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Innovative Service Design

Innovative Service Design

Code: MAR3LF103
Scope: 5 ECTS
Timing: semester 4
Language: English
Curriculum: GLOBBA16
Course level: Specialisation Studies
Course type: compulsory for MAR specialisation students

Starting level and linkage with other courses
Prerequisite: MAR1LF101 Basics of Marketing or equivalent competence.

Learning outcomes
You gain an appreciation for the growing importance of services, service design and service management. You have the ability to identify, describe, and explain service models. You attain knowledge of relevant service management concepts and service design tools. You are able to apply service management concepts and service design tools to a service process. You can analyse, criticize and compare service management and service design tools as well as plan, construct and create an effective service management moment. You can evaluate, appraise, measure and judge a service failure and service excellence case and you complete a service innovation case and customer journey map.


  • intro to service design and systems thinking: basic concepts
  • service profit chain
  • service model design: basic concepts
  • funding mechanism and behavioural science
  • operating role of the customer
  • operating role of employees and corporate culture
  • customer satisfaction, loyalty and profitability
  • disruptive services
  • managing capacity and demand
  • design tools: service personas, location plans, service journey, service blueprinting

Recognising and validating prior learning (RPL)
If you have acquired the required competence in previous work tasks, recreational activities or on another course, you can show the competence with a demonstration and progress faster through your studies. More information and instructions for RPL are available at MyNet.

Cooperation with the business community
Service innovations are tailored to the needs of a small business needs locally or internationally.

Service innovation opportunities are searched globally depending on the student’s interests.

Course formats
Contact and distant sessions or educationalisation.

Students' performance is graded on the following scale: Excellent (5), Very good (4), Good (3), Satisfactory (2), Fair (1), Fail (0).
A link to the joint assessment grid. The assessment of one’s own learning.

Course teacher(s)
Kevin Gore

Learning materials
Materials to be announced in the implementation plan.