Study Guide

Learning outcomes

Student is able to:
- develop intercultural sensitivity and flexibility to work with international design challenges
- manage and act as an effective member of multicultural design teams
- gain insights about diverse design approaches and customer needs

Teaching methods

This course aims to equip students with a comprehensive understanding of service design principles integrated with marketing strategy and innovation. Students will explore foundational marketing concepts tailored for service contexts, analyze consumer behavior within service environments, and apply design thinking to enhance marketing strategies.

Location and time

2 online sessions in October
1 exchange week 4.-8.11.
1 online session after the mobility

Content and scheduling

Learning Goals
• Understand the fundamental principles of service design and its integration with marketing and business innovation strategies.
• Investigate consumer behaviour in service environments, identifying the particularities and unique challenges associated with these contexts.
• Apply design thinking techniques and methodologies to develop innovative, customer-oriented marketing strategies in a services context.
• Integrate theoretical knowledge with practical case studies to develop problem-solving and decision-making skills related to service design and marketing.
• Collaborate effectively on projects and group activities, demonstrating communication, leadership and teamwork skills in the context of service design and marketing.

Grading scale

H-5

Evaluation methods and criteria

Teaching methodologies and assessment modality
• Expository Classes: Theoretical presentations of the fundamental concepts of service design, marketing strategies and business innovation, providing a solid basis for students' understanding.
• Case Studies: Analysis and discussion of real and fictional case studies, allowing students to apply the theoretical concepts learned to practical and contextualized situations.
• Practical Design Thinking Activities: Practical exercises and design thinking projects, in which students will be able to apply ideation and prototyping techniques to develop innovative solutions to specific service marketing challenges.
• Group Work: Collaborative group projects, in which students will have the opportunity to work as a team to solve complex problems, promoting communication, leadership and collaboration skills.
• Guided Discussions: Classroom debates and discussions on relevant topics, encouraging students to share their perspectives, experiences and insights on issues related to service design and marketing.