Business Management 530
Service Operations Management
for Professionals
Fall Semester 2012
Section 3: 230 TNRB on M W at 02:00 pm - 03:15 pm
Instructor: Scott Sampson
Office: 660 TNRB
Office Hours: M W by appointment
Office Phone: 422-9226
Email: ses3-cxi@sm.byu.edu
Mobile Phone Number: 722-9222
TA Information
Name: Daniel Watson
Email: daniel.watson@byu.net
Texts & Materials
Required
Vendor Price (new) Price (used)
PACKET BUS M 530 READING AND CASES
By SAMPSON, S
BYU
ISBN: 9780700375707
$22.50
$16.90
Description
This course will introduce students to operations management, with emphasis on how operations
management principles can be applied to a career of interest.
Classroom Procedures
Each Professor will establish the times when using laptops in class to take notes or work on class
projects is allowed. These times may be frequent or infrequent depending upon the nature of the class.
Using laptops in class 1) at times other than those established by your Professor or 2) for uses other than
as instructed by your Professor is considered inappropriate and would affect your Professor's assessment
of your professionalism.
The course has three modules: (1) visualizing service operations, (2) managing service operations, and
(3) improving service operations. Laptop computers are allowed in class during Module 2, which covers
quantitative tools. Computers are not allowed in class during the other two modules--instead bring a pen
or pencil and paper to take notes.
Participation Policy
This is a co-productive course, meaning that we learn through interaction. Class preparation and
participation is therefore important. The TA will take roll every class session, and you must have your
name card up to be counted present. If you need to miss class or leave early, please notify the instructor.
Learning Outcomes
1
Operations Scope
Understand scope and importance of operating processes and decisions
Skills
Master basic quantitative skills required to analyze operating processes
Quality Management
Understand key constructs in quality management
Operations and Strategy
Understand link between operations and strategic management of the firm
Critical Assessment
Develop the ability to develop a point of view about an operational challenge and argue
persuasively for it in a professional setting
Assignment Descriptions
Liken-to-us Team Presentations:
The team presentations will help students see how course principles can apply to a career of
interest. Presentations are 10-20 minutes long, and should (1) briefly review the course principle from the
assigned reading, (2) demonstrate how the course principle can be applied in a service industry of
interest (different from the examples given in the reading), and (3) summarize managerial insights that
come from the analysis.
Students are encouraged to preview their presentation with the instructor at least one week before
the assigned presentation day. Presentation previews are not graded, and are great ways to learn how to
turn a good presentation into a great presentation. Bring a numbered slide miniature printed to the
preview.
If PowerPoint is used, the team must provide the instructor will slide miniatures (6 per page) at the start of
the presentation. Include slide numbers. Also, the team must email the PowerPoint file to the
instructor, so that it can be posted on a course website. Presentations will be evaluated according to
insightfulness, presentation quality, and information quality. See the instructor for a rubric. I do not post
presentation grades, but interested team members can see me after the presentation.
One or more of the team members may actually give the presentation, but every team member MUST
participate in preparing the presentation. The entire team must be available at the end of the
presentation to answer any questions from the class (not counted in the 10-20 minutes). Any questions
should primarily be answered by team members who did not deliver the presentation.
Team write-ups:
There will be three team write-ups due during the semester. The purpose is to practice applying
principles we have covered to real business situations. I will provide you with specific instructions one
week before the write-up is due. If you complete your write-up electronically, you must print it and bring it
to class to get credit. Staple together multiple pages. Be sure and include a heading with (1) the
assignment title and (2) the names of your team members.
On write-up days we will talk about write-ups as a form of topical review. If you do not want your write-up
shared with class, please indicate in the page heading.
Quantitative tool tutorials:
Online quantitative tutorials will introduce operations analysis tools. They are due by NOON on the
assigned day (which allows me to review progress before class). The online tutorials are the basis for
exam #2 questions. We will also cover the tools in class. If you would like even more quantitative
practice problems, see the instructor. Tutorials will be available a week before they are due at
http://ss.byu.edu
Cases:
2
The following are questions you can think about as you prepare the cases:
Case: Benihana of Tokyo
1. What is the Benihana concept? What are the process differences between the Benihana’s delivery
of services and that of a typical restaurant?
2. Examine the production system in detail. What are the major service design choices which generate
operating efficiencies?
