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คูมือนักศึกษาประจำปการศึกษา 2560

ACADEMIC YEAR 2017

MSD

หลักสูตรปริญญาโทวิทยาศาสตรมหาบัณฑิต

สาขาวิชาการออกแบบการจัดการบริการ (หลักสูตรนานาชาติ)

Master of Science Program in Service Design (International Program)College of Innovation, Thammasat University

Student Manual Master of Science Program in Service Design (MSD)

(International Program)

Academic Year 2017 (BE 2560)

College of Innovation

Thammasat University

Preface

This student manual attempts to introduce students about the College of Innovation

Thammasat University and the Master of Science Program in Service Design (International

Program). There is an overview on academic system, curriculum, registration guideline,

practices and procedures, and necessary regulations. Knowledge and understanding of the

information is important and useful for the student in carrying out a successful study over

the next two years.

Any further inquiries, please contact Academic Services Division. We hope you

enjoy studying with us.

College of Innovation

Thammasat University

Table of Contents

Background of the College of Innovation 1

Master of Science Program in Service Design (MSD) 4

1 Student Manual for Academic Year 2017 |

About the College of Innovation Thammasat University

Introduction

With a vision from the University Council to instill innovation into the Thai educational

system, the College of Innovation was established in 1991 as an interdisciplinary graduate

institution of the University. The balanced curriculum between the science & technology

blended with social science and humanities aspects were carefully crafted to fit the needs of

the Thai society in international arena.

The founding philosophy of the College is engraved by three principles, to have synergy from

diversity, to excel with ethics, and to be innovated with recognition to holistic development.

The College aims to be a leader in teaching and learning with accredited program up to global

standard, and with advancement in research.

The College currently offers both Undergraduate and Graduate Programs.

Undergraduate Programs

Bachelor of Arts Program in Service Innovation (International Program)

Combined Bachelor and Master of Arts Program in Management of Cultural Heritage

and Creative Industries

Graduate Programs

Master of Science Program in Technology Management

Master of Science Program in Digital Policy and Management

Master of Science Program in Service Design (International Program)

The curricular were developed by experienced faculty members together with business and

industrial sectors to provide our students with knowledge, skills, and abilities they need to be

achieved in whatever they pursue.

The pedagogy emphasized on the case based learning method. Students are encouraged to work

both individually and in team to get hands on real world problems under scarce resources. They

are expected to come up with practical solutions tailored to the need of the ever changing

society.

2 | Student Manual for Academic Year 2017


Master of Science Program in Service Design (MSD)

College of Innovation Thammasat University

Background

Given that the service sector is diverse and complex the program has decided to concentrate on

three key sectors: hospitality, healthcare and the creative industries. This focus it enables the

program to look at a wide range of service industry management issues that have significant

impacts on the quality of life of a large number of people.

The program stresses creative thinking and problem solving through the use of

interdisciplinary, transformative, strategic, and global and design thinking. It is designed to

deal with the special needs and perspective of small, medium and large scale organizations at

a range of geographic scales. It has sustainable, inclusive and responsible development as an

essential ingredient of all of its learning and research activities stressing corporate social

responsibility, greening, the creation of social enterprises and poverty reduction. It recognizes

that nonprofits, private, public, and NGOs are all very much involved in the delivery of

services. One of the key research areas of the program is in assessing who can best deliver a

service from the point of view of diversity as well is inclusiveness coupled with concerns for

efficiency and effectiveness.

The curriculum for the MSD program has been developed within the context of the figure. It

recognizes that there are a number of dimensions to service delivery as envisaged by the MSD

Program. The program differs from what might be seen as a typical business program in that

service innovation by its very nature must take into account the perspectives discussed above

while stressing creativity as an important component of the overall delivery process with a

special concern for critical thinking and problem solving.

Program Objectives

To provide students with a sound basis for conceptually understanding the major issues,

driving forces and concerns of the public, private and non-profit service industries.

To provide a solid understanding of global issues, service economics and systems

thinking.

To provide an international perspective on service delivery and service design concepts.

To develop critical thinking and analysis skills.

To provide strategic orientation stressing leadership, knowledge management, change

management, organizational change and sustainability.

Future Careers

Our graduates have been exposed to a wide range of learning opportunities which have

provided them with the following skills and knowledge:

Critical thinking

Strong problem-solving skills


Innovative service design

A unique approach to creative and innovative thinking

A strong blend of creativity & structured analysis

A keen understanding of how to behave responsibly and sustainability in all aspects of

service innovation.

Program Learning

The programs learning model clearly recognizes that innovation and creativity can only be

encouraged and supported by a learning environment that stresses independent thinking,

problem-based learning problem, case studies, local and international field trips, the

involvement of a range of academics and practitioners in the learning process and is an

encouragement to develop solutions and approaches that are clearly out of the box.

