ECTS credits ECTS credits: 3
ECTS Hours Rules/Memories Hours of tutorials: 3 Expository Class: 9 Interactive Classroom: 12 Total: 24
Use languages Spanish, Galician
Type: Ordinary subject Master’s Degree RD 1393/2007 - 822/2021
Departments: Political Science and Sociology
Areas: Political Science and Administration
Center Faculty of Political and Social Sciences
Call: First Semester
Teaching: With teaching
Enrolment: Enrollable | 1st year (Yes)
Today's social and technological changes require administrations to be closer to citizens, a demand that has contributed in recent years to changing some of the ways in which public institutions articulate service delivery and rethink their relationship with their recipients.
Among the issues currently attracting the most interest among practitioners, policy elites and researchers are the new channels for efficient and innovative service design and the excellent fit between provision and use/reception, both at the intra-organisational level and in the external dimension.
With the aim of increasing the effectiveness and efficiency of actions, driven primarily by contemporary approaches to public management, some of the changes that are taking place find their most visible expression in the simplification of procedures that citizens have to go through before public bodies, the introduction of new delivery tools (especially online), the redesign of physical spaces, the incorporation of auditing and evaluation practices, or the personalisation of services.
In this climate of innovation, two axes emerge to which this area intends to pay particular attention.
On the one hand, the development of new forms of organisational design and, in particular, of services, which involve working across sectors, developing the design skills and capacities of local authorities and other organisations in the local fabric, and introducing new learning experiences and organisational problem-solving, proposals that are included in the service design approach.
On the other hand, spreading the use of marketing techniques in the public sphere is also one of the most important foundations of the successes achieved.
Concepts such as segmentation, differentiation, public marketing mix, front and back office are spreading among local public sector professionals, revolutionising the techniques traditionally used in the provision of services and opening up opportunities for the development of municipal, urban and territorial marketing practices (with a particular focus on the local level).
Given the important evolution that the design of services (face-to-face and virtual) and local marketing initiatives have undergone in recent decades, it is appropriate that this course examines the reasons for the emergence of this field from the perspective of public management; studies the process of service design; familiarises students with the planning process of local public marketing; and reflects on the impact of ICT and innovation in this field.
The main objective of this subject is to introduce students to the processes of design, management and delivery of public services in local administrations. As secondary objectives, it aims to
- reflect on the current role of the relationship between administrations and citizens.
- study the role of citizens in the provision of services.
- understand the concept of service design.
- study the basic principles of design (virtual and face-to-face).
- apply design, process management and organisational tools to the production of services.
- analyse the impact of ICT and in particular e-government and e-government practices on service delivery.
- raise awareness of the usefulness of using marketing techniques in the local public sphere.
- understand how marketing fits into the process of developing local public policies.
Taking into account the fundamentals of a service, the programme revolves around three concepts: ideation, production and delivery, leading to a logical sequence of discussions on service conception, design and reception. The topics to be covered are therefore as follows:
THEME 1: Public service concept and organisational characteristics.
THEME 2: Service design logics (face-to-face/virtual) and key elements of a checklist.
TOPIC 3: Service Thinking / Design Approach: concept; requirements; research techniques; tools and applicability.
TOPIC 4: Analysis of service design practices / quality and process approaches.
TOPIC 5: Applying the marketing approach to the local environment (value of exchange; benefits, peculiarities and limitations; design and implementation).
[INFORMATION FOR LIBRARY STAFF: FOR THE ACADEMIC YEAR 2024-25 THE BIBLIOGRAPHY HAS NOT BEEN UPDATED COMPARED TO THE PREVIOUS ACADEMIC YEAR].
BASIC REFERECES:
Brown, T. y García, M. (2020), Diseñar el cambio: cómo el design thinking transforma organizaciones e inspira la innovación. Madrid: Empresa Activa.
Chías, J. (2012), Marketing Público. Madrid: McGraw-Hill.
Martínez, J.M. (2019), La gestión de los servicios públicos locales en el marco de la LCSP, la LRJSP. Wolters Kluwer
Rufín, R. y Medina, C. (2012), Marketing Público. Investigación, Aplicaciones y Estrategia. Madrid: ESIC.
OTHER REFERENCE BOOKS:
Asensio Romero, P. (2013), Marketing Municipal. Madrid: Díaz de Santos.
Coffman, L., Public Sector Marketing. A Guide for Practitioners. Nueva York: John Wiley & Sons, 1986.
Eiglier, P. y Langeard, E. (1993) Servucción. El Marketing de Servicios. Madrid: McGraw-Hill.
