COURSE PLAN(C)

Faculty of Business and Technology

Bachelor of Business Admin (Hons)
Bachelor of Hospitality Management (Hons)
Bachelor of Information Technology (Hons)
Semester: September 2021 – December 2021

Course Title : Service Management

Course Code : BAGB3054
Credits : 4 credits
Contact Hours Per Week : 4 hours
Delivery Methods : Online: Lectures, Tutorials

Pre-requisite : NIL

Course Leader : MUNIRA HJ SAAIDIN

Faculty/ School : FACULTY OF BUSINESS & TECHNOLOGY
Course Location : UNITAR International University
3-01A, Level 3, Tierra Crest, Jalan SS6/3 Kelana Jaya, 47301
Petaling Jaya, Selangor
Venue : Refer timetable in UNIEC Campus
Day : Refer timetable in UNIEC Campus
Time : Refer timetable in UNIEC Campus
Consultation Hours : Wednesday (11.00am – 12.30pm) by appointment via email
Telephone : 03-7627 7290
E-mail : munira@unitar.my

UNITAR VISION : To be the leading innovative social sciences university.

UNITAR MISSION : To widen access to learning, to nurture wholesome graduates and

To build a sustainable business

This document comprises the following:

 Introduction of the modules

 Learning objective & learning outcome
 Course requirement and policies
 Module Rules & Regulations
 Course Assessment
 Calendar Schedule

Other documents as follows will be issued to you on an ongoing basis throughout the semester via UNIEC:
 Syllabus + Lecture Outline
 Handouts for Assignments
 Submission Requirements + Guidelines

INTRODUCTION:

1|Page
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 COURSE PLAN(C)
Faculty of Business and Technology
Bachelor of Business Admin (Hons)
Bachelor of Hospitality Management (Hons)
Bachelor of Information Technology (Hons)
Semester: September 2021 – December 2021

This course is designed to introduce students to the theories and practical aspects of service quality management. It
discusses the important role of service industry in the economies of nations and the issues, practices and challenges
in providing quality services

LEARNING OBJECTIVES:

This course provides the importance of service management concepts currently practiced in the service organization.
The students will understand and identify the factors that influence the quality of the services given to customers.

LEARNING OUTCOMES:

At the end of the course, learners are able to:

LO1: Describe the role of service organizations in the economy

LO2: Explain the factors which influence service quality
LO3: Explain issues which affect the effectiveness of service quality management
LO4: Design commendable service offerings

COURSE STRUCTURE:

Contact hours : 56 hours

No. of weeks : 14 weeks
Lectures/Tutorials/Online Facilitation : 56 hours
No. of assignments : 5 assignments
No. of test / exam : 1 final exam

COURSE POLICY/ATTENDANCE POLICY

Class attendance is compulsory. Students who are absent from class are required to provide valid reason with valid
supporting documents to account for the absence1. Students are advised to adhere to the academic regulation on class
attendance or risk being barred from sitting for the final exam. Based on the course leader’s previous experience
students who miss classes are likely to get worse grades compared to those who do not play truant. Students are
expected to know and to practice good manners (adab) in the classroom. Please dress decently when coming to
class. The lecturer/tutor has the right not to allow those who dress inappropriately to enter the classroom. Please
observe the class hour. Late comers will miss some of the lessons and disturb the facilitator’s and other students’
concentration.

1
Valid supporting documents refer to death certificate, medical leave or hospitalization certificate and police report

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No part of this document may be reproduced without written approval from UNITAR International University
 COURSE PLAN(C)
Faculty of Business and Technology
Bachelor of Business Admin (Hons)
Bachelor of Hospitality Management (Hons)
Bachelor of Information Technology (Hons)
Semester: September 2021 – December 2021

COURSE ASSESMENT:
(Will be based on TOC)

Assessment Description Issue Date Due Date %

Assignment 1 (Industry In classroom) W2 W6 – W8 15%
- 10% - Academic evaluation
- 5% - Peer evaluation
Assignment 2 (Video presentation) W2 W10 10%
Assignment 3 (Topic digestion - PPT) W2 W11 10%
Assignment 4 (Industry project based) 25%
- 20% - Project based report W2 W12
- 5% - Client evaluation
Assignment 5 (Presentation Report) W2 W13 10%
Final Exam W15 - 16 30%
TOTAL 100%

* In-line with the university’s aspiration to produce holistic graduates, elements of collaboration (C), adaptation to
industry needs, trends and changes (A), reflection on knowledge gained (R) and entrepreneurial mindset (E) are
embedded in the coursework. The details on how they are to be carried out and evaluated will be further clarified in
each of the coursework.

