“The importance of the service economy is widely recognized. New information technology, specially Internet, the social networks and web 2.0, have redefined the ways of conducting business, providing new e-services, new customer experiences, new work practices, and new business models competing in the global market place.

The course integrates principles suggested by the design thinking, applied to business service design. The course introduces concepts, frameworks, and tools for designing new “front stage” services, “back stage” processes, and business models. Learning will be accomplished through lectures, research, case studies, and group co-design sessions.”