Study Guide

Objective

On completion of the course the student understands the impact of services for competitive advantage; is familiar with service business models, strategy and processes in business organizations; is able to design and develop services within a multichannel environment. The student will be able to develop, plan and implement the ways companies can acquire, sell, serve and retain customers for services. The student will also be able to plan and implement a service development project for a new or existing service.

Content

• Developing service business models and strategy
• Service Concepts
• Service Design methods and tools
• Developing service processes
• Service management
• Service channels
• Marketing services

Location and time

Online course, Zoom meetings in room, https://zoom.us/j/2032869322, see schedule on Oma

Materials

• Material from lectures
• Curedale, Robert: Service Design, Process & Methods (any edition ok but not
available as an e-book on MetCat)
• Stickdorn, Marc, This is service design methods (available as an e-book)
and This is service design doing (available as an e-book) (any edition ok.)
• Wirtz and Lovelock, Essentials of Service Marketing, 3 rd ed. Pearson 2018 or earlier (no e-book on MetCat)
• Chaffey & Smith: Digital Marketing Excellence: Planning, Optimizing and
Integrating Online Marketing, Routledge 2017(available as an e-book)

Teaching methods

• Pre-assignment to be done before the first lecture (0-10 p.)
• Readings (see below)
• Lectures: Zoom live online sessions will also be recorded (posted
on Oma after the sessions) also in use pre-recorded videos
• Service Design tools
• Zoom online support before the Zoom online sessions
• Team project: A service development plan presented as a
screencast video (1-3 students/team) (0-90p.)
• Peer reviews of team projects (individual written assignment) (pass/fail)

Employer connections

Teamproject for a company chosen by the team

Exam schedules

• The team project video on Oma by end of June 2023
• Peer reviews of team project videos (2nd individual assignment) by 1.August 2023
OBS! Course Grading in August 2023

International connections

NA

Completion alternatives

NA

Student workload

Online Lectures: 20 hours.
Two individual assignments and a service development plan in teams: 115 hours

Content scheduling

• Intro to the course content, team project and assignments, team building for the team project
• Developing service business models and strategy
Team project brief: Building a business model for a service company

• Service Design methods and tools
Team project brief: Choosing service design methods and tools

• Personas and tools
Team project brief: Creating personas

• Service Concepts
Team project brief: Building a Service Concept

• Online services and OVP
• Service channels and GTA/CTA
Team project brief: Creating the OVP and service channels

• Developing service processes
Team project brief: Designing Service Blueprints

For a more detailed plan, pls see Oma two weeks before the course starts.

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Sufficient performance: has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Assessment criteria, good (3)

Good overall performance: can apply and articulate concepts and information well both verbally and in writing, certain areas of individual or team output require further attention; shows appropriate level of interest and motivation in individual and team activities. Good presentation delivery and analysis.

Assessment criteria, excellent (5)

Excellent performance in all elements of the course: shows interest and motivation in individual and team activities and assignments, fully applies and clearly articulates concepts and information both verbally and in writing. The student is able to support his/her argument with references to the recommended reading and lecture content. Excellent presentation delivery and analysis.

Assessment criteria, approved/failed

Sufficient performance: has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Assessment methods and criteria

1. One Individual assignment (10% of the total grade) including an intro assignment prepared and submitted before the first session. Available on Oma course workspace two weeks before the deadline.
2. Team Project (90% of the total grade) based on preparing a service development plan for a new or an existing service concept.
3. Peer reviews of team projects (2nd individual assignment), grading pass/fail.

o Late submissions of reports - 50% of max points.
o Max.points for failed and then resubmissioned work is 50%
o Min. points for passing the course is 50%.
o Each assignment/project must be passed (min. 50% of max. points)

Further information

• Material from lectures
• Services Marketing Wilson, Alan, Zeithaml, Valarie A.,Bitner, Mary Jo, Gremler, Dwayne D. McGraw-Hill Education [2016] Third european edition
• Chaffey & Smith: Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Routledge 2017