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hugheg/ssme/curriculum.doc - Rensselaer Polytechnic Institute ...

  1. 1. SSME Curriculum SSME MAJOR (M.S) (at least 10 courses) 1. Services Marketing 2. The information and service economy <UCB> 3. SSME lecture series <UCB> 4. XML foundations and Web based services 5. Knowledge discovery using data mining <RPI> 6. User centered design 7. Service innovation <UCB> 8. Strategic planning during technology revolutions <UCB> 9. Consulting <NCSU> 10. e-services <NCSU> (IT Systems for E-Business <RPI>) 11. Services Innovation <UCB> SSME CONCENTRATION IN B.S IN I.T (at least 8 courses) 1. XML foundations 2. Web based services 3. The information and service economy <UCB> 4. SSME lecture series <UCB> 5. Document Engineering and Information Architecture <UCB> 6. Consulting <NCSU> 7. Customer relationship management<UMD> 8. User centered design 9. Knowledge discovery using data mining <RPI> SSME CONCENTRATION IN M.S IN I.T (at least 5 courses) 1. The information and service economy <UCB> 2. e-services <NCSU> (IT and Systems for E-Business <RPI>) 3. SSME lecture series <UCB> 4. Knowledge discovery using data mining <RPI> 5. XML foundations and Web based services 6. Services Innovation <UCB> 7. User centered design
  2. 2. Course Details Table of Contents 1. Information and Services Science..........................................................................................................2 1.1 Book: ..............................................................................................................................................2 1.1.1 Intro:........................................................................................................................................3 1.1.2 Chapters:..................................................................................................................................3 1.2 Course Work:..................................................................................................................................3 2.1. Course Work:.................................................................................................................................7 3. Web Services..........................................................................................................................................7 3.1. Course Work:.................................................................................................................................7 4. Document Engineering and Information Architecture:..........................................................................8 4.1. Prerequisite: ...................................................................................................................................8 4.2. Course Work:.................................................................................................................................8 5. Knowledge Discovery Using Data Mining............................................................................................9 5.1. Prerequisite:....................................................................................................................................9 5.2. Course Work: (Broad areas)...........................................................................................................9 6. SSME Lecture Series.............................................................................................................................9 6.1. Course Work:.................................................................................................................................9 7. Strategic planning during technology revolutions...............................................................................10 7.1. Books:...........................................................................................................................................10 7.2. Course Work:...............................................................................................................................11 8. User Centered