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Service Design and Delivery


This module aims to highlight what is different and special about managing “Service” projects, companies, programmes and the tools and techniques used in the design and management of service in industries such as banking, finance or healthcare. The course also seeks to show where tools, techniques and processes applicable to one sector may be of use in the other. The course will also address how and why a manufacturing company can transform itself into a services company. To provide students with an overview of processes involved in the service industry or service function of a business. This highly interactive, award winning learning experience will cover how to design, delivery and improve service. You will learn about the different business models of service and how this impacts upon the operations of a business. The module explores tools and techniques to design new and to improve existing service. Methods to understand, meet and co-create with your customers will be discussed.


On successful completion of the module, participants will be able to:

  • Systematically select and apply appropriate knowledge, tools and techniques to develop, manage and evaluate service businesses or the service function of a business for excellent service.
  • Demonstrate awareness of current and emerging business models and operating systems to support service-dominant thinking.
  • Examine and consider the interaction of the psychological, practical and commercial aspects of decision-making for a service-domimant approach across a wide range of sectors
  • Critically analyse, interpret and critique a given service process and advance practical improvements to it


This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Theory, tools & techniques associated with Service including:
Definitions and classifications of service business models, Decision making considerations, service strategy development, Service dominant logic, servitisation models.

In-depth consideration of how to understanding customer expectations, experience and regard for service experiences. An examination of the effective use of tools for evaluating customer experiences and will include some of the following. Design Approaches, Customer Journey Mapping, Kano model and it’s implication on gaining customer insights, Servitisation Methodologies, Future Trends Analysis, methods for developing creative leadership and self awareness.
Service is not limited to the Service Sector and the module will be enriched by tales from industrialists who bring rich and broad experiences in Service to the classroom.


  • In-module group mark to each group of 5 students (10%)
  • In-module submitted individual reflective piece which is 500 words or a 2 minute video (20%)
  • Academic essay required to address two questions set (60%)
  • Abstract for the essay (10%)


1 week, including 21 hours of lectures and 21 hours of supervised practical classes


This is a course module on MSc Service Management and Design.

Please note: the details of this module are correct for the current year of study and may be subject to change for future years.