Design Service Systems and Value Networks - EXP4HM104 - Opinto-opas

Design Service Systems and Value Networks, 5 cr - EXP4HM104

Upcoming implementations

Design Service Systems and Value Networks EXP4HM104-3006 19.05.2025-22.08.2025 5 op (MAEXPE, ...) +-
Teaching methods and instruction

Summary of course
*Online summer course
*Voluntary starting and keynote lecture (22.5. 2025 at 16.00-17.00 at Pasila campus/Teams), voluntary study visits and voluntary guidance
*Individual assignments
*Teaching languages: Finnish, English

Objectives and main contents:
- Design and innovation thinking
*Different service systems (stations, ports, tourism, experience, trade, culture, health, sports and school centers, hotels, restaurants)
-Pavel centers and ecosystems and their management and development
- Service innovations and service networks

Introduction of course

In the past two decades much has changed, yet one constant has persisted throughout: a shift away from merely producing and purchasing goods and services, to a focus on designing and experiencing value (consuming experiential value). Adopting the experience and transformation economy is a win-win situation, positively impacting customers, and the organisations that offer the experience.
In order “to realize the full benefit of staging services and experiences, however, businesses must deliberately design engaging transformation.
All these designed experiences are embedded into a system, and as the line between digital and non-digital experiences continues to dissolve, the systems become more complex. The design domain is full of design types – human-centered design, service design, interaction design, experience design, systemic design, sustainable design, user experience (UX) design, customer experience (CX) design, fashion design, interior design, set design, etc. In the past decades design thinking has gained prominence, among designers and managers, as the way to solve service challenges (problems and opportunities).
However, most organisations operate within complex service systems, and consequently in the recent years some researchers have started looking into system thinking as an alternative or supplement to design thinking (and services design) to design services and experiences.

Learning outcomes:
Upon completion of this course, the student is expected to be able to:
*knows the terminology related to the design for service systems, value networks and sustainable supply chains.
*understanding the fundamentals of design thinking and system thinking;
*think of services as systems of value and can adopt a systems mindset;
*review the fundamentals of the most prominent service management dominant logics;
*understand the contexts for service system design
*understand the value co-creation process in service systems and value networks;
*analyse service networks, demand driven supply and supply chains;
*apply value creating processes to an actual project;
*design service systems for a value network;
*solve service networks real-life problems and create real-life opportunities for service networks;
*manage and transform work contexts that are complex and unpredictable and which require new strategic approaches.

Course Contents:
*From design thinking to systems thinking
*Service management dominant logics and service systems
*Service design in the network economy
*The network concept and levels of network analysis
*Service networks types, structures and effects
*Inter-organisational, internal and external value networks in the service industry
*The value concept and value creating processes
*Service design for inter-firm, multichannel and omnichannel networks

Responsible person

Riina Iloranta

Learning material and recommended literature

Conway, R., Masters, J., & Thorold, J. 2017. From Design Thinking to Systems Change: How to invest in innovation for social impact. London: RSA Action and Research Centre.

Deming, W. E. 2000. The New Economics for Industry, Government, Education. 2nd edition. Cambridge: MIT Press.

Jokinen, L. 2022. Ideation for future cruise ships. Collaborative interorganisational foresight in cruise ship concept ideation. Doctoral dissertation. Turku: University of Turku. In https://www.utupub.fi/bitstream/10024/153200/1/Annales%20E%2086%20Jokinen%20DISS.pdf

Jones, P. H. 2014. Systemic design principles for complex social systems. In G. S. Metcalf (Ed.), Social Systems and Design, Translational Systems Sciences (Vol. 1, pp. 91-128). Tokyo: Springer.

Ketonen-Oksi, S. 2019. The Role of Social Media in Value Cocreation and Innovation in Service Ecosystems. Academic Dissertation. Tampere University Dissertations. 70. Tampere: Tampere University.

Lähteenmäki, J. 2021. Managing the evolution of a platform business in network-centric ecosystems. Doctoral theses 146/2021. Helsinki: Aalto University publication series.
In https://aaltodoc.aalto.fi/server/api/core/bitstreams/e722e60a-68cf-455e-ab67-c1d1e889b0f8/content. (17.5. 2024.)

