Bachelor 2021/2022

Customer Development / Service Design

Type: Elective course (Business Administration)

Area of studies: Management

Delivered by: Department of Strategic and International Management

Where: Graduate School of Business

When: 4 year, 3 module

Mode of studies: offline

Open to: students of one campus

Instructors: Alexander Pligin, Pavel Voloshchuk

Language: English

ECTS credits: 3

Contact hours: 30

Course Syllabus

Abstract

Design thinking provides a consistent model and toolset for accomplishing great customer experience. We will go through most important methods (empathy, ideation, fast prototyping and testing), step-by-step creating innovative service or product. Ability to apply design thinking, service design, UX, customer experience design, etc. on a basic level is based on a few common tools and is highly demanded on the market, which makes this program essential for future product owners, designers and managers. The Project Seminar ‘Design Thinking’ is a part of a cycle of Courses providing Master’s Program ‘Master in International Management (MIM). There is no formal prerequisite for this course

Learning Objectives

• Key learning objective is the ability to apply design thinking tools to solve business problems in order to innovate towards new value propositions. Students will be able to instigate real service innovation projects in organization, leading and facilitating small project teams focused on individual service elements, or developing new value for entire service offering.

Expected Learning Outcomes

• Be able to analyze research data and syntheses customer insights
• Be able to prototype products / services
• Be able to run ideation sessions
• Be able to run qualitive research through auto-ethnography, observation and interviews
• Be able to test prototypes and make decisions about further creative iterations
• Understand key principles of design thinking implementation: radical collaboration, iterations, co-creation, etc.

Course Contents

• Design thinking intro: principles, process
• Research tools and methods, research planning
• Analysis and synthesis: theory and practice
• Ideation: brainstorming and idea sorting tools
• Prototyping: theory and practice
• User tests and further creative iterations

Assessment Elements

• Homework
  After topics 2-6 students have time to do their homework and put the results to the project form, which they get in the beginning of the course in .ppt.
• Project presentation
  Students get the project form on the first workshop
• Final test
• Essay (individual written task)

Interim Assessment

• 2021/2022 3rd module
  0.4 * Project presentation + 0.25 * Final test + 0.25 * Homework + 0.1 * Essay (individual written task)

Bibliography

Recommended Core Bibliography

• Brown, T. (2009). Change by design : how design thinking can transforms organizations and inspires innovation / Tim Brown with Barry Katz. New York: Harper Collins. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edswao&AN=edswao.308063775

Recommended Additional Bibliography

• Design thinking : understand- improve- apply, , 2011
• Design thinking for the greated good : innovation in the social sector, Liedtka, J., 2017