シラバス Syllabus

授業名 Service Management
Course Title Service Management
担当教員 Instructor Name Sandy Wong
コード Couse Code NUC441_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 / Specialized Subject
学位 Degree BBA
開講情報 Terms / Location 2023 UG Nisshin Term3

授業の概要 Course Overview

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.
The course introduces the key principles and concepts of service management. It aims to equip students with knowledge of service design, service delivery systems, and management of services. Topics include service process, facility design, service encounter, service quality, service capacity and demand, customer satisfaction, etc. It helps students develop analytical and problem-solving skills related to service management. The course uses the case method to explain theoretical concepts with real-world examples.

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, delivery, and performance.
- Analyze the effectiveness of service systems.
- Apply the knowledge and tools to manage daily service operations.

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:

- Adopt the integrated service process approaches to explain the key concepts and theories of service management.
- Use the service design and delivery frameworks to identify the basic elements of managing service design, delivery and performance.
- Employ the value proposition approaches to analyze the effectiveness of service systems
- Relate the theoretical 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 0 %
参加者中心型 Participant-Centered Learning ケースメソッド Case Method 100 %
フィールドメソッド Field Method 0 %
合計 Total 100 %

学習方法、レポート、課題に対するフィードバック方法 Course Approach, Report, Feedback methods

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

Readings (cases or discussion materials) are provided beforehand and assigned for each class. Participants are required to prepare for at least three hours per case study in this course. The course emphasizes on student active learning through the application of course contents on case studies and in-class discussions. Active participation and preparation are the key requirements for this course. Constructive feedback will be given to students for their in-class discussion and preparation of reports when appropriate.

授業スケジュール Course Schedule


- Distinctive characteristics of services
- Service concept and package
- Service blueprint

Parentune.com: Partnering Parents


- Service winners, qualifiers, and losers
- Generic approaches and ethical implications in service system design
- Dimensions of e-Servicescape design

Parentune.com: Partnering Parents


- Concept of robustness in a service system
- Service design dilemma of unexpected variability

The Curious Case of the Disputed Rabbits


- Service delivery system
- Service encounters
- Influencing customer behavior
- Service quality

Zipcar: Influencing Customer Behavior (HBP)


- Service re-design
- Root cause analysis
- Performance improvement

China Automotive Finance: Service Operations Re-design (HBP)


- Service market segments
- Process flow analysis
- Types of Service designs
- Service capacity utilization

Mongols BBQ (HBP)


- Service failure and recovery
- Customer satisfaction & employee morale
- Brand equity

Stark Resorts: Taking Care of What’s “Bugging” Your Guests (HBP)

** The case list is tentative and subject to change.

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 10 %
授業内での挙手発言 Class Contribution 40 %
クラス貢献度合計 Class Contribution Total 50 %
予習レポート Preparation Report 20 %
小テスト Quizzes / Tests 0 %
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 30 %
期末試験 Final Exam 0 %
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

Additional reading materials will be provided when appropriate.

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

It is rewarding to know that students feel confident in the skills they gained from my classes. They can apply the problem-solving techniques they learned to tackle complex challenges and make informed decisions. This is a testament to the effectiveness of the case study approach and the value of hands-on learning.

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.