Man33 Unit Guide Essay

FACULTY OF BUSINESS AND ECONOMICS MAN33 Service Operations Management UNIT GUIDE 2011 STUDY PERIOD 1 Unit Coordinator: Dr Anura Amarasena Faculty Policy on Plagiarism Plagiarism is the use of another person’s work or idea as if it were your own - Man33 Unit Guide Essay introduction. The other person may be an author, critic, lecturer or another student. When it is desirable or necessary to use another person’s material, take care to include appropriate references and attribution – do not pretend the ideas are your own. Be sure not to plagiarise inadvertently. Plagiarism may lead to expulsion.

The University policy on ‘Collusion, Collaboration, Plagiarism and Cheating’ can be viewed at: http://www. buseco. monash. edu. au/Faculty/Pubs/Qmanual/q-plagiarism. html and/or http://www. adm. monash. edu. au/unisec/academicpolicies/policy/plagiarism. html Prepared by: Dr Andrew O’Loughlin for the Department of Management Gippsland Campus Monash University, 3842 Revised by: Dr Anura Amarasena for the Department of Management, Gippsland Campus Monash University, 3842 Produced and Published by: Faculty of Business and Economics

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Monash University Churchill, Victoria, Australia, 3842 First Published August 2010 Revised & Printed: February: February 2011 © Copyright 2010 NOT FOR RESALE. All materials produced for this course of study are protected by copyright. Monash students are permitted to use these materials for personal study and research only, as permitted under the Copyright Act. Use of these materials for any other purposes, including copying or resale may infringe copyright unless written permission has been obtained from the copyright owners.

Enquiries should be made to the publisher. The Faculty of Business and Economics comprises the departments of Accounting and Finance, Business Law and Taxation, Econometrics and Business Statistics, Economics, Management, and Marketing, and it is represented on five of the University’s campuses in Victoria – Berwick, Caulfield, Clayton, Gippsland and Peninsula – at the Monash Malaysia campus in Kuala Lumpur, and at other overseas locations, particularly in Asia.

The Faculty offers a comprehensive selection of awards – bachelors degrees, masters degrees by coursework and research, and the doctorate of philosophy – as well as diplomas (undergraduate, graduate and postgraduate) and certificates (executive, graduate and postgraduate). The diversity of offerings includes generalist and specialist (tagged) degrees, double degrees, both within the Faculty and with other faculties of the University, and double awards (with TAFE). Courses are available through flexible delivery and conventional on-campus modes.

The Faculty has approximately 12,000 students enrolled in a wide range of undergraduate and postgraduate courses. The mission of the Faculty is to be an international leader in the pursuit, dissemination and analysis of knowledge in the field of business and economics. Contents 1. Service Operations Management4 2. Study programme4 3. Credit points4 4. Requirements4 5. Unit Coordinator4 6. Objectives4 7. Teaching and learning method5 8. Schedule7 9. Assessment10 10. Texts and resources12 11.

Policies and procedures15 12. Assignment 1 and Marking Schedule18 13. Assignment 2 and Marking Schedule22 14. General comments about the exam26 15. Sample exam paper27 Unit Outline 1. Service Operations Management Welcome to MAN33: Service Operations Management. The objective of this unit is to develop knowledge of the diversity of processes and systems available to service operations managers and to equip you with the necessary tools and skills to assist you improve workplace productivity.

The unit builds on elementary marketing concepts and previous studies of management theory by emphasising the differences between service and manufacturing activities, and the consequent organisational implications. 2. Study Programme This unit is similar to previous units and is based on a study programme of 13 weeks. Key operational issues that you need to understand prior to starting this unit: •This is an online unit, and ALL the study materials are online – no hard copy material will be sent to you •ALL of your assignments are to be submitted via MUSO ALL of your assignments will be returned to you via MUSO 3. Credit points This unit is worth 6 credit points. 4. Requirements The prerequisite for this unit is MGW1010. 5. Unit Coordinator The main contact person (Unit Coordinator & Chief Examiner) for this unit is: Dr Anura Amarasena •Phone:+613 9902 6701 •Fax:+61 3 9902 6524 •Email: anura. [email protected] edu If you are unable to contact the Unit Coordinator you may leave a message for a return phone call at the Business Faculty office on 613 5122 6380 or 61 3 9902 6380. Email is my preferred mode of communication. . Objectives The aim of this module is to improve the students’ comprehension of the effective management of service organisations (organisations that produce predominantly services rather than goods) in order to help them understand how to improve the performance of, and enhance the service provided by (their own and other) organisations. This unit adopts an integrative approach to service organisations and adds marketing, organisational and strategic issues to its operational base. The learning objectives associated with this unit are: 1.

