Seminar of Advanced MOT Research I

Font Size  SML

Fujimura Shuzo  Hidaka Kazuyoshi 
Lecture1  Exercise0  Experiment0
Syllabus updated
Lecture notes updated
Spring Semester

Outline of lecture

The programme will consist of four component parts. The first will lay the foundations (service foundations) and introduce techniques for analysing and codifying existing services. These techniques will include service blueprinting, emotion mapping and service strategy. The second part of the programme will explore service innovation, focusing particularly on service design thinking and service prototyping. The third part of the programme will require you to design and develop an innovative service, illustrating its effectiveness through a prototype. The fourth part of the programme - service business models - will explore the need for innovation across service ecosystems and business models.

Purpose of lecture

Service Innovation for Enterprise:
The aim of this programme is to equip you with a range of practical tools and techniques for designing and delivering great services. Drawing on a range of public and private sector examples, the programme will cover service innovation, service processes and service strategy. By the end of the programme you will be able to:

1. Understand the differences and similarities between products and services.

2. Use the operations strategy framework to think about services strategically.

3. Design innovative service processes using techniques such as service design thinking, service prototyping, service blueprinting and emotion mapping.

4. Describe and document your service business model, understanding how it relates to the wider ecosystem.

5. Explain how ecosystem mapping can be used as a service innovation framework.

Plan of lecture

June 13 (Sat)

Lecture 1: Service Foundations
In this lecture we will look at service foundations, exploring the difference between products and services, as well as looking at the concept of service operations strategy.

Lecture 2: Service Processes
In this lecture we will explore techniques for analyzing services, such as process mapping, emotion mapping and the line of visibility. The intention is to give participants a set of tools and techniques for analyzing service processes.

Lecture 3: Service Design
In this lecture we will explore service design thinking, focusing particularly on understanding the needs of your customers and the outcomes they are searching for. We will also discuss the importance of service prototyping when designing a new service.

The lecture will end by introducing the group exercise for the students.

June 14 (Sun)

Group exercise by students: Analysing a Service

Group exercise by students: Enhancing the Service

Students presentation with review
In this lecture the students will present the results of their group exercises. They will first present a description of the service they have analysed and how they analysed it. Second, they will present their proposed improvements and enhancements to the service through a demonstration of their new service prototype.

Textbook and reference

announced in the lecture

Related and/or prerequisite courses

Service Innovation


Evaluated by presentation and repoty

Page Top