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Service Science Programs at the University Politehnica of Bucharest Dr. Theodor Borangiu University Relations Coordinator IBM Romania Professor at the University Politehnica of Bucharest [email protected] SSME (…and Arts) ISSIP Call, April 10, 2013

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  • Service Science Programs at the University Politehnica of Bucharest

    Dr. Theodor BorangiuUniversity Relations Coordinator IBM RomaniaProfessor at the University Politehnica of [email protected]

    SSME (and Arts)

    ISSIP Call, April 10, 2013

  • New types of services: knowledge intensive, scientifically founded, IT-based, described by metrics, KPI

    T-shaped education for service innovation [expert thinking (deep) + complex communication (broad)]

    Foundations for a new science: Service Science

    Innovation: Service system & service networks modelling, design and management

    IT support for service industry


    Skills development & research in services1. Create an open framework for learning in higher education, in the domain of

    service science, design and management [Master, Compact, Continuous education]

    2. Promote innovation in the service industry, based on SS-KE: a shared knowledge environment, ontology-based & available in a Cloud, with virtualized resources, accessible as composite services, interconnecting public (universities) and private organizations (IT, service companies).

    A roadmap

    ISSIP Call, April 10, 2013

  • Universities align to open education roadmap

    Open Architectures and Technologies

    Open Learning

    Improved Outcomes,

    Innovation, and Skilled Workforce

    Open Business Processes

    Open Education Roadmap

    Open Research

    Open Access for All

    SOA, Digital Communities, Safety & Security


    Open Admin Services:

    Enterprise Resource Planning, Student Info Systems, Risk Management,

    Asset Management,

    Open Learning Services:

    Collaboration & Learning Management

    Open and Aligned Learning, Innovation in Research

    Educational Continuum

    Secure and Flexible Infrastructure

    Effective and Efficient Administration

    Cloud Computing, Virtualization,

    Shared Services

    Economic Impact of Education, Single View of the Student

    ePortfolios, Analytics, Workforce Development

    Learning Content Repositories

    A Student/Employee/Citizen View

    The Educational Continuum

    3 3ISSIP Call, April 10, 2013

  • Readiness: new education programs on SSME at the UniversityPolitehnica of Bucharest (UPB) with the participation of leadinguniversities (e.g. the Academy of Economic Sciences AES) in: engineering, business, medicine a national dimension

    Research: National Research Program in Service Science started in2011. IBM works out with UPB & AES a Foresight Study for theNational Authority of Scientific Research on new R&D programsfostering innovation in services

    Partnership: Collaborative Space with industry [projects, demos,proof of concept] fostering innovation in services

    Infrastructure: SC, SOC for learning and knowledge dissemination:services in the Cloud

    Regions: account for clustering aspects in the services ecosystem(businesses, skills, tradition, )

    The Context: SSME - Skills & Innovation

    4ISSIP Call, April 10, 2013

  • Project Title: Fostering innovation in services through open, continuous education (INSEED)Project Type: Sector Operational Program HR, Quality in Higher Education. Project Consortium: UPB (project coordinator), University Transilvania of Brasov, AES of

    Bucharest, University of Medicine and Pharmacy of BucharestStart, Dev., End: 2011, main dev. 2012 [Cloud infrastructure created], 2013, 5MEur

    Project Objectives:1.Develop an open, continuous education model in institutional frame to create and maintain

    long life skills to conceive, create, design, implement, operate and manage complex IT-based systems for services

    2.Implement and consolidate the 4-semester interdisciplinary Master Program in higher education: Service Engineering & Management [English, EU connected]; provides innovators in sector services: manufacturing, administration, supply chains & logistics, energy management, health care

    3.Develop a highly scalable, distributed cloud computing infrastructure for learning and research with virtualized resources accessed as services

    4.Create and consolidate an open, integrated collaboration space with companies: [email protected] = eLearning + SS-KE

    The Context: INSEED a national projectfor HR development

    5ISSIP Call, April 10, 2013

  • 6

    Transposes: The multilevel framework [service needs (requested) + service resources

    (capabilities) service competencies (to be provided)] for innovation; The roles: context of partnership in co-creating value through services

    (supplier, customer, competitor, authority); The principles and methodology of configuration, interconnecting, integration,

    exploration and innovation of services (people, technology, shared information, organizations) needed for services implementation [model-based]

    in sets of disciplines for curricular areas, associating :

    - the Service Resources level with: technologies (platforms/resources for service implementing, distribution resources/channels), shared information (service content, client data), and personnel (resource exploitation);

    - the Service Competencies level with the discipline set related to:organizations: horizontal competencies (staff and organizational management);partnership: horizontal competencies (supplier, partner, competitor, )provider: vertical competencies (support for services, execution, billing)

    - the Service Needs level: discipline set related to the customer (service availability, customization, customer/community contribution in service execution, cost & market analysis) and the authority ( supplier-customer relation settlement, SLA, IP).