Elizagarate, V. (2008), Marketing de Ciudades. Madrid: Pirámide
Escourido, M. (2019), Introducción al marketing de ciudades como herramienta de gestion publica: Una aplicación en ciudades medias y pequeñas.
Grande, I (2014), Marketing de los servicios. Madrid: ESIC
Grönroos, Ch. (2013), Marketing y gestión de servicios. Madrid: Díaz de Santos.
Kotler, P. y Lee, N. (2016), Marketing en el Sector Público. Madrid: Pearson.
Kotker P. Y Kotler M. (2019), Marketing de ciudades: El Nuevo Marketing Dirigido a las Grandes Ciudades. LID Ed.
Lis, R. (2019), Digital Government: Managing Public Sector Reform in the Digital Era. Routledge.
Precedo Ledo A. y Escourido Calvo, M. (2017), Marketing de Ciudades y Territorios: Una Visión Renovada. Dextra Ed.
Proctor, T. (2007), Public Sector Marketing. Harlow: Pearson Education.
Puig, T. (1998), Manual para la Producción de los Servicios Municipales: La Construcción de los Servicios para la Calidad de Vida desde las Necesidades de los Ciudadanos o Cómo Usar el Márketing en los Municipios. Oñati: Instituto Vasco de Administración Pública.
Puig, T. (2009). Marca Ciudad. Paidós.
Sánchez Hernández, Mª.I.(2008), Marketing Interno para Innovar en Servicios. Las Rozas (Madrid): Delta.
Sánchez, C.; Lasagna, M.; Marcet, X. (2013). Innovación pública: un modelo de aportación de valor. RIL Editores.
Sancho Royo, D. (2002), Gestión de Servicios Públicos: Estrategias de Marketing y Calidad. Madrid: Tecnos / UPF.
Sweeny, J. (2019), Public Sector Marketing Pro: The Definitive Guide to Digital Marketing and Social Media for Government and Public Sector. JS Press
Van Buuren, A., Lewis, J.M. et al. (2023), Policy-Making as Designing: The Added Value of Design Thinking for Public Administration and Public Policy. Policy Press.
Vrant, A. y Velasquez A. (2019), Place Branding: ciudades & naciones como marcas.
Basic competences:
CB2 - Know how to apply acquired knowledge and problem-solving skills in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their area of study.
CB4 - Know how to communicate conclusions and the ultimate knowledge and rationale behind them to specialist and non-specialist audiences in a clear and unambiguous way.
General competences:
GC2 - Ability to analyse, synthesise and integrate knowledge and deal with the complexity of formulating judgements with limited information.
GC4 - Ability to generate new ideas and solve problems in changing environments that allow advances in the knowledge of local management and public policies.
GC5 - Ability to apply the knowledge acquired in a specific work or in a process of original research.
GC6 - Ability to retrieve and analyse information from sources that enable the design, creation, development and undertaking of innovative projects in the general field of social sciences.
GC7. Ability to approach complex, critical and unpredictable situations systematically and creatively, with critical judgement, with incomplete information, taking risks, making decisions and communicating them to any type of audience.
GC9. Manage and lead projects ensuring the involvement of the main actors involved.
GC11. Detect and manage the influence of technological changes in online services, social networks, communication and marketing of public services; which allows making the best use of them in local management.
Transversal competences:
CT1. Oral and written communication.
CT2. Organisation and planning
CT3. Critical reasoning skills
CT4. Autonomy in learning
TC5. Ability to work in an interdisciplinary team
TC7. Creativity and innovative capacity
CT8. Competence in the search for and management of information and data.
CT9. Commitment to quality, rigour, responsibility and honesty in the development of the work, as well as in its results.
Specific competences
CE1. Know and apply the methodology and design of empirical research in the social sciences, as well as its main qualitative and quantitative techniques.
SC2. Acquire theoretical and applied knowledge of research techniques and diagnostic tools in order to be able to prepare scientific, technical and consultancy studies and reports in the field of Local Administration and democratic innovation.
CE3. Ability to design and implement innovative social policies, promoting the social economy, environmental protection and gender equality, within the framework of the 2030 Agenda.
SC7. Being able to interact with citizens in a bidirectional way, through electronic administration; and to generate effective, transparent and ethical communication.
SC10. Acquiring the ability to efficiently use and process useful data of interest and application to innovative local public management.
CE11. Ability to design, analyse and evaluate innovative policies, projects and programmes, in order to promote efficient government and public management that is close to citizens.
At the end of the course, students are expected to achieve results in the following areas:
- Understanding of the significance and impact of public service design at the local level.
- Acquisition of the principles of service design and their application to the local government context.
- Understanding of the importance of the target stakeholder in service design.