Design..........................................................................................................................11 8.1. Books:...........................................................................................................................................11 8.2. Course Work:...............................................................................................................................12 9. Services Innovation..............................................................................................................................12 9.1. Books:...........................................................................................................................................12 9.2. Course Work: (Chapters of the above book)................................................................................12 10. E-services...........................................................................................................................................13 10.1. Book: .........................................................................................................................................13 10.2. Course Work:.............................................................................................................................13 11. Services Marketing............................................................................................................................14 11.1. Book:..........................................................................................................................................14 11.2. Course Work:.............................................................................................................................14 12. Consulting..........................................................................................................................................15 12.1. Books..........................................................................................................................................15 12.2. Course Work:.............................................................................................................................15 1. Information and Services Science Curriculum is culled from the University of California, Berkley's Course Work 1.1 Book: Services is Front Stage - James Teboul
  3. 3. 1.1.1 Intro: This book contains a simple but powerful definition of services based upon a separation between back- stage and front-stage activities. Services deal with front interactions, production and manufacturing with back-stage operations. Teboul uses this distinction systematically to explore the important issues of the field within a coherent set of concepts and maps, including the service mix, the service triangle and the service-intensity matrix. This is a novel approach to services that challenges the traditional view. 1.1.2 Chapters: Toward a New Definition of Services Services: The Front-Stage Experience The Service Triangle The Service-Intensity Matrix Finding and Keeping the Fit The Three Movements of Quality Balancing Supply and Demand From Industrial to Professional Services Managing the Change Process Conclusion 1.2 Course Work: 1. Course Overview: Introduction to the Information and Service Economy Readings:  "The Age of Social Transformation" Peter F. Drucker - The Atlantic (May 1994) http:// www.theatlantic.com/politics/ecbig/soctrans.htm  "Tangibles, intangibles and services: A new taxonomy for the classification of output" Peter Hill - Canadian Journal of Economics (April 1999) - http://economics.ca/cje/show.php?x=v32n2/09.pdf  "The Experience Economy" J. Pine and J. Gilmore  "Economics and the New Economy: The Invisible Hand Meets Creative Destruction" Leonard Nakamura Business Review (July/August 2000) Lecture Notes: http://www.ischool.berkeley.edu/~glushko/ISE-Notes-Fall2006/Week1.ppt http://www.ischool.berkeley.edu/~glushko/ISE-Notes-Fall2006/Week2.ppt 2. The Organization of Economic Activity: Classics Readings:  "Of the division of labour (Chapter 1)" Adam Smith - An Inquiry into the Nature and Causes of the Wealth of Nations (1776) - http://geolib.com/smith.adam/won1-01.html  "The nature of the firm" Ronald Coase - Economica (1937)  "The Organizational Failures Framework (Chapter 2)" Oliver E. Williamson - Markets and Hierarchies: Analysis and Antitrust Implications (1975) Lecture Notes: http://www.ischool.berkeley.edu/~glushko/ISE-Notes-Fall2006/Week3.ppt 3. The Organization of Production: Classics Readings:  "Capital (pages 44-60)" Karl Marx  "Scientific Management (pages 30-48, 57-60)" Frederick Taylor -- http://www.eldritchpress.org/fwt/t1.html
