Surrey University Stag


Module code: MANM515

Module Overview

The module aims to provide students with a number of service design techniques and models by which current and cutting-edge digital technologies can be designed into existing and new service journeys, therefore delivering service innovation through technology to create business value. Students will be exposed to research-informed, practice-relevant teaching and a series of innovative design workshops using emerging service science and service logic thinking to help develop innovative digital solutions to address current managerial issues.

Module provider

Hospitality & Tourism Management

Module Leader

PEREIRA DOEL Pablo (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code:

Module cap (Maximum number of students): N/A

Overall student workload

Workshop Hours: 22

Independent Learning Hours: 117

Lecture Hours: 11

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • Introduction: Why design a service? Background to service organisations and what they do. Service context and who is doing this well.

  • The importance of thinking in systems.

  • Basics of service design: Guest Journey Analysis, Waiting Lines, Servicescape and Service Blueprinting – designing new services and redesigning existing services including fail points, waiting times, and technology integration.

  • Creating great service concepts.

  • Service design process: Evolution of models and techniques and their weaknesses, lack of technology integration and focus on the customers' entire ecosystem.

  • Service innovation.

  • Employee/Guest/Business/Technology – interaction; trust; acceptability.

  • Multi-channel service design.

  • Human-centred design.

  • Design for inclusivity.

  • Servicescape design and incorporating service technology.

  • Evaluating and managing service designs: Service management in a new service context.

  • Drivers and barriers to the adoption of new digital services.

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Individual Report - 3,000 words 90
Coursework Individual Learning Portfolio - 500 words 10

Alternative Assessment


Assessment Strategy

The assessment strategy is designed to enable students to demonstrate their ability to develop/apply an innovative digital solution to a service journey within service organisations. Students will be required to show that they have both the relevant design tools and appropriate methodologies to manage this process and create innovative solutions.

In addition, the assessment strategy will enable students to prove that they are building up their knowledge and understanding about service design and the opportunities technology provides to innovate service journeys. 

Thus, the summative assessment for this module consists of:

Individual report – 90%

Students will be required to undertake digital primary research with a small group of service users for a selected hospitality organisation to understand their current frustrations/friction points/perceived limitations of the existing service experienced/provided. With the results, students will apply a contemporary service design model/technique of their choice, to develop/apply an innovative digital solution to an entire customer journey for the same service organisation, able to create new business value for all stakeholders. Students will need to present the findings in a report format, critically analysing the output and identifying the limitations of their work: 3,000 words incorporating service design models.

Individual learning e-portfolio – 10%

Students will be required to critically reflect on and evaluate their own learning, which should include their weekly online activities, and most particularly the online service design workshops. Students will be required to produce a one-page mind map of their own learning and expand this to illustrate how it will be applied in the workplace in their future careers.

Formative assessment

Students will be required to contribute to moderated discussion forums and seminars to demonstrate the development of their knowledge and mastery of the academic research as well as demonstrate awareness of current industry trends. Feedback will be provided as outlined below.


During the first online activity, the assignments and the feedback process are explained;
Feedback is also provided during and after online discussions/guided activities;

As the online activities are built around topic-specific exercises in a group setting, students not only benefit from lecturer feedback but also receive peer evaluations;

The pre-assignment service design workshops are aimed to equip students with the tools and techniques required for their summative assessment and are an integral part of this module. During these sessions, students work in groups on a task which reflects the requirements of the assignments and receive feedback on their work;

Once marking is completed, students are provided with feedback, which contains detailed generic feedback as well as a breakdown of marks. This enables students to assess their own performance compared to their peers.

Module aims

  • This module aims to provide students with a systematic understanding of service design techniques that can facilitate the purposeful imagining of new, and improvement of existing, service journeys. Through specialised software, the module will focus on understanding the necessary considerations as to how innovative technologies can best be designed into these journeys to provide new value for a balanced range of stakeholders. Students will be prepared to lead in the digital age.

Learning outcomes

Attributes Developed
001 Demonstrate a systematic understanding of fundamental concepts of service design KC
002 Demonstrate a conceptual understanding to evaluate the elements required for designing and developing a technology-based service innovation strategy for services KC
003 Identify, analyse, and decide on original courses of action to resolve complex, unstructured problems using appropriate service design tools KCT
004 Demonstrate an ability to synthesise and apply an original service design program to develop an innovative digital solution that creates stakeholder value KPT
005 Demonstrate an original and critical self-reflection of the learnings acquired during the service design development and how it can help to improve future developments T
006 Communicate clearly, logically, and persuasively in writing PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching strategy is designed to provide students with a battery of techniques and models to facilitate service design in innovative and digitally focused service organisations. The module will provide students with a combination of the necessary conceptual knowledge, an awareness of the contemporary challenges and considerations to be made, and practical skills to design, lead and manage digital service design in future roles.

The learning and teaching methods include:

  • theoretical lectures with supporting materials from a range of perspectives within service design, innovation, and digital transformation to provide students with a holistic framework of knowledge

  • service design workshops, online exercises, practical examples, and topical case studies to critically discuss and apply theoretical knowledge to contemporary industry practices

  • a project in which students develop an innovative digital solution to an entire customer journey for a service organisation

  • supporting guest service design workshops by practitioners

  • a field trip to experience innovative and digitally-focused servicescape design

  • formative feedback sessions

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MANM515

Other information

This module will run in a compressed format in the Summer as an optional module for those students taking a non-dissertation pathway.

The School of Hospitality and Tourism Management is committed to developing postgraduates with strengths in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability, and Resourcefulness and Resilience. By taking this programme students will develop strong knowledge, skills, and capabilities in the following areas:

  • Employability: The assessments in this module require students to extract business insights from existing/potential service users and to develop an innovative digital solution to an entire customer journey for a service organisation that creates new business value for all stakeholders. These analytical and design skills will prepare students to be successful managers in the digital age.  
  • Digital Capabilities: This module focuses on developing students’ capabilities in service design techniques and models by which current and cutting-edge digital technologies can be designed into existing and new service journeys, therefore delivering service innovation through technology to create business value. Students will learn how to use Smaply, a service design software, to design and map service journeys. Also, students will use the virtual learning environment (VLE), SurreyLearn, video conferencing platforms such as Zoom and Microsoft Teams. These include accessing teaching and learning materials and engaging with their instructors and peers in a number of formats (i.e., online, face to face). Students will be encouraged to use the discussion boards for communication. The module assessments require students to work collaboratively. 
  • Global and Cultural Capabilities: Students will learn how to interpret results of service success in diverse businesses and accounting for sectoral, national, and regional differences to consider how to improve/redesign service journeys.   
  • Sustainability: Students will learn how to reflect on how to interpret service intelligence to support/improve sustainability in the service sector. 
  • Resourcefulness and Resilience: Students will be required to use a range of sources to identify relevant organisations and their service results, conduct independent research, network with relevant service users, and work to develop innovative digital solutions. Finding these solutions through unstructured problems is the key learning aspect of this module that will develop students’ resourcefulness and resilience.  

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Tourism Management MSc 2 Optional A weighted aggregate of 50% overall and a pass on the pass/fail unit of assessment is required to pass the module
Strategic Hotel Management MSc 2 Optional A weighted aggregate mark of 50% is required to pass the module
International Hotel Management MSc 2 Optional A pass as determined by the relevant criteria is required to pass the module
International Events Management MSc 2 Optional A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2023/4 academic year.