Course detail

Service Design Management

FP-SsdmKAcad. year: 2025/2026

The importance of services is constantly increasing and they are therefore often perceived as the driving force of today's advanced economies. The subject Service Design Management is focused on defining the importance of services in today's economy and the field of service design, including understanding the entire process, planning and management. Part of the teaching is a focus on the key activities of the service design process, namely: research, ideation, prototyping and implementation. The teaching will be supplemented with case studies, team discussions and professional articles. In the case of full-time studies, also about lectures with experts from practice and excursions.

Language of instruction

Czech

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

doc. Ing. Lucie Kaňovská, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

Basic knowledge of marketing and management is assumed.

Rules for evaluation and completion of the course

Student evaluation will take place based on the development of a team semester project and then in the form of an exam. The exam is oral.

The requirement is as follows:

Team project – at the beginning of the semester, students will be assigned a practical project for a selected company, the completion of which will be assessed 40 points.


The control of teaching will take place in the form of an evaluation of the development and presentation of a semester project and a subsequent exam. The exam is oral.

The attendance at classes is not mandatory.

Aims

The aim of the subject is to provide students with basic knowledge in the field of service design, both in companies dealing with services as the main business activity, and in companies where services are provided as a supplement to the offer of tangible products.


This subject will develop the knowledge needed to understand the issue of service design in today's companies, both in the management of the companies themselves, where services are perceived as the main business activity (such as banks, hotels, hospitals), and also where services are provided as a supplement to the offer of material products.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

MIROSLAVA, Vaštíková. Marketing služeb-efektivně a moderně: 2., aktualizované a rozšířené vydání. Grada Publishing as, 2014.
STICKDORN, Marc, et al. This Is Service Design Doing: Applying Service Design Thinking in the Real World. " O'Reilly Media, Inc.", 2018.
STICKDORN, Marc, et al. This Is Service Design Methods: A Companion to This Is Service Design Doing. " O'Reilly Media, Inc.", 2018.

Recommended reading

HAZDRA, Adam, et al. Skvělé služby: jak dělat služby, které vaše zákazníky nadchnou. 1. vyd. Praha: Grada, 2013, 160 s.
KALBACH, James. Mapping experiences: A complete guide to creating value through journeys, blueprints, and diagrams. " O'Reilly Media, Inc.", 2016.
KAŇOVSKÁ, Lucie; TOMÁŠKOVÁ, Eva. Doprovodné služby-konkurenční výhoda? CERM, 2009.
LEWRICK, Michael; LINK, Patrick; LEIFER, Larry. The Design Thinking Playbook: Mindful Digital Transformation of Teams, Products, Services, Businesses and Ecosystems. John Wiley & Sons, 2018.
Využití smart technologií ve službách průmyslových podniků. Brno: Akademické nakladatelství CERM, 2018. 146 s. ISBN: 978-80-7204-990-5.

Classification of course in study plans

  • Programme MGR-SRP-KS Master's 2 year of study, winter semester, compulsory

Type of course unit

 

Guided consultation in combined form of studies

16 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

Contact during consultation hours and also by email lucie.kanovska@vut.cz.

Materials are delivered to students via elearning.