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DRPS : Course Catalogue : Edinburgh Futures Institute : Edinburgh Futures Institute

Postgraduate Course: Value and value creation (fusion on-site) (EFIE11014)

Course Outline
SchoolEdinburgh Futures Institute CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits10 ECTS Credits5
SummaryValue creation is the basis of a successful service, whether in the public, private or third sector. It underpins the business model of a commercial service and is the basis of effective public and third sector services. This course asks 'what are the dimensions and elements of 'value', what are the processes through which it can be created (or destroyed) - and how can you evaluate it in practice'.
Course description This course draws upon both service management and service design theory in interrogating the nature of value and value creation, as well as other key disciplines such as political science, marketing, and sociology. It will provide the cornerstone of the Service Management and Design programme. The course comprises 3 elements:

Individual, pre-intensive, component comprised of 4 elements:

(i) a reading pack of 10 papers - participants choose 4 of these to read, dependent on their interests, needs and background;
(ii) 4 podcasts by service managers and service designers talking about the challenges of value creation in service design and delivery;
(iii) a 'value creation questionnaire' which participants will use to explore the nature of a real-life service encounter and the value/value creation processes embedded within it (for example, a public transport, retailing, or healthcare experience), and;
(iv) an on-line group discussion workshop where participants will discuss the issues coming out of the readings, podcasts, and investigation

The two-day intensive component that will examine competing perspectives on value and value creation, the impact of the transition to a virtual service environment for value creation, value destruction and recovery, and the challenges of evaluating a service. The two-day component will include seminars, group work and practitioner presentations/interactions.

Individual post-intensive component of 4 elements:

(i) guided reading of 4 papers chosen by the students from a pack of 10, linked to the assignment;
(ii) group tutorial linking reading, learning and the assignment (separate tutorial for synchronous and asynchronous students);
(iii) peer-support group work on developing the assignment, clustered around themes;
(iv) reflective questionnaire, exploring the learning of the participant and their future learning needs, and (v) preparation of a 1 page assignment plan for formative feedback from the Course Tutor.

The student experience will integrate personal learning objectives within a group environment. It will combine individual study together with tutor and practice inputs, group seminars and tutorials, and real-time investigation of value creation. It will link the experiences both of the student and of practitioners together with a theoretical framework to appreciate the central role of value creation to effective and sustainable services.

Edinburgh Futures Institute (EFI) - On-Site Fusion Course Delivery Information:

The Edinburgh Futures Institute will teach this course in a way that enables online and on-campus students to study together. This approach (our 'fusion' teaching model) offers students flexible and inclusive ways to study, and the ability to choose whether to be on-campus or online at the level of the individual course. It also opens up ways for diverse groups of students to study together regardless of geographical location. To enable this, the course will use technologies to record and live-stream student and staff participation during their teaching and learning activities.

Students should be aware that:
- Classrooms used in this course will have additional technology in place: students might not be able to sit in areas away from microphones or outside the field of view of all cameras.
- Unless the lecturer or tutor indicates otherwise you should assume the session is being recorded.

As part of your course, you will need access to a personal computing device. Unless otherwise stated activities will be web browser based and as a minimum we recommend a device with a physical keyboard and screen that can access the internet.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2023/24, Not available to visiting students (SS1) Quota:  None
Course Start Semester 1
Course Start Date 18/09/2023
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 100 ( Lecture Hours 4, Seminar/Tutorial Hours 6, Formative Assessment Hours 4, Other Study Hours 12, Programme Level Learning and Teaching Hours 2, Directed Learning and Independent Learning Hours 72 )
Additional Information (Learning and Teaching) Other Study: Scheduled Group-work Hours (hybrid online/on-campus) - 12
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) Summative Assessment:

The course will be assessed by means of the following assessment components:

1) 2000 Word Case Study (100%)

Course participants will select a service experience from either their work or their personal life, where the service experience has either migrated to a virtual format or is in the process of this migration.

