Service Engineering Management – Competing in the Product Market through Service


Master – Summer Term – 5 CP – Teaching Assistant: Moritz Jörling



Content description

Technological innovations in all industries have prompted the growth of services. Technology has in fact rendered services inevitable, and in fact service symbolizes the superiority of the product and the brand. Customer’s choice of one product over the other is not based on the product superiority that is expected. The key differentiator of superior product is the impeccable service offer. Service offers the customer with the all-important peace of mind. When technology enhances any product, it require numerous types of service support. Let us take the example of the automobile industry. Fifteen years ago, we would have been able to attend to minor engine problems in our car; for example, adjusting the carburettor. Today’s technology has replaced the carburettor with fuel injectors, and we are obliged to take our car to the mechanic for tuning; we no longer have the choice. Similarly, when a firm contracts with another firm to use their product for manufacturing, the focal firms concerns are not limited to the product quality of the supplier but more importantly with various support services provided by the supplier of the product in the event of something going wrong. In most industries there is very little difference between the offerings of competing firms, customers assess value primarily on the basis of the quality of service. Thus, service has become the value assessment component, or the “identity” of the firm in the eyes of the customer, whether the context is business to customer (B to C) or business to business (B to B). Indeed, it is the loyalty of the customer, gained through the firm’s commitment to superior quality of service, which proffers a competitive edge for organisations in this technology driven turbulent global marketplace.

Course objectives

This course – Services Engineering Management - examines the theory and the practical application of the service challenges that exist in today’s manufacturing organisations. It is designed for students who plan to pursue a managerial career in manufacturing organizations. This course will also focus on nascent success strategies, such as: service concept, service package, service design, service blueprinting, moments of truth, service quality, customer-supplier relationships, service demand management, and various other strategies to gain a competitive advantage.


Monday, June 13th 2016

9.00 am – 6.00 pm

Room B301

Service concept for manufacturing firms, creating service focused packages, designing core and peripheral services. Discussion of in-class group service business project. In class group business project workshop

Tuesday, June 14th 2016

9.00 am – 6.00 pm

Room B301

Design, delivery, service blueprinting, moments of truth and service quality in manufacturing. Discussion of service leadership project. Video case study. In class group business project workshop.

Wednesday, June 15th 2016

9.00 am – 6.00 pm

Room B201

Managing service demand, service marketing, managing consumption experience and service orientation. Video case study. In class group business project workshop.

Thursday, June 16th 2016

9.00 am – 6.00 pm

Room B301

Internal and external relationships, employee orientation, service guarantees and recovery. Video case study. In class group business project workshop.

Friday, June 17th 2016

9.00 am – 4.00 pm

Room B301

Technology, social media and co-creation of value through innovation and the role of people. In-class service business project presentation and review of course and discussion of the service leadership project.