Manipal Institute of Management

Course Description MLP 31

Course Title: Service Operations Management

Course Code: MGA - OP - 701/MGC – OP - 701

Credit Points: 4

Semester, Year: MBA Semester III, Year II

The Course Outcomes outlined in this document are linked to the following MBA Program Outcomes
(POs):
The MBA graduates will be able to:
PO1. Relate broad knowledge in key management theories and practice.
PO2. Utilize hard and soft skills that are useful in organizations.
PO3. Apply knowledge and skills to solve organizational problem and issues.
PO4. Evaluate approaches to manage volatile, uncertain, complex and ambiguous business environment.
PO5. Appreciate value-based management practices.
PO6. Integrate functional strategies to manage organizations efficiently and effectively.
 Course Description
Course Title: Service Operations Management
Course Code: MGA – OP – 701/ MGC – OP - 701

Faculty Member

Details
Name Dr. Yogesh Pai P

Email yogesh.pai@manipal.edu, yogeshpai.p@gmail.com

Office Location Ground Floor, Manipal Institute of Management, Manipal.

Telephone 9880530633

Consultation Hours Monday, Tuesday, Wednesday (4:00 PM to 4:30 PM)

Student Responsibility

It is the responsibility of every student to be aware of the requirements for this course, and understand the specific details
included in this document.

It is emphasised that this course requires a significant commitment outside of formal class contact. The learning tasks in
this course may include classes (lectures or seminars), required reading, the preparation of answers to set questions,
exercises and problems, and self-study. In addition, students may be required to complete an assignment, test or
examination.

Course Outline (Contents)
Course Outcomes (COs)
The aim of this course is to equip students with knowledge and tools to prepare
them as better leaders in the service organisations. This course addresses both
strategic and operational decision making.
The service sector is an important section as it is the largest segment in most
economies. Although among the developed countries service organisations
contributes to greater portion of employment and its contribution to GDP, the
developing countries are not falling behind. The mantra for the success in today’s
world is to provide excellence in service. There is global competition, rapid
transformation, and application of information technology among service
organisations, moreover deregulation (e.g., banking, communication,
transportation, healthcare) which pose challenges to service operations managers.
There are challenges and opportunities in service organisations due to its
intangible nature of offering, the offerings provided by service contact personnel,
adoption of technology in offering the service, in the presence or absence of the
customers. Thus, service operations require specialized analytical framework and
tools that are different than manufacturing. Therefore, the focus is to understand
theories and practices to create service experiences leading to customers’ loyalty.
At the end of the course student will be able to:

CO1. Appreciate the complementary relationship of service operations

management with other disciplines.

CO2. Evaluate the strategies adopted by service organisation and their supporting
rational.
 Course Description
Course Title: Service Operations Management
Course Code: MGA – OP – 701/ MGC – OP - 701

CO3. Devise the components of service experience.

CO4. Develop a quality service culture by learning to motivate employees to take a

customer centric perspective with day-to-day decision making and behaviours.

CO5.Comprehend the international dimensions of service operations/ electronic

service operations and the necessity for cultural diversity.
Learning Strategies, Contact
Hours and Student Learning LEARNING STRATEGY CONTACT HOURS SLT
Time (SLT) Lecture 30 60
Seminar 02 06
Small Group Discussion (SGD) 01 04
Self-directed learning (SDL) 02 12
Problem Based Learning (PBL) 02 12
Case Based Learning (CBL) 03 20
Practical 00 00
Revision 01 08
Assessment 04 12122
TOTAL 45 140

Main Text Books T1: Johnston, R., Clark, G. & Shulver, M. (2021). Service Operations Management:
Improving Service Delivery (5th ed.), Pearson Education Limited.

T2: Bordoloi, S., Fitzsimmons, J. & Fitzsimmons, M. (2018). Service Management:

Operations, Strategy, Information Technology (9th ed.), McGraw Hill Education.

T3: Metters, R. Metters, K. K., Pullman, M. and Walter, S. (2006). Successful

Service Operations Management, (2nd ed.). New Delhi, India: Cengage Learning.

