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
Riina Iloranta
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. (
Cases: Hubs, clusters, service infrastructures, phygital (physical and digital) services, airports, shopping centres, culture centres, events, exhibition centres, sport centres, destinations, hotels, railways,
Pasila Campus
English
19.05.2025 - 22.08.2025
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
02.01.2025 - 16.05.2025
Mario Passos Ascencao, Vesa Heikkinen
15 - 50
LUJOM Degree Programme in Business Development and Leadership, PAKEM Degree Programme in Service Business Leadership and Development, ATBUM Degree Programme in Aviation and Tourism Business, LEBUM Degree Programme in Leading Business Transformation, HOSBUM Degree Programme in Tourism and Hospitality Business
0.00 cr
4.00 cr
H-5