CURRICULUM AND COURSE DESCRIPTIONS

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1 CURRICULUM AND COURSE DESCRIPTIONS MASTER OF SCIENCE PROGRAMME IN SERVICE INNOVATION (MSI) Creativity Service Sectors Innovation College of Innovation Thammasat University, THAILAND

2 About the College of Innovation With a vision from the University Council to instill innovation into the Thai educational system, the College of Innovation was established in 1991 as an interdisciplinary graduate institution of the University. The balanced curriculum between the science & technology blended with social science and humanities aspects were carefully crafted to fit the needs of the Thai society in international arena. Our master degree programs currently offer in the areas of technology management, cultural management, service innovation, innovative healthcare management, and IT policy and management. The curricular were developed by experienced faculty members together with business and industrial sectors to provide our students with knowledge, skills, and abilities they need to be achieved in whatever they pursue. The founding philosophy of the College is engraved by three principles, to have synergy from diversity, to excel with ethics, and to be innovated with recognition to holistic development. The College aims to be a leader in teaching and learning with accredited program up to global standard, and with advancement in research. The pedagogy emphasized case based learning method. Students are encouraged to work both individually and in team to get hands on real world problems under scarce resources. They are expected to come up with practical solutions tailored to the need of the ever changing society. Please join us at the College of Innovation!

3 Defining Innovation Program Context There are many definitions of innovation but the Service Innovation Program identifies innovation as a new way of doing things, the introduction of new ideas, methods or devices, a better and more effective way of delivering services and the process by which an idea or invention is translated in to a service. The figure below helps to explain the three major ingredients in the delivery of services. As the world economy changes given the forces of globalization as well as given the financial stresses facing much of the developed and developing world the service sector continues to be an important segment of the economy that continues to grow thereby providing jobs and opportunities for economic and social development. The service industries continue to expand both in terms of numbers as well as the nature of the opportunities that they present. In the following figure are but a few of the major service sectors. In addition, what cannot be ignored is the fact that many businesses that would be properly identified as manufacturing now have significant service operations. This process called service intensification provides for significant opportunities for creativity and innovation. It is important to note that in many of these different sectors we have public, private, nonprofit and increasingly social enterprise organizations delivering the services. What is desirable to user? Accommodation Advertising Automotive Business services Communications What is viable in the marketplace? What is possible with technology? Consulting Creative Design Education Electrical Three major dimensions of innovation Entertainment Finance Food & Beverage Healthcare Hospitality Insurance IT Legal services Museums Personal services Real estate Retail Social services Transportation Wellness We Create Change Through Innovative Thinking Selected Service Sectors Many of the industries identified in the figure above have demonstrated a unique ability to adopt innovation at various levels in both meeting the needs of their clients as well as achieving business success. It has become clear that an increasingly global and competitive world that only those service organizations that continue to evolve and innovate will be successful in the future.

4 Curriculum Context Given that the service sector is diverse and complex the program has decided to concentrate on three key sectors: hospitality, healthcare and the creative industries. This focus it enables the program to look at a wide range of service industry management issues that have significant impacts on the quality of life of a large number of people. The figure demonstrates how the program examines the innovative delivery of services. The program stresses creative thinking and problem solving through the use of interdisciplinary, transformative, strategic, global and design thinking. It is designed to deal with the special needs and perspective of small, medium and large scale organizations at a range of geographic scales. It has sustainable, inclusive and responsible development as an essential ingredient of all of its learning and research activities stressing corporate social responsibility, greening, the creation of social enterprises and poverty reduction. It recognizes that nonprofits, private, public, and NGOs are all very much involved in the delivery of services. One of the key research areas of the program is in assessing who can best deliver a service from the point of view of diversity as well is inclusiveness coupled with concerns for efficiency and effectiveness. MSI Perspectives on Service Delivery The curriculum for the MSI program has been developed within the context of the figure. It recognizes that there are a number of dimensions to service delivery as envisaged by the MSI Program. The program differs from what might be seen as a typical business program in that service innovation by its very nature must take into account the perspectives discussed above while stressing creativity as an important component of the overall delivery process with a special concern for critical thinking and problem solving. The program is structured around a series of key concepts and principles reflected in the figure below. The programs learning model clearly recognizes that innovation and creativity can only be encouraged and supported by a learning environment that stresses independent thinking, problembased learning problem, case studies, local and international field trips, the involvement of a range of academics and practitioners in the learning process and is an encouragement to develop solutions and approaches that are clearly out of the box. Strategic Service Innovation Elements