Case: Shouldice Hospital Limited (Abridged)
1. How do the elements of Shouldice’s strategic service concept (both structural and managerial) account
for the success of the hospital?
2. How does the Shouldice Hospital physical facility and layout support the service concept?
3. In what respects is Shouldice Hospital a successful service organization? Is its performance along
these dimensions typical of other hospitals?
4. Could Shouldice be a model for other service firms? What would be the characteristics of candidate
services?
Case: Rapid Rewards at Southwest Airlines
1. Describe Southwest’s “Strategic Service Vision” – both internal and external.
2. What are Southwest’s sources of competitive advantage?
3. Should Southwest save low-numbered boarding cards for its frequent fliers? What is the motivation for
your opinion?
4. Should Southwest allow its most frequent fliers that have missed their flight to take the next available
flight with an empty seat or should these customers have to wait for the next available flight with an empty
seat within the same fare class? What drives your decision?
USAA: Business Process Review
1. Draw a PCN Diagram of USAA’s current auto claims process and describe the value proposition from
the customers perspective and the company's perspective.
2. How does the current process accomodate customer variation?
3. Propose at least 3 changes to that claims process. Highlight what impact these changes will have on
the overall cost, time, and value of the claims process.
Exams:
The course has three exams, all in the Testing Center. The first will be a mini-case with questions. The
second will be quantitative problems. The third will be a case with questions. For each exam all you
need to bring is a pencil or pen.
Point Breakdown
Assignments
Points
Class contribution
150
Midterm #1 - mini case with questions
100
Tutorials on time and correct
50
Midterm #2 - quant problems
150
Final Exam - case with questions
300
3
Assignments
Points
Team liken-to-us presentation
200
Team write-ups (3x50)
150
Total Points
1100
Course Schedule
Date
Topics
Assignments
M - Aug 27
Intro to OM and SOM
-
W - Aug 29
Begin Module #1 - VISUALIZING SERVICE
OPERATIONS
Read Ch 2 - Understanding Services
M - Sep 3
Labor Day holiday
-
W - Sep 5
Seeing how service operations work.
Prepare Benihana of Tokyo case
M - Sep 10
Diagramming service operations
Read Ch 3 - Creating PCN Diagrams
The purpose of service operations
Read Ch 4 - Identifying the Value
Proposition
Service operations design
Prepare Shouldice Limited case
Service operations strategy
Read Ch 5 - Strategic Process
Positioning
M - Sep 24
Practice visualizing service operations
Team write-up #1 due
W - Sep 26
Exam #1 in Testing Center (mini-case with
questions)
-
M - Oct 1
Gazogle exercise in W410 TNRB
-
W - Oct 3
Begin Module #2 - MANAGING SERVICE
OPERATIONS
Prepare Rapid Rewards at Southwest
Airlines case
Operations Management principles and tools
Read Ch 6 - Managing Across the
Regions
Forecasting and Inventory Theory
Complete tutorials fcst-1-2-3 and inv-1-23.
M - Oct 15
Process complexity and divergence
Read Ch 7 - Job Design
W - Oct 17
Queuing theory, SPC, and Project
Management (begin)
Complete tutorials que-1-2-3, spc-1-2-3,
proj-1-2-3
(continuation of quant) and Customer Roles
Read Ch 8 - Managing the Customer
Roles
W - Oct 24
Practice principles of operations management
Team write-up #2 due
M - Oct 29
Buffer day for quant review
Quant tools review
W - Oct 31
Exam #2 in Testing Center (quant tools)
-
W - Sep 12
M - Sep 17
W - Sep 19
M - Oct 8
W - Oct 10
M - Oct 22
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Date
Topics
Assignments
M - Nov 5
Begin Module #3 - IMPROVING SERVICE
OPERATIONS
Read Ch 9 - Improvement through Lean
Services
Example of process improvement
Prepare USAA: Business Process
Review case
Matching operational design to market
conditions
Read Ch 10 - Commoditization,
Disintermediation, and Servitization
Kaizen - operational improvement
Read Ch 11 - Systematic Service
Innovation
M - Nov 19
Special activity
-
W - Nov 21
Thanksgiving holiday
-
Integrating an operational network
Read Ch 12 - Managing the Service
Value Network
W - Nov 28
Practice improving service operations
Team write-up #3 due
M - Dec 3
Review of major course topics
Course highlights
W - Dec 5
Whatever is the best use of the last class
period
Students' choice
M - Dec 10
Final exam in Testing Center (case with
questions)
-
W - Nov 7
M - Nov 12
W - Nov 14
M - Nov 26
Librarian Information
Name: Andy Spackman
Office: 1212 HBLL
Phone Number: 422-3924
Email: andy_spackman@byu.edu
Reference Desk Information
Name: Business, Mgmt, Economics
Phone Number: 422-2802
Email: mgtecon@byu.edu
Hours: M-Th : 8am-9pm; F: 8am-6pm; Sat: 10am-6pm
