Tutor: Barny Morris, Associate Professor, Birmingham City University Contact: barny.morris@bcu.ac.uk Credit: 4 Course Philosophy & Aims The course uses theory from Services Marketing, Service Design and Design Thinking to provide the conceptual framework or underpinning that st...

Tutor: Barny Morris, Associate Professor, Birmingham City University Contact: barny.morris@bcu.ac.uk Credit: 4 Course Philosophy & Aims The course uses theory from Services Marketing, Service Design and Design Thinking to provide the conceptual framework or underpinning that students will apply to their chosen case study organisation, contributing to the core vision of the programme. Study Mode Sessions will combine theory (lectures) with workshops (as appropriate) to teach key service design techniques. A large part of the learning experience will be delivered through group work supported by the module tutor. Learning Outcomes 1. Select and apply appropriate concepts and models to analyse service design requirements 2. Critically review the service design activity of a successful service sector organisation. Normally students will select a hospitality based organisation. Module Learning Experience - Action Learning Sets (teams/group work) According to Confucius (551 BC - 479 BC) : “I hear and I forget; I see and I remember; I do and I understand.” The assessment, therefore, expects students to demonstrate their service design methods (how they ‘do’ service design in practice). This will include reflecting on their practice based on feedback from their tutor and their peers. To help you with this process, students will form an ‘Action Learning Set’ (ALS) with 5-6 other members of their tutor group. An ALS can be a team who are incentivised to share their experience of ‘doing’ via an objective or goal. Students should note that this module involves a team presentation on Day 8. A team presentation brief will be provided on Day 1. ALS Team Meetings You will be expected to interact with your ALS in class, in workshops AND outside normal timetabled sessions to discuss your research, design ideas and module progress in order to develop a short presentation on Day 8 of the module. The presentation is based on your recommendations for service improvement to a chosen organisation. Observation Research You and your team will need to visit your team’s chosen organisation(s) or site(s) to undertake observation research. Evidence that demonstrates you have undertaken the site visits must be included in the presentations on Day 8.