Service concept.

Why this program?

The Asper Executive Education - Seminar Series features unique programs offered exclusively at the James W. Burns Executive Education Centre. Through our network of visiting scholars and subject-matter experts, we present tailored, one-time only programs to meet specific or niche needs.

Learn to create a distinctive and sustainable service design strategy that delivers powerful experiences and an enduring brand promise in this one-time only program offered through the Asper Executive Education Seminar Series.

How do leading companies design powerful services? How do they innovate customer propositions and experiences? Managers face critical decisions about the nature of services, their composition and design, the quality of living they provide and the nature and direction of the service marketing program that guarantees sustainability over time. This specialized seminar will provide a framework of analysis for the design and development of a service experience and its value proposition that delivers long-term success.

This seminar will focus on the multidisciplinary approach of service management that includes operations, strategy, human resources and marketing, and focuses on the effective design, leadership and improvement necessary for highly effective service experiences. 


Through this program, you will:

  • Understand strategic consumer design that incorporates consumer values and customer expectations.
  • Learn how to create engagement through business operations that support customer experiences and emotional connection.
  • Create distinctive and sustainable service strategies delivering genuinely differentiated value propositions. Evaluate and design service quality models in service management.
  • Construct service processes and their components and analytics.
  • Define the elements of an enduring brand promise in services. Build an integrated brand strategy that includes identity, positioning, and emotional drivers.
  • Understand the determinant factors that affect pricing in service industries.
  • Identify the components of an integrated marketing communication strategy to support service launch, maintenance, reinforcement and growth. Design a performance framework for services and identify the requirements of information for assessing performance, and apply specific metrics to the evaluation of customer experience.

Who should attend?

  • Service Development Managers
  • Segment, Service, and Brand Managers
  • Customer Experience and Voice of the Customer (VoC) Managers
  • Marketing Directors, Marketing Managers
  • Service/Business Process Design Managers
  • Marketing Research Managers
  • Marketing and Strategy Consultants
  • Others who would like an overview and understanding of the processes and techniques used in the design, reformulation, development, and management of services


  • Dr. Carlos Rodriguez, Associate Professor of Business Administration & Director of the Center for the Study of Innovation Management CSIM, Delaware State University

    Carlos M. Rodríguez, PhD, is the Associate Professor of Business Administration, and the Director of the Center for the Study of Innovation Management CSIM at Delaware State University. The Center is designed to help address innovation capabilities demands from the manufacture and service industry, economic development offices, regional technology clusters and other stakeholders. More importantly, the Center provides innovation knowledge and leading management insights to support the nurturing of an innovation culture and the management of innovation initiatives at the regional, national, and international levels.

    Dr. Rodriguez is a published author having written Product Design and Innovation: Analytics for Decision Making, a practical, hands-on resource that guides readers through the entire design process and the methodologies applied in industry. “It illustrates the product conceptualization, the design of new products, and product innovation efforts through the application of proven successful methodologies and industry practices to see a project through to launch – while minimizing future commercial risks,” Dr. Rodriguez said. He added that the book has a Human-Centered Product Design Perspective supported in the dimensions of Marketing, Management, and Analytics. “While many books on product management, development, and product marketing exist, they do not explore these techniques and the applications outside the traditional marketing management context,” Dr. Rodriguez said. “The result is a serious lack of understanding for professionals around the world about the design process itself and the tools for product development.” Beginning with concepts and ideas, Dr. Rodríguez provides the analytical and quantitative skills needed to see a project through to launch—while minimizing future commercial risks. Dr. Rodriguez has industry experience as a product marketing manager, design manager, brand manager and advertising director.

Upcoming sessions

Future dates

Future sessions of this program are to be announced. Sign up for our email newsletter to be the first to hear about program updates.

Have questions?
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You can also find additional details, including our cancellation policy, on our frequently asked questions (FAQ) page.

Custom program

  • Do you have 10 or more team members who would benefit from taking this program? Many of our open enrolment programs can be customized for your team and delivered exclusively to your organization. Find out more about our custom programs by contacting us today at 204-946-0232 or via email at

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James W. Burns Executive Education Centre
2nd floor
177 Lombard Avenue
Winnipeg, Manitoba  R3B 0W5