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Essential Information

Offered:

  • SP1, 2008
  • SP2, 2008
  • SP3, 2008

Core Unit for:

  • N/A

Elective Unit for:

Assessment:

  • Assignment 30%
  • Examination 70%

Pre-Requisites:

UNIT 410: STRATEGIC MANAGEMENT IN SERVICES


Overview

Service is the backbone of developed economies, and service industries are in a period of accelerating growth driven by the global impact of the Internet on existing and new service businesses. This unit addresses service industry opportunities and the implications of developing e-business strategies in traditional service businesses, lessons from successful service providers and development of service management philosophies and processes. The value profit chain is the overriding integrator of the unit.

This concept links vision, strategy, culture, values, leadership and management to the value drivers and value levers. Participants explore the service management strategies of international and Australian companies, and develop an understanding of the value profit chain by studying their own organisations.

Aims

After studying this unit you should be able to:

  • Explain the significance of customer value, value creation and services management as key drivers in successful organisations
  • Explain the concept of service quality and analyse how it relates to product quality
  • Explain how competitive service marketing strategies relate to and contribute to successful business outcomes
  • Describe the importance of strategic positioning in the success of an organisation
  • Use the framework of the customer value equation to explain a superior value proposition
  • Evaluate a range of lean processes for creating and implementing service strategies in organisations
  • Explain how organisational culture and the effective management of human resources contribute to the successful implementation of a competitive service strategy
  • Identify the impact of new technologies on service provision and outline a process for the successful implementation of technology in an organisation’s service provision processes
  • Evaluate the key metrics that can be used to measure and improve service performance in an organisation
  • Evaluate the services strategies of a number of different organisations

Topics

  • Placing the concepts of services, value and the impact of technology into context
  • Competitive service as a business strategy
  • The value concept, positioning and understanding customer needs
  • Customer value, research and service management
  • Value of employees: Building employee capability
  • Developing an implementation strategy: Creating a vision, mission and core values
  • Re-engineering the service organisation to deliver customer value
  • Developing processes that deliver value
  • Developing customer relationships
  • Measuring performance

Unit Chair & Study Guide Author

Tim Baker
BCom, DipHRM, MMgt, Master Mariner, FAICD

Tim Baker has his own consulting company. He advises organisations on developing and implementing corporate strategy, with an emphasis on gaining a competitive advantage through superior customer service. Tim designs and implements customer and employer perception surveys to help identify core strategic issues and mentors CEOs of small to medium-sized enterprises. Tim's experience includes positions as Chief Executive in technology-based organisations, including Moore Business Systems and OCE Australia Limited, and General Management positions in Rank Xerox Australia and International Computers Limited.

In these roles, he has gained many years’ experience in defining, developing and implementing strategic visions and missions with a focus on superior service delivery.