Expanded Course Outline and Schedule

Topics Course Outcomes Hours

Introducing Service Operations Management  State the differences between 9

The Role of Services in an Economy services and manufacturing
Nature of Service sector
 Outline the difficulties
Importance of service sector
Opportunities in service operations encountered by Service
Service classification Operations manager
Challenges faced by service operations managers  Describe the importance of
Types of services and service process service management
Service design elements competitive service strategies  Develop a service concept
Service concept
Service Encounter  Model a process using service 9
Understanding customers and relationships blueprint
 Propose approaches to create
Managing customer expectations and perceptions
successful experiences in
 Course Description
Course Title: Service Operations Management
Course Code: MGA – OP – 701/ MGC – OP - 701

Creating successful and satisfying experiences service

Service encounter triad
 Explain the components of
The front office and back office interface encounter

 Explain and evaluate the

elements of front and back office
Managing services  Understand the task of service 9
Managing People providers
Managing service resources  Describe the importance of
Technology in services: Emergence of self service, technology in services and its
automation, internet services implications on service
managers
 Recognize the application of
yield management
Improving Delivery System  Explain the approaches to 9
Driving continuous improvement continuous improvement
Learning from problems: Service Recovery  Explain how to handle
complaining customers
Create Service Organisation  Designing service strategy 9
Crafting strategy
 Identify the impact of culture on
Understanding culture
Building a world-class organisation service organisation
 Summarize how service
organisations can become and
remain world class

Attendance and Participation

It is in students’ interest to make every effort to attend all the classes for this course and to complete all preparatory and
assessment tasks. It is our experience that those students who do not attend class or carry out the associated activities
are more likely to do poorly or to fail the course completely.
A student who has not attended 75% of the classes, held in a course, will not be eligible to appear for the semester end
examination.
To become eligible to appear for the semester end examination in this course, the student has to register as a “casual”
student in this course (or its equivalent) when the same is offered for the immediate succeeding batch by paying the
prescribed fees and fulfil the attendance requirements by attending the classes in the course. The student would undergo
internal assessment as well.
If a student, for any reason, discontinues the program of studies he/she may be permitted to resume studies in the
succeeding year by registering afresh for the term in which the studies were discontinued. The maximum period for
completion of the program would continue to be four years from the date of admission to the program.

Late Submission
Assessment tasks submitted after the due date, without prior approval/arrangement, will be penalised at 10% of the
available marks per day. Requests for extension of time must be made with the faculty member concerned and based on
Special Consideration guidelines

Microsoft Teams:
Microsoft Teams is used to host course resources for all courses. Students can download lecture and tutorial notes to
support class participation.
 Course Description
Course Title: Service Operations Management
Course Code: MGA – OP – 701/ MGC – OP - 701

Plagiarism:
Plagiarism is the presentation of the expressed thought or work of another person as though it is one's own without
properly acknowledging that person.

Students must not allow other students to copy their work and must take care to safeguard against this happening. In
cases of copying, normally all students involved will be penalised equally; an exception will be if the student can
demonstrate the work is their own and they took reasonable care to safeguard against copying.

Plagiarism is a serious offence.

Adopted Reference Style:

American Psychological Association (APA)

Learning Task and Assessment:

Assessment criteria set out the details by which performance in each task will be judged. This information will give a clear
and explicit understanding of the expected standards to be achieved relative to the marks awarded.
Assessment Task Course outcomes Assessment Type Weighting Week Due
assessed
1 Midterm test CO1, CO2, CO3 20% Week 9
2 Case study CO1, CO2, CO3 MS Team 15 % Throughout
3 Assignment CO1, CO2, CO3, MS Team 15% Week 16
CO4, CO5
4 Semester end Final Examination CO1, CO2, CO3, Exam 50% Week 20
CO4, CO5

Assessment Task 1: Mid-term test

1)Assessment Details: The test will be 20 marks, 60 minutes, in-class test to be administered through suitable mode. The
mid-semester test is designed to test the knowledge of Service Operations Management theoretical concepts, models
and their applications to practice based on the textbook materials, case studies, lectures and class discussions. The
topics covered during Weeks 1 to 8.