Teaching Resources

Bangkok and Thailand are blessed with a large number of world-class experts in both the

accommodation as well as MICE sectors. The teaching model will be that all curriculum will

be designed by college academics with the advice of an expert panel. Some of the courses will

be offered by industry experts with years of experience while others will be offered by college

teaching faculty. This unique combination of academics and practitioners will provide the

program with an important competitive edge ensuring that the students are constantly engaged

in learning that will meet future demands.

Program Expenses

Cost for BSI program is approximately 300,000 Baht per person. It does not include study

tour aboard expense.


Academic System

An academic year is divided into 2 semesters and a summer session.

1st Semester: August – December

2nd Semester: January – May

Summer: June – July

Classes will be scheduled during weekdays (18.00 – 21.00 hrs.) and weekends (09.00 – 16.00

hrs.) at Tha Prachan Campus.

Graduation Requirements Completed all courses required by the curriculum and granted 36 credits in total.

Had at least a GPA of 3.00 out of 4.00 scale.

For Plan A, students must obtain grade “S” for thesis. And at least one paper on thesis

findings has been accepted for a national journal or for publication in conference

proceedings.

For Plan B, students must obtain grade “S” for independent study and pass the

comprehensive examination.

Having satisfied one of the following English proficiency requirements.

- TOEFL score of at least 550 (paper-based), or 213 (computer-based), or 79

(internet-based), or

- IELTS score of at least 6.5, or

- TU-GET (Thammasat University English Test) score of at least 550.

Followed the rules set by the College of Innovation and the University

Program Structure

The overall structure of the program is illustrated as follows.

Courses Plan A Plan B

1. Core Courses 24 Credits 24 Credits

2. Elective Courses - 6 Credits

3. Thesis 12 Credits -

4. Independent Study 6 Credits

TOTAL 36 Credits 36 Credits


Study Plan

The study plan of the program is illustrated as follows.

Year 1 Semester 1

CIT 600 Managing Innovation, Creativity and Technology 3 Credits

CIT 601 Research Methodology 3 Credits

SV 632 Managing People in a Global Environment 3 Credits

SV 730 Managing Technology for Service Providers 3 Credits

TOTAL 12 Credits

Year 1 Semester 2

CIT 602 Innovative Marketing and Brand Management 3 Credits

SV 611 Finance Management for the Service Sector 3 Credits

SV 770 Service Operations, Excellence and Innovation 3 Credits

SV 771 Entrepreneurship in the Service Sector 3 Credits

TOTAL 12 Credits

Year 2 Semester 1

Plan A Plan B

SV 800 Thesis 6 Credits SV 781 Independent

Study 1

3 Credits

SV xxx Elective Course 3 Credits

SV xxx Elective Course 3 Credits

Comprehensive Exam for Plan B Students

Total 6 Credits Total 9 Credits

Year 2 Semester 2

Plan A Plan B

SV 800 Thesis 6 Credits SV 781 Independent

Study 2

3 Credits

Total 6 Credits Total 3 Credits


Course Descriptions

Core Courses

CIT 600 Managing Innovation, Creativity and Technology 3(3-0-9)

The adoption of insightful, assertive, and distinctly innovative and creative analytic and

decision making processes and methods for the public private and non-profit sectors. Taking

an interdisciplinary approach, the course addresses this global challenge by encouraging

participants to become proficient in solving problems; manage innovation, creativity and

technology. Participants will be exposed to a range of frameworks; the concepts and tools

necessary to manage innovation, creativity and technology; change management techniques;

and different planning approaches with an emphasis on strategic, creative and design thinking.

CIT 601 Research Methodology 3(3-0-9)

Research process of quantitative and qualitative data gathering and analysis for decision

making, problem solving, knowledge development in a dynamic environment. Multi-research

applications include research design concept, capability to data sources, sampling technique

data collection and analysis, case study, critical issue identification for further innovative

development. Qualified research report writing skills and capacity building for research

publication also included in this course.

CIT 602 Innovative Marketing and Brand Management 3(3-0-9)

Marketing is an organizational philosophy and a set of guiding principles for interfacing with

customers, competitors, collaborators, and the environment. Marketing entails planning and

executing a conception, product, pricing, promotion, and distribution of ideas, goods, and

services. It starts with identifying and measuring consumer needs and wants, assessing the

competitive environment, selecting the most appropriate customer targets and developing a

marketing strategy and implementation program for an offering that satisfies consumers' needs.

Marketing is the art and science of creating customer value and market place exchanges that

benefit an organization and its stakeholders. A range of branding theories, concepts, strategies

and practices will be addressed across a range of real-world contexts.

