Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
3İŞL014New Service Design2+0+02313.10.2026
Course Details
Language of Instruction Turkish
Level of Course Unit Associate Degree
Department / Program Civil Aviatıon Management
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course The aim of this course is to enable students to grasp the fundamental characteristics of services and the importance of service design for businesses; to develop new service ideas by considering customer needs and expectations; and to utilize methods related to the design, process structuring, testing, and implementation of new services. The course also aims to equip students with the knowledge and skills to evaluate customer experience, service touchpoints, service processes, the service environment, and value creation elements in a holistic manner, and to develop innovative and feasible new service designs.
Course Content The concept of service and key characteristics of services; characteristics of the service economy and service marketing; the service product, core service, and augmented service; customer expectations, perceived service, and customer experience; service innovation and new service development; concepts, principles, and strategies of service design; identifying customer needs and generating consumer insights; developing the service idea, service concept, and value proposition; stages of new service development and service design; customer journey and service touchpoints; detailed service blueprint and visualization of service processes; process analysis and value analysis; co-creation; prototyping, testing, and refinement; servicescape and physical evidence; roles of employees and customers in service production; design of digital services; implementation and evaluation of the new service.
Course Methods and Techniques Lecture
Discussion
Case study / case analysis
Individual/group work
Presentation
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof.Dr. Sinem Küçükyılmaz https://profil.hku.edu.tr/akademik/sinem-kucukyilmaz/ sinem.kucukyilmaz@hku.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Koç, E. (2025). Services Marketing and Management: Global and Local Approach (5th ed.; original title: Hizmet Pazarlaması ve Yönetimi: Global ve Yerel Yaklaşım). Seçkin Yayıncılık. ISBN: 978-625-381-416-8.
Kozak, M. A. (Ed.). (2012). Service Design (original title: Hizmet Tasarımı). Eskişehir: Anadolu Üniversitesi Yayınları.
Stickdorn, M., Hormess, M. E., Lawrence, A. & Schneider, J. (2018). This Is Service Design Doing. O ` Reilly Media. ISBN: 978-1-4919-2717-5.
Fitzsimmons, J. A. & Fitzsimmons, M. J. (Eds.). (2000). New Service Development: Creating Memorable Experiences. SAGE Publications. ISBN: 978-0-7619-1742-7.
Bitner, M. J., Ostrom, A. L. & Morgan, F. N. (2008). Service Blueprinting: A Practical Technique for Service Innovation. California Management Review, 50(3), 66-94. DOI: 10.2307/41166446.

Course Category
Social Sciences %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 30
Assignment 1 % 20
Final examination 1 % 50
Total
3
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 2 30
Assignments 1 25 25
Mid-terms 1 15 15
Final examination 1 30 30
Total Work Load   Number of ECTS Credits 3,5 100

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Explains the fundamental characteristics of services, the concept of the service product, and the importance of service design for businesses.
2 Analyzes new service opportunities based on customer needs, expectations, and experiences.
3 Explains and applies the key stages of the new service development process and service design.
4 Analyzes customer journeys, service touchpoints, and service processes to create a service blueprint.
5 Uses process analysis, value analysis, co-creation, and prototyping methods in new service design.
6 Evaluates the effects of the servicescape, physical evidence, employee and customer roles, and digital elements on the service experience.
7 Develops and evaluates an innovative and feasible new service design aligned with customer needs and business objectives.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introduction to the course; the concept of services, key characteristics of services, and the service economy Koç, Chapter 1: Introduction to Services and Services Marketing; Chapter 2: Characteristics of Services and Fundamental Differences in Services Marketing. -
2 The service product; core service, augmented service, and customer participation in service production Koç, Chapter 3: Services Marketing Components and the Service Product – The Service Product, Levels of the Service Product, and Customer Participation in Service Production. -
3 Customer expectations, perceived service, customer experience, and service quality Koç, Chapter 7: Service Quality – Expected Quality and Perceived Quality; relevant course materials. -
4 Service innovation and new service development; reasons for developing new services Koç, Chapter 3: Services Marketing Components and the Service Product – Service Design, Service Creation and Service Development; Reasons for New Service Development. -
5 The concept and principles of service design; service design strategies Kozak (Ed.), Service Design – The Concept of Design and Service Design; Service Design Strategies. Koç, Chapter 3 – Strategies in Service Design. -
6 Identifying customer needs; observation, research, and developing consumer insights Kozak (Ed.), Service Design – Service Design Techniques; Stickdorn et al., Chapter 5: Research. -
7 Developing service ideas, the service concept, and the value proposition Kozak (Ed.), Service Design – Value Analysis in Service Design; Stickdorn et al., Chapter 6: Ideation. -
8 MIDTERM EXAM WEEK Review of the readings assigned in weeks 1–7. -
9 Stages of new service development and service design Kozak (Ed.), Service Design – Stages of Service Design; Koç, Chapter 3 – Service Design, Service Creation and Service Development. -
10 Customer journey, touchpoints, and visualization of the service experience Stickdorn et al., Chapter 3: Basic Service Design Tools – Journey Maps and relevant sections. -
11 Service blueprint and visualization of the service process Koç, Chapter 3 – Service Blueprint in Service Design; Stickdorn et al., Chapter 3 – Service Blueprint. -
12 Process analysis, workflow, and value analysis in service design Kozak (Ed.), Service Design – Process Analysis in Service Design; Value Analysis in Service Design. Koç, Chapter 11: Process Management in Services. -
13 Co-creation, prototyping, testing, and improvement Kozak (Ed.), Service Design – Service Design Techniques; Stickdorn et al., Chapter 7: Prototyping. -
14 Servicescape, physical evidence, employee and customer roles; implementation and evaluation of the new service Koç, Chapter 9: Physical Evidence; Chapter 7: Service Quality – relevant sections; Stickdorn et al., Chapter 8: Implementation. -

 
Contribution of Learning Outcomes to Programme Outcomes
C1
C2
C3
C4
C5
C6
C7

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant