Postgraduate Course: Value and value creation (fusion on-site) (EFIE11014)
Course Outline
School | Edinburgh Futures Institute |
College | College of Arts, Humanities and Social Sciences |
Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
SCQF Credits | 10 |
ECTS Credits | 5 |
Summary | *Programme Core Course: Service Management and Design (MSc/PGD/PGC)*
Please Note:
This course is only available to students enrolled on the Service Management and Design (MSc/PGD/PGC) degree.
Value 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:
1) Individual, pre-intensive, period comprised of four 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
2) Intensive Teaching Period
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.
3) Individual Post-Intensive Period comprised of four 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.
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Entry Requirements (not applicable to Visiting Students)
Pre-requisites |
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Co-requisites | |
Prohibited Combinations | |
Other requirements | None |
Information for Visiting Students
Pre-requisites | None |
High Demand Course? |
Yes |
Course Delivery Information
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Academic year 2024/25, Not available to visiting students (SS1)
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Quota: None |
Course Start |
Semester 1 |
Course Start Date |
16/09/2024 |
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 )
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Additional Information (Learning and Teaching) |
Other Study: Scheduled Group-work Hours (hybrid online/on-campus) - 12
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Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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Additional Information (Assessment) |
Summative Assessment:
The course will be assessed by means of the following assessment components:
1) 2000 Word Assignment (100%)
Assessment will be by means of a 2,000 word written assignment. During the intensive component of the course, three visiting speakers from practice will talk about their experiences of managing their service and of value creation. Students should select two of these speakers and their organisations. They should compare and contrast their approaches to value creation, using the presentations, material from the relevant web-sites and service management research and theory.
The assignment should concentrate on:
- In what ways do the organisations seek to build value creation into their working processes, practices and relationships? How do they talk about it? What are the strengths and weaknesses of their approach?
- How is this value creation embedded within the service ecosystem of the organisation and what impact does this have upon value creation?
- What recommendations would you make to the organisation for enhancing value creation through its service delivery? |
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:
- Express a critical understanding of values, value and value creation across service management and service design and of how they interrelate (knowledge and understanding).
- 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).
- 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).
- Articulate the nature of value and value creation and the challenges that it poses (communication).
- Apply appropriate digital and analogue data collection/analysis skills to address real-time challenges for a service firm or organisation (technical skills).
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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 (https://doi.org/10.1111/padm.12718)
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). |
Keywords | Value,value creation,value destruction,service management,service delivery |
Contacts
Course organiser | Dr Yida Zhu
Tel:
Email: Y.Zhu@ed.ac.uk |
Course secretary | Mr David Murphy
Tel:
Email: dmurphy7@ed.ac.uk |
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