シラバス Syllabus

授業名 Introduction to BBA (Service Management)
Course Title Introduction to BBA (Service Management)
担当教員 Instructor Name Sandy Wong
コード Couse Code NUC039_N23B
授業形態 Class Type 講義 Regular course
授業形式 Class Format On Campus
単位 Credits 2
言語 Language EN
科目区分 Course Category 専門教育科目200系 / Specialized Subject 200
学位 Degree BSc
開講情報 Terms / Location 2023 UG Nisshin Term4

授業の概要 Course Overview

Misson Statementとの関係性 / Connection to our Mission Statement

Aligning with the NUCB Business School's mission statement, this course aims to nurture innovative, ethical managers who possess a ‘Frontier Spirit’ in managing individuals and teams with professional knowledge, in response to the challenges from contemporary environments. The course emphasizes the importance of developing students' talents and creating applicable knowledge that advances business and society. It strives to educate our students to become innovative and ethical leaders in our globalized society.

授業の目的(意義) / Importance of this course

The course provides students with the basic principles and key concepts necessary to manage service operations effectively. It aims to prepare students for management opportunities in service firms, which represent the fastest-growing sector of the economy. Students will study service management from an integrated viewpoint with a focus on customer satisfaction.
By studying this course, students are expected to be able to:

- Explain the key concepts and theories of service management.
- Identify the basic elements of managing service design and delivery systems.
- Apply the knowledge and tools to manage daily service operations.

到達目標 / Achievement Goal

本授業の該当ラーニングゴール Learning Goals


LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Managerial Perspectives (BBA)

受講後得られる具体的スキルや知識 Learning Outcomes

On successful completion of the course, students will be able to:

- Employ the integrated service process approaches to explain the concepts and theories of service management.
- Use the service design and delivery frameworks to identify the basic elements of managing service design and delivery systems.
- Relate the service management models to manage daily service operations.

SDGsとの関連性 Relevance to Sustainable Development Goals

Goal 4 質の高い教育をみんなに(Quality Education)

教育手法 Teaching Method

教育手法 Teaching Method % of Course Time
インプット型 Traditional 60 %
参加者中心型 Participant-Centered Learning ケースメソッド Case Method 40 %
フィールドメソッド Field Method 0 %
合計 Total 100 %

事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods

The course consists of lectures, discussions of cases, and in-class exercises. Classes will focus on the introduction and explanation of key concepts and theories of service management. Contemporary business issues and real-life examples will be provided to enhance students’ knowledge and understanding of the spectrum of management. Various activities include small group discussions, case studies, in-class participation, quiz, and examination. Constructive feedback will be given to students for their in-class activities and quiz as and when appropriate. Students should pre-read cases, prepare case questions, and actively participate in in-class discussions to succeed in case studies.

授業スケジュール Course Schedule


Introduction to Service Management
- Nature of services
- Roles of services in economy
- Marketing mix for services

"UA Cinemas"


Process Structure
- Service package
- Service system design matrix
- Service blueprinting

" The 100 Yen Sushi House"


New Service Design and Development
- New service development cycle
- Levels of service innovation
- Taxonomy of service processes
- Service design Approaches

"Kula Revolving Sushi"


Service Encounter
- Roles of technology in the service encounter
- Roles of service scripts
- Service profit chain

"Roles of Technology in the Service Encounter at the Shinsei Bank"


Service Quality
- Service quality gap model

"I Slept Here"


Service Facility Location
- Service location decision
- Cross-median approach

"The Speedy Copying Services"


Service Strategy
- Competitive service strategies
- Service winners, qualifiers, and service losers

"The Shouldice Hospital"

** The selected case studies are not finalized and may vary.

成績評価方法 Evaluation Criteria

講師用内規準拠 Method of Assessment Weights
コールドコール Cold Call 0 %
授業内での挙手発言 Class Contribution 30 %
クラス貢献度合計 Class Contribution Total 30 %
予習レポート Preparation Report 0 %
小テスト Quizzes / Tests 20 %
シミュレーション成績 Simulation 0 %
ケース試験 Case Exam 0 %
最終レポート Final Report 0 %
期末試験 Final Exam 50 %
参加者による相互評価 Peer Assessment 0 %
合計 Total 100 %

評価の留意事項 Notes on Evaluation Criteria

使用ケース一覧 List of Cases


教科書 Textbook

  • 「The textbook is not necessary for this course. Relevant course materials will be provided when appropriate.」 (.)

参考文献・資料 Additional Readings and Resource

Case Study: 100 Yen Sushi House Service Blueprint

Case Study: Southwest Airlines Operations – A Strategic Perspective

Other cases and supplementary readings will be provided in class.

授業調査に対するコメント Comment on Course Evaluation

Student participants found the course valuable with a good balance between lectures, case studies, and in-class activities. They were able to apply the theories and key concepts of service management to real-life business scenarios. More relevant case studies will be used in future classes.

担当教員のプロフィール About the Instructor 

Sandy Wong is a passionate and experienced educator. Sandy received her MBA and Master of Management degree in General Management from Macquarie University Graduate School of Management (MGSM), Australia. She also holds a Postgraduate Diploma in Research and Professional Studies in Education from University of Bristol, UK. Prior to joining NUCB, she had been teaching undergraduate business courses at City University of Hong Kong for over 16 years. Her teaching quality and passion were recognized with a number of teaching excellence and student mentoring awards during her tenure. Her last role with the university was the Programme Leader of the BBA in Business Operations Management programme.

Besides teaching, Sandy actively engaged in liaising and organizing activities with professional bodies and business enterprises to enhance students’ professional development and enrich their learning experiences. With her extensive industry network, she has lined up with senior business executives and leaders from various industries to facilitate the educational, social, and personal growth for students.

(実務経験 Work experience)

Sandy is also a seasoned business practitioner with extensive industry experience in business consulting, executive development, hospitality and services management, and supply chain management in the Asia Pacific region. Prior to her academic career, Sandy served in various senior management positions at leading multinational companies including Zurich Insurance Group, JD Edwards (merged and acquired by Oracle Corporation), and Hotel Information Systems.

Sandy provided project-management consultancy services to companies in financial services, public services, airlines, apparel, retail, hotels, etc. The service scopes include enterprise resource planning and organisational change solutions, helping clients implement new initiatives and improve business performance. Major clients include: Japan Airlines, Cathay Pacific Catering Services, Tommy Hilfiger, DKNY, Li & Fung, China Insurance Group, QP Group, HKSAR Correction Services Department, Merlin Gerlin, Hallmark Card, HK Land & Property, HK Housing & Society, Hotel Shilla Seoul, Crown Prince Hotel, Mandarin Oriental Hotel, Elizabeth Hotel Singapore, Island Shangri-La Hotel, Hotel Conrad, China World Beijing, etc.