MAN 335: OPERATIONS MANAGEMENT



DSO 582: Service Management: Economics and OperationsInstructor: Ramandeep S. RandhawaE-Mail: ramandeep.randhawa@marshall.usc.edu Office: BRI 401PPhone: 213-740-1042Office Hours: Th 5.15-6.15pmWeb: Times : Th 6.30-9.30pm Course DescriptionThe service sector dominates today’s economy, accounting for approximately 75% of the gross domestic product and 80% of the jobs in the US. In addition to this “pure” service sector, the operations and competitivepositions of many manufacturing firms are becoming increasingly service oriented. So, it is important for a manager to understand both how services differ from manufacturing operations and how traditional operations management techniques can be applied to services. The goal of this course is to provide you with analytical tools and an integrated viewpoint toward managing service firms. Considerable attention will also be placed on the economics of service firms, namely, how firms should set and update pricing and product availability decisions across its various selling channels in order to maximize its profitability.Some of the topics we will cover are: service strategy, efficient service delivery, influencing customer behavior, effective resource planning, managing service quality and recovery, pricing theory, and yield management. We will study examples from industries such as healthcare, information-based services, financial services, restaurants, retail, and transportation. The course is intended for students interested in general management, consulting, financial services, or operations. Course MaterialsPurchase the Course Packet. Additional readings will be posted on Blackboard.Performance EvaluationYour course grade will be based on the following individual and team activities and weights:Class participation:20%Written case analysis (6 @5%)30%Project25%Final25% Class ParticipationI expect each student to be prepared to contribute individually to the class discussion. Quality of the contribution is more important than its quantity. Part of your grade will be based on your responses to discussion questions posted in (more details will be provided in class). Written Analysis of CasesYou will work in teams on six cases. Only one report needs to be submitted per tem. The report must be uploaded in Blackboard using Turnitin and a printout must also be handed in class.. Unless otherwise stated, the report will address the questions that will be provided and is to be limited to 1,000 words for the main body, plus a maximum of three pages of exhibits. The following are the cases and deadlines:ZipCarDue: Session 3 (Jan 29)Announcing Wait TimesDue: Session 5 (Feb 12)Mt. Rundle BanffDue: Session 7 (Feb 26)Modell’s DEADue: Session 9 (Mar 12)Personal Training at NYHCDue: Session 11 (Apr 2)Easy Profit SimulationDue: Session 14 (Apr 23)ProjectEach team will engage in a project. The following are your choices:(a) Service Diagnosis/Problem Solving: If you choose this option, you will try to diagnose and solve a real service problem, using concepts and methods learned in the course. This will require that you get real information/data about a real service process/problem. It is useful to think of this project as writing a case and as well as its analysis.(b) Industry/Company White Paper: A report that describes an industry, the key operational problems in that industry, and how various firms have managed these operating problems. Alternatively, the report may focus on a single firm, describing its service concept, competitive position, the main characteristics of its operations, key operational choices it has made, operational policies, etc.(c) New Service Business Operations Plan: This is an opportunity for entrepreneurs to lay out an operations plan with supporting analysis for a new service business.DeliverablesFeb 12, topic due (by email). Mar 12, one-page status report due. Apr 30, A brief project presentation along with a final report due (maximum of 10 pages plus up to 5 pages of exhibits). FinalThe take home final will be given out on the last session.Course Outline (Details in Blackboard)The following is a summary of the course topics. The latest version is always accessible at: readings and preparatory questions will be indicated in Blackboard. SessionModuleTopicCaseAssignmentProjectJan 15Nature of ServicesCleveland Clinic, HBS Jan 22Service Management IssuesService Process DesignCVS, HBS Lean ServicesDeaconess‐Glover Hospital*Jan 29Managing Customer BehaviorZipCar, HBSWrite-up Do you want to be an eBay?Feb 5Managing Demand and ResourcesQueueing TheoryLectureEdison Maternity, Kellogg**Feb 12.AAnnouncing Wait TimesWrite-upProposal BCustomers in RetailIBM Retail BusinessFeb 19.ACapacity ManagementArise Solutions (Blackboard) BManaging QualityEmpowering Frontline WorkersAu Bon Pain, HBS*Feb 26. AStore24 BService RecoveryMount Rundle Hotel BanffWrite-upMar 5.AStatistical Process Control Improving Customer Engagement, Columbia BEvaluating ProductivityData Envelopment AnalysisLecture**Mar 12 DEA ContinuedModell’s DEA, ColumbiaWrite-upReport Review Spring BreakMar 26Review of PricingWhat Price Vertigo? Insead*Apr 2Quantitative Demand Models Personal Training at NYHC, ColumbiaWrite-up Apr 9.ARevenue OptimizationQuantitative Demand Models Personal Training at NYHC BMarkdown ManagementRetailer GameApr 16.AMarkdown ManagementRetailer Game BCapacity Control Revenue Management at Harrah’s*Apr 23Capacity Control with Demand UncertaintyEasy Profit, ColumbiaWrite-up Review*Apr 30 Project Presentations and Take-Home Final GivenReportAcademic ConductPlagiarism – presenting someone else’s ideas as your own, either verbatim or recast in your own words – is a serious academic offense with serious consequences.? Please familiarize yourself with the discussion of plagiarism in SCampus in Section 11, Behavior Violating University Standards .? Other forms of academic dishonesty are equally unacceptable.? See additional information in SCampus and university policies on scientific misconduct, , sexual assault, and harassment are not tolerated by the university.? You are encouraged to report any incidents to the Office of Equity and Diversity or to the Department of Public Safety .? This is important for the safety whole USC community.? Another member of the university community – such as a friend, classmate, advisor, or faculty member – can help initiate the report, or can initiate the report on behalf of another person.? The Center for Women and Men provides 24/7 confidential support, and the sexual assault resource center webpage sarc@usc.edu describes reporting options and other resources.Support SystemsA number of USC’s schools provide support for students who need help with scholarly writing.? Check with your advisor or program staff to find out more.? Students whose primary language is not English should check with the American Language Institute , which sponsors courses and workshops specifically for international graduate students.? The Office of Disability Services and Programs provides certification for students with disabilities and helps arrange the relevant accommodations.? If an officially? declared emergency makes travel to campus infeasible, USC Emergency Information will provide safety and other updates, including ways in which instruction will be continued by means of blackboard, teleconferencing, and other technology.Course Disclaimer The instructor reserves the right to update or modify this syllabus during the course of the semester. The specific readings and study questions for each class session should be obtained from the course web page. ................
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