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MSc Service Management and Design (SMD)

In today’s complex business environment, where so much of global GDP is now service related, service science is both an exciting and crucial area in which businesses must increase their expertise to stay ahead.

Designed for

SMD is designed for graduates who are outward looking, forward thinking and interested in designing businesses for the future. It is appropriate for students from all academic backgrounds, who have a broad perspective and understanding that interdisciplinary work is essential for effective service business.

What will the course provide?

Fundamentally, the course will demystify what creates excellent service. You will learn the tools and techniques to confidently design the service systems needed to work well with your customer, and to ensure the best outcomes are achieved. You’ll learn to structure a service organisation and look at excellence in service from a variety of international sector perspectives.

Our Service Systems research group has been working alongside leading companies and organisations such as MOOG, IBM, Rolls-Royce, British Airways, and the NHS, to actively shape research and teaching in this area. In engineering companies for example, there has been a fundamental shift from product-centric to service-centric thinking, whereby in order to stay competitive, a key question in any business is ‘what is my customer trying to achieve?’

This course will review operationally how you go about using techniques to design service experience, lead change and drive business transformation. It will show you how you go about building reputation, relationships, and brand with your customer. It will help you make sense of big data, and the use of technology to effectively support service delivery.

Lean Six Sigma Green Belt Accreditation

Enrolment on the MSc Service Management and Design gives you the opportunity to take the short “Lean Six Sigma Green Belt” course in addition to your Masters programme. For some students, this can also align with the MSc project if your project is company based. You will need to discuss with the Course Leader if you are interested in pursuing the Lean Six Sigma Green Belt.

Course modules
Service Design and Delivery Business Model Generation
Service Support Technologies Leading Change
Reputation and Relationship Management  Financial Analysis and Control Systems

If you gain exemption from some of the compulsory modules because of prior experience or qualifications, then you should choose more electives.

Elective modules

You will need to choose three elective modules from the module list*, which should be chosen to supplement your core modules above (subject to availability). *Important, please note: the list relates to modules available in 2017/18 academic year, and should be regarded as an illustrative guide to modules available in future years.

You are required to pass nine modules in total as part of this Master's course.


The project is worth 50% of the final grade and supports you in developing your personal research skills. Work on your project runs concurrently with your module work. .

You are expected to devote an appropriate portion of your time and intellectual effort to the project during the course i.e. approximately 900 hours or 6 months study.

Learning style

The taught component of the course is a mixture of lectures, seminars, technology-enabled learning, syndicate/group work, practical work and forum activities. Module leaders are experts in their fields and are supported by external speakers working in organisations at the forefront of their fields.

Industrial visits are available to all students and the course is assessed through post module assignments.

Each module will usually last one week. See here for more information about the course structure.

After you graduate

This MSc is aimed at future leaders and managers in service based industries and focuses on the transition from product-centric to service-centric thinking. It is particularly relevant for manufacturing companies, however is not sector specific and would be equally relevant for roles within the public sector.

The public sector faces huge challenges in terms of efficiencies. Successful adaption of manufacturing solutions and techniques and improving productivity to get more effective service delivery will help the sector meet some of the many challenges.

Graduates could expect to go on to work within operations management, business model development and service support strategy within any business, from local SME's to global organisations.

To give some examples, recent SMD graduates have gone into roles and companies such as: Loyalty Manager (Telefonica), Service Business Executive (Rolls-Royce), Marketing Manager (Uber), Business Intelligence (Samsung), Management Trainee (Orange Finance), Technology Risk Analyst (KPMG), Service Innovation and Standards Management Officer (First City Manual Bank), PR and Marketing Officer (Favotell), Consultant (DT Keary), Principle Partner (Career Edge Limited), Restaurant Entrepreneur, Research Associate (ITESO Universidad Jesuita de Guadalajara), Performance Acceleration Senior Analyst (Nestle), Senior Master Planner (Chamberlin & Hill Castings Ltd), Fleet Business Manager (Rolls-Royce).

Contact us

If you have questions about this course, you can contact the Admissions Office:, +44 (0)24 7652 3691

"Service Science is a new field that is of the utmost importance to the world. With so much of global GDP being service-related, it is essential that we drive improved effectiveness, efficiency and sustainability in the delivery of services. There is therefore a need for people who can apply a unique combination of skills, knowledge and experience to this emerging field; people who can coordinate global resources of all kinds in the delivery of services, people who can identify and deliver a continuous stream of innovation in service systems in a repeatable and scientific way.”

Dr Peter Ward
Director Sunrise Consulting (UK) Ltd
Former Client Technical Advisor Programme Manager, North East Europe, IBM

Start Date:
1st October 2018

One year, full time

Tuition Fees
Overseas: £24,640
Home/EU: £13,440

Online £55 application fee

Entry Requirements
Bachelor 2:2 (Hons) or equivalent
IELTS 6.5 (or IELTS 6.0 + pre-sessional)

Application Deadline
31st July 2018

Request a Prospectus »


Su-Chin Chan
Nick Choksirikulchai
Ping Yi Man
Yuwei Wang
Julia Santamaria