Digital Service Modelling (BDS220)

Traditionally digital service has been associated with digitalization of single functions within service industry, e.g., tickets systems. The more comprehensive way of digitalization is to transform the whole business model, i.e. how we do our business by employing technology - e.g. digitalized communication, A/I technology, robotization etc. This course has its focus on transforming traditional business models toward taking advantage of digital business models. As first step, logics behind traditional business models and their value chains are explored. Thereafter the focus will be to analyze and systemize options of transforming traditional models into to digital - in order to improve or change customers experiences. This includes study of history and development of digitalized business models (e.g Airbnb, e-distribution of hotel bookings etc.) and innovative prospects of more traditional business operations, including disruptive entrepreneurial digital market options within the service sectors and tourism industry.


Course description for study year 2024-2025

Facts

Course code

BDS220

Version

1

Credits (ECTS)

10

Semester tution start

Spring

Number of semesters

1

Exam semester

Spring

Language of instruction

English, Norwegian Bokmål

Offered by
Time table

View course schedule

Note

Course does not start before spring 2025

Content

  • Strategic views on value creation.
  • Theoretical development of service models.
  • Theory of entrepreneurship and service product innovations.
  • The logics behind traditional values chains.
  • Transforming traditional business models into digital models.
  • Entrepreneurial options of new digital business models offering new or additional customers’ engagement and experiences.
  • Case studies of traditional and digitalized business models.

Learning outcome

Knowledge

The candidates will

  • have broad knowledge of central theories within views on service value creation, logics 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 a critical knowledge about advantages and disadvantages of digitalized service business models in relation to stakeholders and sustainable business development.

Skills

The candidates will

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

General competences

The candidates will

  • be able to reflect around ethical perspectives related to change toward digital business models.
  • be able to apply course theories and perspectives in new areas and situations related to digitalization in general.
  • be able to communicate and engage in discourses about research-based theories and analyses in the area of digitalized 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 papers.

Course teacher(s)

Course coordinator:

Hong Li

Method of work

Traditional teaching, exercises, case discussions.

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 subject evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.

Literature

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