SOM-P11

SOM-P11
PGDM 2011-13: Term-V

Course Name – Services Operations Management

Credits	3
Faculty Name	Arun Kumar Paul (arun@ximb.ac.in; 7381123523)
Program	PGDM ELECTIVE in OM&DS area
Academic Year and Term	2012-2013

1. Course Description: Manufacturing, service and agriculture are the major economic activities in any country. Service operations are absolutely necessary, except may be for basic subsistence living, for the economy to function and to enhance the quality of life. It is essential to recognize that services are not peripheral activities but important and integral parts of the society. Moreover, during the last ten years, the share of services in the GDP of India has grown steadily from about 40% to over 51%. All these indicate the growing importance of services in the Indian economy and the need to apply management practices to plan and control operations in the service sector.

Service organizations respond to the requirements of customers to satisfy some needs and leave certain experiences in the minds of the customer through a service delivery system. This course addresses the strategic and operational aspects of designing, deploying and managing service systems. In addition to discussing the design and operational control of service operations, specific issues pertaining to certain sectors of the service industry are also addressed.

2. Student Learning Outcomes (typically 3-5 bullet points): After successful completion of the course, the students should be able to :
· Appreciate and understand the role of a service manager
· Formulate a strategic service vision
· Prepare a blueprint for a service operation
· Design and implement quality control methods in service environment
· Understand and apply certain models for service management

3. Required Text Books and Reading Material:

· Service Management – Operations, Strategy, Information Technology – Fitzsimmons & Fitzsimmons, Pearson. (TEXT BOOK)
· Services marketing, operation and management - Jauhari & Dutta, Oxford.
· Services Management and Operations – Haksever, Render, Russell & Murdick, Pearson.

4. Tentative Session Plan:

Session Number
Topics/Activities
Reading/case list etc.

1 Definitions of Service & its role in economy CASE: The housing finance sector in India – a focus on HDFC.

2 The nature of service CASE: Village Volvo

3 Service strategy The DEA model to measure service productivity

4 New service development – service blue printing CASE: 100 Yen Sushi House

5 Technology in services CASE: amazon.com

6, 7 Service quality CASE: Balanced score card in managing higher education institutions: an Indian perspective

8 The service encounter – service delivery process

9 Support facilities – process and layout CASE: Health maintenance organization.

10,11 Service facility location CASE: Athol Furniture, Inc.

12 Managing service projects

13 Forecasting demand for services CASE: Oak Hollow medical evaluation center.

14 Challenge of managing capacity and demand

15, 16 The psychology of waiting - queuing models

17 Service supply relationship – vehicle routing issues

18 Managing facilitating goods

19 Pricing & promotion strategies for services including ethical issues CASE: Why differential pricing helps the poor.

20 Impact of globalization and technology in service sector.

21 Presentation of assigned Group activity. Final recap

Note: Quiz, mid-term, end-term As per agreed schedule

5. Group Work:

A. Theoretical in nature: A short paper / Article on any recent (not older than year 2008) Services Operation Management related topics (Max 15 pages, A4 size, 12 New Times Roman , single spaced; soft copy and hard copy submission on a mutually agreed date, but before the End term).
B. Practical / Application oriented: Applying concepts and tools learnt in the course, to a real-life situation in services operation management area of a Company / Industry sector (based on primary or secondary information !). (Submission: Hard copy (.doc + .xls) + soft copy (.doc, .xls, .ppt), on the day of Group presentation).

Criteria of evaluation for Group Works:

Group work A (Theoretical):

· Relevance of topic 10 %
· Sources of information 15 %
· Description of topic 20 %
· Analysis of topic 35 %
· Conclusion 15 %
· Presentation / Formatting 5 % Group work B (Practical):
· Choice of situation 5 %
· Definition of problem 10 %
· Collection of data 15 %
· Analysis of data,

use of tools / models 40 %

· Suggested solution 20 %
· Reporting 10 %

6. Evaluation Methodology and Component (for the entire course):
1. Class Room Attendance: : 5 %
2. Class participation, Discussion (only relevant ones!) : 5 %
3. Quiz (Individual) : 10 %
4. Mid term (Individual) : 15 %
5. Group Work (A + B) : 10 + 15 %
6. Final exam (Individual) : 40 %

TOTAL 100 %

7. Provisional Grading (To follow ‘Student’s Manual’):

F	D	D+	C	C+	B	B+	A	A+
		>35-45	>45-55	>55 -65	>65-73	>73-80	>80-85	> 85

Created By: Debasis Mohanty on 05/16/2012 at 02:27 PM
Category: PGDM-II Doctype: Document

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Session Number	Topics/Activities	Reading/case list etc.
1	Definitions of Service & its role in economy	CASE: The housing finance sector in India – a focus on HDFC.
2	The nature of service	CASE: Village Volvo
3	Service strategy	The DEA model to measure service productivity
4	New service development – service blue printing	CASE: 100 Yen Sushi House
5	Technology in services	CASE: amazon.com
6, 7	Service quality	CASE: Balanced score card in managing higher education institutions: an Indian perspective
8	The service encounter – service delivery process
9	Support facilities – process and layout	CASE: Health maintenance organization.
10,11	Service facility location	CASE: Athol Furniture, Inc.
12	Managing service projects
13	Forecasting demand for services	CASE: Oak Hollow medical evaluation center.
14	Challenge of managing capacity and demand
15, 16	The psychology of waiting - queuing models
17	Service supply relationship – vehicle routing issues
18	Managing facilitating goods
19	Pricing & promotion strategies for services including ethical issues	CASE: Why differential pricing helps the poor.
20	Impact of globalization and technology in service sector.
21	Presentation of assigned Group activity. Final recap
Note:	Quiz, mid-term, end-term	As per agreed schedule