International Service Operations Management (IBUS7322)

This is an individual assessment item (not a group assessment).

You are required to write an essay of not more than 1500 words excluding the reference section, on the topic of improving the design of one specific international service operations process using the same organization that your group chose for the oral presentation assessment. Note that in this Service Operations Management course we cover a wide range of concepts that students can use to map service operations and service processes. We have also cover concepts that can be applied to for instance identify and reduce waste, improve service quality, improve service process design etc and students should select and apply the most relevant course theory concepts to assist them in writing persuasive arguments for making improvements to the design of one service of your chosen company which in line with and supports the goals and strategy of the company.

You will write an essay that includes an introduction, body section (paragraphs) and conclusion (note that there are some resources we have provided below on this page on how to write and structure an essay). The body section of your essay will contain paragraphs. Each paragraph will make a persuasive argument that identify one important area for improvement supported by relevant course theory concepts (note that students need to conduct further reading beyond the textbook and beyond course readings of the relevant service operations management academic literature to make strong academic literature supported arguments for your suggested improvements) and also supported with credible secondary research evidence (eg from industry reports, industry journals, reputable newspapers etc) and suggesting realistic solutions for these areas of improvement. 

There may be many aspects you could improve but you will need to prioritize and focus on the most important ones! Be sure to clearly and persuasively argue in your essay using research evidence and theory to make a case for the most important opportunities for improvement in the design of one service process. You will need to provide secondary research evidence when arguing for making significant improvements (we recommend you only select two to three arguments/paragraphs for improving the design of the service and write concisely as the overall word count of this essay is only 1500 words). If it is a very large organisation/company that you have chosen, be sure to specify the specific service process you have chosen to focus on improving. 

Note that a key requirement of this assessment is that you need to clearly include a minimum of 3 course seminar topics in your essay (ie select highly relevant course concepts from 3 or more seminar weeks).

You will be assessed on the depth and appropriateness of your international service operations academic literature as well as secondary research (evidence based market and academic literature research to base your analysis and recommendations on) and critical analysis as well as appropriate choice and depth of service process related discussion. As well as your ability to demonstrate understanding and apply relevant theory and use literature to support your arguments (concepts we have covered in this course - be sure to include a reference when stating/applying key concepts in your report).

A minimum of 10 authoritative, relevant references must be included and to achieve a high level of achievement in this assessment you will need to exceed the minimum - please also refer to the assessment marking rubric.

The appropriate service operations mapping, service charting, service process mapping and tools of analysis and Service Operations Management concepts should be applied. You are encouraged to include process maps, charts/graphs such as histograms or other visualizations in this essay to support your arguments.

The purpose of the process of the company should be should be clearly stated – what does service success look like through the eyes of the company and from the customer perspective? Reminder that you should also make clear what theoretical underpinning supports your discussion.

AI Statement

Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.

A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.

Students will be placed into teams. Each team will be allocated a week of the semester to present to the class on an assigned service operations topic and illustrate the topic in the context of an international service organisation.

Student teams must choose one international service organisation for developing their presentation (this organisation must be approved by the course teaching staff). Teams will analyse the service operations of this organisation and focus their analysis on ONE international service delivered to customers by this organisation.

This assessment involves studying and critically analysing the service operations of a service organisation using service operations concepts and frameworks that were discussed in the course. Guidelines for selecting the service organisation are provided on the course Blackboard site.

Based on your selected an international service your group will need to conduct secondary research and critically analyse including the application of theory and concepts from the two lecture topics that are assigned to your group (Refer to the course Blackboard site Assessment section) in the analysis (a minimum of 5 theory/concepts covered in this course from the Seminar topics specified in the table corresponding to your groups presentation week). 

The company's service operations must be compared and contrasted against at least one direct competitor of the company and wider industry (eg such as benchmarks). Students are required to work together in their team to analyse the company's international service operations and provide evidence-based recommendations for making improvements to the company’s international service operations as it relates to your chosen service. Recommendations need to be based on your previous analysis supported by secondary research evidence and incorporate course concepts and theory to support and justify your recommendations.

In terms of presentation structure, students in their presentation will provide

1. A brief overview of their topic, team and chosen company and the one particular international service you will focus on in your presentation.
2. You will then present a critical analysis of the company's service operations as it relates to your one service that you have chosen to focus on (be sure to include at least one other company competitor and the industry to compare/contrast) Your analysis must apply course concepts, frameworks and be supported by secondary research.
3. You will then clearly present the operations management implications of your analysis and summarize the priority issues, gaps, problems or opportunities that the organisation is facing.
4. You will need to present a critical evaluation of 2 to 3 alternative options for addressing the priority issues/gaps/opportunities. The alternative options should be assessed using criteria your team has developed before deciding on your final recommended option as a recommended solution.
5. You will then present your final recommendation for improvements to the company's service operations and state your conclusions.

Please refer to the marking rubric for full requirements. Your presentation needs to be supported with at least 10 credible industry references as well as the course text books, plus an additional 5 academic literature references to support and justify your critical analysis and recommendations.

Presentation timing - refer to the course Blackboard site Assessment section. All students must be present at the time of delivery of the presentation. Presentations need to be persuasive and engaging. The team should actively involve the student audience through the use of interactive activities, well thought out questions etc.

Presentation slides must be submitted prior to the time of the presentation date via the course blackboard site. Full assessment task description is available on the course Blackboard site in the Assessment section.

Please Note: The presentation will be recorded for marking purposes per UQ Policy.

Criteria & Marking: Refer to the full marking rubric available on the course Blackboard site.

AI Statement

Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.

A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.

The final exam format will be made up of short essay-style questions.

These questions will be based on all course content covered this semester.

The exam will ask students to answer a compulsory question from Part A (worth 10 marks) and answer only two (2) questions from a choice of three questions in Part B (worth 20 marks each). 

Students will need to apply critical thinking and illustrative examples based on real service companies covered during this course. Each essay response should be 700 - 800 words long – if exceeding maximum word count please be advised that markers will stop reading after 800 words. Students must include the most relevant International Service Operations Management course theory concepts and apply them appropriately and correctly in their answers. Students will be assessed on: Coverage of relevant issues; depth of critical analysis; and communication quality in their writing. Bullet point responses without the appropriate detail will be awarded only partial marks.

If you are unable to sit your exam, you must apply for a deferred exam.

AI Statement

This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) or Machine Translation (MT) tools will not be permitted. Any attempted use of AI or MT may constitute student misconduct under the Student Code of Conduct.