Course detail

Service Design Management

FP-SsdmKAcad. year: 2022/2023

The importance of services is constantly increasing and they are therefore often perceived as the driving force of today's advanced economies. The subject Service Design Management is focused on defining the importance of services in today's economy and the field of service design, including understanding the entire process, planning and management. Part of the teaching is a focus on the key activities of the service design process, namely: research, ideation, prototyping and implementation. The teaching will be supplemented with case studies, team discussions and professional articles. In the case of full-time studies, also about lectures with experts from practice and excursions.

Language of instruction


Number of ECTS credits


Mode of study

Not applicable.

Learning outcomes of the course unit

This subject will develop the knowledge needed to understand the issue of service design in today's companies, both in the management of the companies themselves, where services are perceived as the main business activity (such as banks, hotels, hospitals), and also where services are provided as a supplement to the offer of material products.


Basic knowledge of marketing and management is assumed.


Not applicable.

Planned learning activities and teaching methods

Teaching takes place in the form of an explanation of the basic principles, methodology of the given discipline and problems with practical application.

Assesment methods and criteria linked to learning outcomes

Student evaluation will take place based on the development of a team semester project and then in the form of an exam. The exam is oral.

The requirement is as follows:

Team project – at the beginning of the semester, students will be assigned a practical project for a selected company, the completion of which will be assessed 40 points.

Course curriculum

1. The importance of services in today's economy (difference between product x service, division of services, share of services in GDP/employment, top service industry, top service companies) and the provision of services as the main content of the company's activity

2. Accompanying services to products, including their application at manufacturing companies

3. Accompanying services for products using smart technologies, including their application at manufacturing companies

4. Human-centred Design, Design Thinking and Service Design (SD) - what is SD and what is its meaning

5. Service Design Process and Service Design Management – ​​process understanding, SD process planning, SD process management

6. Basic tools of Service design (research findings, personas, journey maps, system maps, service prototypes, Lean Canvas and Business Model Canvas)

7. Research – research process in SD, methods of data collection, methods of data visualization, synthesis and analysis

8. Ideation – idea, decision, ideation process and ideation methods

9. Prototyping – prototyping process for services, prototyping methods

10. Implementation - from prototype to service launch, SD and change management, SD and SW development, SD and product management, SD and "architecture"

11. Service Design in IT

12. Practical recommendations regarding SD

13. Human-centered Design

Work placements

Not applicable.


The aim of the subject is to provide students with basic knowledge in the field of service design, both in companies dealing with services as the main business activity, and in companies where services are provided as a supplement to the offer of tangible products.

Specification of controlled education, way of implementation and compensation for absences

The control of teaching will take place in the form of an evaluation of the development and presentation of a semester project and a subsequent exam. The exam is oral.

The attendance at classes is not mandatory.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

STICKDORN, Marc, et al. This Is Service Design Doing: Applying Service Design Thinking in the Real World. " O'Reilly Media, Inc.", 2018.
STICKDORN, Marc, et al. This Is Service Design Methods: A Companion to This Is Service Design Doing. " O'Reilly Media, Inc.", 2018.
MIROSLAVA, Vaštíková. Marketing služeb-efektivně a moderně: 2., aktualizované a rozšířené vydání. Grada Publishing as, 2014.

Recommended reading

LEWRICK, Michael; LINK, Patrick; LEIFER, Larry. The Design Thinking Playbook: Mindful Digital Transformation of Teams, Products, Services, Businesses and Ecosystems. John Wiley & Sons, 2018.
KALBACH, James. Mapping experiences: A complete guide to creating value through journeys, blueprints, and diagrams. " O'Reilly Media, Inc.", 2016.
HAZDRA, Adam, et al. Skvělé služby: jak dělat služby, které vaše zákazníky nadchnou. 1. vyd. Praha: Grada, 2013, 160 s.
Využití smart technologií ve službách průmyslových podniků. Brno: Akademické nakladatelství CERM, 2018. 146 s. ISBN: 978-80-7204-990-5.
KAŇOVSKÁ, Lucie; TOMÁŠKOVÁ, Eva. Doprovodné služby-konkurenční výhoda? CERM, 2009.


Classification of course in study plans

  • Programme MGR-SRP-KS Master's, 2. year of study, winter semester, compulsory

Type of course unit


Guided consultation in combined form of studies

16 hours, optionally

Teacher / Lecturer


Contact during consultation hours and also by email

Materials are delivered to students via elearning.