Applied Service Innovation Project (MHR203)
On this course, students will work with a case in order to improve or create a new service product/delivery. The knowledge required to develop a competitive product/delivery is the ability to know the customer better than the competitors. In addition to this, knowledge required is not only about the existing customer but the future customer and changes in trends and customer needs. Therefore, students will conduct a systematic analysis of current customer segment/s and propose refined or new customer segment/s exhibiting a higher business potential. The suggested customer segment/s should be aligned with the current delivery or lead to a change in the delivery. The students must ensure that gaps between current deliveries and the suggested customer segment/s are operationalized and possible to close.
The literature used on the course are based on the ideas of "value proposition design" and "Blue Ocean strategy".
Course description for study year 2024-2025. Please note that changes may occur.
Course code
MHR203
Version
1
Credits (ECTS)
10
Semester tution start
Autumn
Number of semesters
1
Exam semester
Autumn
Language of instruction
English
Content
Review of analytical tools for analyzing
(i) existing service deliveries in a market segment.
(ii) unmet needs and expectations in a defined customer segment.
Formulate new service attributes that can be used for future differentiation against existing competitors within the branch.
Establish a value curve for the industry/branch of which a service delivery case is embedded.
Conduct a stakeholder analysis and outline innovation project impacts for each party and the broader society.
Learning outcome
A candidate who has completed the course should have the following learning outcomes defined in terms of knowledge skills and general competence:
Knowledge:
The student has advanced knowledge in
- the innovation process related to a new or modified service delivery.
- methods for understanding customer profiles and unmet needs.
- how service deliveries can be designed in order to achieve competitive advantages.
- ethical considerations in the design of service deliveries.
Skills:
The student can
- apply service design theories, methods and interpretations, and apply these to a specific practical case
- design an innovation process and make a blueprint of the phases involved
- take knowledge-based an ethical decisions during the project process, and articulate these.
General Competence:
After completing this course, the student can
- contribute to team-work focusing on service delivery innovation processes.
- critically reflect on the service innovation projects broader societal impacts.
- apply knowledge and skills acquired during the project work on designing a proposal for a research project (master thesis).
Required prerequisite knowledge
Recommended prerequisites
Exam
Home exam and oral exam
| Form of assessment | Weight | Duration | Marks | Aid |
|---|---|---|---|---|
| Home exam - project paper | 2/5 | 7 Days | Letter grades | All |
| Oral exam | 3/5 | 30 Minutes | Letter grades | - 1) |
1) Own project paper
Based on a combination of lectures, class discussions, and supervision, each student group will finally prepare and deliver a written project report. Students will also participate in an individual, oral examination.