CLASS PARTICIPATION AND POSITIVE BEHAVIOR

Students are expected to show good manners especially in the classroom. Active participation in every
class is required. This is to ensure that students are not only attending the class physically but also have
the presence of mind and soul. Students are therefore expected to read the chapters to be covered during
the class before going to class so that they can reflect on what they have read and constructively
participate in class discussions.

The details on how they are to be carried out and evaluated will be further clarified in each of the
coursework. You are expected to fulfill the following requirements of the course to obtain a grade:

Assignment 1 (Industry In classroom) – CLO 2, CLO1, CLO3 – 15%

Students to work in a group. For class Section 4, 10 per group, Section 2 and Section 3 combine 8 per group.
Choose your own group. For each group, students to invite (1) ONE panel from the industry for sharing session in
class. Topics as below.

Week Topic Panel in class: Lecture slot Panel in class: Tutorial Slot
Week 7 Topic: Service Quality S2 & S3 (Monday) – G1 S4 (Friday) – G1
Week 8 Topic: Service Facility Location S2 & S3 (Monday) – G2 S4 (Friday) – G2
Week 9 Topic: Service Supply Relation S2 & S3 (Monday) – G3 S4 (Friday) – G3

Choose the topic given above and plan the outlines or questions for the discussion according to the topic to ask
panel. This activity must be extended to our faculty. Hence, you must prepare banner and QR code to invite them.

Once finish, all members in the group to fill up the peer evaluation form and email to me personally.

Assignment 2 (Video presentation) – CLO1 – 10%

Create content of your own video for not more than 10 minutes. Choose one from these two titles.

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 COURSE PLAN(C)
Faculty of Business and Technology
Bachelor of Business Admin (Hons)
Bachelor of Hospitality Management (Hons)
Bachelor of Information Technology (Hons)
Semester: September 2021 – December 2021

1)The seasonal allocation room by hotel. What is your strategy?

2) Managing the capacity and demand in airlines. When to offer good price?

Before you create the video content, draft the outline of the story board. Search information, then only
you begin to direct your own video. In week 10, get ready to present in class. This is a group work of 5
persons.

Assignment 3 (Topic digestion - PPT) – CLO4 - 10%

Students are required to search own sources from YouTube, Facebook, Instagram, magazines, textbook, and journal
articles. Search and digest the contents according to the topic given. Prepare in PPT (Maximum 20 slides).
Students to submit the PPT slides in the UNIEC VIRTUAL in week 11 (Friday) before 5pm. Do not submit through
email and DON’T SUBMIT AFTER 5.01pm.

Topic to choose:
1) Technology in service
2) Service quality in food service
3) Social media in service
4) Supply chain service

This is a group work of 5 persons.

Assignment 4 (Industry project based) – CLO3 - 25% (20% - Project based report), (5% - Client evaluation)

Project based is meant to expose students to the reality of the work environment and give students the opportunity
for hands-on professional experience and to instill collaborative spirit among group. It is also meant as an avenue to
help students apply the theories and concepts learned throughout their academic program hence enhancing their
professional knowledge and behaviors. This is a group work of 5 persons.

For this assignment, the group to find company and suggest the project to the client OR specific project given by the
client. There are 4 areas for doing the project based, you only select one:

1. Foodservice
2. Education
3. IT company
4. Banking

Students can gather information for their project from all sources including the internet, trade magazine, journals
and from the organization’s internal publications or other sources provided by the organization.

Before continuing with the project, the group MUST submit one- or two-pages proposal summary of the project to
the lecturer. Details as below:
a) Name of the organization
b) Address of the organization
c) Client - Name of the person in the organization who will liaise with the students on the project)
d) Description of the project
- Problems to solve for the project in the organization
- Data collection
- The expected project completion deadline.

Submission or the proposal is compulsory. Submit the proposal for approval in between week 2 – week 3. The
group can only commence the project after the lecturer has approved the proposal.

