Curricula

Objectives

Upon completion of this course students will be able to
• Explain the importance of services design as a distinctive and vital part of success in the current global economy for business.
• Describe the gaps model of services quality and the relationship between customer expectations and customer perceptions of service.
• Develop services design frameworks for understanding customer requirements, building customer relationships, and solving service quality problems.
• Construct and align services design frameworks with customer defined standards.
• Explain the role of management, employees and customers in delivering and performing the service process.
• Identify strategies for alignment of demand and capacity in services business.
• Describe strategies to manage services design promises and the role that pricing plays in services design.

Content

This course introduces the distinctive design of service industries, service as a product, customer service and derived service and their importance in the economy for both profit and non-profit organizations. Included is the introduction of the gaps model of service quality and a detailed explanation of causes of the gaps and introduces strategies to create a sustainable competitive advantage by managing the gaps. Throughout the course, the importance of technology in the delivery and marketing of services is emphasized.

Time and location

Monday June 6 - Friday June 10, 2022
Monday June 13 -Thursday June 16, 2022
Monday June 20 - Wednesday June 22, 2022

Daily hours will be published later: each day 1hour 15 minutes

Location published later.

Learning materials and recommended literature

The lecturer will provide the materials package.

Teaching methods

The services design course is designed to implement experiential learning. Face-to-face interaction involves, including but not limited to, in-class lectures, case study discussions, in-class assignments, and workshops.

Exam dates and retake possibilities

The lecturer will give more information at the beginning of the course in June.

Alternative completion methods

None

Student workload

Monday June 6 - Friday June 10, 2022
Monday June 13 -Thursday June 16, 2022
Monday June 20 - Wednesday June 22, 2022

Daily hours will be published later: each day 1hour 15 minutes

Location published later.
81 hours
- Lessons 18 h
-Assignments, presentations 48
-Independent reading and research 15

Further information for students

Applied Project Written Report – 50%
Major Assessment Components - Project Plan; Service Script; Consumer Gap Analysis; Provider Gap Analysis; Conclusions
Applied Project Oral Presentation - 50%
60%
Class Involvement – 10 marks 10%
Final Exam – 30 marks 30%

Open UAS 5
Edufutura 5
Total 100%

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Fail 0
Knowledge and Understanding: The student is unable to demonstrate the basic theoretical and conceptual knowledge. Central concepts of service design are not understood.
Transferable skills: None. The student in incapable of understanding the basic theory behind service design and has no ability to present is unable to present in writing or orally on the elements of services design.

Inadequate 1
Knowledge and Understanding: The student is able to demonstrate a superficial understanding of theoretical and conceptual knowledge. The comprehension of central concepts of service design remain vague or are largely incomplete. The ability to apply the concepts of services design to business are limited in scope and content.
Transferable skills: Negligible. The student is unable to apply the central concepts of services design to an applied business scenario; and the student has very limited abilities to communicate in English both orally and in written format on the elements of services design.

Evaluation criteria, good (3-4)

Satisfactory 2
Knowledge and Understanding: The student is able to demonstrate a basic theoretical and conceptual knowledge of services design. The majority of the central concepts of services design can be defined and the student has a rudimentary ability to apply these concepts to service businesses.
Transferable skills: The student understands the basic theory and possesses a limited ability to apply the concepts in a practical manner to service businesses. The student is able to communicate in English both in oral and written format and is able to prepare and present reports with a significant amount of direction.

Good 3
Knowledge and Understanding: The student knows the basic theoretical and conceptual knowledge of services design. Central concepts have been defined with clarity and accuracy The student displays a fairly good command of the subject area and is able to demonstrate basic applications to service businesses.
Transferable skills: The student can explain the theory of services design and with assistance, can apply the theory to services businesses. The student is able to communicate in English both in oral and written format and is able to prepare and present reports with limited amount of direction

Very Good 4
Knowledge and Understanding: The student demonstrates a thorough and consistent theoretical and conceptual knowledge of services design. Central concepts are defined with clarity, accuracy and logic. The student is able to demonstrate complete applications to service businesses.
Transferable skills: The student can explain the theory of services design and with minimal assistance, can apply the theory to services businesses. The student possesses very good skills in communicating effectively in English both in oral and written format and is able to prepare and present reports at a high level of proficiency and with almost no direction.

Evaluation criteria, excellent (5)

Excellent 5
Knowledge and Understanding: The student demonstrates an exceptional theoretical and conceptual knowledge of services design. Central concepts are defined with clarity, accuracy, logical and persuasiveness and as well contain innovative content. The student displays a command of the subject area that befits a professional practicing in the service business.
Transferable skills: The student possesses advanced knowledge in services design and can communicating in a superior manner in English both in oral and written format and is able to prepare reports and present reports at a level of proficiency matching a service professional.

Prerequisites

An introductory course in marketing.

Further information

Teacher- Professor Dr Blair Baldwin from Okanagan College, Canada