Digital Service Modelling (BDS220)

Traditionally, digital services have been associated with the digitalisation of specific functions within the service industry, such as ticketing systems. However, a more comprehensive approach to digitalisation involves transforming the entire business model, fundamentally changing how we conduct our business by employing technologies (e.g., digital communication, artificial intelligence, robotisation, etc.). This course focuses on transforming traditional business models to leverage digital business models. The first step is to explore the logic behind traditional business models and their value chains. From there, the focus shifts to analysing and systematising options for transforming traditional models into digital ones to improve or redefine customer experiences. This involves studying the history and development of digitalised business models (e.g., Airbnb, e-distribution of hotel bookings) and the innovative prospects for more traditional business operations, including disruptive entrepreneurial digital market options within the service sectors and tourism industry.


Course description for study year 2025-2026. Please note that changes may occur.

Facts

Course code

BDS220

Version

1

Credits (ECTS)

10

Semester tution start

Spring

Number of semesters

1

Exam semester

Spring

Language of instruction

English

Offered by
Time table

View course schedule

Content

  • Strategic views on value creation.
  • Theoretical development of service models.
  • Theories of entrepreneurship and service/product innovation.
  • The logic behind traditional value chains.
  • Transforming traditional business models into digital models.
  • Entrepreneurial options for new digital business models that offer new or enhanced customer engagement and experiences.
  • Case studies of traditional and digitalised business models.

Learning outcome

Knowledge

After completing the course, the candidates will:

  • have broad knowledge of central theories within views on service value creation, the logic in strategic intentions on value chains, innovations and entrepreneurship, with a special focus on the tourism industry.
  • have knowledge of how traditional service companies have digitalized their business models.
  • have critical knowledge about the advantages and disadvantages of digitalised service business models in relation to stakeholders and sustainable business development.

Skills

After completing the course, the candidates will:

  • be able to identify service business value chains within various business sectors.
  • be able to suggest digitalization of service business models or parts of business models.
  • be able to apply analytical and conceptual tools to manage and reflect on the role of digital media in communication and relations with internal and external stakeholders.
  • be able to recognise positive and negative effects of digitalization from different stakeholders’ perspectives.

General competences

After completing the course, the candidates will

  • be able to reflect on ethical perspectives related to the transition towards digital business models.
  • be able to apply course theories and perspectives in new areas and situations related to digitalisation in general.
  • be able to communicate and engage in discourses about research-based theories and analyses in the area of digitalised business environments.

Required prerequisite knowledge

BDS100 Digital Transformation in the Service Industries, BDS110 Digital communication in service organizations

Exam

Form of assessment Weight Duration Marks Aid
Home exam 1/1 7 Days Letter grades All

Coursework requirements

Compusory exercises
Three mandatory group assignments must be passed to be eligible to take the exam for this course.

Course teacher(s)

Course coordinator:

Hong Li

Method of work

The course features a dynamic mix of lectures, workshops, guidance sessions, case studies, project work, and presentations. In the lectures, students are introduced to a range of theories, models, and methodologies. These concepts are subsequently applied in workshops, where students collaborate on real-life cases or projects to tackle practical challenges, enhancing their learning and deepening their understanding. Throughout the course, students are encouraged to reflect regularly on their practices and produce deliverables that are separate from the exam.

Open for

Digital Service Management - Bachelor's Degree Programme

Course assessment

There must be an early dialogue between the course supervisor, the student union representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital course evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.

Literature

Search for literature in Leganto