  4. 4.  "Mass Production" Henry Ford  "Introduction" Alfred Chandler - The Visible Hand: The Managerial Revolution in American Business (1977) Lecture Notes: http://www.ischool.berkeley.edu/~glushko/ISE-Notes-Fall2006/Week4.ppt 4. The Emergence of the Information and Service Economy Readings:  "Neither Market nor Hierarchy: Network Forms of Organization" Woody W. Powell - Research in Organizational Behavior 12 (1990) -- http://www.stanford.edu/~woodyp/papers/powell_neither.pdf  "The next revolution in interactions" Bradford C. Johnson, James M. Manyika, and Lareina A. Yee - The McKinsey Quarterly 4 (2005) -- http://www.mckinseyquarterly.com/article_abstract.aspx?ar=1690  "The 21st century organization" Lowell L. Bryan and Claudia Joyce - The McKinsey Quarterly 3 (2005) -- http://www.mckinseyquarterly.com/article_abstract.aspx?ar=1628  “Evolving to a New Dominant Logic for Marketing" Stephen Vargo and Robert Lusch - Journal of Marketing (January 2004) -- http://www.atypon- link.com/AMA/doi/ref/10.1509/jmkg.68.1.1.24036  "The Core Competence of the Corporation" C.K. Prahalad and Gary Hamel - Harvard Business Review (May 1990) -- http://harvardbusinessonline.hbsp.harvard.edu/get.jhtml?fileSKU=6528_en_75_p&a=p  “The Boundaries of the Firm Reconsidered" Bengt Holstrom and John Roberts  "Complexity and Economics" W. Brian Arthur -- http://www.santafe.edu/~wbarthur/Papers/Pdf_files/Econ_&_Complex_Web.pdf Lecture Notes: http://www.ischool.berkeley.edu/~glushko/ISE-Notes-Fall2006/Week5.ppt http://www.ischool.berkeley.edu/~glushko/ISE-Notes-Fall2006/Week6.ppt 5. Service Oriented Architecture and Global Service Delivery Models Readings:  "Impact of service orientation at the business level" L. Cherbakov, G. Galambos, R. Harishankar, S. Kalyana, and G. Rackham. - IBM Systems Journal 44(4) (2005) -- http://www.research.ibm.com/journal/sj/444/cherbakov.html  "The Globally Integrated Enterprise" Samuel Palmisano - Foreign Affairs (May/June 2006) -- http://www.ibm.com/ibm/publicaffairs/gp/samforeignaffairs.pdf Lecture Notes: http://www.ischool.berkeley.edu/~glushko/ISE-Notes- Fall2006/210-20061010.pdf 6. Open Innovation Readings:  "Creation nets: Getting the most from open innovation" John Seely Brown and John Hagel III - The McKinsey Quarterly (2006) -- http://www.mckinseyquarterly.com/article_abstract.aspx? ar=1766&l2=21&l3=35&srid=9&gp=1  "Chapter 9" Eric von Hippel - Democratizing Innovation (2005) Lecture Notes: http://www.ischool.berkeley.edu/~glushko/ISE-Notes- Fall2006/210-20061010.pdf 7. The Growing Importance of Intellectual Property Readings:  "The Networked Information Economy & Some Basic Economics of Information Production and Innovation (pages 29-58)" Yochai Benkler - The Wealth of Networks (2006) -- http://www.benkler.org/Benkler_Wealth_Of_Networks_Chapter_2.pdf
  5. 5.  "Introduction (pages ix-xiv)" Rochelle Dreyfus, Diane Zimmerman, and Harry First (Eds.). - Expanding the Boundaries of Intellectual Property: Innovation Policy for the Knowledge Society (2001) Lecture Notes: http://www.ischool.berkeley.edu/~glushko/ISE-Notes-Fall2006/IP- Samuelson.ppt http://www.ischool.berkeley.edu/~glushko/ISE-Notes-Fall2006/IP-Samuelson.ppt 8. Challenges in Accounting and Finance for Services and Knowledge Readings:  "The Surprising Economics of a “People Business" Felix Barber and Rainer Strack - Harvard Business Review (June 2005) -- http://harvardbusinessonline.hbsp.harvard.edu/ b01/en/common/item_detail.jhtml?id=R0506D  “Sharpening the Intangibles Edge" Baruch Lev - Harvard Business Review (June 2004) -- http://www.geog.ox.ac.uk/~glclark/msc/nsep/csea/week2lev.pdf  "Measuring Intangible Investment" L.C. Hunter, Elizabeth Webster, and Anne Wyatt - Australian Accounting Review (2005) -- http://melbourneinstitute.com/wp/wp2005n15.pdf Lecture Notes: http://www.ischool.berkeley.edu/~glushko/ISE-Notes- Fall2006/210-20061019.pdf 9. Service Systems Readings:  "Cutting corners and working overtime: Quality erosion in the service industry" R. Oliva and J. D. Sterman - Management Science 47 (7) (2001) -- http://www.csdnet.aem.cornell.edu/papers/Oliva.pdf  "Putting the Service-Profit Chain to Work" James Heskett, Thomas Jones, Gary Loveman, Earl Sasser, and Leonard Schlesinger - Harvard Business Review (March 1994) - http://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/item_detail.jhtml? id=4460  "Perspectives on the technology of service operations" Peter Mills and Dennis Moberg - Academyf Management Review 7(3) (1982) - http://links.jstor.org/sici? sici=0363-7425(198207)7%3A3%3C467%3APOTTOS%3E2.0.CO%3B2-A  "The other end of the supply chain" Jan Holmstrom, William Hoover, Perttu Louhiluotoi, and Antti Vasara - The McKinsey Quarterly (2000) -- http://www.mckinseyquarterly.com/article_abstract.aspx?ar=376  "Service Systems, Service Scientists, SSME, and Innovation" Paul Maglio, Savitha Srinivasan, Jeffrey Kreulen, and Jim Spohrer - Communications of the ACM 49(7) (July 2006) -- http://portal.acm.org/ft_gateway.cfm? id=1139955&type=pdf&coll=GUIDE&dl=GUIDE&CFID=4966493&CFTOKEN=2023 1701 Lecture Notes: http://www.ischool.berkeley.edu/~glushko/ISE-Notes- Fall2006/210-20061024.pdf http://www.ischool.berkeley.edu/~glushko/ISE-Notes- Fall2006/210-20061026.pdf 10. Service-Oriented Computing Readings:  "Service-Oriented Computing: Concepts, Characteristics and Directions" Mike Papazoglu - Proceedings of the Fourth International Conference on Web Information Systems Engineering (2003) -- http://doi.ieeecomputersociety.org/10.1109/WISE.2003.1254461
  6. 6.  "Business-oriented management of web services" Fabio Casati, Eric Shan, Umeshwar Dayal, and Ming-Chien Shan - Communications of the ACM 46(10) (October 2003) -- http://doi.acm.org/10.1145/944217.944238  "Toward an on-demand service-oriented architecture" C.H. Crawford, G. B. Pate, L. Cherbakov, K. Holley, and C. Tsocanos - IBM Systems Journal 44(1) (2005) -- http://www.research.ibm.com/journal/sj/441/crawford.pdf  "Enterprise Software as Service" Dean Jacobs - ACM Queue (July/August 2005) -- http://doi.acm.org/10.1145/1080862.1080875 Lecture Notes: http://www.ischool.berkeley.edu/~glushko/ISE-Notes- Fall2006/210-20061031.pdf 11. Case Studies/Industry Examples 12. Strategy in an Information and Services Economy Readings:  "Managing the transition from products to services" Rogelio Oliva and Robert Kallenberg - International Journal of Service Industry Management 14(2) (2003) -- http://www.emeraldinsight.com/Insight/ViewContentServlet? Filename=Published/EmeraldFullTextArticle/Articles/0850140201.html  "Four strategies in the age of smart services" Glen Allmendinger and Ralph Lombreglia - Harvard Business Review (October 2005) -- http://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/item_detail.jhtml;jsessio nid=PG3AIVU332TZKAKRGWDSELQBKE0YIISW?id=R0510J  "What Innovation Is" Howard Smith -- http://www.csc.com/features/2004/57.shtml  "Dynamic Capabilities for Entrepreneurial Venturing; The Siemens ICE Case" B. Katzy, M. Dissel, and F. Blindow -- http://portal.cetim.org/file/1/61/Katzy_Dissel_Blindow_2001_IAMOT2001_DynamicC apabilities.pdf 13. Service Design and Delivery Readings:  "Technology Infusion in Service Encounters" Mary Jo Bitner and Stephen W. Brown - Journal of the Academy of Marketing Science 28(1) (2000) -- http://jam.sagepub.com/cgi/reprint/28/1/138  "Introduction to Document Engineering (Chapter 1)" Robert J. Glushko and Tim McGrath - Document Engineering (2005)  "The Coming Commoditization of Processes" Thomas Davenport - Harvard Business Review (June 2005) -- http://harvardbusinessonline.hbsp.harvard.edu/b02/en/common/item_detail.jhtml;jsessio nid=PG3AIVU332TZKAKRGWDSELQBKE0YIISW?id=R0506F  "Measuring Performance in Services" Eric Harmon, Scott C. Hensel, and Timothy E. Lukes - The McKinsey Quarterly (2006) -- http://www.cfo.com/article.cfm/5514575? f=related  "Service Quality in Multichannel Services Employing Virtual Channels" Rul Sousa and Christopher A. Voss - Journal of Service Research 8(4) (May 2006)  "Serving the Services" Brenda Dietrich and Terry Harrison - OR/MS Today 33(3) (June 2006) -- http://www.lionhrtpub.com/orms/orms-6-06/frservice.html 14. Jobs and the Future of Work in an Information and Services Economy Readings:  "Reorganizing Work (Chapter 5)" Stephen Herzenberg, John Alic, and Howard Wial - New Rules for a New Economy (1998) --