Understand the role of service operations and its relationship with other organisational functions 2. Provide the necessary skills to be able to examine the various approaches to service operations management 3. Develop an understanding of service operations productivity; its measurement and relationship with other operational functions 4. Demonstrate the importance, and interrelatedness of the relationship between serve and manufacturing operations management 5. Relate management theory with practice By the end of the module students will:- Have acquired an understanding of the design and delivery of service within a variety of organisations •Understand the nature of service quality and how organisations might go about improving the quality of their service offering •Have gained an understanding of concepts and tools that will help them improve a service organisations’ planning, control and use of resources •Understand how service organisations can measure and improve their performance •Understand how service organisations can formulate and implement a service strategy •Have acquired, through the use of practical examples and case studies, detailed information of the issues facing, and the activities of a number of service organisations •Have understood the link between operations, marketing, human resource and strategic management. •Have obtained an appreciation of the relevance of current published work to the management of service operations 7. Teaching and learning method In addressing the above aims, the unit is structured around five parts.

Part 1 provides an introduction to service operations management by examining its basic functioning, development and the rationale for the subject area (see Metters et al. , Chapter 1). Part 2 investigates the elements and functional activities that are of strategic importance to the organisation. The need for mutually supportive interfaces between operations, marketing, technology and finance is also highlighted, and these dimensions remain evident throughout the unit (see Metters et al. , Chapters 2-4). Part 3 of the unit addresses, the management processes and systems needed to support operations. The classical process school of management thought is resented, which provides a framework of planning, organising and controlling service operations (see Metters et al. , Chapters 5-8). Part 4 concentrates on the delivery of services within the operations framework, and in particular, the management of service quality, and the tools used to manage the delivery systems (see Metters et al. , Chapters 9-11). Part 5 concentrates on the importance of matching supply and demand, and specifically, determining the capacity of service organisations to meet demand requirements. The importance of capacity planning is explored and related back to the strategic considerations that organisations need to make in order to satisfy their customers (see Metters et al. , Chapters 12-13).

This unit has a managerial emphasis; that is, it focuses on the concepts and issues of operations, rather than detailed quantitative analysis, although this is still an important aspect of service operations management. Please note that many chapters in the prescribed text have exercises, which provide rigorous quantitative analyses. Unless specified, you are not expected to develop competency in these processes. Objectives are provided for each topic, which can be found on the MUSO site, and you should use these materials as a basis for study, review and revision. They provide the minimum expectations of you in relation to the readings, exercises, assignments and examination. 8. Schedule Study Period 1 – 2011 The following schedule is a suggested study programme.

Note the ordering of topics, which is intended to assist you in meeting these and other study commitments. The schedule workload is designed in the following manner: Weeks 1-4: Learning the discipline basics and tools (moderate workload) Weeks 5-8: Thinking about the application of tools and techniques (moderate workload) Weeks 9-12: Reflecting and reinforcing the issues as they relate to Service Operations (light workload) WeekWeek BeginningTopicPrimary Learning Outcomes Week 128th FebruaryIntroduction to the service Economy Read Metters et al. , Chapter 1 •Define operations •Understand the difference between services and manufacturing •Categorise services using the Customer Contact Model Week 207th MarchFormulating Strategy Read Metters et al. Chapters 2/3/4•Understand strategic positioning and growth strategies •Understand the impact that technology has on service operations •Be able to explain the impact that services have upon the environment Week 314th MarchService Development and Managing Services Read Metters et al. , Chapters 5/6•Understand the components underpinning new service development •Have an understanding of the strategic implications of service development •Be able to use different models to evaluate the service experience Week 421st MarchOffice Operations and Outsourcing Read Metters et al. , Chapters 7/8•Understand the strategic relationship between front and back office functions •Understand the impact of offshoring and outsourcing for service operations •Be able to evaluate an organisation to decide what activities should be offshored or outsourced Week 528th MarchAnalysing Service Processes Read Metters et al. Chapter 9•Understand the tools that are used to analyse process problems •Be able to create various flow diagrams and simulate activities •Understand the procedures used to simulate services Assgn 102nd AprilAssignment 1 (due 02nd April) Week 604th AprilService Quality Read Metters et al. , Chapter 10•Understand the importance of service quality •Identify the key processes in developing a service culture •Explain why service quality is important Week 711th AprilService Process Improvement Read Metters et al. , Chapter 11•Explain the importance of Six Sigma •Explain the core concepts of Six Sigma •Explain how Six Sigma might work in a service environment/context Week 818th AprilYield Management Read Metters et al. , Chapter 12•Use different methods to calculate capacity •Be able to allocate capacity among customer groups Understand problems associated with over-capacity (both planned and unplanned) Week 902nd MayInventory Management Read Metters et al. , Chapter 13•Understand how service inventory issues differ from manufacturing •Understand the differences between limited capacity and substitution •Briefly examine qualitative and quantitative inventory problems Assgn 207th MayAssignment 2 (due 07th May) Week 1009th MayWaiting Lines and Time Management Read Metters et al. , Chapter 14•Understand the theory behind waiting lines •Be able to provide solutions to reduce waiting time for customers •Understand some of the cost tradeoffs when using strategic centralisation and decentralisation Week 1116th MayRevision Discussion on the learning outcomes Week 1223rd MayRevision

Provides examples that can be used in the exam Week 1330th MayUnit Exam RevisionSummary of the unit Notes 1. You should begin your study as soon as you receive your materials. 2. You will find that there is very little ‘slack’ overall but particularly so towards the end of Study Period. 9. Assessment Assessment will be based on two assignments and one closed-book exam. The weighting of the marks will be as follows: Assignment 1:2000 word case study 20%Due 02h April 2011 Assignment 2:2000 word report20%Due 07th May 2011 Examination60%TBA In order to pass this unit you must submit both assignments, and you are expected to achieve a satisfactory standard in all assessment tasks.