5 Some of the subjects are well understood to those involved in business education, some are drawn from the design feels and others from planning and policy areas of intervention. They are brought together in a unique way to ensure that the students are able to understand how to deliver services that meet the needs of the clients as well as a number of efficiency and effectiveness imperatives. It ensures that students will understand how to manage data in a global environment where knowledge management is a important challenge in achieving timely and responsive decisions. It encourages students to experiment, simulate and prototype in order to ensure that design thinking ideas help in the development of creative solutions that would not be possible within more constrained business and social science thinking processes. The interdisciplinary nature of the learning environment is in itself innovative and provides students with a unique opportunity of becoming leaders in service innovation. While many people envisage service as strictly the relationship of a customer with an employee or other service provider the MSI program takes a much wider view service delivery. It is concerned with improving face-toface, as well as other forms of personal communication together with the essential elements of service delivery not directly experienced by the customer/user often characterized as back of house management systems, structures and policies as illustrated in the figure. This understanding of service delivery is designed to allow a range of student interest to be considered. Research and Outreach Activities While the key elements of the MSI program is providing an innovative, creative and leadingedge academic program it recognizes that without a strong research and outreach program it will be unable to meet the ongoing needs of the students, the various service sectors as well as provide leadership within the national as well as regional environment. The figure illustrates the elements of the research and outreach agenda. MSI Research and Outreach Activities

6 Program Objectives To provide students with a sound basis for conceptually understanding the major issues, driving forces and concerns of the public, private and non profit service industries. To provide a solid understanding of global issues, service economics and systems thinking. To provide an international perspective on service delivery and service design concepts. To develop critical thinking and analysis skills. To provide strategic orientation stressing leadership, knowledge management, change management, organizational change and sustainability. Program Strengths There are a number of reasons for you to join the MSI program including: The program constantly strives for excellence in encouraging learning. Through the strength of its faculty members and research and consultancy activities the Program has a global and regional perspective e.g. ASEAN, GMS. An interdisciplinary and collaborative approach designed to meet the complexities of the 21 st century. Graduates ready for the changing economic, social and cultural environment. An earning environment and structure suitable with those who are working. Our Graduates Our graduates have been exposed to a wide range of learning opportunities which have provided them with the following skills and knowledge: Critical thinking Strong problem-solving skills Innovative service design A unique approach to creative and innovative thinking A strong blend of creativity & structured analysis A keen understanding of how to behave responsibly and sustainability in all aspects of service innovation.

7 Who Should Attend MSI The MSI graduate degree is designed for students and practitioners with an undergraduate degree and who have the ability to assume a leadership position within both the private and public service sectors. The program provides students with the cutting edge service innovation tools & skills that will enable them to reach their true professional potential as well as a position of advantage in dealing with opportunities and challenges being presented by the creation of the ASEAN Economic Community 2015 (AEC). Eligibility Requirements To be eligible for admission to the Master of Science in Service Innovation, an applicant must: Hold a Bachelor's Degree or its equivalent in any field. Pass an English Language Proficiency Test from one of the following: - TOEFL : IELTS : TU-GET (Thammasat Test) : 450 Working experience in service industry would be advantage. Successful candidates for admission must pass a selection process including a written examination, an English test, and an interview. Application Procedures Career Horizon Our graduates are expected to assume careers within a variety of organizational settings including: Strategic decision makers within service operations and service industries Service entrepreneurs Organization service designer Management in service dominant manufacturing firms High level management within the Tourism & Health Care Industries There are 2 ways to submit an application form. (a) At the College of Innovation Monday Friday, hrs. Thammasat University Tha Prajan campus College of Innovation Thammasat University 2 Prachan Road, Bangkok, THAILAND (b) On-line application at Program Expenses Cost for the MSI program is approximately 320,000 Baht per person (USD 11,000) for Thais and 510,000 Baht per person (USD 17,000) for non-thai students. It does not include study tour abroad expense. * Exchange rate: Approximately 30 Baht/ USD

