Cours 2023-2024

Service Design and Innovation [ELMSM416]

  • 5 crédits
  • 30h
  • 2e quadrimestre
Langue d'enseignement: Anglais / English
Enseignant: Hammedi Wafa


Service science is the study of service and an interdisciplinary scientific study of the service activity and economy. In service science, the basic unit of analysis is the service system, which is a 'configuration of people, technologies, and other resources that interact with other service systems to [co] create mutual value' (Maglio). Many systems can be considered as service systems (companies, public or private bodies, nature...), service scientists work with formal models of service systems. More precisely, service is the allocation of resources (e.g.: competences, skills, and knowledge) for producing value for other entities. The formal representation of service systems is emergent due principally to the complexity of modelling people, knowledge, activities, emotion... Service system complexity is a function of the number and variety stakeholders, technologies, and organisations interacting in the value co creation networks. Workers performance in the service discipline depends on their knowledge, tools, and psycho-social-organisational networks, their ability to solve problems, innovate and capture value. Service science must thus: understand service systems, combine formal models with models of human behaviour.

Table des matières

Foundations for services marketing Understanding customer requirements Services innovation Services Design Services management ( service promises) Sevice and the bottom line ( financial impact)

Description des exercices

Each 4- to 5-student group is asked to select a service company, and to play a role of a consultancy company. Students are expected to make a diagnostic of one specific service in a very professional way. Therefore, they are expected to use their theoritical knowledge learned in class and over previous years. Students who are interested in service innovation and new services design, are allowed to work on these topics. they are indeed asked to think about a "service concept" and follow the different steps below: The steps in the process ought to include (where practical): - The new service genesis - Technical description - Market analyses - STP marketing process - Tactical marketing - Profitability analyses - Summary of issues addressed in the project and learning experience This project (report) is due at the end of the week preceding the last session. A formal oral presentation of the project is planned for the final class.

Méthodes d'enseignement

Problem Based learning: This method aims at positionning students in simulated real world working and professional contexts which involve policy, process, and problems that will need to be understood and resolved to some outcome. By working through a combination of learning strategies to discover the nature of a problem, understanding the constraints and options to its resolution, defining the input variables, understanding the viewpoints in involve, students learn to negotiate the complex nature of the problem and how competing resolutions may inform decision-making. By the means of this method many topics related to services marketing, Management, and innovation are explored, discussed and taught.

Mode d'évaluation

Article presentation: 30% ( group note) Project oral presentation: 30% ( group and individuel notes) Final report: 30% ( group note)

Sources, références et supports éventuels

Zeithaml, Valerie A., Btiner, Mary Jo. and Gremler, Dwayne,D., Services Marketing, (2008). Selected articles on hot topics related to services research. These articles are made available to students via Webcampus.

Langue d'enseignement

Anglais / English

Lieu de l'activité


Faculté organisatrice

Faculté des sciences économiques, sociales et de gestion
Rue de Bruxelles, 61
5000 NAMUR


Etudes de 2ème cycle