International Service Business and Design (5cr)

Evaluation scale

0-5

Content scheduling

w 7 Course introduction, basics of service business, building teams.
w 8 Basics of service and business design
w 9 Holiday, no lesson
w 10 Service design process: Discover. Vision Canvas, Customer personas
w 11 Service design process: Define. Customer journey map, Design criteria Canvas
w 12 Service design process: Develop. Value proposition canvas
w 13 Service design process: Deliver. Business model canvas, Experience canvas, Road map. Hints for the exam.
w 14 1. possibility to take the Exam
w 15 2. possibility to take the Exam
w 16 Time to work on your pitch deck
w 17 Time to work on your pitch deck
w 18. Presentations
w 19. Presentations
w 20 3. possibility to take the Exam. Course feedback.

Objective

The object of the course
The object of the course is to give an understanding of service as a business and provide capabilities for the development of services by means of service/business design. After the course you understand the special features of service business and how service design can help in developing the business. You know the phases of service design process and can apply some of the most common tools of service design in practical development situations.
Course competences
Business competence: The students have a broad-based understanding of the business (marketing, services, management, finances, law, etc.).
Internationalism and multiculturalism: Is able to communicate internationally in their work tasks.
Operating in a workplace: Is able to work constructively in a work community and promotes their own and their work community’s well-being.
Proactive development: Is able to apply existing knowledge in the field in development and utilises research and development methods

The learning objectives of the course
You study the principal theories related to services and service/business design and then apply them in practical examples.
After completing this course, you have the basic knowledge service business. You are able to explain the main features of a service product, assess the opportunities provided by digitalisation for service development, and apply few basic service design methods in developing services.
You are able to work in a goal-oriented way in a group, present and report the results of your work in accordance with the Jamk guidelines and reflect upon your own development and the working of the group.

Content

Special features of service business
Service design process and tools
Digital services
Tools:
User persona
Customer journey
Business design canvasis: Context Canvas, BMC, VPC, Design criteria canvas, Experiment canvas

Location and time

Course will be executed during weeks 7-20 2026
Learning space: Moodle

Materials

ISBN 9781118156308, printed. ISBN 978-90-6369-279-7, e-book. Stickdorn, M. & Schneider, J. This is service design thinking Amsterdam: BIS Publishers 2011.
ISBN 9781292098029 e-book. ISBN 978-1-292-06446-8, printed Johnston, R., Shulver, M., Slack, N. and Clark, G. Pearson 2021.Service operations management : improving service development. Fifth edition

Teaching methods

Class room teaching and group work. No remote participation possible.

Employer connections

-

Exam schedules

Exams will be arranged during weeks 14,15 and 20

International connections

-

Completion alternatives

Recognition of Prior Learning and Experience
Accreditation
Recognition of informal learning
Studification

More information in the degree regulations and the study guide.

Student workload

Lectures 18 h
Group work 58 h
Individual work 59 h

Group work is started during week 10. It should be worked upon every week. Teacher will give support for the group work during the lessons. Two weeks at the end of the course are preserved for finalising the group work.

Assessment criteria, satisfactory (1)

Sufficient 1
You attempt to analyze and evaluate academic and business information relevant to service business.
You show some but narrow skills in analyzing business challenges and trends related to service business and ideating some managerial implications.
You are able to transmit to a limited extent your and your team’s ideas and findings in English.
You show some but low-level skill in participating in inter- and multicultural setting and teamwork.

Satisfactory 2
You have some ability to analyze and evaluate academic and business information related to service business and service design. You are able to recognize business challenges and trends related to service business and you can ideate managerial implications, but the approach is not supported with argumentation.
You are able to get your main message through when presenting your and your team’s ideas and findings in English. You show some skill in participating productively in inter- and multicultural setting and teamwork.

Assessment criteria, good (3)

Good 3
You are able to evaluate relevant academic and business data and consider possible approaches and outcomes for service business and service design. You show analytical skills and logical thinking with justifications related to service business and you discuss solutions for arising problems. You are able to create and present your and your team’s ideas and findings in English.
You know how to contribute in a productive way in inter- and multicultural setting and teamwork.


Very good 4
You are able to analyze business data with possible outcomes related to service business.
You propose well justified solutions for service business challenges. You are able to name major service design issues of service organisations.
You can work and communicate your and you’re your team’s ideas and findings professionally in English. You show self-critical skills in participating productively in inter- and multicultural setting and demonstrate team work skills.

Assessment criteria, excellent (5)

Excellent 5
You can propose well justified business solutions on principal level. You have problem-solving skills needed in service organizations. You argument and present your and your team’s ideas in a convincing manner in English. You have assessed thoroughly your contribution in inter- and multicultural setting and possess team working skills.

Qualifications

-

Further information

50 % group work
50 % exam
Peer-review done