  7. 7.  "Four strategies in the age of smart services" Glen Allmendinger and Ralph Lombreglia - Harvard Business Review (October 2005) -- http://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/item_detail.jhtml;jsessio nid=PG3AIVU332TZKAKRGWDSELQBKE0YIISW?id=R0510J  "Globalization of IT services and white collar jobs: the next wave of productivity growth" Catherine L. Mann - International Economics Policy Briefs, IIE, No PB03-11 (December 2003) -- http://www.iie.com/publications/pb/pb03-11.pdf 15. Is there a Services Science? 2. XML Foundations 2.1. Course Work: 1. Overview and Introduction 2. XML Basics 3. Document Type Definition (DTD) 4. Cascading Style Sheets 5. XML Namespaces 6. XML Path language (XPath) 7. XML Transformations (XSLT) 8. XML Schema 9. XML and database systems 10. XML trends and developments 3. Web Services 3.1. Course Work: 1. Overview and Introduction 2. Foundations 3. Web technologies 4. Server-side web technologies 5. PHP 6. Middleware 7. XML-based services 8. Simple Object Access Protocol (SOAP) 9. Web Service Description Language (WSDL) 10. Web Service Protocols
  8. 8. 11. Business Process Execution Language (BPEL) 12. BPEL integration 13. Mashups (definition: website or web application that seamlessly combines content from more than one source into an integrated experience) 14. XML Forms (XForms) 15. BPEL & XForms 16. Representational State Transfer (REST) 17. XML Schema design issues 18. Open Schemas 19. Extensible Schemas 20. Trends for Web-Based services 4. Document Engineering and Information Architecture: 4.1. Prerequisite: XML foundations 4.2. Course Work: 1. Course Overview - Key Concepts of Document Engineering and Information Architecture 2. Document Engineering and Information Architecture - Applications and Strategies 3. Introduction to Analysis and Modeling 4. Business Patterns and Reuse 5. Models of Business Organization 6. Models of Business Processes 7. Models of Business Information 8. Models of Business Architecture 9. The Document Engineering Approach 10. Business Process Modeling Case Studies 11. Document Modeling Case Studies 12. Requirements and Context 13. Document Inventory 14. Business Process Analysis 15. Business Process Design 16. Document Analysis
  9. 9. 17. Document Component Design 5. Knowledge Discovery Using Data Mining 5.1. Prerequisite: Introduction to Statistics ?? 5.2. Course Work: (Broad areas) Machine Learning Data Mining: sets, sequences, associations, clustering Exploratory Data Mining Information Retrieval Data visualization 6. SSME Lecture Series 6.1. Course Work: 1. Course Overview: What does "At Your Service" Really Mean ? Guest Lecturer: Jean-Paul Jacob of IBM 2. The On-Demand Software-as-a-Service Revolution Guest Lecturer: Patrick Grady of Rearden Commerce (CEO) 3. Services Design -- Connecting the Back Stage and Front Stage Guest Lecturer: Bob Glushko of School of Information, UC Berkeley (Adjunct Professor) Lecture Notes: http://www.ischool.berkeley.edu/~glushko/SSME-Lectures- Fall2006/SSME-20060914.pdf 4. Service Innovation in a "Flat" World Guest Lecturer: Stephen Pratt of Infosys Consulting (CEO) 5. Services and the Role of Information Search Guest Lecturer: Daniel Russell of Google (Sr. Scientist)