Your final mark will be the sum of the marks gained in all pieces of assessment except that to pass this unit you must achieve at least 40% in the final exam. Where you achieve less than 40% in the final exam your maximum final mark will be 48%. The examination consists of eight essay or short-answer questions, of which you will be expected to provide answers to five. A sample examination paper is provided at the end of this Unit Outline. The marking schedule that will be used to assess your assignments is included immediately after the assignment questions. Grades The letter grades used at Monash University are: HDHigh Distinction80+% DDistinction70-79% CCredit60-69% PPass50-59%

NFailbelow 50% WHWithheldAssessment not yet finalised High Distinction To be given this grade and level of achievement, you should demonstrate the competencies in distinction standard and, when appropriate should also: •Use creative examples, possible extensions and applications of theory •Demonstrate originality •Make defensible generalisations •Draw conclusions which lend themselves to further research •Write to a publishable standard •Demonstrate an awareness of limitations. Distinction To earn this grade and level of achievement, you should, when appropriate: •Provide evidence of analysis and critical thinking •Demonstrate an ability to evaluate Develop a progressive, convincing and clear argument throughout the work •Demonstrate selectivity and judgment in determining the importance of readings and ideas •Show evidence of wide reading and synthesis of ideas •Utilise additional material to supplement information provided •Produce writing which is of a high literary standard (structure, style and referencing). Credit To attain this level of achievement and earn this grade, you should, when appropriate: •Demonstrate an understanding of concepts, theories and issues •Identify strengths and weaknesses in theories/readings, and use these as a basis for evaluation •Apply information to practices and situations •Develop a clear argument with rationale for assumptions •Integrate writing and demonstrate links between components •Provide a structured, sourced and referenced work Exhibit clear and concise expression and relatively error-free writing •Not rely heavily on the text and assigned readings, and avoid lapses into description rather than providing analysis and evaluation. •Pass At the pass level, when appropriate, the student: •Demonstrates an understanding of concepts, theories and issues but will tend to restate rather than evaluate •Does not transform data in terms of structure, synthesis or application •May rely extensively on text, or text and other limited readings •May demonstrate coverage which is sparse in places •Provides little or no evidence of critical analysis •Provides little or no evidence of research •Tends to use a narrow focus Provides an acceptably sourced and referenced work but improvement may be necessary in structure and grammar. Fail The student demonstrates that, essentially, he or she: •Has misunderstood the question •Has no understanding of theory and concepts •Has failed to identify the problem or issues •Did not provide any evidence of having covered the minimum readings •Did not write to acceptable academic standards (structure and grammar require extensive improvement, sourcing and referencing may not be present or may be very confused). Return of marks for assignments: We aim to return marks within three weeks of the submission of assignments. 10. Texts and resources

Prescribed text Fitzsimmons, J. A. & Fitzsimmons, M. J. (2011). Service Management: Operations, Strategy, Information Technology, 7th edn, McGraw-Hill, USA. Metters, R. , King-Metters, K. , Pullman, M. and Walton, S. (2006) Successful Service Operations Management, 2nd edn, Thomson South-Western, USA [This has been provided to you in PDF form on MUSO – All learning materials are linked to this text as it provides clear understandings of the concepts taught in this unit. However, this text is out of print now; Fitzsimmons et al. (2011) provides students with updates of the subject]. Other Recommended references Haksever, C. , Render, B. , Russell, R. S. Murdick, R. G. (2000). Service Management & Operations, 2nd edn, Prentice-Hall, New Jersey. Knod, E. M. Jr. & Schonberger, R. J. (2001). Operations Management: Meeting Customers’ Demands, 7th edn, McGraw-Hill, Singapore. Markland, R. E. , Shawnee, K. V. & Davis, R. A. (1998). Operations Management Concepts in Manufacturing & Services, 2nd edn, South-Western College Publishing, USA. Murdick, R. G. , Render, B. & Russell, R. S. (1990). Service Operations Management, Allyn & Bacon, Boston. Other useful references Please see the pdf files on the MUSO web site that details other books, with a variety of different service and service operations interests.

