Contents

PROGRAMME OVERVIEW

PROGRAMME DURATION:

1 year full-time or 2 years full-time with internship**
Study workload: 1,680 hours; 1,800 hours, including study trip.

**A limited number of internship placements are available within Stenden university for applicants who wish to combine their studies with relevant work experience. The tuition fees of
all students that are accepted for the internship programme will be refunded. Please visit www.stenden.com for details.

PRINCIPLES OF SERVICE MANAGEMENT

This introductory module provides a sound overview of the main theories and concepts in service management. It explains the differences between service production and manufacturing
and, in particular, the fact that services are, by definition, co-produced by customers and employees. The consequences for marketing, design and operations and human resource
management are discussed. In addition, the module provides methods and tools to enable
graduates to systematically analyse and improve potential gaps in the organisation´s service orientation.

MARKET VALUE CREATION

The transition from industrial to service society has brought about fundamental changes in the way organisations create market value. This module reflects on the broader societal and economic aspects of the emergence of the service society and the experience economy. It focuses on different ways of improving service performance and creating market value while avoiding the pitfalls of an exclusive focus on financial indicators.

SUSTAINABLE VALUE CREATION

This module addresses issues concerning the service society, quality of life and the role of business in society from the perspective of sustainability. It emphasises the interconnectedness of the personal, organisational and societal levels of sustainability. The module also covers aspects of the debate on business ethics, sustainable development, social responsibility, and stakeholder involvement. The aim is to provide insight in the role of sustainability in service organisations, both private and public.

SERVICE PERFORMANCE IMPROVEMENT

In this module, performance is studied from various view points. The core is translating service concepts into operations: a series of models and quantitative tools is used to analyse service
operations. Apart from the operations, performance needs to be monitored. The module studies the use of performance indicators, and the strengths and weaknesses of indicator based
systems. The effects of performance are studied by learning how to do a financial analysis of a company. Based on all analytical methods discussed, the student will be able to make
valuable contributions to improving the performance of service organisations.

RESEARCH

This module focuses on issues relating to the research process necessary to write a Master´s thesis. Attention is given to research philosophy and epistemology, qualitative and quantitative techniques of data collection, analysis, academic reading and writing skills, and the interface between research and strategic decision-making. The module aims to equip participants with a more critical understanding of the research process and the outcomes of service research studies. A variety of research methods will be critically examined and applied.

STRATEGIC SERVICE MANAGEMENT

Optimal service performance requires a concerted effort by the people and systems involved to create and deliver a valuable and satisfying experience in an efficient and effective way.
We describe five perspectives, which we call the quintessence of service management:
o perspective (all people involved);
o Technological perspective (efficient and effective systems);
o Operational perspective (to create and deliver, efficient,
effective);
o Customer and Marketing perspective (a valuable and
satisfying experience);
o Financial perspective (efficient, effective).
The main target is to balance these five perspectives. Special attention will be given to the potential of electronic services for the improvement of service performance.

PERSONAL VALUE CREATION

This module explores possible paths for leadership development. This is done encouraging the development of the participant´s personal qualities and professional (management) competencies, focusing on the achievement of a higher degree of interpersonal skills (interdependency), self-confidence, initiative and entrepreneurship, and an appropriate attitude to work (independency).

ELECTIVES

The elective modules provide the opportunity to broaden and deepen the student´s knowledge of specific subjects. Electives will be offered depending on the number of prospective participants. The electives include:
o Branding and Concept Development in Retailing;
o Concept Development in Hospitality;
o Project Management;
o Change Management;
o Critical Impacts of Tourism;
o International Research Project.