  10. 10. Lecture Notes: http://www.ischool.berkeley.edu/~glushko/SSME-Lectures- Fall2006/Russell-20060928.pdf 6. Transformation of Services and the Economy Guest Lecturer: John Zysman of UC Berkeley (Professor of Political Science & Co Chair, BRIE) 7. Service Business Models Guest Lecturer: JB Wood of Service and Support Professional Association (CEO) 8. Design and Development of New Services Guest Lecturer: James Taylor of Fair Isaac and Company (VP Product Marketing) 9. Learning Economics and Learning Organizations Guest Lecturer: Tom Hill of Genentech (Director of Learning and Knowledge Management) 10. Service Innovation Guest Lecturer: Henry Chesbrough of UC Berkeley (Adjunct Professor, Haas School of Busines & Executive Director, Center for Open Innovation) 11. Service Innovation in Healthcare Guest Lecturer: David Lawrence of Kaiser Permanente (Former Chairman and CEO) 12. Services Science, Management, and Engineering: History, current need, the future Guest Lecturer: James Spohrer of IBM Almaden (Director of Services Research) 7. Strategic planning during technology revolutions 7.1. Books:  Unleashing the Killer App (Harvard 1998) - Larry Downes.  The Strategy Machine (HarperBusiness 2002) – Larry Downes.  Thomas Kuhn, The Structure of Scientific Revolutions (Univ. of Chicago 1962)  Clayton Christensen, The Innovator's Dilemma (Harvard Business School Press 1997)
  11. 11. 7.2. Course Work: 1. The Problem 1. Module A: What is strategy? 1. Introduction 2. The Academic approach to strategy 2. Module B: Some critics of academic approach 1. Reality 3. Module C: Disruptive Technologies: The Killer App 1. Disruptive Technologies 2. IT as a disruptive technology 4. Module D: Innovation: The Dilemma and the Chasm 1. The innovator's dilemma: Strategy and Disruption 2. The solution 1. Module E: The revolutionary strategies and design principles 1. Revolutionary Strategies 2. Design Principles 2. Industry Transformations 1. The three stages of industry transformation 2. The information supply chain 3. Module G: Strategic planning during technology revolution 1. The portfolio approach 4. Module H: Execution Issues 1. Inhuman factors 2. Obstacles 5. Module I: Slouching towards academia 1. Conclusions 8. User Centered Design Culled from http://www.csc.calpoly.edu/~fkurfess/Courses/484/W05/Administration/Syllabus.shtml. 8.1. Books: 1. User-Centered System Design: new perspectives on human-computer interaction, D. Norman and S. Draper (eds.); Lawrence Erlbaum Associates, 1986.
  12. 12. 2. The Psychology of Everyday Things, D. Norman; Lawrence Erlbaum Associates, 1986. Re- issued in paperback as "The Design of Everyday Things" by Currency Books, 1990. 3. User Centered Web Site Design, by D.D. McCracken and R.J. Wolfe. Pearson Prentice Hall: Upper Saddle River, NJ, 2004. ISBN: 013041161-2. 8.2. Course Work: 1. Introduction 1. What are User-Centered Design (UCD) and Human-Computer Interaction (HCI)? 2. Components of UCD and HCI 2. Human Aspects of UCD and HCI 3. Interaction and Interface design 1. Principles of user-centered design 2. Methods of user-centered design 1. User analysis 2. Task analysis 3. Environmental analysis 4. Interaction and Interface evaluation 1. The Role of Evaluation 2. Collection of Usage data 3. Methods of conducting usability studies 5. Technology aspects of UCD and HCI 1. Input and Output Devices and Methodologies 2. Interaction Styles 9. Services Innovation 9.1. Books: SERVICE INNOVATION: Organizational Responses to Technological Opportunities & Market Imperatives- edited by Joe Tidd (University of Sussex, UK) & Frank M Hull (Fordham University, USA) 9.2. Course Work: (Chapters of the above book) Part I. Conceptual and Analytical Frameworks for Service Innovation 1. Managing Service Innovation: Variations of Best Practice -- Joe Tidd and Frank M. Hull 2. Organizing Innovation in Services -- Patrick Vermeulen and Wietze Van Der Aa
