{"id":null,"code":"BO00BB78","name":{"valueFi":"Customer-Driven Service Innovation","valueEn":"Customer-Driven Service Innovation","valueSv":""},"credits":6.0,"minCredits":6,"maxCredits":6,"tags":[],"createdAt":1790534868108,"contentList":[{"title":{"valueFi":"Osaamistavoitteet","valueEn":"Learning outcomes","valueSv":""},"content":{"valueFi":"","valueEn":"Upon completion of this course, students will learn how contemporary and future technology-based customer-driven services can be understood and designed to increase wellbeing and sustainable customer behavior. They can compare and assess different service marketing theories applicable for understanding future technology-based services, AI-human service interactions and AI companionships. After this course, students get current understanding of how AI will shape experiences, innovations, and value creation in service context. They apply selected service theories and innovative service design methods to develop sustainable, customer‑centric service solutions for local and global strategic marketing.  Students also examine and evaluate critically how biomarketing and physiological data-driven approach can support the analysis and development of human-centered services. After passing the course, students can evaluate and argue for the relevance and usefulness of the service theories and service design principles while approaching sustainable service problems.  \r\n\r\nIn terms of generic skills, after completing the course, the student:  \r\n\r\nAnalytical, critical and creative thinking skills:  \r\n-Is able to apply creative thinking and problem solving in their service work to develop new knowledge and new procedures.  \r\n-Is able to analyse arguments and argue appropriately. \r\n\r\nWell-being and self-development skills:  \r\n-Knows how to promote their well-being, develop their self management skills and build their professional identity, and maintain their own competence in a goal-oriented manner.  \r\n-Knows how to promote community and interaction to support well-being. \r\n\r\nInternational and multicultural skills:  \r\n-Is able to promote constructive cooperation with people from different backgrounds, develop their language skills and be able to challenge their own stereotypical thinking patterns. \r\n\r\nSustainability, responsibility and ethics skills:  \r\n-Is able to solve ethical questions in customer-driven services with sound reasoning and justify their actions ethically. \r\n\r\nCommunication, interaction and digital skills:  \r\n-Is able to communicate as an expert in a way suitable for the target audience, also in a foreign language, and to build professional networks. \r\n\r\nIs able to provide constructive feedback, guidance and development suggestions to others.  \r\n-Is able to utilise and critically evaluate digital solutions and AI technologies in their own area of expertise appropriately, safely and responsibly, and to identify their impacts on research, working life and society.","valueSv":""}},{"title":{"valueFi":"Sisältö","valueEn":"Content","valueSv":""},"content":{"valueFi":"","valueEn":"The course introduces contemporary theories, concepts and tools for understanding and developing customer-driven and technology‑enabled services. Core frameworks such as service-dominant logic, customer-dominant logic and service design are covered, alongside approaches that emphasize human–technology interaction and the evolution of AI-supported service processes. Students explore how intelligent systems and data-driven insights reshape service experiences, value creation and customer journeys within modern service economies. Contemporary themes in service marketing and management are discussed, including ethical and responsible AI in services, digital and hybrid service environments, transformative service- and consumer research, and the use of biomarketing to better understand conscious and unconscious customer responses. Both B2B, B2C and human-to-human perspectives are applied, emphasizing interdisciplinary, sustainable and future-oriented approaches to service marketing, service innovation and service development within business networks and service ecosystems.","valueSv":""}},{"title":{"valueFi":"Suoritustavat","valueEn":"Study Methods","valueSv":""},"content":{"valueFi":"","valueEn":"100 percent required presence in group work presentations. The group work with presentation and commenting others determine 70 percent of the grade. The assessment of individual learning assignment forms 30 percent of the grade. The assessment is based on the learning outcomes of the course unit. The assessment of generic skills is integrated to group work and individual learning assignment tasks with evaluation of pass/fail.","valueSv":""}},{"title":{"valueFi":"Toteutustavat","valueEn":"Teaching Methods","valueSv":""},"content":{"valueFi":"","valueEn":"Course is implemented as Face-to-face teaching. Classroom activities (36h lectures, 4h service design workshop) include lectures, class exercises, student groups’ presentations and commenting other groups’ presentations, and preparing for lectures (20h). Group work (65h) for creating a solution for the problem set by the real-life service case, individual learning assignment given by teacher (35h). Howspace learning environment is used in the course.","valueSv":""}},{"title":{"valueFi":"Oppimateriaalit","valueEn":"Learning material","valueSv":""},"content":{"valueFi":"","valueEn":"<p>Articles and other&nbsp;lecture material assigned by the teacher.</p>\r\n\r\n<p>Recommended material:</p>\r\n\r\n<p>Gr&ouml;nroos, C. (2007 or newer) Service Management and Marketing.</p>\r\n\r\n<p>Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz,H2H Marketing : The Genesis of Human-to-Human Marketing, 2021.</p>\r\n\r\n<p>Bo Edvardsson, B&aring;rd Tronvoll, The Palgrave Handbook of&nbsp;Service&nbsp;Management, 2022.&nbsp;</p>","valueSv":""}},{"title":{"valueFi":"Lisätiedot","valueEn":"Further information","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Kurssikirjallisuus","valueEn":"Literature","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Esitietovaatimukset","valueEn":"Qualifications","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Arviointiasteikko","valueEn":"Assessment scale","valueSv":""},"content":{"valueFi":"1-5/HYL","valueEn":"1-5/FAIL","valueSv":"1-5/FAIL"}},{"title":{"valueFi":"Arviointikriteerit","valueEn":"Assessment criteria","valueSv":""},"content":{"valueFi":"","valueEn":"The assessment is based on learning outcomes of the course unit. More specific assessment criteria is informed students in the beginning of the course.","valueSv":""}},{"title":{"valueFi":"Arviointikriteerit 2","valueEn":"Evaluation criteria 2","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Arviointikriteerit 3","valueEn":"Evaluation criteria 3","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Arviointikriteerit 4","valueEn":"Evaluation criteria 4","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Pääasiallinen opetuskieli","valueEn":"Primary Teaching Language","valueSv":""},"content":{"valueFi":"englanti","valueEn":"English","valueSv":"engelska"}},{"title":{"valueFi":"Taso","valueEn":"Level","valueSv":""},"content":{"valueFi":"Syventävät opinnot","valueEn":"Advanced Studies","valueSv":"Syventävät opinnot"}},{"title":{"valueFi":"Oppiaine","valueEn":"Subject","valueSv":""},"content":{"valueFi":"Markkinointi","valueEn":"Marketing","valueSv":""}},{"title":{"valueFi":"Vastuuhenkilöt","valueEn":"Person in charge","valueSv":""},"content":{"valueFi":"Eeva-Liisa Oikarinen","valueEn":"Eeva-Liisa Oikarinen","valueSv":"Eeva-Liisa Oikarinen"}},{"title":{"valueFi":"Luokittelu","valueEn":"Classification","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Linkit","valueEn":"Links","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}}]}