Total Quality Management (September 30- October 8, 2013)

Description: This course focuses on two primary issues in regard to quality management: (1)
quality development, and (2) quality deployment. The emerging concepts and practices in
quality management which include how to build quality through understanding customer
delights, and relationships between quality and business strategies will be the key focal point of
the course. Not only managerial issues, included in the lectures are how to measure quality,
quality tools to help analyze data/ information, use of quality tools to help design and improve
products/ services. Finally, a roadmap to quality excellence based on award-winning
companies is shared.

For the development stage, the term quality is discussed within the context of:
1. Definition- requirement, expectation, regulations, and competition
2. Deming’s 14 Points and their implications in quality-related practices in an organization
3. Historical development- past applications in operation to broadening the scope with
business strategies
4. Current practices with risk management- human capital (resulting with performance
variation), and regulatory and reputation risks (resulting in recall, returns, replacements,
and loss of trusts)
5. Brand value and customer trust
6. Cases- quality and business strategy from the medical tourism’s perspective in which
enlarging the term quality to include treatment and operation, spa and wellness, and
natural foods.

For the deployment, the term quality is discussed within the context of:
1. Quality measurement- a concept of proxy measurement, development of quality ratios,
and value-added measurement
2. Quality analysis- awareness of available quality tools to help gain the root cause(s) that
contribute to process (and eventually performance) variations
3. Customer-focus practices by understanding the terms customer delight and loyalty
4. Design for quality through Quality Function Deployment and Failure Mode Effect and
Critical Analysis
5. Roadmap for continuous quality improvement with the knowledge from past quality
award winners

Lecture Contents:
Lecture 1: Introduction to quality- definition of quality, upstream-downstream chain for total
quality, emerging trends that impact future perception of quality such as aging population and
urbanization, history of quality management practices, and Deming’s 14 Points.

Lecture 2: Quality and business strategies with the focus on risk management- global surveys;
importance of human capital, reputation, and regulatory risk- EurepGap and American National
Standards Institute; understanding the roles of the 3rd Sector and how it protects consumers,
awareness of credible ranking and rating agencies in how quality is perceived- Skytrax and JD
Power, and reputation/ trust/ brand value of a firm

Lecture 3: Case demonstration on quality management practices in medical tourism-

enlargement of the term quality, and the roles of the stakeholders in determining the quality
level and influencing the perception of quality

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Lecture 4: Quality measurement- understanding Deming’s management process, the
importance of measurement in quality system management, proxy/ surrogate concept, ratio
development for quality, value-added measurement, and process visibility

Lecture 5: Quality analysis- root-cause analysis, quality tools and applications, and Failure
Mode Effects and Criticality Analysis

Lecture 6: Customer focus- differentiating between satisfaction and delight/ loyalty, how to
achieve customer delight, Kano’s Quality Model on what excites customers, truths about
customers, and importance of accreditation in service and manufacturing industries

Lecture 7: Design for quality- applying Quality Function Deployment, life-cycle product design
with the cases in the aviation industry, awareness of customer-to-customer chain practices in
manufacturing industries, understanding the Bathtub Curve, and quality audits

Lecture 8: Roadmap for quality excellence and continuous quality improvement- learning the
roadmaps through quality-award winners such as Aditya Birla and Siam Cement Groups, House
of Quality practices, and discussion on Foundation for the Malcolm Balridge National Quality
Award CEO Forum Survey

Lecture 9: Quality improvement- how quality is defined from the viewpoints of time and
convenience, the example of the public sector, and food industry

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