Syllabus

LEARNING OUTCOMES

Credits: 6

Schedule: 08.01.2019 - 14.02.2019

Teacher in charge (valid 01.08.2020-31.07.2022): Tomas Falk

Teacher in charge (applies in this implementation): Tomas Falk

Contact information for the course (applies in this implementation):

CEFR level (applies in this implementation):

Language of instruction and studies (valid 01.08.2020-31.07.2022):

Teaching language: English

Languages of study attainment: English

CONTENT, ASSESSMENT AND WORKLOAD

Content

• Valid 01.08.2020-31.07.2022:

  The module is designed as an hybrid online course that consists of various forms of independent self-learning and online group work. The course is built around four thematic study packages, incorporating seminal service research articles, case studies, online videos and other material offered by the teacher. In addition, an accompanying text book will provide additional guidance.

  The course starts with approaching the emergence of service industry and foundations of service business value creation. Next, to understand evaluation of service excellence, key issues concerning the management and measurement of service performance and customer satisfaction are introduced. After that, we turn our gaze towards the recent developments in the service field. Digital service encounters, ranging from self-service technologies to AI, and service design as a basis of innovation strategy are presented as new fundamentals of service viability in the complex service networks of today. In addition, services are approached from ecosystem perspective and service strategies oriented to environmental and societal impact are discussed.

Assessment Methods and Criteria

• Valid 01.08.2020-31.07.2022:

  Pre-assignment
  Individual reflection notes 
  Case and group work
  Take home exam

Workload

• Valid 01.08.2020-31.07.2022:

  6 credits, 160 hours:

  Independent work (Pre-assignment & self-study of four thematic study packages) 96 h
  Group work (Lean Service Creation – project including three online workshop sessions) 64 h

  The online course does not include weekly lectures and the students may conduct the independent work part at their own pace, in compliance with the given course deadlines. To successfully complete the group work (Lean service creation – project), students are expected to participate on three workshop sessions (approximately 2-4 hours each), organized in Zoom-online platform. Workshop schedules will be communicated three weeks before the course start.

• Applies in this implementation:

  Overview on course assignments and grading criteria

  The course encompasses
  the following grading elements, which are explained in more detail in following:

  1.      Pre-assignment:
  reflection on a current service innovation and PechaKucha presentation (20%)

  2.      Class
  participation (10%)

  3.      Individual
  reflection notes (10%)

  4.      Group
  presentations (20%)

  5.      Take
  home exam (40%)

   

  1. Pre-assignment
  (20%):

  1.1 Idea:

  Please reflect on an innovative service that you have
  recently started to use on a regular base (note that you are free to determine
  the service you want to relate your answer to. The service might relate to your
  private consumption or might be business related) and answer the following
  questions.

  1. Shortly
  describe the service you reflect on. What are the main features of the service?
  

  2. Why
  did you start to use the service? Try to depict the main drivers of your
  initial decision to start using the service.
  

  3. What
  (if anything) may other companies learn from the service provider you are
  referring to?

   

  1.2 Format and timeline:

  1.
  Please prepare a written, max. 800
  word report on the three questions indicated above.

  2. Please also prepare a PechaKucha presentation based on your written report. PechaKucha
  refers to a presentation style in which a specific number of slides are shown
  for a specified time (more information on PechaKucha in general can be found at
  http://www.pechakucha.org/). For this lecture, a maximum of 10 slides can be
  shown for 30 seconds each (i.e., the maximal total presentation time is 5
  minutes. Shorter submissions are possible.). The format should keep
  presentations concise and fast-paced. You might use graphical illustrations and
  textual elements in your presentation.

  3. Please
  submit both, your written report and the PechaKucha presentation. Grading of
  the pre-assignment will be based on the written report and the submitted
  presentation.

  4. The
  task is designed as an individual work.

  5. Grading
  of the pre-assignment will be based on a scale from 1-20 points.

  6. The
  lecturer will ask selected participants to present their ideas on one of the
  lecture days. Selection of presentations is based on the types of services
  introduced in the submissions and aims at covering a diverse set of different
  services. Given time constraints, not all students will have the chance to
  present their work. Presentations are thought to trigger in-class discussions
  on current trends in service management. Feedback on the submissions (report
  and presentation) might be provided during the lecture days.

  7. The deadline
  for submitting your pre-task is Jan. 4, 2019, 01.00 pm Finnish time to
  sbstrategy2019@gmail.com. On-time submission of the pre-task is mandatory to
  participate in and to pass the course! Clearly indicate your name on the
  submission and the respective file.

