Singapore University of Social Sciences

Leadership in Service Innovation

Leadership in Service Innovation (MGT553)


In an increasingly volatile, uncertain, complex and ambiguous business environment, organisations need to focus on leadership, innovation, customer experience and service excellence to gain a competitive advantage. This course examines best practices in business leadership, innovation, service management and customer experience design. It helps students develop the transformational mind-set and leadership skills needed to succeed in the changing market landscape. Students will learn about the environmental changes that led to an experience-based value model which demands that leaders have a strong background in customer experience, value co-creation, and change management to ensure that they are well prepared for the future and ready to maximise organisational resilience and continuous innovation.

Level: 5
Credit Units: 2.5
Presentation Pattern: EVERY REGULAR SEMESTER
E-Learning: BLENDED - Learning is done ENTIRELY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. There are no face-to-face sessions. If the course has an exam component, this will be administered on-campus.


  • Customer Experience Foundations
  • Value Creation in Service
  • Principles of Service Innovation
  • Service Design Thinking
  • Crafting a Service Innovation Culture
  • Service Interaction in a Digital World

Learning Outcome

  • Design a customer journey map and understand the role of technology in transforming the customer experience
  • Appraise the key elements of value co-creation and understand the importance of the service ecosystem
  • Prioritise the importance of service design thinking principles, processes, methods and tools used in the design and delivery of service innovative in sustainable service experiences
  • Recommend various blended approaches as well as emerging and advanced technologies including artificial intelligence, robotics, augmented and virtual realities and digital media to enhance service interaction across sectors
  • Propose ideas from multiple perspectives to identify reasoning in a variety of fields with differing assumptions, contents and methods
  • Create the organisation’s projected brand and reputation with the customer
  • Examine emerging technology trends for new technological products, services and techniques
Back to top
Back to top