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.