SV 211 Finance Management for the Service Sector 3(3-0-9)

Service organizations have distinct characteristics from many other enterprises. The MSI

program recognizes that the service industries involve those not only in the formal private

sector but those in the informal sector, nongovernmental organizations and very importantly

the public sector. In order to appreciate the financial dimensions of the delivery of a range of

services it is essential that students be introduced to the financial realities of each sector. A

large part of the service innovation process rests on the finance related policy, planning,

management and organizational dimensions of various organizations. Situating financial


management within the broader framework of service delivery and innovation also requires a

consideration of the widely varying sizes of organizations, their capacities and their mandates.

It is recognized that financial management models and approaches will differ depending on

mandates whether they be for profit, not for profit or government related.

SV 632 Managing People in a Global Environment 3(3-0-9)

In the service industries human resources are the key ingredient for success and

competitiveness. This course is designed to introduce students on how to motivate employees

to go above and beyond the call of duty to get the job done, how to ensure that talent

management decisions are not biased and how to understand complex organizations by

covering topics spanning the micro (individual level of analysis). Topics of particular

importance to service organizations will be stressed including teamwork, outsourcing and

virtual offices. The course recognizes the different talent management models that must be

used depending on the nature of organizations whether they be in the public, private or

nongovernmental sectors.

SV 730 Managing Technology for Service Providers 3(3-0-9)

Focuses on, but not limited to, the service planning process, service distribution channels,

pricing for services, promotional and sales efforts based on using information from market

research, understanding customer behavior, managing customer relationship, and employing

appropriate communication. Emphasis is not only placed on domestic but also international

markets. Students analyze marketing issues and develop strategies for the whole service

process by looking at service ‘value chain’. The course recognizes that the management of

technology is very much dependent on the nature of the organization and provides important

perspectives on the role of technology in delivering services to a wide range of users and

different service settings.

SV 770 Service Operations, Excellence and Innovation 3(3-0-9)

The course includes Total Quality Management (TQM), service quality control and

improvement, gap analysis in SERVQUAL model, service strategies and techniques for

achieving high levels of customer satisfaction. A set of concepts and practices that lead

organizations to achieve operational excellence and innovation in different environments and

situations is discussed such as operational excellence models, leadership & ethics, continuous

process improvement, lean enterprise, design for service operations/systems, sustainable

development in service industry. The course will look at case studies in both public and private

sector.


SV 771 Entrepreneurship in the Service Sector 3(3-0-9)

This course is designed to introduce participants to the essential ideas and concepts of

entrepreneurship, including the definition of entrepreneurship, the skills and knowledge

necessary to become an entrepreneur and the convergence of technology and impact

entrepreneurship. Participants will have the opportunity of assessing opportunities, developing

and testing prototypes and building business models. Participants will work in groups to

develop a profit oriented innovative service.

Elective Courses

SV 685 Contemporary Issues in Service Design 3(3-0-9)

This course is designed to analyze major and up-to-date issues facing the service industry. It

will identify the influence of socio-cultural and political factors on the industry, explore and

discuss various cases and learn how varying types of service organizations have succeeded.

Issues of different approaches in public, private and nongovernmental organizations will be

examined.

SV 686 Seminar on Special Topics 3(3-0-9)

Each year a special topic related to a specific industry will be selected for in depth study,

analysis and business plan development. The course will provide participants with the

opportunity of developing a business plan and presenting the findings to industry experts.

SV 736 Risk Management in the Service Sector 3(3-0-9)

The effective management of risk is critical to any major organization but of particular

importance to all service industries. It is well accepted that organizations which either in large

part or entirely depend on the delivery of services must be able to identify and manage risk

effectively if they are to be competitive, are able to withstand various shocks sent to their

industries and meet the objectives set by their various stakeholders. The overall topic of risk

management will be covered for the service industries in general. In order to specifically

understand the complexity of risk management the hospitality and healthcare industries will be

used as a focus of discussion and analysis. The course recognizes that the nature and complexity

of risk management changes from industry to industry.

SV 775 The Service Sector and Social Entrepreneurship 3(3-0-9)

This course will introduce participants to different concepts and models of service industry

oriented social entrepreneurship. Participants will be exposed to how social entrepreneurs

identify problems and create alternative solutions leading to social change within a service

innovation context. This course is designed to provide participants with an opportunity to

develop the necessary skills and knowledge to create a business designed for social

transformation.


Independent Study and Thesis

SV 781 Independent Study 1 3 Credits

Students will develop ideas and innovative research topics relating to the service industry.

Theoretical concepts and previous literature must be used and consulted. Examination of

research progress is required.

SV 782 Independent Study 2 3 Credits

In this portion of the Independent Study process, the student will present his/her service

innovation project/research, its findings and suggestions. A formal presentation is mandatory.

SV 800 Thesis 12 Credits

The student will develop and undertake the innovative research of which its result brings the

new idea/ knowledge in service design. The student will write his/her service innovation thesis

and present its results to the committee members as well as write an academic article for

disseminating its results/ new idea to the public.

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