Full Title Service Development

Short Title Service Development

Code MKTG08029
Level 08
Credit 05

Author Ward, Emer
Department Business

Subject Area Marketing
Attendence N/A%
Fee

Description
As part of an overall growth strategy, an organisation may look to develop new services or to re-design existing ones. Thanks to technology and ever changing customer expectations the speed at which business is changing is making the issue of service development ever more pertinent. This module aims to examine the key issues underlying service development ensuring that the learner sees the inter-relationship between growth, innovation and design in attaining success. Core to the concept of successful service development is a cusotmer-centric approach to all development and design activities as well as an understanding of change management.

Indicative Syllabus
1. Service development versus service design issues

2. Service Innovation - the sources and the issues

3. Mapping a service from a customer perspective and investigating opportunities

4. The servicescape and the role of physical evidence in service design

5. The importance of the human factor in service delivery - and how to manage change

Learning Outcomes
On completion of this module the learner will/should be able to
  1. Distingish between Service Development and Service Design

     

  2. Evaluate the concepts of innovation and design thinking and assess their applicability to real service organisations

  3. Analyse the importance of physical evidence in service organisations

  4. Question the role of the customer journey or customer mapping in the creation of new or improving of existing services

  5. Assess the contribution of front line and support staff to service development

  6. Interpret the theory in a practical business setting


Assessment Strategies
One group assessment worth 50% on a topic from the module examined both in the literature and in a real business. Marks accumulated based on proposal document, weekly preparation of task documents, weekly short presentation on work in progress, interim report/presentation and the completion of a final report.

Module Dependencies
Pre Requisite Modules
None
Co Requisite Modules
None
Incompatible Modules
None

Coursework Assessment Breakdown %
Course Work / Continuous Assessment 50 %
End of Semester / Year Formal Examination 50 %

Coursework Assessment Breakdown

Description Outcome Assessed % of Total Assessment Week
One PBL assignment 2,6 50 OnGoing


End Exam Assessment Breakdown

Description Outcome Assessed % of Total Assessment Week
Final Exam 2 hour exam 1,3,4,5 50 End of Term


Distance Learning Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload

Total Average Weekly Learner Workload 0.00 Hours

Part Time Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload

Total Average Weekly Learner Workload 0.00 Hours

Full Time Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload
Lecture Flat Classroom Lecture 3 Weekly 3.00
Problem Based Learning Flat Classroom PBL tutorial 1 Weekly 1.00

Total Average Weekly Learner Workload 4.00 Hours

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload

Total Average Weekly Learner Workload 0.00 Hours

Resources
Book Resources

Other Resources
A reading list is provided to students with articles from McKinsey, MIT Sloan Managment Review, Harvard Business Review etc to help them relate to the concepts. Case studies will also be provided.
Url Resources
www.itsligo.ie/moodle

www.itsligo.ie/library

www.mii.ie

All relevant links will be available on the subject moodle page and updated as required.
Additional Info

ISBN BookList

Book Cover Book Details
Valarie A. Zeithaml 2012 Services Marketing McGraw Hill Higher Education
ISBN-10 007108696X ISBN-13 9780071086967
Ben Reason 2015 Service Design for Business: A Practical Guide to Optimizing the Customer Experience Wiley
ISBN-10 1118988922 ISBN-13 9781118988923
Marc Stickdorn 2012 This is Service Design Thinking: Basics, Tools, Cases Wiley
ISBN-10 1118156307 ISBN-13 9781118156308
Lucy Kimbell 2015 The Service Innovation Handbook: Action-oriented Creative Thinking Toolkit for Service Organizations BIS Publishers
ISBN-10 9063693532 ISBN-13 9789063693534