Listed below are a variety of Internet journal sites (for reference purposes only) that you may find of some assistance, and are specifically related to service operations. These links are generally available through the university library. International Journal of Service Industry Management The Service Industries Journal? Journal of Service Research Managing Service Quality International Journal of Services and Operations Management Service Business: An International Journal Cornell Hotel and Restaurant Administration Quarterly International Journal of Tourism and Hospitality Research? International Journal of Public Sector Management? The Surrey Quarterly Review? International Journal of Services Technology and Management Notes: 1.

There is a wide variety of material available on Production and/or Service Operations Management, and much of it will be relevant to your studies in this unit. You will find that some Services Marketing books are also appropriate for specific topics. 2. There are other more general journals and periodicals, which provide a useful resource, especially when you are researching to respond to the assignment questions. Examples include: •Academy of Management Journal •Australian Business •Australian Journal of Management •Business Review Weekly •Harvard Business Review •International Journal of Service Industry Management •Journal of General Management •Management Sciences •The Quality Magazine Study materials To facilitate your study in this unit, you will receive the following study materials: Unit Guide (which you are now reading) ALL other materials are posted online via MUSO, and provide you with a structured framework for your study Contact details Any enquiries regarding study materials should be directed to the Off-Campus Learning Centre, Despatch section, phone (03) 9902 6275 (in Australia) or 61 3 9902 6275 (overseas). General enquiries can also be directed to the Off-Campus Learning Centre, Student Support Unit, phone 1800 332 569 (in Australia) or 61 3 9902 6274 (overseas), fax (03) 9902 6578 or email student. [email protected] monash. edu. au Library When you come to prepare your assignments and study for the exam, you should take advantage of technology.

You can access many readings and journals via the electronic databases of the Monash library. The web address is www. lib. monash. edu. au . You will need your user name and authcate details. Authcate is the abbreviation given to the University’s authentication system. If you are unaware of your details or have problems, contact the library. Library Information and Loans Desk: phone 1800 33 1194 or (03) 9905 5054. MUSO system We will be using a learning management system (LMS) called MUSO (Monash University Studies Online), which you can access via the Internet and a web browser (Netscape Communicator or Internet Explorer – instructions below).

While MUSO unit pages have many applications, in this unit we will be using a discussion board as a means of communicating with one another. You can, of course, email the Unit Coordinator individually for personal matters. However, in general it is very useful for other students to have input to responses, and often all students can benefit from one student’s questions or comments. Only students enrolled in the unit are able to participate in relevant MUSO activities. (See the section ‘Participating via the discussion board’. ) Using MUSO Go to the home page www. muso. monash. edu. au You will find details about logging on and configuring your own system on this page. To get help with MUSO Help is always available via the Monash University website.

If you are having problems using MUSO, go to ‘Student Information and Help’ on the web page, OR the MUSO Help Desk. If you have problems logging on, call (03) 9903 1268. The Help Desk will answer telephone queries from 8. 00 am to 10. 00 pm Monday to Thursday, 8. 00 am to 8. 00 pm Friday, and 1. 00 pm to 5. 00 pm on Saturday and Sunday. Equipment requirements Many students require information about the minimum equipment requirements needed to access and use MUSO. Our information technology services have recommended the following: •Operating System – Windows 98/me/NT/2000/XP (or higher); Mac OS 8. 6 and 9. 5/OSX (or higher); Linux (or higher). Browser – Netscape (current version); Microsoft Internet Explorer 5. 0 and higher; Mozilla; Firefox; Safari. Participating via the discussion board There are two main reasons why the discussion board has been chosen as a means of computer mediated communication (CMC) in this unit. Firstly, it provides a common meeting ground where all students are able to contribute and view others’ comments. Secondly, you can add comments whenever you wish. The Unit Coordinator will read the comments and make any contribution when they feel it is appropriate. While participation is voluntary, I would encourage you to talk to one another in this way, and to share your ideas, thoughts, concerns and resources.

I do not want the discussion board to be driven by Monash staff, but we will respond to student comments and answer queries that are posted. I hope it will prove to be beneficial to us all. Assessment Context There are three types of assessment; essay, report and exam. The essay (2,000 words) is designed around a case study concerning how “Blackshop Restaurant” has managed its service operations. The learning objectives require that you use the various tools that you have been learning about in order to investigate what sort of operational strategy should “Blackshop Restaurant” consider for the restaurant. You are asked to come up with a plan of what “Blackshop Restaurant” should do and in what order?

Service operations have become an increasingly important area for service organisations as it clearly has important strategic repercussions, in terms of service design and delivery. The second assessment is the report (2,000 words), and guidance is available to you via the Q-Manual on how to construct a report. Again, you are required to address the issues raised in the instructions (the report is in two parts; Part A is a 150 word summary of your new service which needs to be posted on MUSO, and Part B is the report). The Basis of Assessment is similar, but NOT exactly the same as the essay. Please read the Basis of Assessment carefully, as the requirements are more structured and detailed than for a structured essay.

