Assignment (100%) – MS976 Service Operations and Simulation
Choose a service operation (note it is easier to choose an operation rather than a particular
company, so instead of for instance British Airways, it is recommended that you choose
Airline Operations.). Complete both parts (A and B) as explained below.
Part (A): (40%) (Maximum 5 pages)
For the first part, you need to incorporate (apply) four topics in your selected organisation.
These are:
• IHIP and the associated discussions
• Service classifications (select any one model to discuss your case)
• Design in Services (should cover the most basic issues relevant to your case)
• Quality and Productivity Management in Services
Learning outcome:
• To understand specific characteristics of a typical services operation and the use of
service classification models by applying relevant theories, models and conceptual
frameworks studied in class and/or from suggested readings.
• To understand the challenges of service design, productivity and quality improvement
in services with explicit reference to content in class material.
Part (B): (60%) (Maximum 4 pages)
Choose a particular aspect of the operations of your selected operations above and try to
study it using simulation. This should include the following:
a. Simulate the operation using Simul8. You may use real data where possible
or you may assume the required data
b. Very briefly discuss what performance measures (KPIs) are important in
this operation that can also be studied by simulation
c. Change the values, ‘play’ with the model, to understand its features in
particular those features that relate to the performance measure/s of your
choice
d. Discuss and illustrate your understanding of how the operation behaves
with regard to the chosen performance measure/s (KPIs)
e. Copy a snapshot of the model with any other relevant pictures (e.g.
graphs) in your report and explain them as appropriate.
Learning outcome:
• To be able to identify those aspects of service operations in which discrete event
simulation (DES) may be applicable
• To be able to approach and complete a DES project, in the context of service
operations, in a rational and analytical way
Deliverables:
1. A report of maximum 10 pages (Min pt. 12, single spaced para) including references,
appendices and every other supplement.
2. A Simul8 file (please make sure you will reset it before saving and uploading).
Deadline (17th August: 5 pm), two file submission on myplace only.
Marking criteria and feedback template (with reference to the learning outcomes mentioned).
Note that not all criteria applies to all parts of the assignment so a judgment will be based on
most relevant criteria applicable to any one part or (sub-parts) of the assignment.
Part A and part B
Exceptional demonstration of the learning outcomes (90-100)
Exceptional in most or every respect, the work demonstrates all of the characteristics noted for
First class in the Outstanding range below and is also well beyond the level expected of a
highly competent student at their level of study, and could not be bettered for the level of study.
Outstanding demonstration of the learning outcomes (80-89)
- A breadth of appropriate and focussed knowledge, and a deep and critical understanding of
the subject matter
- An outstanding standard of synthesis and evaluation, and a critical and insightful analysis
- Complexity of thought, creativity, insight and/or originality
- Evidence of comprehensive reading and thought of significant complexity and well beyond,
but still relevant to, course/assignment materials
- Outstanding use of references and exemplars, well beyond, but still relevant to course/assignment
materials
- An outstanding standard of writing and communication and/or presentation that is clearly and
logically structured
Excellent demonstration of the learning outcomes (70-79)
- Wide, appropriate and focussed knowledge and critical understanding of the subject matter
- An excellent standard of synthesis and evaluation and/or shows critical and insightful analysis
- Some complexity of thought, insight and/or originality
- Evidence of comprehensive reading and thought beyond course/assignment materials
- Excellent use of references and exemplars
- An excellent standard of writing and communication and/or presentation, that is clearly and
logically structured
Comprehensive demonstration of the learning outcomes (60-69)
- A very good or good level of appropriate knowledge and critical understanding of the subject
matter, with only occasional lapses in detail
- Very good or good synthesis, analysis, reflection, understanding and/or critical evaluation
- Evidence of reading and thought beyond course/assignment materials
- Appropriate use of references and exemplars
A good standard of writing and communication and/or presentation that is clearly and logically
structured
Satisfactory demonstration of the learning outcomes (50-59)
- Satisfactory knowledge and a reasonable understanding of the essential material
- Weaknesses in the synthesis and/or analysis, reflection, understanding and critical evaluation
of material, resulting in parts of the work being overly descriptive in nature
- General accuracy with occasional mistakes and/or reduced focus on the main issue or lapses
in detail
- Limited evidence of reading and thought beyond course/assignment materials
- A satisfactory standard of writing and communication and/or presentation, where there may
be weaknesses in the clarity and/or structure of the work
- Appropriate use of references and exemplars, though there may be minor flaws in the
referencing technique
Unsatisfactory demonstration of the learning outcomes (less than 50)