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 COURSE PLAN(C)
Faculty of Business and Technology
Bachelor of Business Admin (Hons)
Bachelor of Hospitality Management (Hons)
Bachelor of Information Technology (Hons)
Semester: September 2021 – December 2021

Duty of the client:

 The client should assist the student by giving access to relevant information from the organization.
 The client will evaluate the student’s project and fill in the grading form provided by the faculty. The form
is available in UNIEC Virtual.

Duty of the group:

 The group must liaise with the client to find out the details of the project.
 The group must conduct a thorough analysis on the organization.
 The group must keep in touch with both the client and lecturer to ensure that they are on the right track
throughout the project period.
 The delivery should be as per the client’s requirement for example in the form of a link to the corporate
video that is uploaded in YouTube or in report form.
 Meetings with the client must be recorded in the minutes meeting. Maximum 4 meetings

Format for assignment:

 Font type: Times New Roman
 Size font: 12
 Spacing: 1.5
 Outlines for the report:
1. Declaration of project work
2. Acknowledgement
3. Table of contents
4. Introduction of the project
5. Background of the company
6. Background of the client
7. Objectives of the project
8. Project approach to or by the company
9. Literature review based on the project
10. Data collection - how you conducted research to identify the goals and objectives
11. Suggestions on products or services for the organization
12. Conclusion
13. References – APA format.
14. Appendices – Approved proposal, minutes meeting and client evaluation

Do not simply copy & paste or plagiarize your class members’ or other people’s work. Works taken from books or
online materials need to be cited correctly at the end of every assignment. Students, who are found practicing the
culture of copy & paste, will get F for the assignment.

Submit your report in week 12 – Friday before 5pm in UNIEC Virtual. Late submission, minus 2 % per day.

Assignment 5 (Presentation Report) – CLO3 – 10%

1. The presentation session is the continuation of the report. The criteria’s to be measured would be the
contents as well as the presentation skills in group.
2. The report presentation will be done in class - Week 13. Duration is 15 minutes followed by a 5-minute
Question & Answer session. To do in power point format. The softcopy of presentation slides should be
submitted in UNIEC VIRTUAL under “PRESENTATION REPORT SUBMISSION”.

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 COURSE PLAN(C)
Faculty of Business and Technology
Bachelor of Business Admin (Hons)
Bachelor of Hospitality Management (Hons)
Bachelor of Information Technology (Hons)
Semester: September 2021 – December 2021

 Final Examination (30%)

Final examination coverage will be announced by course leader. Students may refer to the test plan posted
UNIEC for coverage. Students who are unable to sit for the exam on the stipulated date must produce necessary
document(s) to enable themselves to sit for special exam. All arrangements must be made through the Exam
Unit. NO TIPS.

GENERAL GRADING

RANGE MARK GRADE QUALITY POINT LEVEL OF

EQUIVALENT ACHIEVEMENT
90 – 100 A+ 4.00 Distinction
80 – 89 A 4.00 Distinction
75 – 79 A- 3.75 Distinction
70 – 74 B+ 3.50 Merit
65 – 69 B 3.00 Merit
60 – 64 B- 2.75 Merit
55 – 59 C+ 2.50 Satisfactory
50-54 C 2.25 Satisfactory
45-49 C- 2.00 Pass
40-44 D 1.50 Redeemable Pass
35 - 39 E 1.00 Fail
0 - 34 F 0.00 Fail

COURSE CONTENTS/ SLT (CONVENTIONAL)

(Hours)Total SLT
FacilitationOnline

Library Search

Assignment
Self-study
Tutorial
Lecture

Exam

Course Contents

Topic 1: The Role and Nature of Service 12 54

Central role of service in an economy
Features of the new service economy
Service process matrix 2 2 4
Four dimensions of the service package
Distinctive characteristics of a service operation

Topic 2: Service Strategy

Strategic service vision
Understand the competitive environment of service
Winning customers in the marketplace
Competitive role of information in service 2 2 6
Internet of things
Data analytic in service
Virtual value chain

Topic 3: New Service Development 2 2 6 3

New service development process

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 COURSE PLAN(C)
Faculty of Business and Technology
Bachelor of Business Admin (Hons)
Bachelor of Hospitality Management (Hons)
Bachelor of Information Technology (Hons)
Semester: September 2021 – December 2021

Blueprint for service operation

Classification of service operation
Generic approaches to service system design

Topic 4: Service Encounter

Technology in service encounter
Service profit chain
2 2 6
Service encounter triad
Service organization

