the business knowledge into
Expected literature

Kimbell, L. (2015) Service Innovation Handbook. Templates - Cases - Capabilities. BIS Publishers.

Osterwalder, A. & Pigneur, Y. (2010). Business Model Generation. Hoboken, NJ: John Wiley & Sons. (Listed as CANVAS in Course Schedule).

Project Management for Research and Development: Guiding Innovation for Positive R&D Outcomes, by Lory Mitchell Winegate.

Stickdorn M. and Schneider, J (2011). This is service design thinking: Basics - Tools – Cases. Amsterdam: BIS Publishers.
Last updated on 14-08-2015