The exam draws the curriculum and learning outcomes together. You are required to answer 5 questions from 8, and the questions can be drawn from ANY part of the syllabus, so a high-level of familiarity with the unit material is essential. The essay and report provide the basic building blocks and foundation for knowledge acquisition, but you will be required to illustrate a deeper comprehension of the subject matter in the exam. 11. Policies and procedures All assignments must include the ‘Assignment cover sheet’ issued to off-campus students. If this is not available, your assignments can be submitted with the Faculty’s ‘Assignment cover sheet’ which is obtainable at: http://www. useco. monash. edu. au/student/kiosk/forms/index. php Please Note: ALL assignments are to be submitted electronically via the MUSO web site Penalties for late submission of assignments Any late submission of assessment that has not been approved using the Faculty Special Consideration Forms will receive a penalty of 10% of the total marks for the assignment per day. After 10 days assignments will be accepted but will not be given a mark. Please note that a weekend is two days and will be treated as such when penalising late submission. A copy of assignments should be retained until after results are finalised. Referencing using the APA System

Students are expected to use the APA (the American Psychological Association) style of referencing. The APA is the accepted referencing style in the Faculty of Business and Economics. More information may be found in the Student Q Manual. See: http://www. buseco. monash. edu. au/publications/qmanual/index. php Assessing and citing web references Students should exercise care when using material from the World Wide Web because it is often difficult to determine the authority and authenticity of some material. In general, only material that has an identifiable author and/or organisational identity (e. g. Australian Bureau of Statistics) should be used in academic work.

Please note that Internet sources that are not from a reputable source should not be used. Students are advised to use academic journals at all times. Use of Language In the university and workplace environment you are expected to use language that is appropriate in both purpose and context and which avoids offending any other person. Language is appropriate when it is free from sexist or racist intent or meaning and avoids any other form of verbal (written or spoken) or nonverbal discrimination. The use of language that is simple, clear and direct with an assertive, courteous tone will result in a more effective, equitable and efficient communication process.

In particular, academic or business writing is more formal and different from spoken or conversational language, so you are advised to avoid using language which is offensive, demeaning, trite or contains cliches or colloquialisms. Learn to focus on the use of positive, active, non-discriminatory and inclusive language in all your communication exchanges. There are a wide range of suitable texts and resources available so you are advised to seek further advice in this area. The following web site is a good starting point: http://www. lib. monash. edu. au/ Q manual Students are advised to consult the Faculty Q Manual for details relating to assignments, referencing and writing format.

This guide is available from the University bookshop and also online at: www. buseco. monash. edu. au/publications/qmanual Reference lists The general rule for the use of reference lists is that all references used are cited in alphabetical order. Do not include material which is quoted in one of the references unless the quoted source was actually consulted by you and cited in the text of your assignment. Layout Again, refer to the Q manual for a guide to the conventions which you should follow in writing essays and reports. Failure to follow these instructions will result in lost marks. Plagiarism, Cheating and Collusion Collusion, collaboration, plagiarism and cheating If students present as their own work that which is nearly identical to that of another student, that which is copied from another student, has been presented by a previous student, or has been presented by a student at another institution, this may be interpreted as cheating”. (BusEco Guidelines for Assessment in Undergraduate Subjects and Responsibilities of Examiners). Students should be familiar with the policy regarding “Collusion, Collaboration, Plagiarism and Cheating”. (See: www. adm. monash. edu. au/unisec/academicpolicies/policy/plagiarism. html) Plagiarism “Plagiarism occurs when writers claim ownership of written words or ideas which are not their own” (See Student Q Manual, pgs. 51-53 and previous advice). Students must be aware that if they do any of the following they are plagiarising others’ work and will face penalties imposed by the University. Plagiarism includes: a)submitting an answer that uses the exact words of another author or speaker without enclosing those words in quotation marks and citing the source – in other words, representing or appearing to represent them as your own (b)submitting an answer that paraphrases or summarises another author’s or speaker’s ideas without citing the source – in other words, claiming or appearing to claim ideas as your own (c)submitting an answer that uses data, examples, anecdotes, research findings, etc. of another author or speaker without citing the source. Section 9 of the Student Q Manual discusses plagiarism and provides examples of an appropriate referencing system. It is recommended that you familiarise yourself with this section.

The Student Q Manual can be purchased from the bookshop or accessed on line. (See: http://www. buseco. monash. edu. au/Faculty/Pubs/QManual/q-plagiarism. html) Please note that your assignments will be submitted for checking by electronic anti-plagiarism software. Penalty for plagiarism The procedures for dealing with collusion, collaboration, plagiarism and cheating are set out in the University Statute 4. 1. If plagiarism or other forms of cheating are detected the student may lose credit for that piece of assessment or be disciplined in some other way. Depending upon the seriousness of the situation, the matter may be referred to the Dean for further disciplinary action. 12. Assignment 1 (20%)

