Service Marketing and Design

Focus on services has become central to all organizations and areas of business. Whether we look at business companies or non-profit organizations in production, retail, or some form of intermediary function, service is what connects them with their customers. Successful organizations strive to create competitive service systems and infrastructure in order to optimize customer experiences. In this development process it is naturally crucial to understand customers’ needs and expectations but also to recognize how these services best generate value for both customer and service provider.

The course highlights different aspects of design in contemporary service marketing.

The students will obtain a basic knowledge of how organizations create spaces, service processes and infrastructure to improve their operations. They will also learn how various creative expressions such as visual communication, music and performance can help organizations develop their offerings and brands. After taking the course, students should understand the importance of service design competences and be able to apply key concepts of design in service marketing.

The course will consist of lectures, readings, class discussions, case studies, individual and group assignments, presentations, and an exam. The learning method will be interactive, focusing on discussion and creative participation. As service design is a multidisciplinary field of study, students with different educational backgrounds related to marketing, service and design are encouraged to enrol!

Please direct any questions concerning the content of this course to the coordinator, Ms. Virpi Näsänen, virpi.nasanen@hanken.fi. Any questions on the general arrangements (accommodation, scholarship, etc.) should be addressed to the Summer School's office at summer-school@helsinki.fi.