Many organisations rely on a business model that is instilled in a different era. The age of Industry 4.0 is upon us, and forward-thinking organisations are leveraging Industry 4.0 technologies to remain competitive in a disrupted market. Read more Read less

The UK is currently ninth largest industrial nation in the world and engineering services already influence nearly 20% of GVA and in excess of £275billion of the UK economy, while rising globally.* Key High Value Sectors, such as Aerospace and Defence, Electronics and ICT, Built Environment, Healthcare, Transport, Energy, Chemical and Process industries are witnessing this major transformation to service-oriented business models.

The ability of organisations get future-ready to position themselves in this evolving environment, critically depends on designing and implementing an effective servitisation strategy. The shift to servitisation and the delivery of Through-Life Engineering Services (TES), is enabled by introducing Industry 4.0 technologies such as the Internet of Things, data analytics, cyber physical systems, cloud computing, semantic technologies, and augmented and virtual reality, into organisations. This results in organisations being able to unlock new value potential through new types of business models.

Services 4.0: Servitisation Strategy and Engineering Services gives you a detailed blueprint for rethinking the way you do business and navigating the Industry 4.0 landscape. Participants on the programme will get access to cutting edge research-led frameworks for adopting a servitisation strategy and creating market leading service offerings. You will also learn from cross-sector case studies, including insightful examples of Industry 4.0 capabilities delivered by world leading industrialists.

At a glance

  • Dates
    • Please enquire for course dates
  • Duration2 x two-day residential
  • LocationCranfield campus
  • Cost£5,800
    Concessions available

What you will learn

To join the next wave of engineering and manufacturing services organisations need to adopt an innovative approach. Whether your organisation is already shifting its business model to services or considering doing so in the future, this programme will enable you to lead the Services 4.0 business transformation process within your organisation.

Services 4.0: Servitisation Strategy and Engineering Services is delivered in two, two-day modules, with flexible one-to-one coaching on how to design and apply a servitisation strategy benefiting from Industry 4.0 technologies.

  • Create innovative and potentially disruptive service-led through-life strategies.
  • Maximise the benefits of shifting to, or optimising, your existing service strategy.
  • Outline an implementation plan or appraise an existing strategy.
  • Reduce whole life cost of high-value products.

Develop personal leadership skills vital for leading change and your strategy.

Core content

The programme design allows you to learn and apply the latest servitisation and TES thinking to build your organisation’s customer-centric approach to delivering value. It’s an opportunity for you to step outside your business in order to put new insight and fresh impetus back in. Supported by a strong academic team and industry peers such as Paul Rodrick (Siemens) and Richard Glover (Xerox).

Module one: Service Strategy and Service Design

Day one: Service Context and Strategy

  • Service context, leadership and organisational change
  • Service context ecosystems and strategy
  • Breakthrough innovation in services
  • Capabilities leadership

Day two: Service Design and Transition to Services 4.0

  • Transition to services
  • Industry 4.0 for Service Innovation
  • Services and Engineering for Life
  • Service design and stakeholder engagement

Inter-module coaching

Coaching is an integral part of the programme and acts as a bridge between the two core subject modules. It is designed to support you in devising your own service strategy and delivery, with the support of our world-leading academics and industry peers.

Module two: Masterclass in Service Planning and Delivery

Day one: Service lifecycle – planning, delivery and support

  • Service planning
  • Uncertainty and risk management in agile and digital services
  • Digital transformation
  • Industry 4.0 technologies and data-driven services

Day two: Service 4.0 Lifecycle and Performance Management

  • Services 4.0 lifecycle management
  • Performance and quality management
  • In – service governance and global service delivery
  • Call centres, warranty management and service logistics

Key Outcomes

  • Learn and apply the latest thinking in TES strategy and Industry 4.0 technologies.
  • Understand how your organisation can exploit the opportunity to think more in terms of service and holistic solutions.
  • Learn tools and techniques for developing effective, service-led strategies, incorporating Industry 4.0 technologies.
  • Translate service-led strategies into implementation action plans, including the challenge of cultural change.
  • Develop new skills for managing key organisational and business processes for service-oriented models, including processes for customer engagement and supply chain management.

Who should attend

The programme is targeted towards engineering, manufacturing, and operations executives and heads of departments, such as:

  • Senior Programme and Operations Managers.
  • Chief/Senior Engineering Officers for Services.
  • Senior Supply Chain and Network Managers.
  • Facility, Site, Fleet or Infrastructure Managers.

The course will also benefit General Managers and senior commercial or financial executives responsible for taking service-oriented investment decisions, managing businesses developing or delivering servitised manufacturing operations, or other large-scale service operations.

Programme Directors

Dr Christos Emmanouilidis (Programme Director)

Dr David Butcher (Deputy Programme Director)

Additional Contributors

  • Mike Bourne
  • Howard Lightfoot
  • Catherine Bailey
  • Matt Collins
  • Ian Jennions
  • John Ahmet Erkoyuncu


20% discount for Cranfield Alumni. 
10% discount when registering 3 or more delegates, from the same organisation at the same time.  

Accommodation fees are not included in the discount scheme. Please ask about our discount scheme at time of booking.

Accommodation options and prices

Location and travel

Cranfield School of Management is situated in Bedfordshire close to the border with Buckinghamshire. 

The School is located almost midway between the towns of Bedford and Milton Keynes and is conveniently situated between junctions 13 and 14 of the M1.

London Luton, Stansted and Heathrow airports are 30, 90 and 90 minutes respectively by car, offering superb connections to and from just about anywhere in the world.

For further location and travel details

Location address

Cranfield Management Development Centre
Wharley End
MK43 0HG

How to apply

To apply for this course please use the online application form.

Read our Professional development (CPD) booking conditions.