The Service Innovation Program has been established in response to service trends and concepts for the public, private and non-profit sectors. In order to anchor the learning experience, a number of industry sectors, notably those of tourism and hospitality, healthcare service and the creative industries are highlighted throughout the curriculum. The program therefore has been designed to provide graduates with a position of advantage when faced with the opportunities and challenges being presented by the creation of the ASEAN Economic Community in 2015.
The Learning Environment
This Program works on the basis that learning occurs in many different ways. It therefore uses a blended approach that incorporates a wide range of teaching techniques including:
- Case studies
- Local and international field trips
- Group work
- Self-paced and individual study.
MSD Curriculum Structure
The curriculum has been developed on the basis that students pursuing the thesis can complete their coursework within one calendar year. Those students pursuing an independent study will be required to take two additional courses in their second year of study. Total number of credits is 36.
|Plan A||Plan B|
|24 credits||24 credits|
|TOTAL||36 credits||36 credits|
All the courses are conducted in English and will be offered in an intensive mode in order to provide students with a maximum flexibility in completing their academic studies while maintaining a full-time position if this is necessary.
A) Core Courses
CIT 600 Managing Innovation, Creativity and Technology
The adoption of insightful, assertive, and distinctly innovative and creative analytic and decision making processes and methods for the public private and non-profit sectors. Taking an interdisciplinary approach, the course addresses this global challenge by encouraging participants to become proficient in solving problems; manage innovation, creativity and technology. Participants will be exposed to a range of frameworks; the concepts and tools necessary to manage innovation, creativity and technology; change management techniques; and different planning approaches with an emphasis on strategic, creative and design thinking.
CIT 601 Research Methodology
Research process of quantitative and qualitative data gathering and analysis for decision making, problem solving, knowledge development in a dynamic environment. Multi-research applications include research design concept, capability to data sources, sampling technique data collection and analysis, case study, critical issue identification for further innovative development. Qualified research report writing skills and capacity building for research publication also included in this course.
CIT 602 Innovative Marketing and Brand Management
Marketing is an organizational philosophy and a set of guiding principles for interfacing with customers, competitors, collaborators, and the environment. Marketing entails planning and executing a conception, product, pricing, promotion, and distribution of ideas, goods, and services. It starts with identifying and measuring consumer needs and wants, assessing the competitive environment, selecting the most appropriate customer targets and developing a marketing strategy and implementation program for an offering that satisfies consumers' needs. Marketing is the art and science of creating customer value and market place exchanges that benefit an organization and its stakeholders. A range of branding theories, concepts, strategies and practices will be addressed across a range of real-world contexts.
SV 611 Finance Management for the Service Sector
Service organizations have distinct characteristics from many other enterprises. The MSI program recognizes that the service industries involve those not only in the formal private sector but those in the informal sector, nongovernmental organizations and very importantly the public sector. In order to appreciate the financial dimensions of the delivery of a range of services it is essential that students be introduced to the financial realities of each sector. A large part of the service innovation process rests on the finance related policy, planning, management and organizational dimensions of various organizations. Situating financial management within the broader framework of service delivery and innovation also requires a consideration of the widely varying sizes of organizations, their capacities and their mandates. It is recognized that financial management models and approaches will differ depending on mandates whether they be for profit, not for profit or government related.
SV 632 Managing People in a Global Environment
In the service industries human resources are the key ingredient for success and competitiveness. This course is designed to introduce students on how to motivate employees to go above and beyond the call of duty to get the job done, how to ensure that talent management decisions are not biased and how to understand complex organizations by covering topics spanning the micro (individual level of analysis). Topics of particular importance to service organizations will be stressed including teamwork, outsourcing and virtual offices. The course recognizes the different talent management models that must be used depending on the nature of organizations whether they be in the public, private or nongovernmental sectors.
SV 730 Managing Technology for Service Providers
Focuses on, but not limited to, the service planning process, service distribution channels, pricing for services, promotional and sales efforts based on using information from market research, understanding customer behavior, managing customer relationship, and employing appropriate communication. Emphasis is not only placed on domestic but also international markets. Students analyze marketing issues and develop strategies for the whole service process by looking at service ‘value chain’. The course recognizes that the management of technology is very much dependent on the nature of the organization and provides important perspectives on the role of technology in delivering services to a wide range of users and different service settings.
SV 770 Service Operations, Excellence and Innovation
The course includes Total Quality Management (TQM), service quality control and improvement, gap analysis in SERVQUAL model, service strategies and techniques for achieving high levels of customer satisfaction. A set of concepts and practices that lead organizations to achieve operational excellence and innovation in different environments and situations is discussed such as operational excellence models, leadership & ethics, continuous process improvement, lean enterprise, design for service operations/systems, sustainable development in service industry. The course will look at case studies in both public and private sector.
SV 771 Entrepreneurship in the Service Sector
This course is designed to introduce participants to the essential ideas and concepts of entrepreneurship, including the definition of entrepreneurship, the skills and knowledge necessary to become an entrepreneur and the convergence of technology and impact entrepreneurship. Participants will have the opportunity of assessing opportunities, developing and testing prototypes and building business models. Participants will work in groups to develop a profit oriented innovative service.
B) Elective Courses
SV 685 Contemporary Issues in Service Design
This course is designed to analyze major and up-to-date issues facing the service industry. It will identify the influence of socio-cultural and political factors on the industry, explore and discuss various cases and learn how varying types of service organizations have succeeded. Issues of different approaches in public, private and nongovernmental organizations will be examined.
SV 686 Seminar on Special Topics
Each year a special topic related to a specific industry will be selected for in depth study, analysis and business plan development. The course will provide participants with the opportunity of developing a business plan and presenting the findings to industry experts.
SV 736 Risk Management in the Service Sector
The effective management of risk is critical to any major organization but of particular importance to all service industries. It is well accepted that organizations which either in large part or entirely depend on the delivery of services must be able to identify and manage risk effectively if they are to be competitive, are able to withstand various shocks sent to their industries and meet the objectives set by their various stakeholders. The overall topic of risk management will be covered for the service industries in general. In order to specifically understand the complexity of risk management the hospitality and healthcare industries will be used as a focus of discussion and analysis. The course recognizes that the nature and complexity of risk management changes from industry to industry.
SV 775 The Service Sector and Social Entrepreneurship
This course will introduce participants to different concepts and models of service industry oriented social entrepreneurship. Participants will be exposed to how social entrepreneurs identify problems and create alternative solutions leading to social change within a service innovation context. This course is designed to provide participants with an opportunity to develop the necessary skills and knowledge to create a business designed for social transformation.
C) Thesis/ Independent Study
SV 781 Independent Study 1
Students will develop ideas and innovative research topics relating to the service industry. Theoretical concepts and previous literature must be used and consulted. Examination of research progress is required.
SV 782 Independent Study 2
In this portion of the Independent Study process, the student will present his/her service innovation project/research, its findings and suggestions. A formal presentation is mandatory.
SV 800 Thesis
The student will develop and undertake the innovative research of which its result brings the new idea/ knowledge in service design. The student will write his/her service innovation thesis and present its results to the committee members as well as write an academic article for disseminating its results/ new idea to the public.
Download MSD Documents
More information on the MSD program can be downloaded here.
|MSD Brochure||Curriculum Service Design||2560 MSD Student Manual (2017)|
The Programs was certificated by Office of the Teacher Civil Service and Educational Personnel Commission
- Master of Science Program in Service Innovation (2008)
- Master of Science Program in Service Innovation, International Program (2009)
- Master of Science Program in Service Innovation, International Program (2012)