You will gain an appreciation for the growing importance of services, service design and service management. You will have the ability to identify, describe, and explain service models. You will attain a knowledge of relevant service management concepts and service design tools. You will be able to apply service management concepts and service design tools to a service process. You can analyze, 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 will complete a service innovation case and customer journey map with a service customer persona.

Basics of Marketing (MAR1LF101).

• Intro to service design & systems thinking: Basic concepts
• Service profit chain
• Service model design: Basic concepts
• Funding mechanism & behavioral science
• Operating role of the customer
• Operating role of employees & corporate culture
• Customer satisfaction, loyalty & profitability
• Disruptive services
• Managing capacity & demand
• Design tools: Service personas, service journey, service blueprinting

Knowledge:
You know the key concepts within the course’s scope, but are yet to develop the general view and the big picture of the subject matter.
Skills:
You can complete given tasks and assignments with assistance.
You need to develop how to apply knowledge.
Competence:
You demonstrate some ability to perform skills and have basic knowledge, but you have difficulty to manage without assistance.

Knowledge:
You know the key concepts well and can explain how the theories and models function and the tools are used. You have a general view of the subject matter.
Skills:
You complete given tasks and assignments independently. You apply knowledge in hands-on business related situations. You can critique your own practice and identify ways to improve.
Competence:
You demonstrate sufficient ability to perform skills and have basic to good knowledge. You can perform independently, but you have some challenges in passing on your skills and knowledge to others. You have an interest in professional development.

Knowledge:
You have a strong command of the key and related concepts. You can critically evaluate theories, models and tools. You can demonstrate explicit knowledge of the subject matter, and how it relates to other disciplines.
Skills:
You apply knowledge in demanding business related situations. You can prioritize and critically select tools and methods for solving complex problems in the subject matter.
Competence:
You execute skills with natural proficiency and you have detailed and explicit knowledge. You can perform independently and you are also able and actively willing to help others develop and pass on your skills. You have an attitude of continuous professional development.