How can service innovation be stimulated, implemented, and sustained? In this Service Innovation and Design programme, you will acquire multidisciplinary knowledge of service innovation and design through advanced studies of different service theories and their implications for service innovation and design practice. SID programme combines service business and service design competences, and brings you to the forefront of recent developments in the field.

Programme content

Service business requires distinctive approaches to strategy, innovation, and design. The compulsory core competence studies focus on service logic driven innovation and design competences.

The elective complementary competence studies enable you to pursue your specific interests:

• in extending business and leadership competencies,
• in advanced competences in service innovation and design, and
• in operational skills for service innovation and design.

The aim of the master's thesis is to develop your ability to carry out a demanding service development project independently, and report it according to academic standards.

The scope of this programme is 90 ECTS. It consists of compulsory core competence, complementary competence and master’s thesis.

Core competence 30 ECTS

You will learn to critically evaluate and purposefully, creatively, and profitably develop the strategies, revenue models and concepts for a service business. You will learn to understand service value, create a vision, develop it, and put it into action. You will learn how to align the sometimes superficially different interests of service providers, customers and other stakeholders to create the best value for all parties. The aim of the core competence studies is to gain proficiency in critical evaluation and to apply the systematic and innovative development of service businesses.

Studies consist of six study units:

1. Design Thinking 5 ECTS You will learn the principles of design thinking, apply design thinking approach, and basic tools in innovation processes. You will also develop the skills required in creative thinking.
2. Service Logic-Based Strategic Management 5 ECTS You will learn to explain the strategic shift to service-based business logic and its impact on corporate level, analyze a company’s strategy and strategic choices, and master the key concepts, principles and methods of strategic management.
3. New Service Development and Innovative Business Models 5 ECTS You will learn to develop service logic into a business model, develop and model innovative service systems, concepts and processes.
4. Deep Customer Insights Through Ethnographic Research 5 ECTS You will learn to use the ethnographic approach in service development, apply qualitative research methods, and discover unarticulated customer/user needs. You will also learn to analyze customer/user experiences across all the touchpoints of an organization.
5. Service Design Process and Methods 5 ECTS You will be able to understand the principles of service design and the use of service design processes and methods.
6. Futures Thinking and Foresight Methodologies 5 ECTS You will learn to understand the principles of futures thinking, use foresight methods and practices in service innovation.

Complementary competence, 30 ECTS

You can choose complementary competence study units according to your own needs and interests. If you have not previously acquired business competence, you may choose study units such as Management Accounting and Control in Services or Service Marketing and Selling. You can deepen your service design competence by choosing study units such as Tools for Visual Communication or Visual Facilitation Skills for Service Methods. However, you do not necessarily have to choose any study units as your complementary studies; instead, you can participate in research and development projects or you can earn credits for what you do in your current working life (at work).

Master’s thesis 30 ECTS

The aim of the master's thesis is to develop your ability to carry out a demanding service development project independently. You will deepen your ability to apply selected theories and concepts in practice, as well as your analytical skills, your project management and R&D competence, and your social skills.

See the curriculum

Read the full curriculum (PDF) >>

Studying in the Service Innovation and Design programme

Service Innovation and Design programme is interdisciplinary master’s programme that is implemented as blended learning studies. The language of teaching is English. The degree takes for part-time students on average 1.5-2.5 years to complete.

Studies in this programme include daytime teaching, evening teaching and weekend teaching. Teaching is mainly carried out as contact teaching (core competence studies), but parts of the studies may also be implemented online. Face-to-face instruction days are arranged on 2-3 consecutive days in each month (Thursday, Friday, Saturday). The face-to-face instruction days are mandatory and include brief introductions to various themes, work in small groups and group discussions. Visiting experts in the field may attend these sessions. The complementary study units are mainly carried out as distance learning (online). They follow their own schedule that is planned separately for each semester (autumn, spring, summer).

This programme is suitable for students with genuine interest in service innovation and design profession, and who are ready to share their knowledge and experience with their peers. The varying, multidisciplinary backgrounds of students form international and heterogeneous cohorts that are a fruitful ground for innovation and creative thinking, which is a significant strength of the programme.

Learning is linked to workplace development and students’ personal goals. The learning environment is formed by a competence network, an innovation environment, a platform for competence development and structures that support learning. Instruction strives to create a learning process that becomes apparent through progressive problem solving, continuous learning, and developing and exceeding oneself.

Master’s degree modules include flexible possibilities for you to build up your competence; professional growth and professional degree. You can deepen or extend your competence through your choice of complementary competence modules and topic of thesis, and by participating in projects. Complementary study units enable you to pursue your specific interests, and they can also include research and development projects, shared intensive courses, and conferences arranged e.g., with Laurea’s partners.

Study Schedule

Teaching of core competence study units is organized on following dates in 2023-2024:

Autumn semester 2023

• 7th, 8th and 9th of September, 2023
• 5th, 6th and 7th of October, 2023
• 2nd, 3rd and 4th of November, 2023
• 30th of November, 1st and 2nd of December, 2023

Spring semester 2024

• 11th, 12th and 13th of January, 2024
• 8th, 9th and 10th of February, 2024
• 7th, 8th and 9th of March, 2024
• 4th, 5th and 6th of April, 2024
• 2nd, 3rd and 4th of May, 2024

The complementary study units have their own schedule.

Employment opportunities

Employment opportunities with this degree are good both nationally and internationally. A master's degree will deepen and expand your competence and give you eligibility for roles where a postgraduate degree is required. You may become a consultant, work as a service developer, or start a business of your own. The Service Innovation and Design programme provides you with skills and competence for different jobs that require expertise in service design.

Internationality in studies

Internationality at Laurea means opportunities for being active in various multicultural settings, developing your language skills, going on student exchanges, and taking part in international research and development (R&D) projects. Students in the Service Innovation and Design programme are from all around the world and internationality is a part of everyday studies in the programme. There are also international guest lecturers in the programme.

Tuition fees and scholarships

Non-EU/EEA area students in degree programmes taught in English are charged tuition fees.

Tuition fee: €10000/ academic year for non EU/EEA students.

Read more about the tuition fees and scholarships

Eligibility requirements

Applicants to Master's programmes must have a previous Bachelor's or Master's degree completed at a university or a university of applied sciences and at least 24 months of subsequent work experience in the field being applied to or the field of the previous higher education degree.  

The required work experience must be acquired after the date of graduation indicated in the applicant’s bachelor’s/master’s degree certificate. However, if an applicant has completed a Finnish post-secondary higher-level qualification (opistotason tutkinto) prior to the Bachelor's/Master's degree, work experience after such will also be considered. Work experience acquired until 31st July 2023 will be considered
 
All required certificates must be uploaded to the application form by 25th January 2023 15.00.

Entrance exam

Information about the entrance exam is available on the studyinfo.fi website.

Open UAS courses

If you find this programme interesting, be sure to check out our Open UAS courses, that you can complete through open UAS.