Course Syllabus
ENDICOTT COLLEGE
BEVERLY, MASSACHUSETTS
Van Loan school of graduate and professional studies
Course Syllabus
Course No: OPMT550
Course Title: Service Management
Credits: 3
Class Type: Lecture
Semester & Year: Winter 2015
Faculty: Bruce Stanley
Adjunct Instructor
Office: Van Loan Graduate School
Telephone: 845-537-9424
E-Mail: bstanley@mail.endicott.edu
Office Hours: By appointment
Catalog Description
This course is focused on the business strategic and tactical operational challenges, which are required to optimize services provided to customer. The aim of high performance service management is to synchronize service parts, resource forecasting, service partners, field service activities, along with service pricing. Five core operational tasks will be explored in deeper detail; Service concept, Customer and supplier relationships, Service delivery, Performance management and measurements, and service design as a competitive advantage.
Learning Outcomes:
|
Objective/Learning Outcome |
Means of Assessment |
Evidence of Student Learning based on the criteria established |
|
Written assignments, group project, and class participation |
Based on rubric evaluation criteria, students must earn a grade of B or better as evaluated by the designated faculty member for this course. |
|
Written assignments, group project, and class participation |
Based on rubric evaluation criteria, students must earn a grade of B or better as evaluated by the designated faculty member for this course. |
|
Written assignments, group project, and class participation |
Based on rubric evaluation criteria, students must earn a grade of B or better as evaluated by the designated faculty member for this course. |
|
Written assignments, group project, and class participation |
Based on rubric evaluation criteria, students must earn a grade of B or better as evaluated by the designated faculty member for this course. |
|
Written assignments, group project, and class participation |
Based on rubric evaluation criteria, students must earn a grade of B or better as evaluated by the designated faculty member for this course. |
Teaching / Learning Strategies
In this course, there will be lectures provided by the instructor, active class participation, brief oral reports, essay questions, group projects, written assignments and presentations. The Gullnet learning management system will be used in this class. Students are expected to log in and check it daily for additional links and materials, as well as for communication from the instructor.
Please make sure that all written assignments are completed using proper academic format. Number all pages and do not include unnecessary clipart. Be sure to include your name on the assignment. All sources of information must be properly referenced and cited. Use 12-point font (Times New Roman). Use standard margins and double-space all work. Indent new paragraphs. Staple all work. Make sure that you name is on all documents. Use APA (http://www.apa.org) format on references and in-text citations.
Students are expected to keep up with the assigned readings. There will typically be one or two chapters assigned from the text per week. The classroom discussion will be based on the reading. Supplemental materials may be assigned from time to time. There will also be supplementary materials posted on Gullnet on a regular basis.
Required Readings
Clark, G. & Johnston, R. (2008). Service operations management and improving service.Fourth Edition 2012. Upper Saddle River, NJ: Prentice Hall.
Grainer M., Noble C., Bitner MJ, ,Broetzmann M, .Harvard Business Review #SMR479 ; “What Unhappy Customers Want ”
Evaluation Methods
-
Class participation and scholarship-daily research articles, ,journals 30%
-
Weekly essay questions and individual paper 50%
-
Service Strategy Team projects and analysis 20%
Grading System:
The following grading system will be used. All other grading policies described in the student handbook still apply: p. 13 for master degree programs; p. 16 for undergraduate programs
|
Letter Grade
|
Numerical Equivalent |
Grade Point Value |
|
A A- B+ B B- C+ C C- D+ D D- F |
94-100 90-93 87-89 84-86 80-83 77-79 74-76 70-73 67-69 64-66 60-63 Below 60 |
4.0 3.7 3.3 3.0 2.7 2.3 2.0 1.7 1.3 1.0 0.7 0.0 |
ADA Policy:
If you as a student qualify as a person with a disability as defined in Chapter 504 of the Rehabilitation Act of 1973, the Americans with Disabilities Act (ADA) of 1990, the Americans with Disabilities Act Amendments Act of 2008 (ADAAA), you are strongly encouraged to register with the Center for Teaching and Learning. The Center for Teaching and Learning is located in the Diane M. Halle Library room 201 and online at http://www.endicott.edu/academicresources.
As a student registered with the Center for Teaching and Learning, it is your responsibility to present your accommodation letter to your instructor at the beginning of each semester.
Academic Integrity
Students are required to abide by the Academic Integrity Policy of Endicott College.
