Applied Service Innovation Project (MHR203)

On this course, students  will work with a case in order to improve or create a new service product/delivery. The knowledge required to develop a competitive product/delivery is the ability to know the customer better than the competitors. In addition to this, 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 on the course are based on the ideas of "value proposition design" and "Blue Ocean strategy".

Course description for study year 2023-2024


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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: 


The student has advanced knowledge in 

• the innovation process related to a new or modified service delivery.

• methods for understanding customer profiles and unmet needs. 

• how service deliveries can be designed in order to achieve competitive advantages.


The student can 

•  apply service design theories, methods and interpretations, and apply these to a specific practical case 

• design an innovation process and make a blueprint of the phases involved 

• take knowledge-based decisions during the project process, and articulate these.  

General Competence: 

After completing this course, the student can 

• contribute to team-work focusing on service delivery innovation processes. 

• apply knowledge and skills acquired during the project work on designing a proposal for a research project (master thesis). 

Required prerequisite knowledge


Recommended prerequisites

MHR101 Research Methods
General 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

Based on a combination of lectures, class discussions, and supervision, each student group will finally prepare and deliver a written project report. Students will also participate in an individual, oral examination.

Coursework requirements

Compulsory assignments
Work requirements include 3-5 mandatory written assignments of which all, except for one, need to be passed in order to quality for final exam. 

Course teacher(s)

Course coordinator:

Terje Ingebrigt Våland

Method of work

The course will be delivered through classroom seminars and individual work supported by course teacher supervision. 

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

There must be an early dialogue between the course coordinator, the student representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital course evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.


The syllabus can be found in Leganto