8 Curriculum Structure The curriculum has been developed on the basis that students pursuing the thesis can complete their coursework within one calendar year. Those students pursuing an independent study will be required to take two additional courses in their second year of study. Total number of credits is 36. Plan A Plan B Core courses 18 credits 18 credits Elective courses 6 credits 12 credits Thesis 12 credits - Independent Study - 6 credits TOTAL 36 credits 36 credits All the courses are conducted in English and will be offered in an intensive mode in order to provide students with a maximum flexibility in completing their academic studies while maintaining a full-time position if this is necessary. MSI CURRICULUM (SEMESTER SYSTEM) YEAR 1 YEAR 2 Semester 1 (June Sept) Semester 2 (Nov Feb) Summer (Mar May) Semester 1 (June Sept) Semester 2 (Nov Feb) Core Courses SV 600 Introduction to Service Innovation and Creativity (3 credits) SV 610 Data & Decisions for Service Design and Delivery (3 credits) Core Courses SV 611 Finance Management for the Service Industries (3 credits) SV 631 Marketing & Branding in Service Management (3 credits) Elective Course (3 credits) Plan A Thesis (6) Or Plan B Independent Study (3) Elective Course (6 credits) Plan A Thesis (6) Or Plan B Independent Study (3) SV 632 Managing People in a Global Environment (3 credits) SV 770 Service Operations, Excellence and Innovation (3 credits) Elective Course (3 credits) We think We create We innovate

9 Course Descriptions A) CORE COURSES 1. SV 600 Introduction to Service Innovation and Creativity (3 Credits) The course introduces students to the significant role of the service economy in society and various industries and sectors. Examines services offered in the three main sectors in the society: for-profit, non-profit, and the government sector. Students will be provided with an overview of service management with an emphasis on reaching customer satisfaction in the service experience. Topics include understanding the general idea of service management strategies and tools for analyzing and optimizing the service experience. Focuses on operations, continuous quality improvement and customer service which require good planning and managing resources to provide high quality service or create and deliver a high quality service. Students will be introduced to various models exploring the use of creativity as an essential element in the innovation process. Familiarizes students with the characteristics of change leadership in the context of creativity. Students will be encouraged to understand the ideological dimensions of different service delivery environments. 2. SV 610 Data and Decisions for Service Design and Delivery (3 Credits) The objective of this course is to make students critical consumers of a wide range of service innovation data collection and analytic techniques. The course recognizes the multidisciplinary dimensions of service innovation and examines a range of issues and research design concepts. Of course examines not only conventional quantitative and qualitative analysis but considers research methods from related disciplines that will help the students to clearly understand the service experience in a wide range of different public, private and nonprofit industries. Introduces the use of digital data as part of the data collection process and provides students with professional techniques for knowledge management and data presentation. 3. SV 611 Finance Management for the Service Industries (3 Credits) Service organizations have distinct characteristics from many other enterprises. The MSI program recognizes that the service industries involve those not only in the formal private sector but those in the informal sector, nongovernmental organizations and very importantly the public sector. In order to appreciate the financial dimensions of the delivery of a range of services it is essential that students be introduced to the financial realities of each sector. A large part of the service innovation process rests on the finance related policy, planning, management and organizational dimensions of various organizations. Situating financial management within the broader framework of service delivery and innovation also requires a consideration of the widely varying sizes of organizations, their capacities and their mandates. It is recognized that financial management models and approaches will differ depending on mandates whether they be for profit, not for profit or government related. 4. SV 631 Marketing and Branding in Service Management (3 Credits) This course is designed to introduce students to the basic concepts and techniques of service industry marketing and branding. The course treats marketing from the perspective of strategic analysis and provides a framework for the decisions associated with the management of the marketing and branding function in the modern organization focusing on customer analysis, competitive analysis and the analysis of marketing investments. The course recognizes the different approaches that must be taken depending on the nature of the organization and its capacities. Issues of social marketing will be stressed within the larger context of marketing and branding. 5. SV 632 Managing People in a Global Service Environment (3 Credits) In the service industries human resources are the key ingredient for success and competitiveness. This course is designed to introduce students on how to motivate employees to go above and beyond the call of duty to get the job done, how to ensure that talent management decisions are not biased and how to understand complex organizations by covering topics spanning the micro (individual level of analysis). Topics of particular importance to service organizations will be stressed including teamwork, outsourcing and virtual offices. The course recognizes the different talent management models that must be used depending on the nature of organizations whether they be in the public, private or nongovernmental sectors. 6. SV 770 Service Operation, Excellence and Innovation (3 Credits) This course addresses a set of practices that lead organizations to achieve operational excellence and innovation in different environments and situations. Operational excellence models will be discussed. Course content will include leadership & ethics, people development, design for service operations/systems, consistent lean enterprise culture, policy deployment, and business results (people development, client satisfaction, financial impact, and competitive impact). Gap analysis in SERVQUAL model will be discussed as well as the certification process and guideline to achieve the operational excellence award. One of the challenges of the course is in looking at the relationship of various models and both public as well as private sectors.

