International Program in Service Evolution

to. Aim:

• Understanding how the current context of technological disruption and cultural change redefines the role of services in the economy, and analyzing the particularities of innovation in services compared to products, integrating regional and global reference cases.

b. Contents:

• Unique characteristics of services; evolution of value in the economy; service innovation vs. product innovation; cases such as Nubank, Airbnb, NotCo, Rappi.

a. Objective:

• Mastering strategic tools and frameworks to design and validate service-oriented business models, incorporating digital platforms, subscription schemes, and collaborative approaches to value generation.

b. Contents:

• Business Model Canvas for services; servitization; subscription platforms and models; collaborative ecosystems; Value Proposition Canvas.

a. Objective:

• Analyze the role of emerging technologies such as artificial intelligence, the internet of things, robotic process automation and blockchain, and their ability to transform services in terms of efficiency, personalization and data-driven decision-making.

b. Contents:

• Artificial intelligence applied to services.
• Internet of Things (IoT) and smart monitoring.
• Robotic process automation (RPA) and intelligent flows.
• Advanced analytics and data-driven decision making.
• Blockchain and traceability in services.

a. Objective:

• Develop personal and organizational capabilities to lead change processes focused on innovation, fostering an agile and resilient culture that encourages experimentation, collaboration and the adoption of new practices.

b. Contents:

• Organizational culture oriented towards innovation; adaptive leadership; change management models (Kotter, Prosci); dynamics to activate and sustain change processes.

a. Objective:

• Integrate user-centered design tools to map, diagnose, and redesign service experiences that generate value for both customers and the organization, aligning processes, channels, and key metrics.

b. Contents

• Service blueprint; journey mapping; identification of innovation opportunities in the customer journey; omnichannel; experience and value indicators (KPI, NPS, etc.).

a. Objective:

• Develop skills to measure the impact of service innovations using key indicators, manage their organizational scalability, and ensure the sustainability of changes through appropriate governance structures.

b. Contents

• Financial and experience indicators (ROI, NPS); scalability and maturity frameworks; innovation governance; building impact dashboards.

a. Objective:

• Apply all acquired knowledge in an integrated way to a real service transformation project, working as a team to address a specific challenge by designing innovative strategies, models, technologies and experience proposals, culminating in a professional pitch presentation.

b. Contents

• Identifying a real challenge in services; cross-cutting application of frameworks and tools; collaborative work and final presentation to experts.