   

  2. Class participation
  (10%):

  A student whose class participation is excellent is
  someone who is physically and cognitively present during the lectures, contributes
  consistently to class discussions, and indicates thorough preparation and
  analytic insight. The student also consistently builds on conceptual models
  discussed in class or presented in the reading package, on empirical evidence
  on a topic, and on contributions of others in order to craft a more complete
  understanding of the issues being discussed. The student’s responses when cold
  called are also of high quality. Class participation excellence typically
  requires physical presence in at least 90% of the lectures.

   

  3. Individual
  reflection notes (10%):

  3.1 Idea:

  In order to assure high quality learning outcomes,
  students are kindly asked to prepare an individual reflection note on one out of two topics. The
  reflection note discusses two guiding questions on the selected topic. Each
  topic features a set of seminal articles in the field, with which the students
  should familiarize themselves.

   

  3.2 Format and
  timeline:

  1. Please select one out of three topics listed below.

  2. Prepare a max. 1000
  word reflection noteon one of the topics presented below by answering the
  respective guiding questions.

  3. Submit your reflection note by February, 3, 2019
  (midnight) to sbstrategy2019@gmail.com

  4. Clearly
  indicate your name on the submission and the respective file.

   

  3.3 Topics

  A. Service and Technology

  Readings:

  Giebelhausen,
  M. D., S. G. Robinson, N. J. Sirianni, and M. K. Brady (2014), “Touch Versus
  Tech: When Technology Functions as a Barrier or a Benefit to Service
  Encounters,” Journal of Marketing, 78
  (4), 113-124.

  Huang,
  M.-H. and R. T. Rust (2017), “Technology-Driven Service Strategy,” Journal of the Academy of Marketing Science,
  45 (6), 906-924.

  Huang,
  M.-H. and R. T. Rust (2018), “Artificial Intelligence in Service”, Journal of Service Research, 21 (2), 155–172.

  Marinova,
  D., K. de Ruyter, M.-H. Huang, M. Meuter, and G. Challagalla (2017), “Getting
  Smart: Learning from Technology Empowered Frontline Interactions,” Journal of Service Research, 20 (1),
  29-42.

  Meuter,
  M.L., M. J. Bitner, A. Ostrom, and S. W. Brown (2005), “Choosing Among
  Alternative Service Delivery Modes: An Investigation of Customer Trial of
  Self-Service Technologies,” Journal of
  Marketing, 69 (2), 61-83.

  Mick,
  D.G. and S. Fournier (1998), “Paradoxes of Technology: Consumer Cognizance,
  Emotions, and Coping Strategies,” Journal of Consumer Research, 25 (2),
  123-143.

  Questions:

  A. Literature proposes that many service encounters have
  been transforming away from a “high-touch, low-tech” paradigm to a “low-touch,
  high-tech” paradigm. Do you agree? Please debate. (max. 400 words)

  B. To what extent may artificial intelligence replace
  human service labor? Please discuss. (max. 600 words)

   

  B. Services in B2B-Settings

  Readings:

  Challagalla,
  G., Venkatesh, R., A. K. Kohli (2009), ”Proactive Postsales
  Service: When and Why Does it Pay Off?,” Journal
  of Marketing, 73 (2), 70-87.

  Cusumano,
  M. A., Kahl, S. J., and F. F. Suarez (2015),”Services, Industry,
  Evolution, and the Competitive Strategies of Product Firms,“ Strategic Management Journal, 36 (4),
  559–575.

  Fang,
  E., Palmatier, R. W., and J.-B. E. M. Steenkamp, (2008), ”Effect
  of Service Transition Strategies on Firm Value, Journal of Marketing, 72 (5), 1–14.

  Tuli,
  K. R., Kohli, A. K., and S. G. Bharadwaj, S. G. (2007),”Rethinking Customer
  Solutions: From Product Bundles to Relational Processes, “Journal of Marketing, 71(3), 1-17.

  Ulaga, W. and W.
  J. Reinartz (2011), “Hybrid
  Offerings: How Manufacturing Firms Combine Goods and Services Successfully,” Journal of Marketing, 75 (6), 5-23.

  Worm,
  S., Bharadwaj, S.G., Ulaga, W., and W. J. Reinartz (2017), “When and Why Do
  Customer Solutions Pay Off in Business Markets?,” Journal of the Academy of Marketing Science, 45(4), 490-512.

  Questions:

  A. Define the concept of customer solutions in your
  own words. (max. 400 words)

  B. Are customer solutions the holy grail towards more
  profitable business operations? (max. 600 words)

   

  4. Group presentations
  (20%):

  4.1 Idea:

  1. Please
  organize yourselves into groups of max. five members. The group allocation will
  be facilitated during the first lectures on Tuesday, Jan. 8 and finalized on
  Thursday, Jan. 10, 2019.

