Christoph Heitz

1. Teaching Service Science at Zurich
University of Applied Sciences
C. Heitz, Zurich University of Applied Sciences

2. Setting
• Context: School of Engineering
• New „Service Engineering“ track ramped up in 2011-12
– Adressees: Students from Computer Science , Engineering&Management
– In both programs, Service Engineering is one out of three specializations
– Focus: ICT-enabled services: Technology plus Human operations
– Goal: prepare students for working in service companies
• Bachelor level:
– EM: Operations (several courses), management basics, marketing
– For CS: IT management, basic operations management
– For both: 2 courses in „Service Engineering“
– In addition: several electives
• Master level:
– Service operations and management
– ICT Service Management and Operation
– Service Science and Engineering
© IDP / School of Engineering 2

3. Service Engineering Basics (1 Semester)
Part I: Theory
• Service Dominant Logic and Service Systems:
– Services exist because they create value for customers
– What is value for customers? Different value dimensions.
– Customer engagement and value co-production
– Service Systems
• Business logic of services
– Different business models, in particular for modern IT-enabled services
(Osterwalder/Pigneur)
• Service Design
– Design processes
– Personas, context, tasks
• Service operations, technical aspects
– IT architecture, SOA, Web Services, …
– Cloud computing
• Service Operations, business aspects
– Revenues & costs
© IDP / School of Engineering 3

4. Service Engineering Lab (1 Semester)
Part II: Project
• Students work in teams (mixed CS / EM students)
• Goal: Invent, design, implement, and operate a new IT-enabled service
• 2012: Task: „New service for students“. Results:
– „LunchFinder“
– „Find an employee“
– „Dinner Friends“
• Cooperation with Stephen Kwan‘s Service Lab course (San Jose State)
© IDP / School of Engineering 4

5. Master: Service Ops & Management
© IDP / School of Engineering 5
Mainly based on Fitzsimmons&Fitzsimmons