- Knowledge of service design approaches and production stages (servuction and user-centred perspectives).
- Learning to use tools and methods to approach service design.
- Recognition of the concept of marketing public services at local level.
- Knowledge of the tools for data collection and definition of marketing plans.
The course is structured around the explanation of each of the topics that make up the programme and the interactive sessions that aim to reinforce knowledge and skills through case studies/analysis, practical design and development of a service plan/project.
In an attempt to simplify the understanding of the subject taught, additional information is provided throughout the course through the VIRTUAL CAMPUS, as auxiliary study documentation.
Tutorials
In order to clear up any doubts about the programme, the subject or to resolve any incident related to the evaluation, the following tutoring schedule has been established: Wednesdays (10am-2pm) and Thursdays (12pm to 2pm), although this schedule can be adapted by mutual agreement with the students.
The tutorials will be held in office number 5, located on the ground floor of the main building of the Faculty of Political and Social Sciences. Political and Social Sciences. Please respect the tutoring timetable.
You can also make tutorials via telephone / email or video call (MS Teams) which will be attended during the same timetable as the face-to-face tutorials. Appointments can be made by calling 881815181 or by email at: ramon.bouzas [at] usc.es (ramon[dot]bouzas[at]usc[dot]es)
The assessment will combine individual and group exercises. The teacher will organise the group exercises in the classroom, which in specific cases may require the group members to remain in the same composition for several sessions.
1) Final test (60% of the final mark): this consists of a test or project that combines the demonstration of knowledge of the basic concepts of the programme and the application of the skills acquired. The structure of this test and its approach will be communicated in advance. A score of at least 50% of the pass mark must be achieved for this test to be counted towards the other exercices.
2) Practical / Interactive - analysis/case studies (20% of the final mark): This involves carrying out exercises that allow the acquisition of new learning through the analysis of real or simulated cases.
3) Simulation exercises (design) (20% of the final mark): Cooperative activities for the development of ideas and the projection of innovative proposals.
To pass the subject, you must achieve a minimum of 5 points in the sum of exercises 1, 2 and 3.
In the case of access to an extraordinary call, the mark for elements 2 and 3 will be maintained.
On plagiarism and improper use of technology in the performance of tasks or tests: for cases of fraudulent performance of exercises or tests, the mark will be fraudulent performance of exercises or tests, the provisions of the "Regulations for the evaluation of students' academic performance and revision of grades" will be applicable.
According to the guidelines of the master's plan (2022), the student's dedication to the course is estimated to be as follows:
A1-Expository lectures, 9h
A5-Interactive (case studies), 2h
A6-Interactives (case/problem analysis), 4h
A7-Interactives (desing thinking), 6h
A10-Tutorials, 3h
A12-Student's personal work, 50h
Evaluation tests, 1h
In order to follow the subject, apart from class attendance, it is advisable to make regular use of the Virtual Campus and the use of the various general manuals indicated; the use of electronic resources (Internet); and the consultation of the bibliographic collections of the USC in its various libraries, mainly the Concepción Arenal University Library (Law, Political Science and Labour Relations).
Basically, it is recommended to follow the sequence of development of the subject as detailed in the section "methodology" and ask the lecturer in good time any questions related to the contents or the evaluation procedure.
Ramon Angel Bouzas Lorenzo
Coordinador/a- Department
- Political Science and Sociology
- Area
- Political Science and Administration
- Phone
- 881815181
- ramon.bouzas [at] usc.es
- Category
- Professor: University Lecturer
| Monday | |||
|---|---|---|---|
| 16:00-18:30 | Grupo /CLE_01 | Spanish | Seminar 2.2 |
| Tuesday | |||
| 16:00-18:30 | Grupo /CLE_01 | Spanish | Seminar 2.2 |
| Wednesday | |||
| 16:00-17:00 | Grupo /CLE_01 | Spanish | Seminar 2.2 |
| 17:00-18:30 | Grupo /CLIS_01 | Spanish | Seminar 2.2 |
| Thursday | |||
| 16:00-17:00 | Grupo /CLE_01 | Spanish | Seminar 2.2 |
| 17:00-18:30 | Grupo /CLIS_01 | Spanish | Seminar 2.2 |
| 01.15.2025 17:00-19:00 | Grupo /CLIS_01 | Seminar 2.2 |
| 01.15.2025 17:00-19:00 | Grupo /CLE_01 | Seminar 2.2 |
| 06.25.2025 17:00-19:00 | Grupo /CLIS_01 | Seminar 2.2 |
| 06.25.2025 17:00-19:00 | Grupo /CLE_01 | Seminar 2.2 |