    The Educational Model for SS

    ISSIP Call, April 10, 2013

  • 7

    Educational Model for SS [Bologna stages]SS Education Model based

    on the 3-layer service innovation framework

    A new fundamental domain: Service Sciences?

    Two new study domains: Service Engineering

    Service Management?

    Master Programs: General (ITC, OMM, PSO)

    IT Oriented:Services Computing; ITServices, Software Services

    Business Oriented: Business & Services Mgmt

    Sector Oriented Services: Healthcare Services, e-Gov, e-Admin, manufacturing, supply chains, Energy_aaS SS education model: programs / levels, skills areas,

    curricula mapping on service competenciesISSIP Call, April 10, 2013

  • 8

    Master Programs developed in INSEED

    No. Title of Master program (certified by the Ministry of Education, qualifications approved)

    Fundamental domain

    Study domain Program type

    1 Service Engineering & Management (SEM) Eng_Sci System_E. Tech-o2 Sci., Design & Serv. Engn. in TELCO Eng_Sci Electron_E. Tech-o3 Advanced Software Services Eng_Sci CS & IT IT-o4 Information Protection & Management Eng_Sci System_E. IT-o5 Business Service Management Econ_Sci Bus_Admin. B-o6 Advanced Data Mgmt for Bus. Sustainability Eng_Sci System_E. Tech-o7 Information Systems & Services in Medicine Eng_Sci System_E. IT-o8 Service Oriented Architectures for Enterprise Eng_Sci System_E. Tech-o9 e-Government Eng_Sci CS & IT IT-o10 Management of Public Services Econ_Sci Admin. &


    11 Services for Energy Efficiency Eng_Sci Power_E. Tech-o12 Service Engn. in Telecommunication Networks Eng_Sci. Electron_E. Tech-o13 Multimedia Services and Signal Processing Eng_Sci. System_E. IT-o

    Taught in UPB (University Politehnica of Bucharest Taught in AES (Academy of Economic Sciences)Taught in UTBv (University Transilvania of Brasov)Taught in partnership UPB UMF (University of Medicine & Pharmacy of Bucharest)Taught in partnership UPB - AES

    ISSIP Call, April 10, 2013

  • Orientation towards services (processes, products, technologies e.g. manufacturing)

    Value co-creation analysis

    Service system modelling, design, deployment and management

    Service lifecycle analysis (for quality assurance)

    Service supply and demand management

    New service development

    Cross-disciplinary communication

    Business case development and analysis

    Organizational change management

    Marketing and sales

    Creative and critical thinking

    Communication skills

    Leadership and collaboration skills

    Intellectual property rights


    T-shaped professionals are inhigh demand because theyhave both depth and breadth

    They combine expert thinking(depth in one or more areas)and complex communications(breadth across many areas)

    Service Science Skills, Abilities and Knowledge

    complex communication

    expert thinking

    expert thinking

    ISSIP Call, April 10, 2013

  • The Master Program Service Engineering and Management (SEM) is a program to educate professional engineers, i.e. graduates will be prepared to conceive, design, implement and operate complex, IT-based engineering systems for services.

    SEM has a strong emphasis on:

    Understanding the innovative technologies now required for service provision

    Understanding the functional and the experience requirements of people using services

    Management of the service CDIO lifecycle process and understanding its value.

    SEM is a Double Degree Master Program of A&C_UPB (Faculty of Automation & Computers, University Politehnica of Bucharest) and FEUP (Faculty of Engineering, University of Porto