Course Expectations:
This course is a 3-credit course, which means that in addition to the scheduled meeting times, students are expected to do at least 18.5 hours of course-related work each day of the 2-week term. This includes work done completing assigned readings, studying for test and examinations, preparing written assignments, and other course-related tasks.
Students must review the Academic Calendar published by the Registrar’s Office online at:
http://www.endicott.edu/Academics/AcademicCalendar.aspx
Class attendance is expected of all students up to and including the last day of scheduled classes in the semester. Students must plan accordingly.
All assignments are due according to the due dates provided in the syllabus. All written assignments must be submitted on Gullnet or Canvas. The instructor may reduce grade by 5 points per day for each day that the assignment is late. Please communicate the fact in advance. Proper application of grammar, punctuation, and format, and content are important, and I will be grading with those elements in mind.
Please make sure that all written assignments are completed using proper academic format (APA format). All sources of information must be properly referenced and cited. Use 12-point font (Times New Roman). Use standard margins and double-space work. Please make sure your name is on all documents. Use APA (http://www.apa.org) format on references and in-text citations.
Class Participation , Scholarship and Daily articles requirements, Daily Journal
Regular participation in class discussion is required.
Each student is required to research and discuss a current service article for one class during the term. 5 will report back each day.
Additionally a daily journal is required by each student of insights, ideas, new learnings, new concepts, future investigation. This journal will not be graded but is required and expected to be reported back by each student late in the course.
As instructor, I will introduce and facilitate discussion on the key topics. However, it is incumbent upon you as students to become active in these discussions. You are urged to bring questions, thoughts, and comments on the readings. Therefore, preparation is critical.
Evaluation: You will be evaluated on three criteria with respect to class participation:
(1) quality - how well you have demonstrated an understanding of the relevant concepts and how they apply to the subject at hand.
(2) quantity - the frequency of your comments.
(3) process - how constructively your comments fit in the development of the discussion.
Essay Questions (weekly)
Students will respond in writing to the weekly essay questions related to the subject matter for the week. Credit will be given based on depth of analysis, observational examples and responses. Attention must be paid by the students to the analysis and critical thinking process in their responses. Citations are not required on these essays.
Service Strategy Team Project
Working as a team, analyze, build, recommend and present an operating customer service strategy for a company looking towards 2020. Describing what service should mean to them, focus on changing market dynamics, skills of staffing required, ideas on technology required, analyze other information their leadership should be required to assess. Act as consultants based on limited assumptions:
Compare and Contrast
Target, Walmart, Costco, JC Penny, Apple, Disney, GE, Amazon
Marketing strategy
Operational performance
People Importance
Customer Influences
Technology usage
Long term viability
Independent Research Project
Students will prepare a 3 page research paper focusing on the use of technology in global service management. The research paper will include a minimum of 4 academic /professional sources and related in-text citations to APA standards. Be sure to narrow your topic accordingly but feel free to take some risks in researching potential topics. Please clear the topic with the instructor by the end of week two.
Topical Outline-
Class Format:
Daily Class Format
Current Events debrief (4-5 individuals per day i.e. 1 team each day)
Class lecture - Subject matter highlights and insights based on readings
Team breakout- problem solving and analysis –“Questions for the Day”
Team debriefs and report backs
Service Teams project presentations- TBD
Quest speakers – TBD
Subject matter commentary, journal entries and closure
Insights for next day subject matter
Day One: January 12-
Defining Service Management
Creating Expectations
Understanding customers: Commercial; B2B; Government; International
Understanding service operations management and challenges that presents
Introductions, team breakouts and process discussion
-
Daily Current Articles- Review and discussion (5)
-
Read Chapters 1,2
-
Service video in class with discussion
-
Read supplementary materials on Canvass-
-
Questions of the day
Daily questions to analyze:
Role customer expectations play
Influence of global competitors
Cultural influences
Costs to execute well
-
* Canvass*
-
Journal Entry
Day Two- January 13-
Principals of Service
Developing Service concepts; linking customer relationships, expectations and perceptions
-
Daily Articles discussion (5)
-
Read Chapter 3,4,5
-
Read supplementary materials on Canvass
-
Participate in out of classroom activities
-
Questions of the day
-
How do companies get at what are the customer interests and needs? VOC?
-
Why do customer expectations change so quickly? Are they unpredictable or predicable?
-
Analyze companies that have missed the mark. Which ones were able to re-tool. Which ones have failed?