10 Course Descriptions B) ELECTIVE COURSES 1. SV 685 Contemporary Issues in Service Innovation (3 Credits) This course is designed to analyze major and up-to-date issues confronting the service industry. Develop a strategy formulation, content development, implementation, and evaluation at the unit and multi-unit level. It will also identify the influence of sociocultural and political factors on the industry, explore and discuss various cases and learn how varying types of service organizations have succeeded. Issues of different approaches in public, private and nongovernmental organizations will be examined. 2. SV 686 Seminar on Special Topics (3 Credits) Each year a special topic will be selected for in depth study and analysis. The course topic will be selected by consulting the students and will provide them with the opportunity of understanding a particular service industries such as hospitality, retail, healthcare, creative industries etc. 3. SV 735 Managing Technology for Service Providers (3 Credits) Focuses on, but not limited to, the service planning process, service distribution channels, pricing for services, promotional and sales efforts based on using information from market research, understanding customer behavior, managing customer relationship, and employing appropriate communication. Emphasis is not only placed on domestic but also international markets. Students analyze marketing issues and develop strategies for the whole service process by looking at service value chain. The course recognizes that the management of technology is very much dependent on the nature of the organization and provides important perspectives on the role of technology in delivering services to a wide range of users and different service settings. 4. SV 736 Risk Management in the Service Industries (3 Credits) The effective management of risk is critical to any major organization that is of particular importance to many service industries. It is well accepted that organizations which either in large part or entirely depend on the delivery of services must be able to identify and manage risk effectively if they are to be competitive, are able to withstand various shocks sent to their industries and meet the objectives set by their various stakeholders. The overall topic of risk management will be covered for the service industries in general. In order to specifically understand the complexity of risk management the hospitality and healthcare industries will be used as a focus of discussion and analysis. Within the hospitality focus the discussion will be on both the destination level as well as at the scale of operation thereby providing students with an understanding of different scales of management. Within the healthcare industry in the focus will be on hospital environments. Lessons from the hospitality and healthcare industries will then be related to service industries in general. 5. SV 755 Event Design and Management (3 Credits) The course will be concerned with looking at a range of the design and management dimensions of different types of events. The course will be concerned with the design and management of events by different stakeholders including communities, nonprofit groups, the public and private sectors. The role of events in community revitalization, cultural preservation, tourism and economic development will be assessed. Topics will include stakeholder management, marketing and branding, organizational structures, risk management, financial planning and assessing the impact of various types of events. C) THESIS/ INDEPENDENT STUDY 1. SV 781 Independent Study 1 (3 Credits) Students will develop ideas and research topics relating to the service industry. Theoretical concepts and previous literature must be used and consulted. Examination of research progress is required. 2. SV 782 Independent Study 2 (3 Credits) In this portion of the Independent Study process, the student will present his/her project/research, its findings and suggestions. A formal presentation is mandatory. 3. SV 800 Thesis (12 Credits) The student will develop and undertake the research of which its result brings the new idea/ knowledge in service innovation. The student will write his/her thesis and present its results to the committee members as well as write an academic article for disseminating its results/ new idea to the public.

11 Academic System An academic year is divided into 2 semesters and a summer session. 1 st Semester: 2 nd Semester: Summer: June October November March April - May The MSI is a part-time program. Classes will be scheduled during weekdays ( hrs.) and weekends ( hrs.). Academic Performance Evaluation and Graduation 1. Evaluation of Academic Performance The academic performance of students on courses be measured by the grade point average (GPA) system. The following grades are used: Grade A A- B+ B B- C+ C D F Point A credit will be earned only if the grade is S or not lower than grade C. Grade D or F will be included in the calculation of the grade point average of each semester and for the cumulative grade point average. Any student, who gets grade U, D or F in core courses, can retake that course only one more time. His or her student status will be terminated if he or she still fails to obtain grade S or at least C for the course in the second enrolment. Thesis and Independent Study assessment is graded into 2 grades: S (Satisfactory) and U (Unsatisfactory). 2. Graduation Requirements To graduate, students must meet the following minimum requirements: Thirty-six credits of courses required by the curriculum with an accumulative GPA of at least For Plan A, students must obtain grade S for thesis. And at least one paper on thesis findings has been accepted for a national journal or for publication in conference proceedings. For Plan B, students must obtain grade S for independent study and pass the comprehensive examination. Having satisfied one of the following English proficiency requirements. - TOEFL score of at least 550 (paper-based), or 213 (computer-based), or 79 (internet-based), or - IELTS score of at least 6.0, or - TU-GET (Thammasat University English Test) score of at least 550.

12 SERVICE INNOVATION PROGRAM College of Innovation Thammasat University 2 Prachan Road, Bangkok THAILAND P F E serviceinnovation@citu.tu.ac.th