AP Degree Programme in Service,

Hospitality and Tourism Management

Learning Activity 2 (LA2)

October 2014
Dania Randers

Purpose

Multidisciplinary learning activity. Focus is primarily on

vocational elements from service design, global service
economics and methodology including constructive
participation in group work.
Methodology
-

The student must, both individually and in cooperation

with fellow students and service companies, be able to
design investigations, just as the student must be able to
gather and analyze information

Service design
-

The student must know about service management

systems, service concepts and service delivery systems
The student must have the skills to participate in the
development of service concepts
and service delivery systems
The student must be able to acquire knowledge with a
view to improve service
management systems and concepts

Global Service Economics

- The student must be knowledgeable about the
mechanisms of the global economy including the
macroeconomic conditions
The student must have the skills to evaluate various
market structures and competition policies (competition
and market structure)
Groups

The students work in groups of 4-5 individuals. Each students

is responsible of finding a group.

Product

Oral presentation including use of presentation program such

as Prezi or Power Point.

Time

LA2 will be made available on Fronter Monday, 20 October

2014, 08:00.
All group member must attend the presentation in the
auditorium, Thursday 23 October 2014 - 09:00-11:00.

No later than Wednesday, 29 October 2014, 15:00 you must:

upload your presentation as a PDF-file to your LA2 evaluator
in the hand-in-folder belonging to your class: Rooms
SK/SINT exam papers LA2
Allocated time per group presentation including discussion,
evaluation and feedback is 30 minutes: Thursday 30 October
2014 or Friday 31 October 2014. That means that each group
has max. 10 minutes for the presentation. All group members
MUST participate actively in the presentation.
A plan for the presentations will be made available on Fronter
Monday 20 October, 08:30.
Please remember to write all names of the group members on
the title of the document.
Guidance

Guidance is part of the LA2 and will be facilitated during the

scheduled LA2-lessons.

Evaluation

Evaluation will be given immediately after the presentations by

the following evaluator:

SINT A: CEL
SINT B: CEL

LA2 will be assessed as approved or not approved. An active

contribution to the group work has to be demonstrated by
each student to have his/her efforts approved.

The Assignment - CASE - Danske Bank

Danske Bank Group is the largest bank in Denmark and a leading player in the northern
European financial markets. The Group focuses on retail banking by offering a wide range of
financial services including insurance, mortgage finance, asset management, brokerage, real
estate and leasing services. The Group has more than 5 million retail customers and a
significant share of the corporate and institutional markets.
Source: Danske Bank, 2013, Facts and figures, http://danskebank.com

In line with most other European banks, Danske Bank has experienced turbulent times during
the recent financial crisis. As a consequence of developments in the industry environment
Danske Bank has made a number of adjustments to their service concept and delivery system
with the aim of increasing profitability.
You are asked to answer the following questions using relevant analytical models, theories,
desktop research, as well as information that you have gathered listening to guest speaker
Kasper Fey-Hansen branch director, Danske Bank, Hobro, on Thursday 23 October in the
Auditorium 09:00-11:00 (the presentation is in English). You are not permitted to contact
other employees at Danske Bank with a view to answering the questions.

Assignment questions
1. Make an analysis of Danske Banks current service concept and service delivery system,
identifying which changes have occurred during the last couple of years.
2. Identify factors in the external environment that have contributed to Danske Bank
changing their strategy
3. Discuss the possible consequences that the changes can have for:
a. the banks relationship to personal banking customers
b. the banks relationship to business customers
c. the banks personnel
d. Danske Banks image in the press

You are not expected to conduct a detailed analysis of the competitive situation, internal
management relations or financial statements. Focus should be on the service management
system and relevant global-economic conditions.
Relevant links for your desk research: remember to find more sources!
https://www.youtube.com/watch?v=6eJyTa3pNuU

https://www.youtube.com/watch?v=C6ToydnM064
https://www.youtube.com/watch?v=CvjY1B5vonk
https://www.youtube.com/watch?v=FxTELuYoJb8
https://www.youtube.com/watch?v=aSUXDmQWmw4
https://www.youtube.com/watch?v=oYPtBhkn_HU

The presentation must include

List of sources (use the same structure as in a list of literature in a written report). The
list should offer an overview of the sources you have found and applied to make the
assignment.

List of questions you have prepared to ask the guest speaker in the auditorium
Thursday.