The MESG experience: a Master Program Degree in Service Engineering and Management

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1 The MESG experience: a Master Program Degree in Service Engineering and Management João Falcão e Cunha Faculty of Engineering, University of Porto

2 Lily of the Valley Convallaria Majalis Josef Hlasek Hyvää Huomenta!

3 Porto Portugal View of Porto riverside

4 Google Earth

5 The School of Engineering João Falcão e Cunha

6 University of Porto - Faculty of Engineering FEUP - Faculdade de Engenharia da Universidade do Porto 15 Schools 60 graduate programs 120 master programs 100 doctoral programs 2200 lecturers and researchers 1600 administrative staff students, of which 7500 postgraduate One of the Top 20 in RI3 Ibero-American Ranking of Universities and R&D Institutes One of the Top 500 in the Shanghai Jiao Tong Univ. Ranking of Universities 9 Departments 10 graduate programs 25 master programs 15 doctoral programs 450 lecturers and researchers 250 administrative staff 6000 students, of which 2500 postgraduate Member of CESAER Conference of European Schools for Advanced Engineering Education and Research

7 The relevance of services in the world economy Employment GDP I II III I II III Portugal 10,0% 30,0% 60,0% 1999 (est) 5,3% 27,4% 67,3% 2005 (est) EU 25 4,4% 27,2% 67,2% ,2% 27,3% 70,5% 2004 (est) USA 0,7% 22,9% 76,4% ,0% 20,4% 78,7% 2005 (est) Japan 4,6% 27,8% 67,7% ,6% 27,8% 67,7% 2005 (est) Source: CIA world Fact book

8 The increasing infusion of technology in services Technology is increasingly embedded in every component of service management and service value co-creation. In a first wave, technology was used to enhance service backstage operations. Technology is now being used to enhance the interaction between customers and service providers. Bitner, Brown & Meuter (2000); Rayport & Jaworski (2004)

9 Service System Evolution Marketing Architecture Design Engineering Goals & Soft Goals... Functional & Non-Functional Requirements Creativity & Innovation Programs, Systems,, Services

10 The need for multidisciplinary competences Understanding the innovative Technologies now required for service provision Management of the service system CDIO process Conceive Design Implement Operate Understanding the functional and non-functional or experience requirements of People

11 Examples of Excellent Service - João Falcão e Cunha

12 2001

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17 Using technology in a traditional area - João Falcão e Cunha 17

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19 SSME Master at FEUP Supporting educational experiences - João Falcão e Cunha 19

20 The European Bologna framework Full time year of study: Cycle of study: 3 rd 2 nd 1 st Doctorate Master Bachelor 180 ECTS 120 ECTS 180 ECTS 480 ECTS 60 ECTS 1600 hours of work ECTS - European Credit Transfer System 60 ECTS correspond to one year full time of study FEUP is a member of CESAER Conference of European Schools for Advanced Engineering Education and Research

21 FEUP educational experience Programs specializations Background Industrial Engineering and Management BSc/MSc Management, quantitative methods, information systems and operations management Science and mechanical engineering Computing Engineering and Informatics BSc/MSc Information systems, software engineering and web engineering Science and computer engineering Most graduates end up working in service organizations or units, in areas such as logistics, quality, information systems, project management, requirements engineering or user interface specification.

22 SSME Master at FEUP Supporting research experiences - João Falcão e Cunha 22

23 This is important, as I am sure you all agree in particular: Diem IBM-EMEA Jim IBM Almaden

24 Examples of SSME research experience at FEUP Technology enabled service design: the Service Experience Blueprint (banking and retailing) Service performance evaluation using DEA (education, banking and retailing) Service design, management and quality evaluation (transport) Other areas: Telecoms, Insurance, Health, Education (of course!), Government

25 Multi Interface Service BANKING Inter Disciplinary Skills

26 The SEB - Service Experience Blueprint Marketing: Service Blueprint Software Engineering UML Activity Diagram Essential Use Cases GOAL Oriented Analysis Research Supported by AdI, Banco BPI and SONAE activity W Waiting point Beginning of process Service interface link F Fail point End of process

27 Porto METROPOLITAN POPULATION 2,000,000

28 Transit Systems That Flow no. 9 - promising new business opportunities * We lack a systems view of how traffic moves across all its networks * Improving service to transport stakeholders Research projects TransMov-RCM & IMS Research project CityMotion. CIVITAS European project (clean, energy efficient urban transport). Work based on the GIST DSS, developed with support from IBM, , and several other companies Involved organizations: STCP, Metro Porto, CP, OPT, MIT (USA), European organizations *2007 IBM Think

29 SMSBUS messages a day during initial month of free usage (4.000, after 0.20 cost) : 1st prize IV Fórum Telecom Public Services of Information : 1st prize Deloitte/Diário Económico Electronic Services. BUSMAP bus stops, in Porto, Portugal.