They will write a case study (2,000 words) that:

- Describes the nature of the service experience and the dimensions and elements of value that it was seeking to embed in their lives, and the ways in which virtual delivery challenges the value creation processes and how these challenges might be resolved,
- Reflects upon how value destruction might be avoided or resolved in this virtual environment, and
- Explores how digital and analogue data might be collected and used to innovate the service experience in the future.


1) 2000 Word Evaluative Framework (100%)

Course participants will select a service experience from either their work or their personal life and use it as a basis to develop an evaluative framework for value creation and destruction in this service experience.

This framework will:

- Identify the elements of value that are relevant to this service experience, rooting their analysis in the literature;
- Establish the type of digital and analogue data that is required to evaluate this experience and how it might be collected and analyses, and;
- Explain how the evaluative framework would be used to improve the service experience and drive service innovation in the future.

The assignment will be in two parts. Part I will take the form of an 'imagined' Management Report to the Chief Officer of the organisation concerned, analysing the problem and making recommendations for its resolution (1000 words). Part II will be a reflective piece, justifying the approach taken in relation to existing theory and research (1000 words).
Feedback Students will received feedback at various points during the course:
- During personal tutorials and group seminars,
- Though responsive email and/or personal contact with the course tutor and/or Teaching Assistant
- Through feedback on their reflective questionnaire and on their 1-page assignment plan (formative feedback)
- By written feedback on their assessment case study (summative feedback)
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Express a critical understanding of values, value and value creation across service management and service design and of how they interrelate (knowledge and understanding).
  2. Demonstrate how value creation might be monitored and evaluated and what mix of analogue and digital data is appropriate to this task (research and enquiry).
  3. Critically evaluate the processes of value creation/destruction in service management and service design and identify the ethical challenges that they pose (personal and intellectual autonomy).
  4. Articulate the nature of value and value creation and the challenges that it poses (communication).
  5. Apply appropriate digital and analogue data collection/analysis skills to address real-time challenges for a service firm or organisation (technical skills).
Reading List
Indicative reading list:

C Gronroos (2017) 'On Value and Value Creation in Service: A Management Perspective' Journal of Creating Value (3, 2)
C Gronroos & P Voima (2013) 'Critical service logic: making sense of value creation and co-creation' Journal of the Academy of Marketing Science (41, 2)
S Vargo, M Akaka & C Vaughan (2017) 'Conceptualizing Value: A Service-ecosystem View' Journal of Creating Value (3, 2)
T Zhang, C Lu, E Torres,& P-J Chen, (2018), 'Engaging customers in value co-creation or co-destruction online' Journal of Services Marketing, (32, 1)
S Osborne, G Nasi & M Powell (2021) 'Beyond co-production: value co-creation in public services' Public Administration (

W Hardyman, M Kitchener & K Daunt (2019) 'What matters to me! User conceptions of value in specialist cancer care' Public Management Review (21, 11)

A Cordella & A Paletti (2018) 'ICTs and value creation in public sector: Manufacturing logic vs service logic' Information Polity (23, 2)
F Foglieni & S Holmlid (2017) 'Determining Service Value: Exploring the Link between Value Creation and Service Evaluation' Service Science (9, 1)
H Jarvi, A-K Kahkonen & H Torvinen (2018) 'When value co-creation fails: Reasons that lead to value co-destruction' Scandinavian Journal of Management (34, 1)
A Canhoto & F Clear (2020) 'Artificial intelligence and machine learning as business tools: A framework for diagnosing value destruction potential Business Horizons (63, 2)
Additional Information
Graduate Attributes and Skills This course will equip participants with the following graduate attributes and skills:
- The capability to evaluate information thoroughly; identifying assumptions, detecting false logic or reasoning and defining terms accurately in order to make an informed judgement (critical thinking).
- The ability to create, identify and evaluate options in order to solve complex problems by both by analysing facts and situations and apply creative thinking to develop the appropriate solutions and by asking questions (problem solving).
KeywordsValue,value creation,value destruction,service management,service delivery
Course organiserProf Stephen Osborne
Tel: (0131 6)50 8358
Course secretaryMr David Murphy
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