MKTG08029 2016 Service Development

General Details

Full Title
Service Development
Transcript Title
Service Development
N/A %
Subject Area
MKTG - Marketing
BUS - Business
08 - NFQ Level 8
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Emer Ward
Programme Membership
SG_BFINA_K08 201600 Bachelor of Business (Honours) in Business in Finance Stream (Add-on) SG_BFINA_K08 202100 Bachelor of Business (Honours) in Finance Stream (Add-on)

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.

Learning Outcomes

On completion of this module the learner will/should be able to;


Distingish between Service Development and Service Design



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


Analyse the importance of physical evidence in service organisations


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


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


Interpret the theory in a practical business setting

Teaching and Learning Strategies

Traditional lecture, reading list and discussion of articles, PBL group meetings

Module 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.

Repeat Assessments

Where a student has failed the assessment a repeat requirement will be another full assessment worth 50% . If they fail the exam component only, then they must repeat the exam only.  If they fail both, they repeat both.

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

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 One PBL assignment Continuous Assessment Group Project 50 % OnGoing 2,6

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam 2 hour exam Final Exam UNKNOWN 50 % End of Term 1,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Lecture 3 Weekly 3.00
Problem Based Learning Flat Classroom PBL tutorial 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
2012 Services Marketing McGraw Hill Higher Education
ISBN 007108696X ISBN-13 9780071086967

Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries. In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow s businesses as they attempt to build strong relationships with their customers.

Recommended Reading
2015-12-14 Service Design for Business: A Practical Guide to Optimizing the Customer Experience Wiley
ISBN 1118988922 ISBN-13 9781118988923

A practical approach to better customer experience through service design

Service Design for Business helps you transform your customer's experience and keep them engaged through the art of intentional service design. Written by the experts at Livework, this practical guide offers a tangible, effective approach for better responding to customers' needs and demands, and provides concrete strategy that can be implemented immediately. You'll learn how taking a design approach to problem solving helps foster creativity, and how to apply it to the real issues that move businesses forward. Highly visual and organized for easy navigation, this quick read is a handbook for connecting market factors to the organizational challenge of customer experience by seeing your company through the customers' eyes.

Livework pioneered the service design industry, and guides organizations including Sony, the British Government, Volkswagen Procter & Gamble, the BBC, and more toward a more carefully curated customer experience. In this book, the Livework experts show you how to put service design to work in your company to solve the ongoing challenge of winning with customers.

  • Approach customer experience from a design perspective
  • See your organization through the lens of the customer
  • Make customer experience an organization-wide responsibility
  • Analyze the market factors that dovetail with customer experience design

The Internet and other digital technology has brought the world to your customers' fingertips. With unprecedented choice, consumers are demanding more than just a great productthe organizations coming out on top are designing and delivering experiences tailored to their customers' wants. Service Design for Business gives you the practical insight and service design perspective you need to shape the way your customers view your organization.

Recommended Reading
2012-01-11 This is Service Design Thinking: Basics, Tools, Cases Wiley
ISBN 1118156307 ISBN-13 9781118156308

How to design and market services to create outstanding customer experiences

Service design thinking is the designing and marketing of services that improve the customer experience, and the interactions between the service providers and the customers. If you have two coffee shops right next to each other, and each sell the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. Maybe one plays music and the other doesn't. Maybe one takes credit cards and the other is cash only. Maybe you like the layout of one over the other, or one has more comfortable seating. Maybe the staff at one is friendlier, or draws fun shapes on the top of their lattes. All of these nuances relate to service design.

This Is Service Design Thinking combines the knowledge of twenty-three international authors and even more online contributors from the global service design community and is divided into three sections:

  • Basics: outlines service design thinking along five basic principles
  • Tools: describing a variety of tools and methods used in Service Design Thinking
  • Cases: vivid examples for the introduced fundamentals with real-life case studies from 5 companies that did inspiring projects within the field of Service Design

At the end, a one-page "Customer Journey Canvas" is included, which can be used to quickly sketch any service on a single sheet of papercapturing different stakeholder concerns: e.g. customers, front-line staff and management.

Recommended Reading
2015-01-13 The Service Innovation Handbook: Action-oriented Creative Thinking Toolkit for Service Organizations BIS Publishers
ISBN 9063693532 ISBN-13 9789063693534

This is an action-oriented book for managers and entrepreneurs who want new ways to tackle the issues they face in terms of developing and delivering services. The book focuses on service organizations, but has a broad interpretation of what services are. This is because these days, even jet engines and cars are bundled into services that create value by bringing people and resources together in different ways. The central argument is that managers and entrepreneurs designing service offerings will benefit from using approaches and methods from design and the arts.

A very strong, more practical follow-up title to BIS Publishers's successful This is Service Design Thinking.

Module Resources

URL Resources 

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

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.

Additional Information

As part of the continuous assessment for this module learners will be expected to apply the material to real organisations of their choice throuhgout the duration of the semester and with particular focus on the PBL assignment.