Service design - applied consumer behaviour

Course content In this advanced course in Service design – applied consumer behaviour, students will be exposed to a number of central topics regarding services design and its implications for consumer behaviour.

The course addresses the central service design topics from a theoretical perspective, taking as starting point in academic articles. It further emphasizes the connection to practical problems and enables the student to work closely with an organization/company in order to apply knowledge gain in a real-life situation. The practical connection, with focus on web-site design, continues throughout the course, and evolves along with theoretical seminars.

The starting point of the course is knowledge about the organization/company and the service it delivers. An initial analysis of the current web-site is performed along with a discussion regarding the type of service delivered (search/experience/credence). The focus then shifts to the consumer, discussion relevant customer segmentation, role of emotions in the service design and the possibility of working with story-telling and cocreation in a service design context. The central issues are thus traditional marketing concepts, now analysed and applied in a service design context.