  13. 13. 3. Getting “Customer Lock On” Through Innovation in Services -- Sandra Vandermerwe 4. Services and the Knowledge-Based Economy -- Ian Miles 5. Service Innovation: Aiming to Win -- Tony Clayton Part II. Sector and National Studies of Innovation in Services 1. The Organization of New Service Development in the USA and UK -- Frank M. Hull and Joe Tidd 2. Effects of Innovation in Standardized, Customized and Bespoke Services: Evidence from Germany -- Christiane Hipp 3. Innovation in Health care Delivery -- D. Jane Bower 4. Product Development in Financial Services: Picking the Right Leader for Success – Evangelia Chortatsiani 5. Of Barnacles and Banking: Innovation in Financial Services -- Paul Nightingale 6. Innovation in Design, Engineering and Project Management Services -- David M. Gann and Ammon J. Salter 7. Are Firms Moving “Downstream” into High-Value Services? -- Andrew C. Davies Part III. Applying Innovation Management Good Practice to Services 1. A Composite Framework of Product Development and Delivery Effectiveness in Services -- Frank M. Hull and Joe Tidd 2. Product Development in Service Enterprises: Case Studies of Good Practice -- Frank M. Hull 10. E-services 10.1. Book: Roland T. Rust and P.K. Kannan, editors, E-Service (M.E. Sharpe, 2002). 10.2. Course Work: 1. UNIT 1 – Fundamentals of E-Service 1. The Rise of E-Service 2. Internet Myths & Values 3. E-Media 2. UNIT 2 – The Customer-Technology Interface 1. Technology Readiness 2. Self-Service Technologies 3. Privacy 4. E-Customer Satisfaction Measurement 5. Usability 6. Feature Fatigue 7. The Human/Computer Interface 3. UNIT 3 – Managing Online Relationships
  14. 14. 1. E-CRM 2. E-Service and Customer Equity 3. E-Service Strategy 4. Real-Time Marketing 5. Online Customer Service 6. E-Customization 7. Marketing to Computers 8. E-Service and Revenue 9. Mobile E-Service 4. UNIT 4 – Applications of e-Service 1. E-Learning 2. E-Financial Services 3. E-Government 11. Services Marketing 11.1. Book: Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2006), Services Marketing, 4th edition, McGraw-Hill Irwin, New York. (ISBN 0-07-96194-5). 11.2. Course Work: PART 1: BRIDGING THE CUSTOMER GAP: FOCUS ON THE CUSTOMER 1. Introduction to Services Marketing 2. Introduction to the GAPS Model PART 2: CUSTOMER FOCUS 3. Consumer Behavior 4. Customer Expectations 5. Customer Perceptions PART 3: BRIDGING GAP 1: LISTENING TO CUSTOMERS 6. Customer Research 7. Building Customer Relationships 8. Service Recovery PART 4: BRIDGING GAP 2: ALIGN SERVICE DESIGN AND STANDARDS 9. New Service Development and Design 10. Customer-Defined Service Standards 11. Physical Evidence and the Servicescape PART 5: BRIDGING GAP 3: DELIVERING AND PERFORMING SERVICE 12. Employees’ Roles in Service Delivery
  15. 15. 13. Customers’ Roles in Service Delivery 14. Delivering Service Through Intermediaries and Electronic Channels 15. Yield Management: Managing Demand and Capacity PART 6: BRIDGING GAP 4: MANAGING SERVICE PROMISES 16. Integrated Services Marketing Communication 17. Pricing Services PART 7: SERVICE AND THE BOTTOM LINE 18. The Financial Effects of Service 12. Consulting Web resource -- consulting courses: http://www.uwf.edu/mcd/syllabi.html This syllabus is prepared from RICE'S “Management Consulting” course. 12.1. Books • Peter Cockman, Bill Evans, & Peter Reynolds, Client-Centered Consulting: Getting Your Expertise Used When You’re Not in Charge (CCC) • Sugata Biswas & Daryl Twitchell, Management Consulting: A Complete Guide to the Industry (MC) 12.2. Course Work: I. Being a consultant A. Defining consulting and the basic skills needed to be good at it B. Understanding the consulting cycle C. Applying different problem solving frameworks and tools D. Establishing what it means to be client centered II. The consulting profession and industry A. Assessing consulting as a career B. Recognizing different types of consulting and firms C. Appreciating consulting as a profession and an industry III. Client relations A. Managing expectations on both sides B. Managing difficult clients and using different intervention styles C. Establishing the appropriate role as the consultant D. Working effectively with a client team
  16. 16. E. Managing client and team conflict IV. Proposals and project management A. Writing a winning proposal B. Defining project scope and controlling it C. Developing and using project management tools D. Determining individual value and how to cost-out projects E. Establishing value/time trade offs and applying the 80/20 rule (knowing when and how to apply)

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