SUBJECT NAME Managing Service for Competitiveness

SUBJECT CODE MGT

SUBJECT CREDITS 3
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
SUMMARY/OVERVIEW
operational aspects of 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.
The course will explain to the students the main aspects of services in
business, pricing strategies, quality issues in services, designing service
AIMS delivery system, the key drivers of supply chain performance and also
application of services in domains like transportation, hospitality,
healthcare, food preparation, financial sectors etc.
CORE LEARNING OUTCOMES
LEARNING OUTCOMES ASSESSMENT CRITERIA
SL.
NO On completion of this unit you should be To achieve the learning outcome you must
able to: demonstrate the ability to:
Understand the overall concept of service Demonstrate analytical skills through case analysis,
1 operations and how it is different from the assignments etc.
manufacturing
In-depth knowledge of capacity strategy and Demonstrate analytical skills through case analysis,
2
capacity change assignments, as well as tests and exams.
Formulate process technology strategies by Demonstrate analytical skills through case analysis,
3 determining degree of automation and degree assignments, as well as tests and exams.
of connectivity
Designing Service Supply Chain & Demonstrate analytical skills through case analysis,
4 Scheduling Services, its applications in assignments, as well as tests and exams.
various sectors of economy
Simulate through cases and a mini project, the Demonstrate analytical skills through case analysis,
varied real life issues of operations strategy assignments, as well as tests and exams.
5
implementation and the decision making
dilemmas faced in alignment.
The teaching methods will consist of formal lectures, case study analysis,
practical workshops and discussion groups. Experts and practitioners will be
invited to participate in the course as guest lecturers.
This course demands students’ preparation before class and active student
APPROACH TO involvement and participation in-class. Lectures will take up only about 50%
of class time. The remaining 50% will be spent analyzing and discussing
LEARNING
managing operations in services and experiential exercises in the class.
Emphasis will be laid on discussions on case analysis & presentations.
As is appropriate at Post Graduate level, students will also be expected to
read beyond texts assigned, and to identify on their own further sources of
information for complementing their studies.

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ASSESSMENT Demonstrate analytical skills through project, presentations as well as tests
STRATEGY and exams
ASSESSMENT DESCRIPTION OF WEIGHT DURATION AND MARKS
NO
METHOD ASSESSMENT METHOD % OF EXAMINATION)
1 DSA Written examination 20 2 hours and 50 Marks
2 AT Class attendance 5 Throughout the course
Case study/ Assignments,
CS / PR / OR / Presentation on various topics,
3 25 Throughout the course
CP Viva- voce/ Quiz, Participation
in class activities
4 Semester End Written 50 3 hours and 100 marks
Examination Examination
Outline Teaching Schedule
Unit No. of
Chapter Name Contents
Number Sessions
Service concept, service package,
Introduction to
I understanding services economy and its’
Service Operations 2
different perspectives
Strategic service vision, developing a service
Service Strategy strategy, ensuring competitive advantage,
II
stages in service firm competitiveness, service 8
encounter
III Service process flows Facility design, facility layout 5
Defining, measuring, achieving service quality;
IV Service quality 4
process improvement
Managing service Demand strategy, capacity strategy, capacity
V 8
capacity and demand planning
Recommended Resources
Recommended text book :

Fitzsimmons, J.A. and Fitzsimmons, M.J. (2006), “Service Strategy”, Mc Graw Hill International Edition
Service Operations Management – Improving services Delivery (2008), 3e, Robert Johnston and Graham
Clark, Prentice Hall.

Recommended Journals:

Bitran, G. and Lojo, M. (1993), “A framework for analysing service operations”, European Management
Journal, 11 (3), 271 – 282.
Wise, R. and Baumgartner, P. (1999), “Go downstream: The new imperative in manufacturing”, Harvard
Business Review, 52 (5), 133 – 141.
Sawhney, M., Balasubramanian, S. and Krishnan, V.V. (2004), “Creating growth with services”, MIT Sloan
Management Review, Winter 2004, 34 – 43.
Shah, J. and Murty, L.S. (2005), “Compassionate high quality health care at low cost: The Arvind Model”,
IIMB Management Review, 16 (3), 31 – 43.
Berman, B., (2005), “How to delight your customers”, California Management Review, 48 (1), 129 – 151.

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Bitran, G. and Mondschein, S., (1997), “Managing the tug-of-war between supply and demand in the service
industries”, European Management Journal, 15 (5), 523 – 536.
Treville, S, Smith, I., Rolli, A. and Arnold, V., (2006), “Applying operations management logic and tools to
save lives: A case study of the world health organization’s global drug facility”, Journal of Operations
Management, 24 (4), 397 – 406.
Ellram, L.M., Tate, W.L. and Billington, C. (2004), “Understanding and Managing the Services Supply
Chain” Journal of Supply Chain Management: A Global Review of Purchasing & Supply, 40 (4), p17-32.