    10ISSIP Call, April 10, 2013

  • SEM topics

    ICT Information and Communication


    PSOPsychology, Sociology


    Management & Marketing

    Mobile technologies Sociology ofOrganizations

    Service marketing

    Information systems Cognitive Psychology Service Operations andManagement

    Human-Computer Interaction

    Communication Management

    Internet technologies Information science and management

    Financial management

    Multimedia technologies Design Management of Innovation

    Service design anddevelopment

    11ISSIP Call, April 10, 2013

  • SEM Courses related to topics (A&C, PUB) ICT PSO OMM

    Foundations of Service Science

    Communication Management and Cognitive Psychology

    Mathematical Modelling of Economic Processes

    Data Mining and Data Warehousing

    Knowledge Engineering and Services Ecosystem

    Marketing and Financial Performance of Business

    Architecture of Service Oriented Information Systems

    Intellectual Property and Entrepreneurship

    Supply Chain Management and Logistics

    Network and Systems Security

    Service Operations and Customer Relationship Management

    Business Process Modelling Accounting and Financial Management for Services

    Business Service Integration and Management

    Enterprise Integration and Management Architectures

    12ISSIP Call, April 10, 2013

    Technology-oriented courses

  • MESG Courses related to topics (FE, UP)


    Business Process Modelling Organizational Behaviour Service Operations Management & Logistics

    Information Systems Human Computer Interaction

    Services Marketing

    Enterprise Management Creativity Accounting and Financial Management

    Decision Support Systems Human Resources Management

    Multimedia and New Services

    Information Systems Architecture

    New Service Development and Design

    Customer Relationship Management

    Requirements Engineering for Services

    Introduction to Research Project

    Capital Budgeting

    Corporate Strategy

    13ISSIP Call, April 10, 2013

    Business-oriented courses

  • 14

    Positioning occupations/careers in the service field

    (a) Service execution- specialist in: service execution , presentation, marketing-and service negotiation

    (b) Service design, implementation and monitoring and technological innovation -consulting, design, service management

    (c) Service management organizational innovation and research / market strategies - research and development, expertise in system engineering services, IT architecture, marketing consulting and market strategy, entrepreneurship

    Educational Model in SS - occupations

    ISSIP Call, April 10, 2013

  • 15

    Compact Courses in the SS ModelSectoral Services Code Title of Compact Module [duration: 3-5 days]

    Healthcare services and medical information MC1

    Health Services with IT support

    Public services administration and business management

    MC2 Public Services Management

    MC3 Strategies for Service Analysis and Optimization

    ITC for services MC4 Service Oriented Architectures in Cloud Systems

    Services for supply chains, logistics, manufacturing and e-business

    MC5 e-Business

    MC6 e-Commerce

    MC7Supply Chain Management

    MC8 SOA for Manufacturing Business Management

    MC9 Service Orientation in Manufacturing Control Technologies

    Energy services: transport, distribution of electrical power & utilization of alternative power sources as public services

    MC10 Thermo Energy AuditMC11 Smart Electric Grids

    MC12 Electrical Systems for Renewable Energy Sources

    MC13 Integrated Maintenance Systems

    Expertize services for electric and electronic equipment and metrology certification

    MC14Expertize of Transmission Environments for Electronic and Telecommunication Equipment

    MC15 Engineering of Electric Products and Services

    Taught in UPBTaught in AES Taught in UTBv

    Taught in partnership UPB - UMF

    ISSIP Call, April 10, 2013

  • 16

    [email protected]://

    ISSIP Call, April 10, 2013

  • SSKE - Use cases Academia

    Students Build new Master Thesis Research Write and consult papers Publish their work and collaborate with other interested

    people to further develop a specific idea in the field

    Professors Create new events, propose projects Find new partners for new or existing projects Find and consult different university programs (help

    universities find out how to build a SSME master) Improve course materials and find new ideas to present

    a new a subject Find out about new events (conferences, workshops)

    where they could actively participate Get insight of the results of events

    Business Propose new projects Find professionals Find business partners Present innovative solutions Present market demand Present skills demand

    Government Propose new projects Discover the results

    of existing projects See the stage of existing projects Find qualified people and companies

    to their domain of interest

    17ISSIP Call, April 10, 2013

  • 18

    SC covers the science and technology of leveraging computing and IT to model, create, operate, and manage business services.

    web services - best enabling technology

    universal accessibility through standard communication protocols

    Service Oriented Architecture (SOA) - central architectural model

    application framework facilitating services operations

    standard supportSOAP, WSDL, UDDI

    Techniques developed to facilitate information integration, enable business process automation, increase the agility of enterprise and integrate business & shop-floor processes (SOA/ESB/MSB)Taught in Service Science Master programs @ A&C-UPB: SEM, SOEA

    ISSIP Call, April 10, 2013

  • 19

    SOHOMA12 [http://www.sohoma{11,12,13}]SOEA the global dissemination context

    ISSIP Call, April 10, 2013

  • SOHOMA'11 Proceedings Volume

    SOHOMA'12 Proceedings Volume

    SOEA the internationalization context

    20ISSIP Call, April 10, 2013