Service Design for Marketing

The microdegree Service Design for Marketing combines three undergraduate-level courses—Consumer Behaviour, Service Design and Design Thinking, and Marketing Communication—into a coherent programme that provides both a strong theoretical foundation and practical tools for developing customer-centric marketing.

This is not a standalone short course, but a structured learning experience based on EBS undergraduate curriculum. Throughout the programme, you will learn how customers make decisions, how to design value-creating service solutions, and how to bring them to life through effective marketing.

The learning approach integrates theory with practical application, enabling you to apply new knowledge directly in your professional context.

The microdegree is part of a bachelor  business administration programme that has received the highest international recognition among business schools - accredited by EFMD.

Skills developed in the programme:

• You understand how consumers make decisions and how to apply this insight in marketing.
• You conduct user research and map the customer journey to identify key pain points.
• You develop and test service and marketing solutions using design thinking tools.
• You design marketing communications that are audience-led and support business goals.
• You integrate consumer behaviour, service design, and communications into a coherent, effective whole.
• You make data- and analysis-driven marketing decisions and evaluate the effectiveness of solutions.
• You work effectively in teams and apply co-creation principles.
• You use ethical and professional marketing practices.

48 contact hours, 108 hours of independent study – 6 ECTS

Why it matters:
Marketing creates value only when it is grounded in real customer needs and experiences. Service design provides a structured approach to identifying these needs and turning them into meaningful solutions.

What you will do:
You will learn how to apply design thinking and service design methods in practice—conducting user research, mapping customer journeys, and identifying key pain points. You will develop and test service concepts through prototyping and co-creation, working in teams to solve real business challenges.

Lecturer: Kadi Kivirand
Kadi Kivirand is Head of Marketing at Estonian Public Broadcasting (ERR) and a lecturer at EBS. She focuses on strategic marketing, digital communication, and brand development.
She holds a Master’s degree in Business Administration and Marketing from the University of Tartu, specialising in service design.

24 contact hours, 54 hours of independent study – 3 ECTS

Why it matters:
Without understanding how and why customers make decisions, marketing efforts remain inconsistent. Insights into consumer behaviour enable more informed and targeted decisions.

What you will do:
You will analyse consumer decision-making processes and the factors influencing them, from motivation and perception to social influences. You will apply theoretical models to real marketing challenges and use research methods to support data-driven decisions.

Lecturer: Nilay Rammul
Nilay Rammul is a strategic marketing expert with international experience in brand development and agency work (e.g. Saatchi & Saatchi, BBDO). He is also a lecturer and PhD candidate at Estonian Business School.
He holds a Master’s degree in Marketing and Advertising Communication from Bournemouth University, UK.

24 contact hours, 54 hours of independent study – 3 ECTS

Why it matters:
Even well-designed services fail to create value if communication is unclear, inconsistent, or misaligned with the target audience. Communication connects customer experience with business objectives.

What you will do:
You will learn to design integrated marketing communication strategies based on target audience insights and customer journeys. You will analyse and develop communication solutions, conduct communication audits, and justify your decisions from both creative and analytical perspectives.

Lecturer: Scott Abel
Scott Abel is a communication expert with extensive international experience in journalism, public relations, and higher education. He is a lecturer at Estonian Business School.
He holds a Master’s degree in Journalism from Kansas State University.

• Higher secondary education degree or an equivalent qualification;
• Valid temporary residence permit or EU citizenship.
• Sufficient proficiency in English (B2)
• Passed online consultation with EBS consultant before August 25, 2026 

NB! Participants from non-EU countries: If you intend to take this microdegree or any other short-term courses (all Open university courses), you will not be issued a residence permit for your studies. Be sure you have a valid temporary resident permit already given.

Upon successful completion of the microdegree, the learner:

1. analyses consumer behaviour and user experience based on relevant theoretical frameworks and models to identify value creation opportunities in marketing. (Knowledge)
2. designs and develops user-centred service and marketing solutions by applying design thinking and service design methods. (Application)
3. integrates knowledge of consumer behaviour and service design principles in the development of integrated marketing communication strategies. (Transferable skills)
4. evaluates and justifies the effectiveness of developed solutions using appropriate analytical and research methods, considering business objectives and customer experience. (Application)
5. demonstrates professional conduct by applying ethical and culturally aware marketing and design practices, and works effectively in teams. (Social / Individual skills)

To complete the microdegree, learners must pass all courses with at least a grade of E (51–60%). Assessment is course-based, with differentiated grading (A–F) based on practical tasks and learning outcomes.

Assessment is course-based, with differentiated grading based on practical tasks and learning outcomes of each course (tests, self-reflections, exams e.t.c)

The courses takes place at EBS’s modern campus in Tallinn, A. Lauteri 3. Students have access to ergonomic classrooms, the EBS library, and the cloud-based Canvas learning platform. The study process is supported by online tools such as Canvas and MS Teams. Free Wi-Fi is available throughout the building.