MGF5690 SERVICES AND OPERATIONS MANAGEMENT

SEM 2 2024

ASSIGNMENT INSTRUCTIONS

ASSIGNMENT 1 – Due at end of Week 4 (18 August): 800 words, 20% of unit grade

Provide a critical analysis using 1 of the following 4 topics below, which will be discussed during
course weeks 1 to 4. These questions will be discussed during your tutorials so it is in your best
interests to attend tutorials when completing this assignment. This assignment is worth 20% of the
Unit Total grade and should not exceed 800 words.

Choose one topic only from the following and relying on the assignment grading criteria (provided
on the last page). Your answers should clearly align with the topics covered during the relevant
course week (e.g. customer value/strategy is discussed in weeks 1 and 2).

1. Describe and discuss why implementing a new Low Cost Strategy for an existing service could be
good or bad for customer satisfaction.
2. Describe and discuss an example of increased customer participation in the service process in
terms of its advantages and disadvantages?
3. How can organizations design service recovery for when self-service failures occur?
4. The corporate culture of a firm does not significantly influence the quality of the services it
provides. Agree or disagree and justify your position.

▪ Your assignment should ensure it draws from course concepts to illustrate and justify its main
arguments. Please use organisation and industry examples to illustrate your arguments.
▪ You should use appropriate references (these aren’t included in the word count) to support any
data, ideas and material that need to be acknowledged.
▪ Check the assignment guidance and the University policy regarding Academic Integrity before
you submit your assignment.

ASSIGNMENT 2 – Due at end of Week 7 (8 September): 1200 words, 35% of unit grade

▪ Provide a critical analysis using a range of relevant topics discussed during weeks 1-6 of the
course, of the single question shown below. Relevant weekly topics will be discussed during your
tutorials so it is in your best interests to attend tutorials when completing this assignment. Your
analysis should use a report format and be designed as informed guidance for a more senior
manager or executive team in an organisation. This assignment is worth 35% of the Unit Total
grade and should not exceed 1,200 words.

Address the following question:

- The use of information technologies in the last 5 years have provided significant
advantages to service delivery performance, especially quality. Critically discuss this
statement using a single company or industry example.

▪ Information technologies refer to both hardware and software, such as self-service, mobile
phones, websites, apps, databases, and artificial intelligence.
▪ Your assignment should ensure it draws from course concepts to illustrate and justify its main
arguments. It should address the implications for service quality in particular.
▪ You should use appropriate references (these aren’t included in the word count) to support any
data, ideas and material that need to be acknowledged.
▪ Check the assignment guidance and the University policy regarding Academic Integrity before
you submit your assignment.

ASSIGNMENT 3 – Due at end of Week 12 (20 October): 1500 words, 45% of unit grade

Apply a range of topics discussed during weeks 7-12 of the course, to critically analyse one case
study from three that will be provided to you. The weekly topics will be discussed during your
tutorials so it is in your best interests to attend tutorials when completing this assignment. Your
analysis should use a report format and be designed as informed guidance for a more senior
manager or executive team in an organisation. This assignment is worth 45% of the Unit Total grade
and should not exceed 1,500 words.

The case studies to be used for this assignment will be provided on Moodle by week 8 along with
specific questions to be addressed in your assignment.

▪ Your assignment should ensure it draws from course concepts to illustrate and justify its main
arguments.
▪ You should use appropriate references (these aren’t included in the word count) to support any
data, ideas and material that need to be acknowledged.
▪ Check the assignment guidance and the University policy regarding Academic Integrity before
you submit your assignment.

All Assignments Grading Criteria

Grading criteria for all Four grading bands:

assignments <50%; 51-65%; 66-79; 80+
Discusses and integrates - <50: No course theory, or topic is unrelated to the
2-4 key weeks’ content, is anecdotal and has no critical
theories/principles from analysis or supporting references
different weeks of the - 51-65: Some theory and objective use of practical
course for a modern observations/insight that is relevant to managers, but
business problem. lacks critical insight and/or support. OR, discussion is
Demonstrates knowledge overly theoretical and provides no example, or context,
of, and can apply or is supported by non-operations and unrelated
understanding of, the references.
weekly course readings to - 66-79: Relevant theory and practical insight around a
a modern business minor, non-significant problem, e.g. not being able to
problem. find cornflakes at the supermarket, or rude coffee
Discusses and analyses a server, although still well described and supported. OR,
modern business problem provides relevant theory, practical insight and
in terms of its role and solutions, but is not well supported by references OR it
relevance to operations is non-critical (e.g. provides very basic solutions or
management in solutions for ‘any problem’ rather than specific to the
organisations. chosen problem).
 - 80+: As above, with original and well developed insight
that clearly demonstrates knowledge of OM and
applies course concepts, as well as understanding and
application of references. Goes beyond the course
reading list and uses high quality operations
management journals and sources to support critical
and original analysis. Well written. Clear, and
independent analysis and discussion suitable for use by
companies and managers.
References/support for Expectation: Work is supported by relevant references that
analysis have clearly been read by the student and accurately used
to underpin the analysis.
Expectation: References are real and sourced from quality,
peer reviewed journals as well as other reputable sources
of knowledge.
Analysis Expectation: Analysis is clear, integrated with course
literature and wider reading (where possible) and original.
Expectation: Assignments that contain content that has
been used across several assignments, either your own or
with others (e.g. analysis has not been prepared
individually) will receive a reduced grade.

Notes:
1. Feedback for assignments 1 and 2 will be in the form of a number grade and individual
comments.
2. Feedback for Assignment 3 will be in the form of a number grade and summary course-level
feedback

All assignments should provide critical and original analysis (these are individual assignments) that is
supported by peer reviewed sources, with all sources being fully cited and referenced (please use
Harvard or APA).

You should draw from the following course materials to develop and support your assignments:

1. The lectures, assigned textbook chapters and journal articles listed in the course
2. Other peer reviewed, quality literature sources that have been sourced through
independent search and review using Monash databases (e.g. Proquest of Web of Science).

Submit your assignment as follows:

 To Moodle, using the Moodle Assignment Submission links as a word file only
 Complete the Academic Integrity Statement when you submit your assignment
 Make sure you finalise your assignment submission by the assignment deadline (do not
leave it in a draft status)
 All assignments in this unit will be submitted through Turnitin.
 Please ask your Lecturer questions about the assignment during your tutorials