The Institute of Service Excellence at SMU will be conducting four master classes on July 24 on the second day of its Global Conference on Service Excellence 2014. They will be held at Suntec Singapore Convention and Exhibition Centre. Classes are designed to offer in-depth learning into specific areas of service innovation. They are targeted at C-level executives, presidents, managing directors, and senior executives. Led by prominent academics from leading universities, the classes will allow participants to immerse themselves in thought-provoking lectures, case discussions, and individual and group exercises. Each master class will last a full day, from 8.30am to 5.30pm.