-
Discuss Blockbuster vs Netflix.
-
-
Journal Entry
Day Three-January 14-Analayzng examples of Consumer Influencing
Managing supply networks and designing the customer experience and service processes
- Daily articles discussion (5)
- Read Chapters 6,7,8
- Questions
- Can JC Penny survive the disaster service strategy?
- How can the ACA website recover? Do customers never forget?
- How did Southwest and Jet Blue Airlines go from #1 to ????
- How do customers let companies know they are happy or unhappy.
- Read supplementary materials on Canvass
- Journal Entry
- Investigate Dell process in supply chain service for discussion
Begin class team project work Service Strategy team project
Service Strategy Team Project
Working as a team, analyze, build, recommend and present an operating customer service strategy for a company looking towards 2020. Describing what service should mean to them, focus on changing market dynamics, skills of staffing required, ideas on technology required, analyze other information their leadership should be required to assess. Act as consultants based on limited assumptions:
Compare and Contrast
Target, Walmart, Costco, JC Penny, Apple, Disney, GE, Amazon
Marketing strategy
Operational performance
People Importance
Customer Influences
Technology usage
Long term viability
Day Four- January 15-
Building service capabilities
Measuring controlling and managing people resources
Demand Management, Order Management, and Customer Service
- Daily Articles discussion (5)
- Read Chapters 9,10,11
- Read supplementary materials on Canvass
- Analyze the Amazon Model
Describe impact of Fed X, Amazon, Apple, Starbucks, Costco, Sears, JC Penny
Questions of the day
Acknowledged Service Leaders
-
What value do they bring to customers?
-
How has their business been transformed?
-
How do they stay current with global market?
-
Do they have an organized succession plan for employees and leaders?
Does their business model hold up in a future global competitive environment?
Journal entry
Day Five- January 16-
With so much commoditization does the product really matter?
Driving continuous improvement, learning from problems and learning from other operations
-
Daily Articles discussion (5)
-
Essay questions
-
COSTCO Warehouse : Danvers, MA
-
Develop 1 page analysis- Extra credit
-
-
Read Chapters 12,13,14
-
Read supplementary materials on Canvass
-
Questions for the day
-
-
Journal entry
Day Six- January 19 - MLK Day NO CLASS
-
Read Chapters 15,16,17
Day Seven- January 20
Creating and implementing the strategy, understanding and influencing culture and building a world-class service organization
Understanding the global and cultural norms in service development and execution
Managing the balance of trade vs customer loyalty, Geopolitics on service
Tim Richards Sr. VP, Commercial Officer 7th Sense BioSystems- Cambridge MA
-
Daily Articles discussion (5)
-
Questions of the day
Journal Entry
Day Eight -January 21
Building the core values predicated on Service Excellence- Is there a concept of “Absolute Customer Satisfaction?”
-
Daily Articles discussion (5)
-
Team breakouts
-
Harvard Case Study-“What Unhappy Customers Want” Class 8-9
-
Questions of the day from the case study
-
Journal Entry
Day Nine -January 22
-
Service Strategy Team Project – present back
Developing a long term “Customer Solutions Strategy.”
Is that possible?
Current health care examples:
-
Medtronic/Covidien
-
BD: The case study- Company in transition?” Read extensive historical and current web information on this company.
Journal Entry
Day Ten-January 23
Recap:
So what does all of this mean for Service in the future?
Is technology the answer?
Are people the answer?
Are neither the answer?
Building competitive advantage with or without service excellence?
Can off-shoring, in-shoring, out-sourcing or multi-
shoring create value and enhance service? How? Risks?
Final Papers due
2 Essay questions
Service Management- Rubric- Winter 2015
|
Assignment |
Expected hours of classroom instruction and outside activities |
Hours |
|
Classroom instruction/discussions |
2 week course ( 4.5 hours per day) |
40.5 |
|
Assigned internet/case studies-reading |
Enhancing subject- article readings |
10 |
|
Essay questions (subject matter) |
Weekly text readings, discussions and research |
40 |
|
|
|
|
|
|
|
|
|
Team Project- daily analysis and reporting Discussion forums (Classroom participation/daily article reviews and prep) |
Daily articles-prep, analysis and discussion , Collaborative development- |
30 |
|
Final research paper |
Paper and presentation |
15 |
|
Total |
|
135.5 |
This syllabus is subject to change.
Course Summary:
| Date | Details | Due |
|---|---|---|