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.
MSI 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|
|18 credits||18 credits|
|6 credits||12 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
1. SV 600 Introduction to Service Innovation and Creativity (3 Credits)
The course introduces students to the significant role of the service economy in society and various industries and sectors. Examines services offered in the three main sectors in the society: for-profit, non-profit, and the government sector. Students will be provided with an overview of service management with an emphasis on reaching customer satisfaction in the service experience. Topics include understanding the general idea of service management strategies and tools for analyzing and optimizing the service experience. Focuses on operations, continuous quality improvement and customer service which require good planning and managing resources to provide high quality service or create and deliver a high quality service. Students will be introduced to various models exploring the use of creativity as an essential element in the innovation process. Familiarizes students with the characteristics of change leadership in the context of creativity. Students will be encouraged to understand the ideological dimensions of different service delivery environments.
2. SV 610 Data and Decisions for Service Design and Delivery (3 Credits)
The objective of this course is to make students critical consumers of a wide range of service innovation data collection and analytic techniques. The course recognizes the multidisciplinary dimensions of service innovation and examines a range of issues and research design concepts. Of course examines not only conventional quantitative and qualitative analysis but considers research methods from related disciplines that will help the students to clearly understand the service experience in a wide range of different public, private and nonprofit industries. Introduces the use of digital data as part of the data collection process and provides students with professional techniques for knowledge management and data presentation.
3. SV 611 Finance Management for the Service Industries (3 Credits)
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.
4. SV 631 Marketing and Branding in Service Management(3 Credits)
This course is designed to introduce students to the basic concepts and techniques of service industry marketing and branding. The course treats marketing from the perspective of strategic analysis and provides a framework for the decisions associated with the management of the marketing and branding function in the modern organization focusing on customer analysis, competitive analysis and the analysis of marketing investments. The course recognizes the different approaches that must be taken depending on the nature of the organization and its capacities. Issues of social marketing will be stressed within the larger context of marketing and branding.
5. SV 632 Managing People in a Global Service Environment (3 Credits)
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.
6. SV 770 Service Operation, Excellence and Innovation (3 Credits)
This course addresses a set of practices that lead organizations to achieve operational excellence and innovation in different environments and situations. Operational excellence models will be discussed. Course content will include leadership & ethics, people development, design for service operations/systems, consistent lean enterprise culture, policy deployment, and business results (people development, client satisfaction, financial impact, and competitive impact). Gap analysis in SERVQUAL model will be discussed as well as the certification process and guideline to achieve the operational excellence award. One of the challenges of the course is in looking at the relationship of various models and both public as well as private sectors.
B) Elective Courses
1. SV 685 Contemporary Issues in Service Innovation (3 Credits)
This course is designed to analyze major and up-to-date issues confronting the service industry. Develop a strategy formulation, content development, implementation, and evaluation at the unit and multi-unit level. It will also 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.
2. SV 686 Seminar on Special Topics (3 Credits)
Each year a special topic will be selected for in depth study and analysis. The course topic will be selected by consulting the students and will provide them with the opportunity of understanding a particular service industries such as hospitality, retail, healthcare, creative industries etc.
3. SV 735 Managing Technology for Service Providers (3 Credits)
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.
4. SV 736 Risk Management in the Service Industries (3 Credits)
The effective management of risk is critical to any major organization that is of particular importance to many 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. Within the hospitality focus the discussion will be on both the destination level as well as at the scale of operation thereby providing students with an understanding of different scales of management. Within the healthcare industry in the focus will be on hospital environments. Lessons from the hospitality and healthcare industries will then be related to service industries in general.
5. SV 755 Event Design and Management (3 Credits)
The course will be concerned with looking at a range of the design and management dimensions of different types of events. The course will be concerned with the design and management of events by different stakeholders including communities, nonprofit groups, the public and private sectors. The role of events in community revitalization, cultural preservation, tourism and economic development will be assessed. Topics will include stakeholder management, marketing and branding, organizational structures, risk management, financial planning and assessing the impact of various types of events.
C) Thesis/ Independent Study
1. SV 781 Independent Study 1 (3 Credits)
Students will develop ideas and research topics relating to the service industry. Theoretical concepts and previous literature must be used and consulted. Examination of research progress is required.
2. SV 782 Independent Study 2 (3 Credits)
In this portion of the Independent Study process, the student will present his/her project/research, its findings and suggestions. A formal presentation is mandatory.
3. SV 800 Thesis (12 Credits)
The student will develop and undertake the research of which its result brings the new idea/ knowledge in service innovation. The student will write his/her 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 MSI Documents
More information on the MSI program can be downloaded here.
|MSI Brochure||MSI Factsheet||MSI Report 2013|
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)