1 SERVICE OPERATIONS MANAGEMENT MGO 304, Spring 2021 General Information Instructor: Dr. Mike M. Wei 326C Jacobs Management Center Email: [email protected] (Please include MGO304 in the email title/subject) Time: Session 10: Tue & Thu, 2:20PM - 3:35PM via Zoom https://buffalo.zoom.us/j/97990108333?pwd=UmRCYy9lVkdwZ3RJc2lZaldkZ0ZiUT09 Session 20: Tue & Thu, 5:30PM - 6:45PM via Zoom https://buffalo.zoom.us/j/97233897096?pwd=TG9PNU9WNVI2MTd1emhVbHRuNXd2UT09 Office Hours: Tue & Thu 3:45PM - 4:30PM via Zoom https://buffalo.zoom.us/j/99007484654 Course Description The service sector represents the largest component of all industrial economies. In the U.S., for example, it accounts for 80% of both GDP and employment and is the fastest-growing segment for new employment opportunities. The service operations management requires tight integration among operations, strategy, marketing, technology, and organizational issue, and poses particular challenges to managers due to its intangibility, time-sensitivity, and high levels of customer involvement. Those unique characteristics distinguish service operations from its manufacturing counterpart, and so the understanding and effective management of service operations often requires specialized frameworks and tools. The goal of this course is to provide students with the fundamental concepts, principles, methodologies, and strategies necessary to achieve efficient, effective, and quality-oriented service operations. We will systematically explore a mix of qualitative and quantitative topics categorized into six modules: Process and Bottleneck Analysis, Managing Queues, Service Quality Management, Revenue Management, Forecasting and Workforce Management, and Pricing Management. In class, we will apply these ideas and methods to examples from service industries such as transportation, health care, financial services, restaurants, hotels, and retail. Many service operations problems are increasingly based on analysis using data and decision support tools to make informed decisions. This course is also designed to enhance students’ decision-making skills by introducing two key quantitative decision-making approaches: Simulation under uncertainty and Optimization under resource constraint. We will implement and practice these quantitative analysis tools through solving service operations problems by making liberal use of Excel and its optimization and data analysis add-ins.2Learning Outcomes Outcomes Method of Assessment Understand the fundamental concepts and methodologies of service operations management Homework assignments, two exams, case report, simulation games Apply knowledge to real-life problems under collaborative group decision-making process Case report, simulation games. Build simulation and/or optimization models in Excel to solve quantitative problems Homework assignments, final exam Class Mode and Format - This course will be delivered mainly by synchronous live Zoom class sessions, complemented with lecture notes and pre-prepared lecture videos uploaded to UBLearns. - Lecture notes will be posted on UBLearns by 1PM one day before the class. - Live Zoom class sessions will be provided during the normal class time, during which we will stream pre-prepared lecture videos, solve class problems, organize group discussions, play simulation games, Q&A, etc. To respect students’ audio, video, and data privacy, live Zoom sessions will NOT be recorded, so please feel free to ask whatever questions you have and interact with me and your classmates during the live Zoom sessions. - Every Friday afternoon, pre-prepared lecture videos streamed during live Zoom sessions for that week will be uploaded to UBLearns for offline review, in case you missed the live Zoom sessions or want to review certain lecture materials. Again, as we will not record the live Zoom sessions, interactive activities during class (e.g., solve class problems, engage group discussions, play games, Q&A, etc.) will not be available on UBLearns. So, depending on the interactions during the class, there will be differences between pre-prepared lecture videos and live Zoom sessions in terms of the length and contents. - Although I plan to upload pre-prepared lecture videos, which should cover most lectured topics and materials for this class, I would strongly encourage students to attend live Zoom sessions to go over class materials together with me so that any question during the class will be answered immediately. Additionally, interactive activities during the live Zoom sessions will not be recorded and uploaded to UBLearns, so attending live Zoom sessions will give you the complete learning experience and the full exposure to class materials. - Live Zoom class session decorum: o Q&A in live Zoom sessions: Students are encouraged to ask questions during the live Zoom sessions. You can either type your questions in the chat or unmute yourself to directly ask questions, whichever is convenient. o Audio/microphone: Students will be automatically muted upon entry to Zoom. But, please feel free to unmute yourself, if you have questions, comments, or suggestions during the class sessions. o Video/webcam: Students are encouraged to open their webcams during the live Zoom sessions, but it is not mandatory for the class. There is one exception: Students are required to open their webcams in the first two weeks of the class (to help form/join a project group; see later).3Resources and Course Materials - Required group projects pack: There is a required group project coursepack (including National Cranberry Case, Quality Analytics Simulation, and Pricing Simulation; see later). You and/or your group could purchase online at https://hbsp.harvard.edu/import/771525 - Optional readings: All necessary materials are self-contained and included in handouts, homework assignments, and cases. Nonetheless, for those of you interested in additional resources, I strongly recommend that you consider the following materials: 1. Fitzsimmons: Service Management: Operations, Strategy, Information Technology by James Fitzsimmons, Mona Fitzsimmons, and Sanjeev Bordoloi (8th edition, McGraw-Hill). 2. Phillips: Pricing and Revenue Optimization by Robert Phillips (1st edition, Stanford Business Books). 3. Shapiro: Core Curriculum: Operations Management edited by Roy D. Shapiro (Harvard Business School Publishing). 4. Powell: Management Science: The