Assignment 1 Cover Sheet Department of Management Gippsland Campus Student Name Student ID No. Programme and CentreMonash University Gippsland Campus Number of Words ModuleMAN33 Title Service Operations Management Purpose of the Assignment: Essay Format The purpose of this assignment is to provide you with a foundational understanding of some of the key issues that the service operations manager has to deal with. At a foundational level you are required to demonstrate the following: •An ability to research the subject and manage the information generated by your review •Illustrate the relationship between theory and practice •Illustrate evidence of wide reading Illustrate critical evaluation of the case study •Employ various tools and techniques to engage with the case study •Use real examples to support your argument Upon completion of the assignment you should: •Have a foundational level understanding of service operations management and its interrelationship with other organisational functions. •Have a basic understanding of some of the tools and techniques used in operations management •Be able to apply service operations management theory with practice Read the case study “Blackshop Restaurant”. You have been employed to advise Cerny, who asks you to come up with ideas to two questions: 1. What should he do about Open Table, and why? 2.

What sort of operational strategy should he consider for the restaurant (come up with a plan of what he should do and in what order)? Notes: In your response you should consider the following issues: •You cannot rely solely on the case study, and will need other references. •The distinctive characteristics of services and manufacturing, 1. Your essay must be presented in the proper format, that is, with an introduction, a discussion section and a conclusion with recommendations if required. If you wish, you may use side headings to indicate the flow of your thoughts. 2. Before you read try to interpret the question and make a plan for your answer. Then, when you do more reading, you will be able to use your time more effectively. 3.

Make sure you use and refer (using the APA system) to any relevant theory, concept or model in your discussion. Use the Q Manual to assist. 4. A good answer will be supported by comprehensive reading. As a guide only you should read and cite at the very least ten (10) sources, besides your text and the readings in the Reader. 5. Please use the marking schedule (attached to this assignment as a checklist to ensure that you have prepared a high quality piece of work). The feedback will identify the issues you should address in future submissions. Date Due:02nd April 2011Word Limit:2000 (+/-10%)Date Submitted: Basis of AssessmentWeighting %Mark Essay presentation and style (Logical flow, structure and organisation of material) Marker’s comments: 10

Evidence of reading and research (Depth of knowledge acquisition and business investigation) Marker’s comments: 20 Use of Applied Examples in Context (Linking theory with practice) Marker’s comments: 25 Discussion and Insight (Comprehension and critical reflection) Marker’s comments: 25 Summary and Conclusions (Summarising key issues, identifying implications for management and identifying the way forward) Marker’s comments: 20 Mark Total General comments: Basis of Assessment for Written Essays Presentation and Style (10%) Overall layout/format, style of writing, demonstration of the recommended referencing system: The essay should be clearly written and easy to read.

Any tables and figures must be explained. There should be an appropriate structure. Students will be marked down if there is too much superfluous material, which detracts from reading the essay. The APA referencing system should be adopted. Inappropriate structure, unclear, referencing minimal or inaccurate 0 to 3 Appropriate structure, clear articulation, referencing acceptable 4 to 7 Appropriate structure, clear articulation, correctly/fully referenced 8+ Evidence of Reading and Research (20%) Students must use referencing to demonstrate that they have read beyond the set textbooks for the module. There should be references to journal articles and specialist texts.

Owing to the applied nature of this module, students are also expected to reference Business or professional articles, newspapers and the Internet. Reference to set texts only0 to 8 Reference to set text, other books and some articles9 to 14 Reference beyond set texts, other books, journals as well as business sources15+ Use of Applied Examples (in context) (25%) The report should not only include examples but also explain how they demonstrate the theory, as well as the way in which they relate to the assignment. Includes few examples0 to 8 Includes and explains examples9 to 14 As above but also relates to task15 to 19 Examples are not only relevant and explained, but drawn from the latest sources 20+ Discussion and Insight (25%) This is an important part of the assessment.

There should be a critically reflective discussion of the essay topics, not simply description. A good essay will have compared and contrasted the different literature sources and developed a logical argument. Wholly descriptive 0 to 8 Mainly descriptive but containing some discussion9 to 14 Roughly equal amounts of description and critical evaluation15 to 19 Critically evaluative discussion with necessary description20+ Summary and Conclusions (20) Summarises the key points from the essay and draws them together to demonstrate an understanding of the literature and the formulation of an informed opinion. The student is expected to make his/her conclusions based on his/her earlier discussion.

No summary, limited support, few conclusions0 to 8 Brief summary with some support, some conclusions 9 to 14 Summary and Conclusion that draws together the theory and cases and highlights the implications for management15+ 13. Assignment 2 (20%) Assignment 2 Cover Sheet Department of Management Gippsland Campus Student Name Student ID No. Programme and CentreMonash University Gippsland Campus Number of Words ModuleMAN33 Title Service Operations Management Purpose of the Assignment: Report Format The purpose of this assessment is to provide you with an intermediate understanding of some of the key issues that the service operations manager has to deal with.

