Close
SOM-X08
(PGDM-PT 2008-11 : Term-VII)

SERVICES OPERATIONS MANAGEMENT (SOM)

(Faculty: Mr. Manaw Modi, MD/CEO, Karma Strategies)
www.karmastrategies.com
manaw.modi@gmail.com



INTRODUCTION

The shift of service as the driver of economic growth is sending the paradigm of “who are global economic powers” for renewal – and the results are stupefying. Statistics indicate that employment in developed economies is dominated by people working in service industries and public sector. For instance, over 70% of people working in the US are employed in service activities and the sector account for over 80% of US GDP. Growing economies like India and China, Africa later, are starting to assert the role of service economy in their growth leading a shift in economic power.

Services Operations Management in form of Science, Management & Engineering (SOM/SSME) is a new multi-disciplinary effort that integrates aspects of established fields such as computer science, operations research, engineering, management sciences, business strategy, social and cognitive sciences, and legal sciences to train India’s future managers to have a service mindset for the most rapidly growing business sector.

The significance of SOM/SSME field can be even more validated by knowing that IBM has committed itself to the definition and growth of the field as it had done for Computer Science some years back. IBM is a very profit-oriented company- they sense huge business value in SOM/SSME in years to come.

What does one gain from a class on SOM/SSME? Following lists some example questions that one will be able to answer and understand better after a thorough overview of SOM/SSME discipline – leading to opportunities in growing service sector:

1. Can manufacturing exist without any services?
2. How does a manager balance operational efficiency with better customer experience?
3. How to get more involvement of customer in the whole process? 1. What local customization might lead to better customer retention?
2. What is the impact of automation on a manager’s job and on customer?
3. Is better service always necessary for all customer segments? 1. “Big Bazaar” culture is changing Indian customer habits, why?
2. Can a retailer’s supply chain include customer as an integral part?
3. What’s next after Big Bazaar? Who is left underserved? 1. What’s next in telecom experience that will attract customers?
2. Why one-billing is going to be a huge service for the customers?
3. Rural service differs from urban counterpart, how?
One overall question that will span the whole class will be: for any given transaction, how can we classify three parts (social science, management, and engineering) that make up SOM/SSME? Of course, this question applies to all the above questions as an umbrella question.
Proportionally, consumes are paying more for experience, advice, information, assurances, use of infrastructures and leasing etc. – these have become a part of the offering for all transactions consumers make. Specifically, in India, Service Science Management and Engineering has the potential to transform the much lacking service sector. This emerging yet booming industry still suffers from gaps but also offers a huge potential for technology and services to come up with a win-win solution.

Many existing elements service systems already exist in different areas of professional practice and in academic disciplines – but in form of unconnected silos. This no longer reflects the reality of interconnected economic activities, which, for example, now sees manufactures of complex engineering products increasingly adopting service-oriented business models and heath care service providers learning lessons from modern manufacturing operations.

COURSE CONTENT
The sessions are divided in 10 separate gatherings for overview – we will customize and enhance as make very fast progress. In some sessions we will have case discussions from different perspectives.


COURSE MATERIAL

· Service Management: Operations, Strategy, Information Technology, 5th Edition, J.A. Fitzsimmons and M.J. Fitzsimmons, McGraw Hill. · These will be shared online or in the class. · Service Modeling, Principles and Applications. Vilho Raisanen, Wiley
· Understanding Service Business, S.E. Sampson, Wiley
· Managing Services, Alan Nankervis, Cambridge Press

GRADING
The overall grade will be based on the following four components:
Class participation 10%
Caselet – 1 (individual) 20%
Caselet – 2 (team-based) 15%
Term Project (team-based) 20%
End-term Test 35%

CLASS PARTICIPATION
Pedagogically, this course will rely very heavily on experiential learning built around the following elements: class discussion of cases, thought sharing, and video supplements. For the course to be useful to you, it is essential that, besides reading assigned chapters/articles from the book and the conceptual articles, you come to each class well prepared to discuss your analysis of the assigned material.
I would strongly encourage active class participation. My experience has been that students generally tend to under- (rather than over-) estimate the worth of what they have to say. Thus, if you are ever in doubt, I would encourage you to participate rather than to keep quiet. Please note that probing questions are as useful a form of class participation as presentations of logical analyses. Finally, needless to add, the quantity of your class participation would count positively only if the substantive quality of your comments and/or questions adds value to the class discussions.

CASELET
The two caselets should focus on services – topics will be decided in due course of time. Each caselet should be well written for complete clarity. Caselets are brief – so any extraneous contents must be removed to make room for more valuable thoughts. Two pages, single line, Ariel 10 font should suffice for each caselet. Relevant questions should follow the situation and a very brief abstract should be included as a separate item.
One caselet will be done on individual basis while the other will be completed within a team. This team based caselet will be the topic for the term project.
If one of the caselets can be substituted with another valuable alternative, we will open to suggestions per discussion in the class.
TERM PROJECT
Each team should present the caselet that they have designed. Class will confirm topics early on in the course. Every team will share their topic and tentative flow of contents in an early class. Last class of the course will be dedicated for the team presentation. Make the presentations as formal as you can, as business-like as you can. Each presentation should be accompanied with a brief one page report with salient points – a simple format will be discussed in the class.

ATTENDANCE POLICY
As per the school calendar, we will have only few sessions. Also, as indicated in the course outline, a very significant portion of your learning is likely to take place in the classroom as you participate in and listen to conceptual discussion and case analyses. Therefore, it is essential that, barring personal crisis, each student attend every class. In case of any such exigencies, you must let me know either ex-ante or ex-post. Also, please note that if you miss more than two classes – for any reason – you run the risk of getting an “incomplete” grade in the course.

ACADEMIC INTEGRITY
Any breach of integrity sensed by the instructor may result in a Fail grade for the class – the decision will be final in such cases.

SPECIAL NEEDS
Any student with special needs should bring this to the attention of the instructor as soon as possible, but not later than the second day of class.
Created By: Bijoy Kar on 05/20/2010 at 01:07 PM
Category: ExPGP-III Doctype: Document

...........................