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Applied Service Innovation Project MHR203

In this course, groups of 2-3 students will work together with a business/organization to facilitate improvements or creations of new service products/deliveries. The knowledge required to develop a competitive product/delivery is the ability to know the customer better than the competitors. In addition to this, the knowledge required is not only about the existing customer but the future customer and changes in trends and customer needs. Therefore, students will conduct a systematic analysis of current customer segment/s and propose refined or new customer segment/s exhibiting a higher business potential. The suggested customer segment/s should be aligned with the current delivery or lead to a change in the delivery. The students must ensure that gaps between current deliveries and the suggested customer segment/s are operationalized and possible to close.

The literature used in the course are based on the ideas of "value proposition design" and "Blue Ocean Strategy". The assignments will be identical across all cases/businesses/organizations.  

Course description for study year 2022-2023. Please note that changes may occur.

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Review of analytical tools for analyzing

(i) existing service deliveries in a market segment.

(ii) unmet needs and expectations in a defined customer segment.

To formulate new service attributes that can be used for future differentiation against existing competitors within the branch.

Establish a value curve for the industry/branch of which a service delivery case is embedded.

Learning outcome

A candidate who has completed the course should have the following learning outcomes defined in terms of knowledge, skills and general competence: 


After completing this course, the student has 

  • to understand the concept of Blue Ocean Strategies.
  • to understand ways to identify needs in a selected customer segment.
  • to understand service characteristics meeting customer needs and expectations.
  • ability to identify and assess competing service products for a customer segment.


After completing this course, the student can 

  • develop or improve a competitive and innovative service product.
  • formulate a value proposition for a service product.
  • present orally and argue for a new and more competitive service product.
  • be able to collect relevant data from secondary data sources.
  • write a report  including assumptions, analysis and conclusions.

General Competence: 

After completing this course, the student can 

  • contribute in teamwork focusing on innovation processes. 
  • communicate and argue for their case innovation project based on analyses, methodology and conclusions, both to specialists and the general public.
Required prerequisite knowledge
Recommended prerequisites
MHR101 Research Methods for Business and Leadership
General strategy and marketing background

Home exam and oral exam

Form of assessment Weight Duration Marks Aid
Home exam - project paper 2/5 7 Days Letter grades All
Oral exam 3/5 30 Minutes Letter grades - 1)

1) Own project paper

Coursework requirements
Compulsory assignments
Course teacher(s)
Course coordinator: Marie Christine Lundberg
Course coordinator: Terje Ingebrigt Våland
Method of work
The course will be delivered through classroom seminars and group presentations. Group presentations and discussions will be facilitated through classroom presentations.
Open for
Master students in Service leadership in the International Business program, master students on incoming exchange, and other master students from UiS when vacant places.
Course assessment
The course will be assessed and evaluated according to the University of Stavanger' administrative quality system.
The syllabus can be found in Leganto