At an intermediate level you are required to demonstrate the following: •An ability to research the subject and manage the information generated by your review •Illustrate the relationship between theory and practice •Illustrate evidence of wide reading •Illustrate critical evaluation of the case study •Employ various tools and techniques to engage with the case study •Use real examples to support your argument Upon completion of the assignment you should: •Have an intermediary level understanding of service operations management and its interrelationship with other organisational functions. •Have an intermediary level understanding of the tools and techniques used in service operations management •Be able to apply service operations management theory with practice •Understand how to construct a business report New Service Design Report: Select an industry that interests you, and present a brief outline (150 words) of it for discussion with colleagues and peers on MUSO (This also forms part of the assessment. A % of your overall assignment mark is allocated to this outline, and you MUST submit this before progressing. •Perform a competitive analysis of the selected industry. This should include identification of the dominant players in the industry and an articulation of the need for your new service offering relative to what already exists. Pick relevant dimensions on which to assess the industry. As a starting point you might like to consider the issues of quality and the extent of customisation. Position your new service where it will compete: oIf the position is occupied determine if the gap was previously open because it is not sustainable or because no firm was creative enough to occupy it oIf the position is occupied then be specific about how the new service design will be superior to existing offerings •Define the service offering. Articulate the specific attributes targeted for excellence. Be clear about choosing to the dimensions your service will be excellent in, as well as the dimensions that your competition has focused on that you will not. These dimensions may be tabulated. •Describe how your internal operations will be designed to support your service concept.

Be as specific as possible about the tradeoffs required to deliver on your service concept. In particular, be clear about how your choices support your pricing position. For example, if you are competing on price, how will you achieve lower costs than the competition in your operations? •Explain how customer behaviour might influence company performance, and develop an outline plan for managing its impact. •Define the operating system that will support the service offering. For example, describe how employees are set up to deliver the service offering with excellence. Be clear about how your employee selection, training, motivation and ongoing management might differ from the competition. •Describe your customer management system.

What types of behaviour are required from your customer? How do these behaviour patterns compare with your competition? What mechanism will you employ for ensuring this behaviour? Notes: 1. Present your assignment in report format. Note that the report commences with an Executive Summary, which is different to an Introduction. The Executive Summary is a snapshot of the whole report. 2. An Introduction is also necessary. The Introduction sets the scene for the report and should include specific sub-headings and content. Refer to the Q Manual for guidance. 3. Even though a report is highly structured and written in concise language, it must also flow logically and use appropriate headings. 4.

For academic work, a business report must provide references to appropriate theory, that is, it includes citations in the text and a reference list at the end. 5. It is essential that you correctly cite all sources in the body of your report and that you format the Reference List in accordance with the Faculty’s requirements. Again, refer to the Q Manual for guidelines. 6. Use the marking schedule (immediately following the Assignment questions in this Unit Outline) as a checklist to ensure that you have prepared a high quality piece of work. Date Due:07th May 2011Word Limit:2000 (+/-10%)Date Submitted: Basis of AssessmentWeighting %Mark Report presentation and style (Logical flow, structure and organisation of material) Marker’s comments: 10

Evidence of reading and research (Depth of knowledge acquisition and business investigation) Marker’s comments: 20 Use of Applied Examples in Context (Linking theory with practice) Marker’s comments: 25 Discussion and Insight (Comprehension and critical reflection) Marker’s comments: 25 Conclusion and recommendations (Reaching a conclusion about the key issues, identifying implications for management and making recommendations about the way forward) Marker’s comments: 20 Mark Total General comments: Basis of Assessment for Written Reports Presentation and Style (10%) Overall layout/format, style of writing, demonstration of the referencing system: The report should be clearly written and easy to read.

Any tables and figures should be explained. There should be an appropriate structure. Students will be marked down if there is too much superfluous material, which detracts from reading the report. The APA referencing system should be adopted. Inappropriate structure, unclear, referencing minimal or inaccurate 0 to 3 Appropriate structure, clear articulation, referencing acceptable 4 to 7 Appropriate structure, clear articulation, correctly/fully referenced 8+ Evidence of Reading and Research (20%) Students must use referencing to demonstrate that they have read beyond the set textbooks for the module. There should be references to journal articles and specialist texts.

Owing to the applied nature of this module, students are also expected to reference Business and/or professional articles, newspapers and the Internet. Reference to set texts only0 to 8 Reference to set text, other books and some articles9 to 14 Reference beyond set texts, other books, journals as well as business sources15+ Use of Applied Examples (in context) (25%) The report should not only include examples but also explain how they demonstrate the theory, as well as the way in which they relate to the assignment. Includes few examples0 to 8 Includes and explains examples9 to 14 As above but also relates to task15 to 19 Examples are not only relevant and explained, but drawn from the latest sources 20+ Discussion and Insight (25%) This is an important part of the assessment.

