This is an advanced course in service science and marketing. The objective is to help students become familiar with service innovation and design thinking through discussion, co-creation, and videos. The key concepts include theories of service design, service marketing and technology management in service industry.

This is an advanced course in service science and marketing. The objective is to help students become familiar with service innovation and design thinking through discussion, co-creation, and videos. The key concepts include theories of service design, service marketing and technology management in service industry.

1. Stickdorn and Schneider (2012). This is Service Design Thinking: Basics, Tools, Cases. ISBN: 978-1-118-15630-8.
2. Stickdorn et al. (2018). This Is Service Design Doing: Applying Service Design and Design Thinking in the Real World, ISBN: 978-1491927182.
3. Tim Brown (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, ISBN:978-957-08-3655-4.

1. Stickdorn and Schneider (2012). This is Service Design Thinking: Basics, Tools, Cases. ISBN: 978-1-118-15630-8.
2. Stickdorn et al. (2018). This Is Service Design Doing: Applying Service Design and Design Thinking in the Real World, ISBN: 978-1491927182.
3. Tim Brown (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, ISBN:978-957-08-3655-4.