Topic 5: Supporting Facility and Process Flow

Servicescape
Facility design
2 2 6
Process analysis
Facility layout

Topic 6: Service Quality

Defining service quality
Measuring service quality
Achieving service quality 2 2 6
Service Guarantee
Service recovery

Topic 7: Service Facility Location

Strategic location consideration
Geography information systems 2 2 6 3
Facility location techniques

Topic 8: Service Supply Relationship

Supply chain management
Managing service relationship
2 2 6
Social media in service
Outsourcing service

Topic 9: Managing Capacity and Demand

Strategy of managing demand
2 2 6
Strategy of managing capacity

TOTAL HOURS 18 18 52 6 12 54 160

MAIN REFERENCE

Fitzsimmons A.J & Fitzsimmons J.M. (2018) Service Management, Operations, Strategy & Information
Technology, 8th ed. McGraw Hill, Singapore

ADDITIONAL REFERENCES

Anderson, Steve W. (2009), Remarkable Service ; A Guide to Winning and Keeping Customers for Servers,
Managers and Restaurant Owners, John Wiley and Sons.

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 COURSE PLAN(C)
Faculty of Business and Technology
Bachelor of Business Admin (Hons)
Bachelor of Hospitality Management (Hons)
Bachelor of Information Technology (Hons)
Semester: September 2021 – December 2021

COURSE STUDY PLAN (CONVENTIONAL)

Week Topic Delivery Method Activities Assignment/Assessment/Dea

(Online) dline
Week 1 - Online Class Brief on the course
Week 2 Topic 1: The Role and Online Class - Lecture - Prepare proposal
Nature of Service - Tutorial: project based
o Watch a
video OR
Discuss
journal
articles
Week 3 Topic 2: Service Strategy Online Class - Lecture - Prepare proposal
- Tutorial: project based. To get
o Watch a approval.
video OR - Find panel for
Discuss
industry in classroom
journal
articles
Week 4 Topic 3: New Service Online Class - Lecture - Find panel for
Development - Tutorial: industry in classroom
o Watch a
video OR
Discuss
journal
articles
Week 5 Topic 4: Service Online Class - Lecture - Find panel for
Encounter - Tutorial: industry in classroom
o Watch a
video OR
Discuss
journal
articles
Week 6 Topic 5: Supporting Online Class - Lecture - Find panel for
Facility and Process - Tutorial: industry in classroom

P a g e |8
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No part of this document may be reproduced without written approval from UNITAR International University
 COURSE PLAN(C)
Faculty of Business and Technology
Bachelor of Business Admin (Hons)
Bachelor of Hospitality Management (Hons)
Bachelor of Information Technology (Hons)
Semester: September 2021 – December 2021

Flow o Watch a
video OR
Discuss
journal
articles
Week 7 Topic 6: Service Quality Online Class - Lecture – Panel industry in classroom (1)
- Tutorial – Panel industry in classroom (1)
Week 8 Topic 7: Service Facility Online Class - Lecture – Panel industry in classroom (2)
Location - Tutorial – Panel industry in classroom (2)
Week 9 Topic 8: Service Supply Online Class - Lecture – Panel industry in classroom (3)
Relationship - Tutorial – Panel industry in classroom (3)
Week 10 Topic 9: Managing Online Class Presentation Video on Chapter 9
Capacity and Demand
Week 11 - At own place Complete and submit PPT in UNIEC Virtual –
Friday 5pm
Week 12 - At own place Complete and submit report in UNIEC Virtual –
Friday 5pm
Week 13 - Online Class PRESENTATION REPORT
Week 14 Revision Week - Self-break
ADDITIONAL REQUIREMENTS

Students are expected to read ALL Chapters from the main textbook (ask KMC for your copy of e-book,
or read at the library before coming to class). Copy of each chapter’s PowerPoint presentation is shared in
UNIEC Virtual (reading just these ppt files won’t help you in understanding this course).

VIDEO SCREENINGS
Refer to videos (and ensuing activities arranged for those videos) posted in UNIEC Virtual.

Note: If there were any need to make changes to this course plan during the semester, the course leader
will inform through UNIEC Virtual

Prepared by : MUNIRA HJ. SAAIDIN Verified by (Deputy Dean):

Signature : Date: Signature : Date:

28/8/2021
Review by Programme Leader: : AZRIN ABDUL Approved by (Dean):
RAZAK
Signature : Date: Signature : Date:

P a g e |9
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