There should be a critically reflective discussion of the report topics, not simply description. A good report will have compared and contrasted the different literature sources and developed a logical argument. Wholly descriptive 0 to 8 Mainly descriptive but containing some discussion9 to 14 Roughly equal amounts of description and critical evaluation15 to 19 Critically evaluative discussion with necessary description20+ Conclusion and Recommendations (20) Summarises the key points from the report and draws them together to demonstrate an understanding of the literature and the formulation of an informed opinion. The student is expected to make his/her recommendations based on his/her earlier discussion.

Inconclusive, limited support, few recommendations0 to 8 Conclusion with some support, some recommendations 9 to 14 Conclusion that draws together the theory and cases and presents good recommendations and implications for management15+ ? 14. General comments about the exam 1. Make sure you attempt five questions in the exam. Even if you get a low score on one of the questions, you are still likely to get a better total than if you complete four questions particularly well. 2. You are only required to attempt five questions. No extra marks will be given if you complete six questions. In such a case, the first five questions would be graded. 3.

The most common reason that students lose marks in their final question is that they do not leave sufficient time to complete it. It is very tempting to go on writing beyond 36 minutes per question when you really know your work, but it is extremely unlikely that the extra marks you gain on that question will compensate for the marks you will lose on the last question. Adopt a cost/benefit approach. 4. The exam will not contain any trick questions or any surprises (provided you have done some study). Be guided by the objectives and the review questions in each topic in your Unit Guide. 5. Study the directions given in each question, and make special note of the ‘instruction’ words; for example: discuss, analyse, illustrate, contrast, evaluate.

Having thought about the instruction, then decide the scope of your response, and you will already have a rough plan to follow. 6. Most questions will have internal parts. The marks for each part are given so that you get an idea of the relative importance of the parts. 15. Sample examination paper Office Use Only Monash University Examination Period Study Period X Exam 20XX Faculty of Business and Economics EXAM CODES:MAN33 TITLE OF PAPER:SERVICE OPERATIONS MANAGEMENT EXAM DURATION:3 hours writing time READING TIME:10 minutes THIS PAPER IS FOR STUDENTS STUDYING AT:( tick where applicable) ? Berwick? Clayton? Malaysia? Distributed Learning? Open Learning ? Caulfield? Gippsland? Peninsula? Enhancement Studies ? South Africa ? Pharmacy? Other (specify)

During an exam, you must not have in your possession, a book, notes, paper, calculator, pencil case, mobile phone or other material/item which has not been authorised for the exam or specifically permitted as noted below. Any material or item on your desk, chair or person will be deemed to be in your possession. You are reminded that possession of unauthorised materials in an exam is a discipline offence under Monash Statute 4. 1. AUTHORISED MATERIALS CALCULATORS? YES? NO OPEN BOOK? YES? NO SPECIFICALLY PERMITTED ITEMS? YES? NO if yes, items permitted are: Candidates must complete this section if required to answer in this paper STUDENT ID__ __ __ __ __ __ __ __ DESK NUMBER__ __ __ __

Answer any five (5) questions from the following list of eight (8) questions. Attempt all parts within each question chosen. _______________________________________________________________________________ 1. Characteristics of Services a. Explain what the characteristics of service might mean for the following businesses: i. A Doctors surgery ii. An airline iii. A supermarket iv. A petrol station (8 marks) b. Explain the customer contact model of services. (12 marks) 2. Strategic Planning: a. What are the internal and external relationships between strategy and execution as they relate to service operations? (4 marks) b. Explain the two approaches to strategic positioning 8 marks) c. What are the core components of the Strategic Service Vision? (8 marks) 3. Internet Strategies a. What are the operational advantages and disadvantages of doing business over the Internet? (10 marks) b. What are the differences in the distribution strategies between traditional and Internet retailers? (10 marks) 4. Environmental Strategies a. Explain how Triple Bottom Line is measured. (6 marks) b. How might the service process matrix be applied to environmental services? (6 marks) c. Explain the process opportunities for environmental strategy (4 marks) d. Explain the product opportunities for environmental strategy (4 marks) 5.

New Service Design: a. Through the use of examples explain Service Design Factors that a business needs to consider when designing a new business (6 marks) b. Using the Service Design Factors from above compare and contrast a traditional bank with an online bank. (14 marks) 6. The Service Experience a. Pine and Gilmour (1999 – cited in Metters et al. , 2006) suggest that to improve customer engagement and the level of experience, service designs should ask themselves four questions. What are these questions? (10arks) b. What are the critical elements required for a good customer experience at the following events: i. A soccer/netball match ii. A nightclub iii.

A show at a theatre (10 marks) 7. Decoupling a. Explain the theory of service decoupling. (4marks) b. Explain the four strategies that companies use, which are based on the characteristics of decoupling. (6 marks) c. What are the three implementation issues that managers need to consider with regard to decoupling? (3 marks) d. What are the main reasons service firms decouple back-office tasks from front office? (7 marks) 8. Quality a. How can service quality be measured? (2marks) b. Explain the gaps in service quality. (10arks) c. Explain the eight steps in determining Return on Quality (RoQ). (8 marks) _________END OF PAPER _________________

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