SBM-NMIMS: COURSE TEACHING PLAN

Course Code
Services Operations Management
Course Title

Course Pradeep Pai

Instructor/s
3 credits ( 100 marks paper )
Credit Value
Programme FTMBA, IInd Year, Trim IV (2021-22)
& Trimester
1. Optimizing Modelling for Decision Making
Pre-requisite 2. Operations & Supply Chain Management
CLOs – (in bracket state the PLOs to map with)

1) CLO 1 - Appreciate the practical difficulties in Service Operations and the distinct features
as compared to products (Operations Management, Trim II). (PLO 2a)

Learning 2) CLO 2 – Using the analytical skills in assessing and improving service operations
Objectives productivity and efficiency. (PLO3a)

3) CLO 3 – Design a new service operations package (PLO2b)

4) CLO 4 – Revenue management concepts in Service Operations (PLO3b)

1) Understand that services are operationally completely different than products and that
management of services is different in every facet.

2) Understand that the service (unlike products) is incomplete without the service package and
that often incomplete or inadequate services package leads to service failures. At times, the
Learning service package decides the usefulness of services.
Outcomes
3) Revenue generation and Yield management in services and their importance.

4) Benchmarking concepts in services and their relevance.

5) Use of Simulation in Services Operations Decisions

Not much attention is focused on Services and Services Management which leads to
disastrous consequences. For example, evaluation of services is not after the service is
Course
rendered, but much before the service is offered. This is the concept of Zero Moment of
Description
Truth. The service gap is in customer mind (perception v/s expectation) and not on services
per se. As a result, the services management requires a different thought process. The course
addresses these requirements.

Specific assessment Instrument of %

Intended CLOs to be assessed
methods / tasks Measurement Weightage
CLO 1 CLO CLO CLO
2 3 4
NMIMS Case – Group Rubric 10 % 
Evaluation
(10)
Pattern
New Service Rubric 10 % 
Development – Group (10)
Test 1 Embedded 10 %  
(5) (5)
Test 2 Embedded 10 %  
(5) (5)

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 Case – Club Med
Case – Group Work
Final Examination
Topics
Sessions
Introduction to Services
Operations Management.
Marketplace v/s Marketspace
concept. Physical value chain
v/s Virtual value chain
concept
1 McGraw Hill, pages 3 ~
Classification of services and
services segmentation.
Christopher Lovelock’s five
services segmentation
Models
2
Concept of Benchmarking
and measures of
benchmarking. DEA
3 applications.
Rubric 10 % 
(10)
Rubric 10 % 
(10)
Embedded 40 %   
(10) (10) (20)
Chapter /article Pedagogy / Learning outcomes.
reference
Pre-reads/ Articles/
Chapters
Service Management, Lectures / Discussion in Class
Operations, Strategy, – Introduction to Service
Information Operations, role of services in
Technology, James Economy & the primary
Fitzsimmons, Mona J differences between Product &
Fitzsimmons, 8e, services operations
management. Complexities of
24. Services management due to
the intangibilities involved.
Articles – 1. Walmart is The rominence of SERVICES
Number one on Fortune & Services operations
500 list, pp 23 management in developing
economies.
Service Management, Lectures / Discussion in Class
Operations, Strategy, – Distinctive Characteristics of
Information Services. How would Services
Technology, James Management play an important
Fitzsimmons, Mona J role in India Distinctive
Fitzsimmons, 8e, characteristics of all services.
McGraw Hill, pages 23 “Customer Convenience”
~ 51. determines services success.
Role of Ardalan Heuristics in
Articles – 1.Triple convenience of services for
bottom line. Pp 39 location.
Case Village Volvo – Concept of Services Package,
Class Discussion. Pp 25 why at times service package is
Case Xpresso Lube – more important than service?
Self Study pp 26
Service Management, Lectures / Discussion in Class /
Operations, Strategy, Case Study – Data
Information envelopment analysis (DEA),
Technology, James concept and application, with
Fitzsimmons, Mona J an example of Burger Palace.
Fitzsimmons, 8e, Practical application of solver
sensitivity analysis for the
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 Topics Chapter /article Pedagogy / Learning outcomes.
Sessions reference
Pre-reads/ Articles/
Chapters
Introduction to Shiny DEA McGraw Hill, pages 205 Burger Palace case and concept
app (modeled in R) and its ~ 212. of binding constraint. Concept
usage for DEA of relative benchmarking.
Articles – 1. Service
Benchmark: Service,
Education and
Healthcare Winners of
the national quality
award. Pp 199