  2. Select
  one Finnish subject company to focus on during the group work. Appropriate
  subject companies might include well-known brands such as Amer Sports, Finnair,
  Fiskars, Kone, Marimekko, Rovio, Viking Line to name a few. Please decide upon
  the target company by Thursday, Jan. 10, 2019 (name of the company to be
  indicated during the lecture).

  3. Your
  task is to come up with a relevant business objective for your target company
  that can be solved by designing a new service for a particular segment of
  customers. You are encouraged to consider the following aspects when designing
  the service:

  A. What
  is the business objective of your organization that the service will address?

  B. Describe
  the customer group you are designing the service for. What is the need, want, problem,
  or desire you are addressing for your customer group with your service

  C. Describe
  your service concept as a value proposition as well as the basic features of
  the service (i.e., what is the service?).

  D.
  Depict your service based on a blueprint.

  E. Develop
  a fake ad promoting your service offer.

  F. How
  will you know that you have succeeded in reaching that business objective?

   

  4.2 Format and timeline:

  1. Each
  group will present its suggestion for an innovative service offering on
  Tuesday, Feb. 12 or Thursday, Feb. 14, 2019. Presentations should not exceed 10
  min in length in order to leave enough room for discussion. We will try to
  invite target company representatives to attend the group presentations.

  2. Please submit your presentation in pdf-format
  latest by Monday, Feb. 11, 2019, at 12.00 (noon) Finnish time to sbstrategy2019@gmail.com.

  3. Clearly
  indicate your group members on the submitted file.

   

  5. Take home
  exam (40%)

  5.1 Idea

  Students prepare an individual reflection note
  on selected articles exploring topical issues in service business. The article
  package will be communicated during the lecture on Feb. 7, 2019 latest.

  5.2 Format and
  timeline

  1. Please apply the following format for your
  submission:

  ·        
  Word or pdf-file; font Arial 12; line spacing 1,3.

  ·        
  Maximum of 1500 words plus a separate reference list
  if needed (note that references are not explicitly required). Other appendices
  will not be graded.

  ·        
  Please stick to the defined word count; only content
  provided within the maximum word count including a 10% buffer will be graded.

  ·        
  Clearly
  indicate the correct word count along with your student number on the front
  page of your submission.

  2. Timeline:

  ·        
  Instructions for the Take Home Exam and the respective
  articles will be provided latest during the session on Feb. 7, 2019 and a
  respective document will be uploaded to MyCourses after that session.

  ·        
  Please pay special attention to the guiding questions,
  which should be addressed in your reflection note.

  ·        
  Hand
  in your written statement by March 07, 2019 (midnight) via e-mail to sbstrategy2019@gmail.com.
  

  ·        
  Make sure to clearly indicate your name and student
  number on the submitted document.

  3. Material:

  You are free to use any material for preparing your
  statement. References should be cited properly according to the American
  Psychological Association (APA) citation guidelines: https://www.apastyle.org/.

  4. Grading:

  Please get acquainted with the following grading
  guidelines.

  ·        
  Take home exams will be graded on a scale from 0 to 40
  points.

  ·        
  Carefully consider the guiding questions when
  preparing your answers. Try tackle the essence of the question and pay
  attention to signal words used in the question (e.g., describe, depict,
  discuss, explain etc.).

  ·        
  Precisely define the concepts you are referring to in
  your answer.

  ·        
  Build a logical flow of argumentation in order to
  develop a convincing storyline.

  ·        
  You may use examples to illustrate and support your
  line of reasoning.

  ·        
  Try to provide convincing rationale for suggestions or
  evaluations that you may give.

  Excellent answers typically precisely cover the core
  of the questions, define relevant concepts in a clear manner using
  easy-to-understand language, develop a coherent line of argumentation, and
  offer concrete implications which are meaningfully substantiated (i.e., do not
  strike the reader out of the blue). Most importantly, writers should show their
  ability to critically deal with the subject of interest by including their own
  grounded, personal assessment of the matter (e.g., by discussing pros and cons
  of an issue).

  We will check
  for plagiarism; in extreme cases of plagiarism, the submission might be
  declared as invalid and the candidate fails this part of the course.

  
  

DETAILS

Study Material

• Valid 01.08.2020-31.07.2022:

  Coursebook: Lovelock, C.H., Wirtz, J., & Chew, P (2012). Essentials of services marketing, 2nd edition.

  Availability

  Collection of articles and other material provided by the lecturer.

SDG: Sustainable Development Goals

8 Decent Work and Economic Growth

FURTHER INFORMATION

Details on the schedule

• Applies in this implementation:

  Tbd
  

Description

Registration and further information