1. Education Information System
  2. Business School
  3. New Service Design (2024 - 2025)
Course Name Code Semester T+U Hours Credit ECTS
New Service Design SAU 561 0 1 + 0 2 2
Precondition Courses

None
Recommended Optional Courses

None
Course Language Turkish
Course Level Bachelor's Degree
Course Type OPTIONAL
Course Coordinator Prof.Dr. SİMA NART
Course Lecturers
Course Assistants

Res. Asst. Volkan Göktaş, Res. Asst. Hazel Mihriban Karaca
Course Category Other
Course Objective

Designing new services is of increasing importance for companies in order to define successful business strategies and to develop and implement innovative business models. The objective of this class is to introduce a comprehensive set of methods and tools which guide through the design of new services. The chosen perspective of a business manager will be accompanied by an in-depth analysis of academic and research challenges as well.
Course Content

We will have a focus on management questions and will apply a framework which organizes the different tasks to design a new service concept within the context of a new business model. There will be a specific focus and a stepwise methodology for a systematic design of innovative services. We will learn why and when to apply the different methods and how to manage the overall design process.
Development Goals
# Course Learning Outcomes Teaching Methods Assessment Methods
1 Management and control of all Service Design activities Lecture, Lab / Workshop, Role Playing, Question-Answer, Brain Storming, Discussion, True False Tests,
2 Management and application of Service Design concepts, inputs, outputs and activities Motivations to Show, Discussion, Brain Storming, Lecture, Short Answer Tests, True False Tests,
3 Knowledge of Service Design principles and management of Service Design processes Brain Storming, Lab / Workshop, Lecture, Written Exams (Short and Long Answer), Gap Fill Tests,
4 Control and coordination of Service Design technology related activities Lab / Workshop, Lecture, Matching Tests, Gap Fill Tests, True False Tests,
Week Course Topics Preliminary Preparation
1 Service Concept and Services Sector related unit and articles
2 Process Design and Its Relationship with Service Concept related unit and articles
3 GAP and its Importance for the Services Marketing related unit and articles
4 Principles of Services Design related unit and articles
5 Blue Prints related unit and articles
6 Services Design Organization related unit and articles
7 Services Design and Its Relationship with Technology related unit and articles
8 Services Design A related unit and articles
9 Mid Term Exam related unit and articles
10 Developing a Service Design related unit and articles
11 Features of a well developed Service Design related unit and articles
12 Criteria for success in Service Design related unit and articles
13 Classroom related unit and articles
14 Service Facility Location related unit and articles
Resources
Course Notes

Business model generation : a handbook for visionaries, game changers, and challengers, Hoboken,
NJ [ etc.]: Wiley.
• LOVELOCK, C.H.; BANSAL, H.S. u. WIRTZ, J. (2008).
Services marketing : people, technology, strategy. Canadian Aufl., Boston: Pearson.
• VARGO, S.L. u. LUSCH, R.F. (2008).
Why “service”? Academy of Marketing Science. 2008(36). S. 25–38.
• KIM, H. (2009).
Service science for service innovation. Journal of Service Science. 2009(1). S. 1-7.
• EVERSHEIM, W. (Hrsg.). (2009).
Innovation management for technical products - systematic and integrated product development and
production planning, Berlin; Heidelberg: Springer.
• PARASURAMAN, A. (2010).
Service productivity, quality and innovation: Implications for service-design practice and research.
International Journal of Quality and Service Sciences. 2(3). S. 277-286.
• LOVELOCK, C. u. WIRTZ, J. (2010).
Services Marketing. 7 Aufl., New Jersey: Prentice Hall.
• PARASURAMAN, A.; ZEITHAML, V.A. u. BERRY, L.L. (1985).
A conceptual model of service quality and its implications for future research. The Journal of
Marketing. 49(4). S. 41-50.
• VARGO, S.L. (2008).
Customer Integration and Value Creation Paradigmatic Traps and Perspectives. Journal of service
research. 11(2). S. 211-215.
• WOODRUFF, R.B. (1997).
Customer value: the next source for competitive advantage. Journal of the Academy of Marketing
Science. 25(2). S. 139-1532
Course Resources

Services Marketing: People, Technology, Strategy 8th Edition, World Scientific.
# Contribution of Course Learning Outcomes to Program Outcomes
1 Management and control of all Service Design activities
2 Management and application of Service Design concepts, inputs, outputs and activities
3 Knowledge of Service Design principles and management of Service Design processes
4 Control and coordination of Service Design technology related activities
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 60
1. Kısa Sınav 10
1. Ödev 10
1. Proje / Tasarım 20
Total 100
1. Yıl İçinin Başarıya 40
1. Final 60
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 2 32
Hours for off-the-classroom study (Pre-study, practice) 16 2 32
Mid-terms 1 10 10
Quiz 1 10 10
Assignment 1 16 16
Final examination 1 16 16
Total Workload 116
Total Workload / 25 (Hours) 4.64
dersAKTSKredisi 2