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2022/2023  BA-BHAAI1095U  Service Design and Behaviour

English Title
Service Design and Behaviour

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 100
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Efthymios Altsitsiadis - Department of Management, Society and Communication (MSC)
  • Isabel Froes - Department of Management, Society and Communication (MSC)
For academic questions related to the course, please contact course coordinators Efthymios Altsitsiadis (ea.msc@cbs.dk) or Isabel Froes (ifr.msc@cbs.dk)
Main academic disciplines
  • Customer behaviour
  • Information technology
  • Innovation
Teaching methods
  • Face-to-face teaching
Last updated on 30/11/2022

Relevant links

Learning objectives
At the end of the course students should be able to:
  • Recognise the role of applying service design tools towards business development
  • Demonstrate critical perspectives on existing services and how they make use of behavioural insights in their organisations.
  • Apply service design and behavioural theories and tools towards mapping, analyzing and assessing services
Service Design and Behaviour:
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-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Course and exam timetable is/will be available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
Aids Open book: all written and electronic aids, including internet access
Read more here about which exam aids the students are allowed to bring and will be given access to : Exam aids and IT application package
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.
1st retake: 4 hours sit-in, new exam question.
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.

2nd retake: The second retake is always an online oral exam (20 minutes online oral exam with no preparation time) with one internal examiner and an internal co-examiner.
Course content, structure and pedagogical approach

The way we design and consume services has been undergoing a revolution. From disruptive new service concepts (e.g. empty device dependent on its online service to “come to life”), to traditional ones (e.g. airports relying on check-in machines and online check-ins), institutions need to harness technology and creativity to increase the value of their offerings. Modern services are highly dependent not only on operational features, but also on the way people access and use such services, how they behave around them, and what effects (intentional and unintentional) might these User Experiences (UX) bring about. 


The course will draw from a series of disciplines (service design, social innovation, sustainable production, behavioural economics) to provide a holistic approach for the design of services that are sustainable, interactive and behaviourally informed. The course will entail case based teaching and will focus on application to allow the students to learn and apply design methods in order to evaluate current services as well as create new ones.


The course will run from week 26 to week 28 and will involve 11 lectures


The course will present a defined case to be worked throughout the classes. Every class is composed of lecture and workshop - with group work and orientation.



Theme 1: Lecture: Introduction & Designing services

                Workshop on designing services

Theme 2: Lecture Service design tools and methods including prototyping Services

                Workshop on tools and methods

Theme 3: Lectures on Behavioural insights, digital behaviour and metaverse design

                Workshops on Service and behaviour

Theme 4: Lecture on Circular design

                Workshop on Circular business design case


The course will end with the presentations of the team cases and a recap/feedback session. 


Description of the teaching methods
The classes are composed of lectures and hands-on workshops.
Feedback during the teaching period
There will be continuous feedback during the workshop sessions.
Student workload
Preliminary assignment 20 hours
Classroom attendance 38 hours
Preparation 121 hours
Feedback 7 hours
Examination 20 hours
Further Information

Short 3 weeks course that cannot be combined with any other course


Preliminary Assignment: :  The Nordic-9 pre-course is foundational for the summer university and identical for all bachelor courses. Students will receive an invitation with all details by the end of May. The assignment has two parts. 1.) online lectures and tutorials that student can access at their own time and 2.) one synchronous workshop which will be offered both online and in-person at several dates and times before the official start of the summer university courses. Sign-up is first come first serve. All students are expected to complete this assignment before classes begin.




We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams in start March.

Expected literature


Indicative Literature:

Sunstein, C.R., 2019. Nudging: a very short guide. Business Economics, 54(2), pp.127–129. Available at: https:/​/​doi.org/​10.1057/​s11369-018-00104-5.

Michie, S., van Stralen, M.M. & West, R. The behaviour change wheel: A new method for characterising and designing behaviour change interventions. Implementation Sci 6, 42 (2011). https:/​/​doi.org/​10.1186/​1748-5908-6-42

Caraban, A., Karapanos, E., Gonçalves, D., & Campos, P. (2019). 23 Ways to Nudge: A Review of Technology-Mediated Nudging in Human-Computer Interaction. Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems, 1–15. https:/​/​doi.org/​10.1145/​3290605.3300733

Gray, C. M., Kou, Y., Battles, B., Hoggatt, J., & Toombs, A. L. (2018). The Dark (Patterns) Side of UX Design. Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems, 1–14. https:/​/​doi.org/​10.1145/​3173574.3174108

Jesse, M., & Jannach , D. (2021). Digital nudging with recommender systems: Survey and future directions. Computers in Human Behavior Reports , 3 , 100052. https:/​/​doi.org/​10.1016/​j.chbr.2020.100052

Polaine, A., Løvlie, L., & Reason, B. (2013). Service design : from insight to implementation. Rosenfeld Media.

Stickdorn, M., & Schneider, J. (2012). This is Service Design Thinking : Basics, Tools, Cases.

Chipchase, J., & Steinhardt, S. (2013). Crossing State (of Mind) Lines. In Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow’s Customers (pp. 27–49). HarperBusiness.

Last updated on 30/11/2022