Service Marketing Innovation (8015372)


There is a major trend in marketing and management innovations involving the adoption of design thinking. This trend fits well with the paradigm shift from a goods-logic to a service-logic and the implications for designing service experiences for both for-profit and societal organizations.
The service experience can be defined as the “application and exchange of specialized competences (knowledge, skills and technology) in physical and digital interactions designed to co-create value for each party in a relationship”.
The course will employ a workshop format whereby students in each team will use design processes to create an innovative service experience prototype. This prototype will be presented in class as a simulation of one that would be addressed to a Board of investors and other stakeholders for their approval and feedback before implementation. The students will be evaluated on their understanding of the course concepts by a) applying them in teams to the design and presentation of a new service experience prototype and b) critically analyzing another team’s service experience prototype.


After this course, students have
- Basic knowledge of the central theoretical frameworks of design thinking and service experience
- Ability to integrate the design of the customer experience and the co-creation of value with technical requirements to analyze and solve complex problems
- The skills to work effectively and collaboratively in a team in order to identify a service experience problem and develop suitable perspectives on how to solve it
- Communication abilities to present advanced ideas and findings in an easy-to-follow way, and provide constructive feedback on the solutions presented by fellow students
- Consideration for critique and management of conflicts due to rigorous time management, feedback and peer-review processes within their own group and with other groups


Ronald James Ferguson, Ph. D.