2) Criteria used to grade this task: The answers are evaluated based on the relevant explanations for the questions with
examples to support the answer. The criteria to be applied in grading the short answer and essay questions are as
follows:
The demonstration of
(i) the conceptual knowledge (10% weight);
(ii) the ability to analyse and evaluate concepts in workplace situations (10% weight).

3) Task Assessor: Yogesh Pai P

4) Submission details: Examination through suitable mode. Time table of the examination will be communicated from the
institute’s office.

5) Feedback and return of work: Marked answer scripts will be returned within 2 weeks of the due date
 Course Description
Course Title: Service Operations Management
Course Code: MGA – OP – 701/ MGC – OP - 701

Assessment Task 2: Case study (Group)

1) Assessment Details: Case study is uploaded on the MS Teams. The student is required to read them, discuss with the
group and prepare for the case discussion. This carries a weightage of 15%. The intention of case studies is to provide an
opportunity to apply techniques to the problem in the case study.

2) Criteria used to grade this task: The group is required to provide a write up of a case study which may or may not
include quantitative analysis. Assignments are required to be typed in Time New Roman font 12. The student should be in
a position to relate the aspects of the case with the concepts. Assignments are required to be submitted prior to the
commencement of class and late submissions will be accepted and awarded zero marks.

3) Task Assessor: Yogesh Pai P

4) Submission details: Online through MS Teams

5) Feedback and return of work: After a week

Assessment Task 3: Assignment (Group)

1) Assessment Details: Students are required to submit their assignment in a group. A service organisation is chosen
and the report would showcase the approaches adopted to resolve the service operations problem/issue. The selected
organisation is a live organisation, however, the assignment would be based only through the research based. The report
will critically examine the frameworks, theories that are learnt during the service operations and apply them providing
solutions for the identified problem. The proposed area of work should be communicated through email sent to
som.operationsmanagement@gmail.com on or before August 25, 2022.

2)Criteria used to grade this task: The assignment is evaluated for 15 marks based on following criteria and weights. The
submission should not be more than 5000 words excluding the references. The students are required to submit the work
based on their chosen topic. References in APA Format–6th Edition only.

Criteria Weightage (in %)

Problem identification 30
Solutions recommended 30
Appropriate citations and references 20
Individual Viva voce 20

3) Task Assessor: Yogesh Pai P

4) Submission details: It is recommended that students allocate time to identify and read the relevant articles from
different sources that include journals through online databases, journals available in the library, understanding them
before they prepare their final write up on their chosen topic. They are required to submit both the physical form and
electronic form (uploaded on MS Team) of the assignment to the task assessor on or 31 October 2022 before 4:00 P.M.
and 10 P.M. respectively. The student teams are required to prepare a (15 +5) 20 minutes’ presentation on their project
on an allocated day. The student in the group is required to present the work and handle a viva voce.

5) Feedback and return of work: The student would receive the feedback based on the write up within two weeks from the
date of submission.

Additional Resources:
Journal articles:
Harvard Business Review
International Journal of Operations & Production Management
International Journal of Production Research
 Course Description
Course Title: Service Operations Management
Course Code: MGA – OP – 701/ MGC – OP - 701

Journal of Operations Management

Journal of Service Management
Journal of Service Research
Production and Operations Management

Web sites:
Production and Operations Management Society (POMS) - http://www.poms.org/
Association for supply chain and operations management - http://www.apics.org/
Great place to find articles on OM topics - http://scholar.google.co.in/

NOTE: You should not restrict your reading to the listed texts. To successfully complete this subject, you are strongly
encouraged to read peer reviewed journals and peruse selected newspapers and other news magazine articles for issues
relevant.

Prepared by Reviewed by Approved by

Dr. Yogesh Pai P Dr. Rajasekharan Pillai

Course Instructor MBA Coordinator Director, MIM

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