The course combines an experiential component involving group and individual projects with a structured learning programme with short related project assignments to reinforce the learning. Lectures and workshops develop the skills and practices that students will apply in their final year group and individual project assignments.

Structured learning programmes in the first year comprise a series of core course modules, complemented by a programme of electives. Students from other schools and programmes within the School of Design will be invited to participate in the structured learning programme, as well as contribute to project assignments and vice versa. Project activity may be sponsored by our industry partners, e.g. Samsung, Hyatt, Capita, Citi Group, International Hospitality Group, Qatar Foundation and UK Local Authorities.

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These comprise three-, six- and twelve-hour modules: All modules are delivered as half- or full-day workshops spread throughout terms 1, 2 and 3. Classroom modules will be made available electronically with tools for student self-study, project monitoring and self-assessment. The structured learning programme comprises of between 140 and 160 hours of lectures and seminar activity.

Core Modules

1. Introduction to service and experience design principles and methods
2. Human centred design and observation techniques and practice
3. Experience design and future forecasting (delivered by SSE/Konstfack)
4. New service design methods (delivered in partnership with Engine and Leapstone)
5. Service blueprinting, process design and organisation
6. Aligning brand, business and service design strategy
7. Systems concepts, modelling and simulation part 1
8. Systems concepts, modelling and simulation part 2
   
   • Case study 1: Designing consumer service (e.g. Virgin Atlantic)
   • Case study 2: Designing business to business service (e.g. IBM/Cisco)
   • Case study 3: Design of public pervices (e.g. health, social services, security)
9. Service provisioning and operations
10. Stakeholder engagement and routes to market
11. Service quality management and metrics
12. Role of information technologies in service innovation
13. Introduction to computing, web design, systems design and object oriented architecture (delivered by Imperial College)

Elective Modules

1. Strategy and change management (delivered with Imperial College)
2. Organisational behaviour and human resource management (delivered with Imperial College)
3. Project management (delivered with Imperial College)
4. Social entrepreneurship and new venture creation
5. Sustainability issues and service innovation
6. Advanced visualisation and prototyping techniques
7. Human computer interface design
8. Additional courses on digital services and web design (delivered by Imperial College)