Case Senora County

Sheriff. Self-Study Pp
200

Case Study on DEA NMIMS case – Case Study – Improving the

Download productivity and efficiency for
hypothetical NMIMS data.
https://management-
4 review.nmims.edu/2019 Applying DEA to a
/01/dea-nmims-sbm- Nationalized BANK problem
aacb/ and to Life Insurance
companies in tracking
performance.

Services Strategy Video – Seat Belt Crew Case Study & Lectures /
to promote Discussion in Class – Seat belt
New Services Development consciousness aboutsafety crew, Cirque du Soleil.
Virtual Value Chain transgender, NGO How to develop a new service,
initiative. ensure longevity of service,
create barriers, and preventing
Service Management, service substitution?
Operations, Strategy,
5 Information Video (4 minutes) Worlds
Technology, James Apart, Cirque Du Soleil show.
Fitzsimmons, Mona J
Fitzsimmons, 8e, Generic Approach to service
McGraw Hill, pages 61 system design.
~ 72. The impact of COVID 19 on
Case – Cirque du soleil, Cirque du Soleil. Would such
will be provided disruptions be factored in New
Services Development?

Service Quality Service Management, Lectures / Discussion in Class

6 Operations, Strategy, – SERVQUAL questionnaire
Information and the concept of service

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 Topics Chapter /article Pedagogy / Learning outcomes.
Sessions reference
Pre-reads/ Articles/
Chapters
Technology, James quality gaps (Perceptions v/s
Fitzsimmons, Mona J expectations). Control charts
Fitzsimmons, 8e, and why C charts are not
McGraw Hill, pages 143 possible in services.
~ 168.
Live case study of
implementing SERVQUAL in
NMIMS, Guest lecture.

Service Encounter Service Management, Lectures / Discussion in Class /

Operations, Strategy, Video Case Discussion, SAS
Process Improvement Information example. Concept of Moment
Technology, James of Truth and ZERO moment of
Fitzsimmons, Mona J truth. Services encounter triad
Fitzsimmons, 8e, and needs of every element of
7 McGraw Hill, pages 91 the triad.
~ 108.

(Synchronous) Video of
Scandinavian Airline
Systems (SAS)
experiment.

- do - (Asynchronous)How to Lectures / Discussion in Class

handle customers - – How to enable a service
Video culture as in Walt Disney.
8 Creating a customer service
Case 6.2: The complaint orientation, Training and role
letter, pp174 plays in selecting the right
personnel in services

Service Process Analysis Service Management, Lectures / Discussion in Class

Operations, Strategy, Lectures / Discussion in Class
Facility Layout Information – Product layout and process
Technology, James layout in services. All the
9 Fitzsimmons, Mona J performance terms like cycle
Fitzsimmons, 8e, time, layout implications,
McGraw Hill, pages 123 throughput to be discussed.
~ 132.
Is NMIMS layout of
classrooms, BEST?

Project Management in Organizing a Tennis Lectures / Discussion in Class

10 Services tournament till prize – Managing Service Projects –
distribution.

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 Topics Chapter /article Pedagogy / Learning outcomes.
Sessions reference
Pre-reads/ Articles/
Chapters
Service Management, Are they different than normal
Operations, Strategy, projects?
Information
Technology, James Can we have the concept of
Fitzsimmons, Mona J crashing in Services?
Fitzsimmons, 8e,
McGraw Hill, pages 461
~ 470.

Services Facility Location Service Management, Lectures / Discussion in Class

Operations, Strategy, – Services are not stand alone
Information and need a host of additional
Technology, James features to make them
11
Fitzsimmons, Mona J complete. Hence a package
Fitzsimmons, 8e, approach to services
McGraw Hill, pages 215
~ 232.

Case Study – Student & class
Discussion will be after
12 lecture 15.
Club Mediterranean Lectures / Discussion in Class
Case will be provided. – Club Mediterranean, past &
Plus the current situation present. Can it come in India?
with FOSUN group as Will it impact Club Mahindra?
owner Or Sterling Holiday Resort?

