Postgraduate Course: Service Management (CMSE11563)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 10 |
ECTS Credits | 5 |
| Summary | This course introduces the fundamentals of service management. It explores the nature of designed and co-designed services, the relationship between design and delivery, and situates delivery within service ecosystems to analyse the complexity and dynamism of service production and management. It introduces students to the key concept of 'value'. |
| Course description |
This course will introduce you to the most important aspects of service management across different industries and economies, following a service-dominant logic of business. Particular attention will be paid to the role of the customer in the service experience, i.e. co-production.
Services make up over 75% of the UK economy, with similar trends across the industrialised and developing/emerging nations within the global economy. Amidst rapid technological change, digital services are becoming a key element of modern business and entrepreneurship, and drivers of economic development.
Yet, there are major challenges to, and opportunities for, effective services management: firstly, services are a heavily heterogeneous field, ranging from culture and leisure to hospitality, retail, professional and financial services; while this provides fertile ground for services innovation across sectors, managers have a tendency to over-emphasise differences and 'uniqueness' within their on services areas. Secondly, an orthodox product-dominant modus of management prevails within most organisations and within business education; service-dominant theories, such as co-creation and co-production of value in services, provide managers with the opportunity to differentiate themselves and their organisations.
The course will provide participants an understanding of:
1. The diversity and importance of the service sector.
2. The nature of services, emphasising their production and consumption/use characteristics.
3. The relationship between 'service' and 'services'.
4. The role of service users in service production through the processes of co-creation, co-production and co-design.
5. The complexity of the service production process and the various actors involved within complex service ecosystems.
6. The basic concepts of 'value creation' and 'value destruction'.
7. The rise of digital services and AI and the associated opportunities and threats.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
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| Academic year 2022/23, Not available to visiting students (SS1)
|
Quota: None |
| Course Start |
Block 3 (Sem 2) |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
100
(
Lecture Hours 5,
Seminar/Tutorial Hours 8,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
85 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
100% coursework (individual) - assesses all course Learning Outcomes |
| Feedback |
Formative: Feedback will be provided on an outline about the individual essay. As a formative assessment, students will provide a one-page outline to highlight the key elements for the individual essay.
Summative: Feedback will be provided on the assessment. |
| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Understand the role of the services sector in the economy and the implications of this for the service management process.
- Critically reflect upon and apply service theory within different service contexts and understand the implications for service management and design (practice)
- Identify and apply a set of managerials tools within the service process in the private and public sectors.
- Understand and critically evaluate the concept of 'co-production' within service delivery and its implications for service management in the private and public sectors.
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Reading List
Russell Belk (2020) Ethical issues in service robotics and artificial intelligence, The Service Industries Journal, DOI: 10.1080/02642069.2020.1727892
Chandler, J. D., & Lusch, R. F. (2015). Service systems: a broadened framework and research agenda on value propositions, engagement, and service experience. Journal of Service Research,18(1), 6-22.
Frow, P., McColl-Kennedy, J.R., Hilton, T., Davidson, A., Payne, A. and Brozovic, D. (2014) 'Value propositions: a service ecosystems perspective', Marketing Theory, 14(3): 327-351.
Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133-150. doi:10.1007/s11747-012-0308-3
Heinonen, K., & Strandvik, T. (2015). Customer-dominant logic: foundations and implications. Journal of Services Marketing.
Keating, B.W., McColl-Kennedy, J.R. and Solnet, D. (2018), "Theorizing Beyond the Horizon: Service Research in 2050," Journal of Service Management, 29 (5), 766-775
Petrescu, M. (2019) 'From marketing to public value: towards a theory of public service ecosystems', Public Management Review, 21(11): 1733-1752.
Vargo, S.L. and Lusch, R.F. (2016) Institutions and axioms: an extension and update of service-dominant logic, Journal of the Academy of Marketing Science, 44: 5-23.
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Additional Information
| Graduate Attributes and Skills |
Knowledge and Understanding
After completing this course, students should be able to:
- Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.
-Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly.
Practice: Applied Knowledge, Skills and Understanding-
After completing this course, students should be able to:
-Work with a variety of organisations, their stakeholders, and the communities they serve -learning from them, and aiding them to achieve responsible, sustainable and enterprising solutions to complex problems.
Communication, ICT, and Numeracy Skills-
After completing this course, students should be able to:
-Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and responsible relationships.
Autonomy, Accountability and Working with Others-
After completing this course, students should be able to:
-Understand oneself and others, through critical reflection, diversity awareness and empathic development, in order to maximise individual and collective resilience, and personal and professional potential. |
| Keywords | Not entered |
Contacts
| Course organiser | Prof Stephen Osborne
Tel: (0131 6)50 8358
Email: Stephen.Osborne@ed.ac.uk |
Course secretary | Ms Heather Ferguson
Tel: (0131 6)50 8074
Email: Heather.Ferguson@ed.ac.uk |
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