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Product and Service Design Bundle: A Curriculum for Teaching Manufacturing Competitiveness

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2011 ASEE Annual Conference & Exposition


Vancouver, BC

Publication Date

June 26, 2011

Start Date

June 26, 2011

End Date

June 29, 2011



Conference Session

Design Education I

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Page Count


Page Numbers

22.1181.1 - 22.1181.8



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Paper Authors


Priya Manohar Robert Morris University

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Dr. Priyadarshan Manohar is an Assistant Professor of Engineering at Robert Morris University, Pittsburgh, PA. He has a Ph.D. in Materials Engineering (1998) and Graduate Diploma in Computer Science (1999) from University of Wollongong, Australia and holds Bachelor of Engineering (Metallurgical Engineering) degree from Pune University, India (1985). He has worked as a post-doctoral fellow at Carnegie Mellon University, Pittsburgh (2001 - 2003) and BHP Institute for Steel Processing and Products, Australia (1998 - 2001). Dr. Manohar held the position of Chief Materials Scientist at Modern Industries, Pittsburgh (2003 - 2004) and Assistant Manager (Metallurgy Group), Engineering Research Center, Telco, India (1985 - 1993). He has published over 50 papers in peer-reviewed journals and conferences including a 2007 Best Paper Award by the Manufacturing Division of American Society for Engineering Education (ASEE), three review papers and three book chapters. He has participated in numerous national and international conferences. He is a member of ASM International, TMS, ACerS, AIST, ASEE, IMEA, and a registered Chartered Professional Engineer. Dr. Manohar’s research interests include mathematical and computer modeling of materials behavior, thermomechanical processing of steels and other metallic materials, microstructural characterization, and structure – property relationships. He has conducted a number of technical failure investigations, consulted on various materials-related problems, and acted as an expert witness in the Court of Law.

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Product and Service Design Bundle: A Curriculum for Teaching Manufacturing CompetitivenessIt is recognized that the manufacturing industry is rapidly changing its face in theUS where the majority of the manufacturers must re-evaluate service aspects oftheir business. This is both a challenge and an opportunity. It is a challengebecause the traditional design curricula across the board focus almost exclusivelyon product design and the topic service design hardly ever gets a mention inundergraduate schools. This leads to the situation that the new engineers are notbeing trained for the current needs of the manufacturing businesses. Thus thispresents an opportunity for curriculum development where Service Design shouldbecome a focal point of design education. Service design and development isviewed here as a very important step in creating value, delivering satisfaction tothe customer and sharpen the competitive edge for the manufacturers.A new curriculum is developed to bridge this educational gap by developing anddelivering a three credit course called ‘Product and Service Design’ in theSummer term. The course curriculum is described in detail in the paper. Thecurriculum involves studying several cases covering diverse industries includingIT, software, hardware manufacturing, banking and finance, and customer goodsmanufacturing where the company strategy needed to make fundamental changes.The strategy was required to include service itself as if it is being developed as aproduct for increasing profitability of the company. Several techniques of servicedesign including service blueprinting are examined. Testing of service productsfor quality assurance are identified and discussed. Best practices for productdesign such as delivery, flow charting, failure modes, effects and criticalityanalysis, feedback mechanisms, are adapted as an integral part of the servicedesign process. A term project was assigned where concepts learnt in the classwere applied to real world problems to see how effectively they were when thetraditional product manufacturing business incorporated service products in theirportfolio. Effectiveness of this curriculum is presented in terms of studentfeedback and student performance in the course. The course was initiallydeveloped as a graduate course but it is now being adapted for an integratedBS/MS or traditional undergraduate degree in manufacturing / mechanicalengineering.

Manohar, P. (2011, June), Product and Service Design Bundle: A Curriculum for Teaching Manufacturing Competitiveness Paper presented at 2011 ASEE Annual Conference & Exposition, Vancouver, BC. 10.18260/1-2--18821

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