Department Research Information
http://guides.lib.byu.edu/content.php?pid=60139
E-reserve Information
http://www.lib.byu.edu/reserve.html
BYU Honor Code
In keeping with the principles of the BYU Honor Code, students are expected to be honest in all of their
academic work. Academic honesty means, most fundamentally, that any work you present as your own
must in fact be your own work and not that of another. Violations of this principle may result in a failing
grade in the course and additional disciplinary action by the university. Students are also expected to
adhere to the Dress and Grooming Standards. Adherence demonstrates respect for yourself and others
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and ensures an effective learning and working environment. It is the university's expectation, and my own
expectation in class, that each student will abide by all Honor Code standards. Please call the Honor
Code Office at 422-2847 if you have questions about those standards.
Preventing Sexual Discrimination and Harassment
Title IX of the Education Amendments of 1972 prohibits sex discrimination against any participant in an
educational program or activity that receives federal funds. The act is intended to eliminate sex
discrimination in education. Title IX covers discrimination in programs, admissions, activities, and studentto-student sexual harassment. BYU's policy against sexual harassment extends not only to employees of
the university, but to students as well. If you encounter unlawful sexual harassment or gender-based
discrimination, please talk to your professor; contact the Equal Employment Office at 422-5895 or 3675689 (24-hours); or contact the Honor Code Office at 422-2847.
Students with Disabilities
Brigham Young University is committed to providing a working and learning atmosphere that reasonably
accommodates qualified persons with disabilities. If you have any disability which may impair your ability
to complete this course successfully, please contact the Services for Students with Disabilities Office
(422-2767). Reasonable academic accommodations are reviewed for all students who have qualified,
documented disabilities. Services are coordinated with the student and instructor by the SSD Office. If
you need assistance or if you feel you have been unlawfully discriminated against on the basis of
disability, you may seek resolution through established grievance policy and procedures by contacting the
Equal Employment Office at 422-5895, D-285 ASB.
Academic Honesty Policy
The first injunction of the BYU Honor Code is the call to be honest. Students come to the university not
only to improve their minds, gain knowledge, and develop skills that will assist them in their life's work, but
also to build character. President David O. McKay taught that 'character is the highest aim of education'
(The Aims of a BYU Education, p. 6). It is the purpose of the BYU Academic Honesty Policy to assist in
fulfilling that aim. BYU students should seek to be totally honest in their dealings with others. They should
complete their own work and be evaluated based upon that work. They should avoid academic
dishonesty and misconduct in all its forms, including but not limited to plagiarism, fabrication or
falsification, cheating, and other academic misconduct.
Plagiarism Policy
Writing submitted for credit at BYU must consist of the student's own ideas presented in sentences and
paragraphs of his or her own construction. The work of other writers or speakers may be included when
appropriate (as in a research paper or book review), but such material must support the student's own
work (not substitute for it) and must be clearly identified by appropriate introduction and punctuation and
by footnoting or other standard referencing.
Respectful Environment Policy
"Sadly, from time to time, we do hear reports of those who are at best insensitive and at worst insulting in
their comments to and about others... We hear derogatory and sometimes even defamatory comments
about those with different political, athletic, or ethnic views or experiences. Such behavior is completely
out of place at BYU, and I enlist the aid of all to monitor carefully and, if necessary, correct any such that
might occur here, however inadvertent or unintentional."
"I worry particularly about demeaning comments made about the career or major choices of women or
men either directly or about members of the BYU community generally. We must remember that personal
agency is a fundamental principle and that none of us has the right or option to criticize the lawful choices
of another." President Cecil O. Samuelson, Annual University Conference, August 24, 2010
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