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Next application period for this programme is in January 2023.

Basic information

  • Degree programme: Service Innovation and Design
  • Degree title: Master of Business Administration
  • Duration of studies: 90 ECTs, 1,5-2,5 years

Applicants must have a suitable degree completed at a university or a UAS and at least two years of relevant work experience acquired after graduation.

Work experience must be related to the degree you are applying for or related to the degree you have graduated from.

If you are interested in this programme, you might also be interested in our Open UAS Master's course Customer Experience in the Digital Era. Read more >>

Student story: Taika

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.

Read SID blog

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: A) in extending business and leadership competencies, B) in advanced competences in service innovation and design, and C) 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 30ECTS

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:

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.

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.

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.

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.

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.

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 courses 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 courses such as Tools for Visual Communication or Visual Research Methods in Design. You can also enhance your facilitation skills. However, you do not necessarily have to choose any study units as your complementary studies; instead, you can participate in research and development projects. 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 studies), but parts of the studies may also be implemented online. Face-to-face instruction days are arranged always on three consecutive days in each month (Thursday, Friday and Saturday). Evening classes are scheduled on Thursdays and Fridays. 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 courses are mainly carried out as distance learning (online) from 2022 onwards.

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, and 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 is organised on following dates in autumn 2022:

  • 1st, 2nd and 3rd of September, 2022
  • 6th, 7th and 8th of October, 2022
  • 10th, 11th and 12th of November, 2022
  • 1st, 2nd and 3rd of December, 2022

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. At times, international study units are organized. 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. During the courses, there are several guest lecturers from universities from all around the world.

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 2022 will be considered
All required certificates must be uploaded to the application form by 26th January 2022 15.00.

Entrance exam

  • Service Innovation and Design 

    The students to the Master Degree Programme in Service Innovation and Design are selected with a two-phase entrance examination. The first phase is a written entrance assignment to be submitted online by 3rd April 2022 and the second phase is an online interview that takes place 3rd - 4th May 2022.

    All eligible applicants will receive the the instructions for the written assignment by email in mid-March. 45 applicants will be selected for the second phase of the exam. The selection for the second phase will be based on the points achieved on the written assignment. Both phases of the exam must be completed at an acceptable level in order to be considered for admission.

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.

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Apply January 2023

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