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Our MSc in Service Management and Design is aimed at graduates who are outward-looking, forward-thinking and interested in designing businesses for the future.

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.

Watch our Course Leader's video explanation of MSc Service Management and Design below:

Tuesday, 01 January 2019

Course content

Course modules

You'll be required to take the following modules as part of this MSc programme:

Elective modules

The following module is a default elective module, meaning that they will be scheduled for you in advance. If you prefer to change this for an alternative, elective module (selected from the full module list), this can be done on arrival at Warwick.

You will then need to choose three elective modules from the full module list, which should be chosen to supplement your course modules above. Elective modules are subject to availability and restrictions apply.

You are required to pass nine modules in total for this MSc course.

Please note: the modules outlined above represent those available for this course in the 2020/21 academic year. They should be regarded as an illustrative guide to modules available in future years.


Your project is worth 50% of your final grade and supports you in developing your personal research skills.

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, syndicate/group work, practicals, online learning 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.

The taught component of the course is assessed primarily through written assignments, although some modules include assessed in-module exercises. There are no written exams.

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

Friday, 01 February 2019

Entry requirements

Entry requirements

In order to meet our academic entry requirement, you should have obtained the minimum of a UK second class honours degree (or equivalent) in a variety of disciplines.

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.

English language

For non-native English speakers, we require an IELTS score of 6.5 (with no less than 6.0 in any one component).

What you will need to apply
  • A completed application form and application fee
  • A Personal Statement, which can be included in the online application.
  • A scan of your transcript (marksheet). If you are still studying, send us your transcripts to date. NB: if you are made an offer, we will then require your original degree transcripts and certificate in hard copy format to clear your conditions.
  • English test result (if applicable) - this can be submitted after you have an offer.
  • One reference. If you completed studies less than 2 years ago, this should be an academic reference. If you graduated more than 2 years ago, we will accept professional references. We contact your referee directly, so please include their valid professional email address on your application form.

You can read more about the application process on our how to apply page.

Friday, 01 March 2019

Student views

What our students say...

Priyansh Saxena

SMD_student1"The most important thing is that the course is very much practically focused. It goes beyond academia and into the world of industry. You don’t just learn things, but find out how they’re applied to improve an organisation’s competitive edge. It’s exciting to know that the skills and knowledge you’re gaining are at the forefront of today’s thinking in business transformation". ~ Read more from Priyansh

SMD_student2Pei-Jung Lin

"As I worked through the year, something I noticed is how all of the different modules bind together to give a strong and broad basis of fundamental knowledge. What I learned in one module fed into others to build this understanding. The course is very cleverly designed" ~ Read more from Pei-Jung Lin

Julia Santamaria

SMD_student3"During each module we had guest speakers from industry who brought a valuable insight into how service development is evolving in the real world. They talked to us about how they resolved issues and we were able to ask questions and learn from their experience. The combination of modules was stimulating and gave me a well-rounded picture of how service management and development works in today’s business world". ~ Read more from Julia

Want to read more student views?

Find out what our current students think about studying at WMG Master's, by checking out our blogs and vlogs page. You can also read our alumni stories by taking a look at our alumni profiles page.

Monday, 01 April 2019


Employability and career prospects

The MSc in Service Management and Design is aimed at future leaders and managers in service-based industries and focuses on the transition from product-centric to service-centric thinking. As a graduate of Service Management and Design, you can expect to be able to move into a whole range of industries, both within the private and public sectors, in areas such as loyalty management, digital solutions, business intelligence and management.

To give some examples, graduates from this course have gone on to work in the manufacturing sector as:

  • Programme Manager
  • Commercial Director

Within the travel, tourism, and hospitality sectors, our graduates have gone to work in roles such as:

  • Restaurant Entrepreneur
  • Service Innovation and Standards Management Officer
  • Hotel Manager
  • Pricing Specialist

Being a customer-centric industry, the retail sector is very attractive for SMD graduates, with positions secured by our graduates including:

  • Loyalty Manager
  • Project Manager
  • Digital Specialist

Typical roles within telecommunications and IT have included:

  • Account Manager
  • Development Specialist
  • Account Strategist
  • Marketing Manager

The oil and gas industry has welcomed several SMD graduates, into roles including:

  • Digital Solutions Manager
  • Operations Manager

Graduates have gone to work in human resources, and the recruitment sector in positions such as:

  • Head of Recruitment and Assessment
  • CRM Consultant
  • Senior Account Manager

The range of sectors in which MSc Service Management and Design graduates have gone on to work reflects the breadth of applicability of the skills you will learn on this course, creating outward-looking and forward-thinking graduates who have the technical competence to harness their creativity. Graduates will be able to generate positive outcomes by critically evaluating the tools and resources available to them in order to meet customers’ needs and expectations in innovative and transformative ways.

WMG: a department embedded in industry

You'll be studying in an environment surrounded by professionals from a range of industries and sectors; including hearing directly from industry experts and guest speakers in many of our modules.

Throughout the year, we also host activities and events that will help you to understand potential career pathways including; seminars; external speakers; industrial visits; alumni talks and more. We encourage our students to make the most of the opportunities available to learn about career options for the future.

Warwick Careers Service

The University of Warwick's Careers Service offers specific careers support to WMG students, through a dedicated Careers Advisor, Siobhan Qadir. The service provides practical workshops and 1-1 appointments for our students covering many aspects of career choice and development, including: how to build a strong CV and write job applications; effective career planning and guidance; and how to enhance your interview and networking skills.

Additionally, each year, employers have a presence on campus, with careers fairs, presentations and guest lectures happening on a regular basis; meaning you'll have lots of exposure to potential employers.

There are also various events run throughout the year to develop your skillset and teach you how to market this to employers. Individual workshops are hosted on a variety of topics, such as networking and time management. Or for those interested in a more complete programme, you can partake in awards such as WMG Skills+ to develop your core employability skills, or the Intercultural Training Programme to strengthen your intercultural awareness. In addition, there is a wealth of online material available to help strengthen your industrial knowledge and build on employability skills, such as the WMG Virtual Careers Programme. Find out more about the support available to you by visiting our Careers and Employability page.


We hope that your relationship with WMG and the University of Warwick will continue long after your graduate. The university and the department both have vast alumni networks and, upon graduation, you'll be a member of this ever-growing community of professionals working in countries around the world. You'll have access to our alumni support; events; e-mentoring scheme; amongst many other opportunities.

You can read about more about the careers and experiences of our alumni on our alumni profiles web pages.

    Wednesday, 01 May 2019


    Please note, this is course information for 2021 entry. We will be updating our web pages at the end of September to reflect the latest course information for 2022 entry. Applications for 2022 entry will open from mid-October.

    In today’s complex business environment, where so much of global GDP is now service-related, service science is essential for staying ahead. Learn to design service experience, lead change and drive business transformation.


    *Applications will close prior to the deadline if capacity on this course is reached. Early application is strongly recommended.