Yield Management in Sequoia Airline case – Lectures / Discussion in Class.

13 Services Pp 331 What is Dynamic Pricing and
their applications?

Demand Supply mismatch in Service Management, Lectures / Discussion in Class –

Services, Operations, Strategy, Demand Management –
Information Concept of Overbooking in
Demand Side Considerations Technology, James services. Optimal overbooking.
14
Fitzsimmons, Mona J
Fitzsimmons, 8e, Strategies for managing
McGraw Hill, pages 301 demand
~ 332.

Demand Supply mismatch in - Do - Lectures / Discussion in Class –

Services, Supply side mismatch
15 management – Solver solution
Supply Side Considerations to work shift scheduling
problems. (ILP)

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 Topics Chapter /article Pedagogy / Learning outcomes.
Sessions reference
Pre-reads/ Articles/
Chapters
Strategies for managing
capacity

Demand Supply mismatch in Service Management, Waiting lines in SERVICES /

Services, Operations, Strategy, Managing waiting lines. Use of
Information Simulation in queuing for
Other than Demand Side and Technology, James Services. Why is Simulation
Supply Side Considerations Fitzsimmons, Mona J more useful in Service queues
Fitzsimmons, 8e, than product queues?
16 McGraw Hill, pages 299
~ 314.

Reading – Burger King

offer Flame broiled
Hamburger and
SNAKES!!!, pp 337

Capacity Planning Service Management, Lectures / Discussion in Class

Operations, Strategy, – Strategic Role of capacity
Information planning
Technology, James
17
Fitzsimmons, Mona J
Fitzsimmons, 8e,
McGraw Hill, pages 355
~ 370.

Service Operations Cases will be provided. Case Study Discussion:

Management – Case
Discussion and concept Case 1: Asian Paints from
understanding Products to Services.

Learning Outcome: Why

product to service switch did
not work for Asian Paints?
18
Case 2: Kuoni Travels.

Learning Outcome:
Differences in B2B or B2C
services package.

Case 3: Who is your customer?

Orbit tours v/s SOTC

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 Topics Chapter /article Pedagogy / Learning outcomes.
Sessions reference
Pre-reads/ Articles/
Chapters
Learning Outcome: Focus of
B2B services v/s B2C services
offer.

Service Operations - Do - Case 4: Indian Retailing

Management – Case Whirlwind.
Discussion and concept
understanding Learning Outcome: What ails
the Indian Retail?

Case 5: Technology the Final

19 Equalizer, Indian v/s
international customers.

Learning Outcome: Will

technology work in Services?
The role of technology in
enhancing the services
experience.

Major Services Operations Summary of above topics Class Discussions

Concepts and practical
applications / limitations to Learning Outcome: How all
20 practical applications the Services Operations
functional areas are intertwined
to offer a complete service
package and experience.

Reading List
and Prescribed Text book Recommended Text Book:
References
Service Management: Operations, Strategy and Information Technology by J.A.
Fitzsimmons and M.J. Fitzsimmons, 8th Ed., Irwin McGraw-Hill, 2018

References:

Successful Service Operations Management, 2e, Metters, King-Metters, Pullman, Walton,

Cengage Learning, 2012

Prepared by Faculty Team Recommended by Recommended by

Area Chairperson Program Chairperson

(Prof Pradeep Pai)

(Prof Pradeep Pai)

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Approved by Faculty Approved by Approved by Dean SBM
Chair AOL Associate Deans

Instruction for Use of Intellectual Property of NMIMS SBM (By Order, NMIMS SBM)

Course Outlines are strictly for private and restricted circulation among the concerned
Faculty Members and the Students of this Programme. They are permitted to use the
contents for study and research purpose only. No part of this Course outline can be
copied, reproduced, shared and/or circulated in any manner, through any mode, for any
purpose and under any circumstances whatsoever; which is contrary to the stated
restricted uses and purposes. The person responsible for violating this Instruction shall
be liable for appropriate disciplinary action initiated by SBM.

Disclaimer
While care has been taken in compiling this Course outline, The School of Business
Management of SVKM’s NMIMS University shall not be held liable in any manner to any
person for any mistake and / or omission in the contents of the Course outline.

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