Mouazan, E. 2019. Managing Circular Business Models: Essays on Customer Value Creation, Dynamic Capabilities and Value Networks in the Circular Economy. Acta Wasaensia, 439. Vaasa: University of Vaasa. In https://osuva.uwasa.fi/bitstream/handle/10024/10038/978-952-476-900-6.pdf?sequence=2&isAllowed=y. (

Working life connections

Cases: Hubs, clusters, service infrastructures, phygital (physical and digital) services, airports, shopping centres, culture centres, events, exhibition centres, sport centres, destinations, hotels, railways,

Campus

Pasila Campus

Teaching language

English

Timing

19.05.2025 - 22.08.2025

Learning assignments

ASSIGNMENT 1: HOW CAN SYSTEMS THINKING BE USED TO DESIGN SERVICE SYSTEMS AND VALUE NETWORKS? *Individuel literature review ASSIGNMENT 2: IDEATE AND/OR DESIGN A SERVICE SYSTEM AND VALUE NETWORK FOR YOUR ORGANISATION *Individuel assignment and/or in pairs or groups of 3 students ASSIGNMENT 3: LEARNING OUTCOMES AND THE DEVELOPMENT OF MY OWN NETWORK *Individuel assignment Assignment 4: LEARNING OUTCOMES AND THE DEVELOPMENT OF MY OWN NETWORK *Individuel assignment

Enrollment

02.01.2025 - 16.05.2025
Groups
- MAEXPE
- CONTACT
- MAEXPFHA
- BLENDED
- SUMMER
Teachers

Mario Passos Ascencao, Vesa Heikkinen

Seats

15 - 50

Degree Programme

LUJOM Liiketoiminnan uudistamisen ja johtamisen koulutus, PAKEM Palveluliiketoiminnan johtamisen ja kehittämisen koulutus, ATBUM Degree Programme in Aviation and Tourism Business, LEBUM Degree Programme in Leading Business Transformation, HOSBUM Degree Programme in Tourism and Hospitality Business

R&D proportion

0.00 cr

Virtual proportion

4.00 cr

Evaluation scale

H-5

Current implementations

No ongoing implementations yet.

Past implementations

Design Service Systems and Value Networks EXP4HM104-3005 20.05.2024-30.08.2024 5 op (MAEXPE, ...) +-
Responsible person

Riina Iloranta

Campus

Pasilan toimipiste

Teaching language

Finnish

Timing

20.05.2024 - 30.08.2024

Enrollment

02.01.2024 - 17.05.2024
Groups
- MAEXPE
- MAEXPFHA
- BLENDED
- SUMMER
- ONLINE
Teachers

Mario Passos Ascencao, Vesa Heikkinen

Seats

15 - 60

Degree Programme

BUTEM Degree Programme in Business Technologies, ATBUM Degree Programme in Aviation and Tourism Business, LEBUM Degree Programme in Leading Business Transformation, HOSBUM Degree Programme in Tourism and Hospitality Business

R&D proportion

0.00 cr

Virtual proportion

4.00 cr

Evaluation scale

H-5

- From design thinking to systems thinking – key concepts
- Service design in the network economy
- The network concept and levels of network analysis
- Service networks types, structures and effects
- Inter-organisational, internal and external value networks in the service industry
- The value concept and value creating processes
- Service design for multichannel and omnichannel
- Service design for inter-firm networks

This course uses systems thinking and design sprint as pedagogical approaches, supported by three main learning forms: (1) contact learning; (2) directed learning; and (3) self-directed learning. A proportion of the course hours provide the opportunity for learning contact between students and experts (the facilitator and industry partners). The three consecutive contact days are organised in the form of immersive design sprint for a real-life service network. The forms of directed learning used are individual pre-design sprint activities and team post-design sprint activities. Self-directed learning is also an important part of this course and students are encouraged to develop the ability to learn on their own and thus to take more responsibility for setting the objectives of their study work. This course uses Moodle as the course’s virtual learning environment. In short, this course provides:

24 hours of contact teaching/learning
110 hours of directed and self-directed learning
1 hour of the assessment of one’s own learning

Recognition of prior learning (RPL)
If students have acquired the required competences in previous work tasks, recreational activities or on another course, they can show their competencies via a demonstration. The demonstration must be agreed with the course teacher. More information and instructions for recognising and validating prior learning (RPL) are available at https://www.haaga-helia.fi/en/recognition-learning Look at "Instructions to students (master)"

Materials to be announced later.

When the implementation type of the course is contact, online or blended it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25%, your grade will be lowered by one. If you are absent more than 50%, the course is failed.

No prerequisites.

The student knows the terminology related to the design for service systems, networks and chains of responsibility. Can recognise internal and external value networks in service development. Thinks of services as systems of value and can adopt a systems mindset. Can, to some extent, apply value creating processes to an actual project.

In addition to the skills and competences mentioned for grade 1, the student can solve service networks real-life problems and create real-life opportunities for service networks. Can analyse service networks, demand and supply chains. Can successfully apply value creating processes to actual projects

In addition to the skills and competences mentioned for grades 1 and 3, the student can design service systems for value networks. Manage and transform work contexts that are complex and unpredictable and which require new strategic approaches