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SSME-P06
(PGDM 2006-08 : Term-V)

Services Science, Management & Engineering
(Faculty: Mr. Ashutosh Dhanesha, IBM, Bangalore)

Course Outline

Objectives:

Service Sector now contributes more than half of India’s GDP and is the main growth driver for the rapid economic growth that our country has been achieving this decade. Telecom, IT, Hospitality, Healthcare, Retail and Transportation are some of the major contributors to the services sector. In fact the developed economies already have majority of their workforce employed in service sector as knowledge workers. India is likely to transform into a knowledge economy on similar lines.

It is expected that GDP share of the service sector will grow even further in future, and hence there is a need to incorporate services management topics in education, particularly in B-Schools, so that the new talent pool is equipped with the right kind of skills. IBM in partnership with leading universities, government entities and industry has been working to create a body of knowledge to provide the learning tools and content for services education. SSME encapsulates the various topics that are most relevant in this context.

This course aims to:

§ Provide learning in the area of services management under the umbrella of SSME.
§ Analyze various characteristics of a services enterprise.
§ Cover topics such as Service Design, Managing Service Innovations, Services Marketing, Service Supply Chain, Service Operations and Service Delivery and highlight the key differentiators from a traditional / industrial sector business in these areas.
§ High level introduction to IT systems and services innovation.

Methodology:

Collaborative learning and innovative thinking will be the methodologies used for this course. The course will include interactive classroom sessions, case studies, assignments and group discussions. The approach will be to relate real life examples with theoretical concepts.

The course will be conducted in 20 sessions of 1½ hour each to be held based on mutual convenience of participants and course facilitator. Subject matter experts on specific topics will be invited as guest lecturers as necessary.

The topics to be covered are listed below:

Modules:

Sr. No.
Topic
Sessions
1
SSME Overview
1
2
Service Enterprise
1
§ Definitions
§ Types
§ Characteristics
3
Service Strategy
1
4
Service Design
2
5
Creating and Managing Service Innovations
2
6
Service Delivery
1
7
Services Marketing
2
8
Group Presentations
3
9
Service Operations & Supply Chain Management
2
§ Managing demand & capacity
§ Globally integrated enterprise
§ Performance
10
Service Innovation
1
11
Regulations and compliance
1
12
IT systems and services
1
13
Group presentations
2


Evaluation:


The components of evaluation to compute the final grade are as under:


Mid Term Exam: 20 %

Individual Assignment: 10 %

2 Group Assignment/Project: 25 % (10 % Presentation + 15 % Report)

Class Participation/Attendance: 10 %
End Term Examination: 35 %
Reference Books:

