Module Number: SEPT 201 Type Contents Objectives Method of assessment Teaching and learning methods The module content in detail Module Name: Management of Innovative Services Elective The service sector is in most economies worldwide the largest contributor to the GDP and the most important provider of employment. But lots of management disciplines the specific aspects of managing a service company are not receiving enough attention. Focuses here are therefore the specific aspects for management of innovative services. Three important aspects remain at the forefront: strategic management, customer orientation and innovation management within these companies.  Introduction to specific aspects of management of innovative services  To be able to apply the strategic management tools  To get to know the specific concepts of innovation management  Differentiate different concepts of customer relationship management  Application of concepts in achievement of solutions in case studies Project report Seminar: The Management of Innovative Services (60 hrs) Online Workshops (30 hrs) 201.1. Lecture: Management of Innovative Services (60 hrs), Instructor:  Service Nature o Nature of Services o Importance of Services  Strategic Management in Services o Service Strategies (Market Entry Strategies, Generic Business Strategies, Resource‐
Based View) o Instruments for Strategic Management (External Analysis: Benchmarking, Five Forces, SWOT, Internal Analysis: Potential, Portfolio, Delphi)  Innovation and Quality Management in Services o Service Quality: Moments of Truth, Service Encounter Triad, Empowerment, Guarantees o Quality Management Tools: Critical Incidents, SERQUAL, GAP Analysis o Innovation Process o Customer Integration Tools: Complain Management, Service/Product Clinic, User Groups, Lead‐User o Innovation Management Tools: Blue Printing, Quality Function Deployment  Service Marketing o Relationship Marketing: Exchange vs. Relationship Marketing, Customer Mode o Economics of Relation: Relationship Costs, Value of Total Service/ Product Offer, Lifetime Value, Customer Relationship Profitability o Customer Relation Management: Principles of CRM, CRM Process, CRM Implementation Model, CRM Software 201.2. Online Workshops (30 hrs)  Application of innovation management tools in specific case studies  Application of quality management tools in specific case studies  Application of strategic management tools in specific case studies  Application of relationship management concepts in specific case studies