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MSc Service Management and Design (SMD)

For Leaders and Managers in Service-Orientated Industries

In today's complex business environment, where so much of global GDP is now service-related, service science is both an exciting and crucial area in which businesses must increase their expertise to stay ahead. The Service Systems research group at WMG has been working alongside leading companies such as IBM, Rolls-Royce and BAE Systems in actively shaping research and teaching to answer the increasing demand for experts in this area.

Designed For

This MSc course is suitable for you if you want to work as a leader or manager of service functions within a variety of industries. You will learn the systems and techniques used to manage service functions and creation of value in the business across suppliers within the industry and within industry processes.

The programme considers the complexity of services which bring together a mesh of organisations, people, technologies and information to deliver value to the customer.

Learning Outcomes

Through a combination of both practice and academic rigour you will develop the skills and knowledge to be able to:

  • Thoroughly understand customer needs and be able to manage business performance through the development of personal awareness/capabilities for managing services.
  • Understand the importance of experience and value to all stakeholders and be able to create a stakeholder map and use it to inform service design or redesign.
  • Develop awareness of excellence in service from a variety of sectors from across the globe.
  • Understand the lifecycle of service systems and have a working knowledge of tools, techniques and trends for service design and management.
  • Understanding the principles of selling services and the implications on structuring a service organisation.
  • Gain the theoretical knowledge to understand and explain the emergent behaviour of systems and recognise the importance of data, process control and measures to drive the right behaviour.
  • Appreciate costing techniques and the implications of networks of value and lifecycle cost models to make the right decisions.
  • Have awareness of information systems and enabling technologies for service.
Lean Six Sigma Green Belt Accreditation

Enrolment on the MSc Service Management and Design gives you the opportunity to take the short “Lean Six Sigma Green Belt” course in addition to your Masters programme. For some students, this can also align with the MSc project if your project is company based. You will need to discuss with the Course Leader if you are interested in pursuing the Lean Six Sigma Green Belt.

Course Modules
Service Design and Delivery Business Model Generation
Service Support Technologies Leading Change
Reputation and Relationship Management  Financial Analysis and Control Systems

Elective Modules

You should choose at least two electives from the list of elective modules to bring the total number of modules to nine. If you gain exemption from some of the compulsory modules because of prior experience or qualifications, then you should choose more electives.

Recommended elective modules for SMD include:

Business Module Generation | Establishing a New Business | Business Strategy and Strategic Managment | Sales and Sales Management | Strategic Marketing | Global Business Environment | International Joint Ventures | Financial Strategy | Leadership | Supply Chain Integration | Information Risk Management and Governance | Globalisation and Outsourcing | Lean Principles and Application | Process Improvement Using Six Sigma.

NB: Elective module selection is subject to availability and may be affected by scheduling constraints.


The project is worth 50% of the final grade and supports you in developing your personal research skills. Work on your project runs concurrently with your module work. .

You are expected to devote an appropriate portion of your time and intellectual effort to the project during the course i.e. approximately 900 hours or 6 months study.

Learning Style

The taught component of the course is a mixture of lectures, seminars, technology-enabled learning, syndicate/group work, practical work and forum activities. Module leaders are experts in their fields and are supported by external speakers working in organisations at the forefront of their fields.

Industrial visits are available to all students and the course is assessed through post module assignments.

Each module will usually last one week. See here for more information about the course structure.

After You Graduate

This MSc is aimed at future leaders and managers in service based industries and focuses on the transition from product-centric to service-centric thinking. It is particularly relevant for manufacturing companies, however is not sector specific and would be equally relevant for roles within the public sector.

The public sector faces huge challenges in terms of efficiencies. Successful adaption of manufacturing solutions and techniques and improving productivity to get more effective service delivery will help the sector meet some of the many challenges.

Graduates could expect to go on to work within operations management, business model development and service support strategy within any business, from local SME's to global organisations.

To give some examples, recent SMD graduates have gone into roles and companies such as: Marketing Manager (Uber), Business Intelligence (Samsung), Management Trainee (Orange Finance), Technology Risk Analyst (KPMG), Service Innovation and Standards Management Officer (First City Manual Bank), PR and Marketing Officer (Favotell), Consultant (DT Keary), Principle Partner (Career Edge Limited).

Contact us

If you have questions about this course, you can contact the Admissions Office:, +44 (0)24 7652 3691

"Service Science is a new field that is of the utmost importance to the world. With so much of global GDP being service-related, it is essential that we drive improved effectiveness, efficiency and sustainability in the delivery of services. There is therefore a need for people who can apply a unique combination of skills, knowledge and experience to this emerging field; people who can coordinate global resources of all kinds in the delivery of services, people who can identify and deliver a continuous stream of innovation in service systems in a repeatable and scientific way.”

Peter Ward
Client Technical Advisor Programme Manager, North East Europe, IBM

Start Date:
1st October 2018

One year, full time

Tuition Fees
Overseas: £24,640
Home/EU: £13,440

Online (£50 application fee)

Entry Requirements
Bachelor 2:2 (Hons) or equivalent
IELTS 6.5 (or IELTS 6.0 + pre-sessional)

Application Deadline
31st July 2018

Request a Prospectus »


Su-Chin Chan
Nick Choksirikulchai
Ping Yi Man
Yuwei Wang
Julia Santamaria