1. Alter, S. (2006) The Work System Method: Connecting People, Processes, and IT for Business Results. Work System Press.
2. Bieberstein, N., Bose, S., Fiammante, M., Jones, K., and Shah, R. (2005) Service-Oriented Architecture (SOA) Compass: Business Value, Planning, and Enterprise Roadmap (DeveloperWorks). Indianapolis, IN: Pearson Education, IBM Press.
3. Bill Moggridge (2006) Designing Interactions, MIT Press.
4. Bryson, J.R., Daniels, P.W., and Warf, B. (2004) Service worlds: People, organizations, technologies. New York: Routledge.
5. Christopher Lovelock, Jayanta Chatterjee (2007) Services Marketing People, Technology, Strategy : 5th Edition, Pearson Education Limited.
6. Cross, R., Parker, A., (2004) The Hidden Power of Social Networks, Boston, MA: Harvard Business School Press.
7. Davis, M., Heinke, J. (2003) Managing Services, Using Technology to Create Value. Boston, MA: McGraw-Hill Irwin.
8. Denove, Chris and Power, James. (2006) Satisfaction: How Every Great Company Listens to the Voice of the Customer. USA: Penguin Group, Portfolio Hardcover.
9. Fitzsimmons & Fitzsimmons (2003) Service management. New York, NY: McGraw-Hill.
10. Friedman, T. L. (2005) The world is flat: A brief history of the twenty-first century. New York: Farrar, Straus, & Giroux.
11. Gadrey, J. and Gallouj, F., (2002) Productivity, Innovation and Knowledge in Services, New Economic and Socio-Economic Approaches. Cheltenham, UK: Edward Elgar.
12. Glushko, R.J. and McGrath, T. (2005) Document Engineering: Analyzing and Designing for Business Informatics and Web Services. The MIT Press.
13. Gronroos, C. (1990) Service marketing and management. Lexington, MA: Lexington Books.
14. Heracleous, Wirtz and Pangarkar. (2006) Flying High in a Competitive Industry Cost Effective Service Excellence at Singapore Airlines. New York, NY: McGraw-Hill.
15. Herzenberg, S.A., Alic, J.A., Wial, H. (1998) New Rules for a New Economy, Employment and Opportunity in Postindustrial America. USA: Cornell University Press.
16. Heskett, J., Sasser, W. E., and Schlesinger, L. (1997) The Service Profit Chain, New York, NY: Free Press.
17. Inasiti, M., Levien, R. (2004) The Keystone Advantage. Boston, MA: Harvard Business School Press.
18. K. Douglas Hoffman, John E.G. Bateson (2006), Services Marketing, Thomson South Western.
19. Kelly, K. (1998) New Rules for the New Economy, 10 Radical Strategies for a Connected World. New York, USA: Penguin Books.
20. Laudon, K., Laudon, J. (2003) Management Information Systems. Upper Saddle River, NJ, USA: Prentice Hall.
21. Lusch, R.F. and Vargo, S.L. (2006) The Service-dominant Logic of Marketing: Dialog, Debate, and Directions. M.E. Sharpe.
22. Lovelock, C & Wirtz, J. (2004) Services Marketing, People, Technology and Strategy. USA: Pearson Prentice Hall.
23. Moulton-Reger, S. (2006) Can Two Rights Make a Wrong? Insights from IBM Tangible Culture Approach. Upper Saddle River, NJ: IBMPress.
24. Pink, D.H. (2002) Free Agent Nation. New York, NY. Warner Books
25. Reichheld, F.E. (1996) The Loyalty Effect, The Hidden Force Behind Growth, Profilts, and Lasting Value. Boston, MA: Harvard Business School Press.
26. Richard Florida (2005), The rise of the creative class, Perseus Books
27. Ron Zemke, Chip Bell (2006), Service Magic, Corpus Collosum Learning.
28. Rouse, W.B., Editor. (2006) Enterprise Transformation. Understanding and Enabling Fundamental Change. Hoboken, NJ: Wiley Press.
29. Sampson (2001) Understanding service businesses. John Wiley: New York, NY.
30. Sasser, E. (1978) Management of service operations: Text, cases, and readings. Boston, MA: Allyn and Bacon.
31. Sanford, L., Taylor, D. (2005) Let Go to Grow, Escaping the Commodity Trap. Upper Saddle River, NJ: Prentice Hall.
32. Schneider, Benjamin and White, Susan S. (2003) Service Quality: Research Perspectives (Foundations for Organizational Science), Thousand Oaks, CA: Sage Publications, Inc.
33. Teboul, James (2006) Service is Front Stage: Positioning Services for Value Advantage. Insead Business Press.
34. Terrill, C. and Middlebrooks, A. (2000) Market Leadership Strategies for Service Companies, Creating Growth, Profits, and Customer Loyalty. Chicago, Illinois, USA: NTC Business Books.
35. Triplett, J.E. and Bosworth, B. (2004) Productivity in the U.S. Services Sector, New Sources of Economic Growth, Washington D.C., USA: Brookings Institution Press.
36. Tushman, M.L., Oeilly III, C.A., (2002) Winning through Innovation, Boston, MA, Harvard Business School Press
37. Weinberg, G.M. (1975) An introduction to general systems thinking. New York: Wiley.
38. Womack, J.P., Jones, D.T. (2005) Lean Solutions. New York, NY: Free Press.
39. Wooldridge, Michael. (2002) Introduction to MultiAgent Systems. New York: Wiley.
40. Zeithaml, Valerie A. (2004) Service Quality (Relevant Knowledge). Cambridge, MA: Marketing Science Institute.
41. Zysman, J. and Cohen, S.S. (1988) Manufacturing Matters, New York, USA: Basic Books.


Contact:

Email: adhanesh@in.ibm.com
Mobile: +91-9845815058
Created By: Bijoy Kar on 09/08/2007 at 03:30 PM
Category: PGP-II Doctype: Document

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