30 MESG the SSME Master at FEUP - João Falcão e Cunha 30

31 The Master in Service Engineering and Management (MESG*, in Portuguese) aims at developing competences to conceive, design, implement and operate technology enabled service systems. English (and Portuguese ) * Mestrado em Engenharia de Serviços e Gestão

32 Innovative Problem Solving Educating engineers to benefit society and the environment in a service economy Excellent methods Enable better and faster results, but require expert professionals

33 MESG Structure Customer Social Environment SERVICE Organizational Environment Technology Management 6 3 rd Doctorate Full time year of study: Research / Internship 5 Project 42 Master 4 Cycle of study: 2 nd 120 ECTS ICT PSA OMM 78 ICT Information and Communication Technologies PSA Psychology, Sociology and Arts OMM Operations, Management and Marketing 3 1 st Bachelor

34 MESG Components Research/Internship Project ICT Information and Communication Technologies Mobile technologies Information systems Human-Computer Interaction Internet technologies Multimedia technologies PSA Psychology, Sociology and Arts Sociology of Organizations Cognitive Psychology Communication Information science and management Design OMM - Operations, Management and Marketing Services marketing Service Operations and management Financial management Management of Innovation Service design and development

35 MESG Courses 1st Year - 1st Semester Management Business Process Modelling Information Systems Organizational Behaviour Decision Support Systems Human-Computer Interaction Data Base Systems and Inf. Management Creativity 1st Year - 2nd Semester Service Operations Management and Logistics Services Marketing Requirements Engineering for Services Accounting and Financial Management Multimedia and New Services Human Resources Management Cognitive Psychology Introduction to Research Project I 2nd Year - 1st Semester New Service Development and Design Information Systems Architecture Capital Budgeting Enterprise Management Architecture Corporate Strategy Customer Relationship Management Project Management Laboratory E-Business Technologies Introduction to Research Project II 2nd Year - 2nd Semester Dissertation Research or Internship Project Not elective Elective Dissertation (English and Portuguese)

36 Some Actual Information - João Falcão e Cunha 36 36

37 Timeline Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jul, 1 - Submission to IBM Summit - Palisades Oct, 5 - IBM Summit - Palisades Nov, 23 - DGES Proposal Jan, 10 - DGES Approval Jun, 16 - Publicity Starts Jul, 20 - Student selection starts Set, 17-1st Edition start Jun, 3/4-1st CESG Set, 15-2nd Edition start Mar, 2-1st Edition Dissertations start Jul, 24-1st Edition graduates Today

38 Publicity in Major Newspapers (and TV) Hans Ulrich Maerki, IBM EMEA President Expresso, Joaquim Oliveira, IBM Portugal CEO Sol,

39 MESG

40 Students and Lecturers 2007: 20 students selected from about 50 applicants mainly from Portugal and Brazil, with different backgrounds and varied professional experience (ranging from no experience to over 10 years). 2008: 30 students selected from about 70 applicants. 18 lecturers selected from the ones with the best student evaluation and research achievements at FEUP, from technology, operational research, management and other social science areas. Involvement of other Schools of University. Involvement of external experienced managers and entrepreneurs.

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44 Support for the Initiative ERASMUS Initiative for student and staff exchanges in Europe MOBILE Initiative for student exchanges in Latin America MIT Portugal Initiative through ESD - Engineering Systems Division (under study) CMU Portugal Initiative (under study) The DELLIISS project has been funded with support from The European Commission.

45 Recommendations and Conclusions - João Falcão e Cunha 45

46 Recommendations Involvement of colleagues, Dean and/or Rector from the beginning of the process is crucial ( politics ). Student co-creation of value is fundamental, through their initiative and involvement in projects, seminars, and events. Relationships are essential with: on going research activities at University and at partner institutions. external organizations in the context of internships in own country and other countries. Joint diplomas with other Universities are very important (e.g. EMISS network)

47 Conclusions The evolution towards a technology enabled service economy creates the need for professional engineers with new competences. MESG graduates must have a solid understanding of technology but also a solid understanding of the needs of people, organizations and society. Engineers, like medical doctors, lawyers or architects, influence the life of people and therefore need to know a lot more about emotional requirements.

48 References J. Falcão e Cunha, Lia Patrício, Ana Camanho, Raymond Fisk: A Master Program in Services Engineering and Management at the University of Porto, in: Service Science, Management and Engineering (SSME) Education for the 21st Century, Bill Hefley, Wendy Murphy (Eds.), Springer US, 2008, pp Lia Patrício, Raymond Fisk, J. Falcão e Cunha: Designing multi interface service experiences: the Service Experience Blueprint, Journal of Service Research, 10 (4), 2008, ISSN: , eissn: , pp J. Luis Borges, T. Galvão Dias, J. Falcão e Cunha: Evaluation of a New Group Method Formation for Student Projects, European Journal of Engineering Education (to be published, 2009). J. Falcão e Cunha, J. A. Cabral: Method for Providing Reliable and Useful Real Time Information of Vehicles Timetables using Text Messages for Mobile Devices with Small Screens, Patent Pending (INPI - Instituto Nacional da Propriedade Industrial); submitted

49 It is good to be in Helsinki & Espoo! Thank you for inviting me here.

50 Paljon kiitoksia! Camellia japonica L. Sofia Nóvoa Acknowledgements: - Lia Patrício - Teresa Galvão -Ray Fisk - Henriqueta Nóvoa

51 Co-hosted by Aalto University and IBM

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