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MN50662: Service design and innovation

[Page last updated: 15 October 2020]

Follow this link for further information on academic years Academic Year: 2020/1
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 3      [equivalent to 6 CATS credits]
Further information on notional study hours Notional Study Hours: 60
Further information on unit levels Level: Masters UG & PG (FHEQ level 7)
Further information on teaching periods Period:
Modular (no specific semester)
Further information on unit assessment Assessment Summary: CW 100%
Further information on unit assessment Assessment Detail:
  • Coursework (CW 100%)
Further information on supplementary assessment Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites:
Description: Aims:
This module aims to give students a thorough understanding of the frameworks and designs that can be utilised to design new services and also answer the needs of clients, which have clearly been identified through ethnographic studies. This module also aims to show how this design can ensure value creation in the most efficient way.

Learning Outcomes:
By the end of this unit, students will:
* be able to undertake ethnomethodology inquiries through immersions, semi-directed interviews and social experiments to identify the salient attributes of a given service experience;
* be able to draw a service experience script that "tangibilizes" and model the main service experience;
* be able to set up appropriate role-play and theatre re-enactment techniques based on the script in order to visualize the problem resolution offered by the service;
* be able to develop and implement "operating modes" in real service production conditions.

The overall module is intended to train students to acquire skills in service design for any kind of sector (private and public sector).
This will be done through group work; analytical problem-solving; presentational skills; immersion, simulation, rehearsal, training.
Main skills acquired are:
* observations (participative and non-participative);
* interviews (non-directed and semi-directed);
* self-rehearsal routines to improve service operating modes;
* service auditing diagnoses;
* service quality management.

A service acquires value once the client perceives the benefits of it. Today, most of these salient attributes are perceived during the experience itself, when the process of service co-creation occurs between the client and the service provider. As a result, when designing a service experience, the full scope of cultural, operational, and experiential contexts from the perspectives of both the service provider and the client is needed. In this module we will learn to design services based on ethnomethodology and theatre re-enactment. Each session is usually composed of a lecture followed by a workshop where theory and methodology are trained and rehearsed. Each session is followed by a reading and a homework involving some fieldwork.
Further information on programme availabilityProgramme availability:

MN50662 is Optional on the following programmes:

School of Management


  • This unit catalogue is applicable for the 2020/21 academic year only. Students continuing their studies into 2021/22 and beyond should not assume that this unit will be available in future years in the format displayed here for 2020/21.
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