Systems Operations Management

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Faculty of CEM – Course work Specification 2021/22

Module name: Systems Operations Management
Module code: ENGT5265
Title of the Assignment: Assignment A – Simulating a service system
case study
This coursework item is: (delete as
Summative Formative
This summative coursework will be marked anonymously Yes No
According to the learning outcomes for this module, this assignment will
demonstrate that students can:
1. Provide students with both a solid theoretical background on Operations
Management, its main principles, as well as a very practical view of problems and
challenges that companies are facing nowadays
2. Provide students both high level framework and a “language” to understand,apply
and critically appraise techniques and tools to analyse, diagnose and then to
improve processes
3. Provide students with the opportunity to improve their analytical and problem
solving skills
This coursework is: (delete as appropriate) Individual Group
If other or mixed … explain here:
This coursework constitutes 40% of the overall module mark.
Date Set: Wednesday, 16 Mar 2022
Date #038; Time Due: 15 April 2022 at 11:59
Your marked coursework and feedback will be available to you
If for any reason this is not forthcoming by the due date your module leader will
let you know why and when it can be expected. The Head of Studies should be
informed of any issues relating to the return of marked coursework and feedback.
11 May 2022
at 12 pm
When completed you are required to submit your coursework to:
1. Blackboard via Turnitin.
Late submission of coursework policy: Late submissions will be processed in accordance
with current University regulations which state:
“the time period during which a student may submit a piece of work late without authorisation and
have the work capped at 40% [50% at PG level] if passed is
14 calendar days. Work submitted
unauthorised more than 14 calendar days after the original submission date will receive a mark of 0%.
These regulations apply to a student’s first attempt at coursework. Work submitted late without
authorisation which constitutes reassessment of a previously failed piece of coursework will always
receive a mark of 0%.”
Academic Offences and Bad Academic Practices:
These include plagiarism, cheating, collusion, copying work and reuse of work without
permission, poor referencing or presenting of somebody else’s ideas as your own. If you are
in any doubt about what constitutes an academic offence or bad academic practice you must
check with your tutor.
Further information is available at:


Project description:
The growth of service industries around the World has increased very significantly over the past
few years, even to cover more ‘traditional sectors’ such as public services and services in the
voluntary sector. In fact, service-based value chain is thought to be the key drivers of a modern
economy as competitive advantages are more and more based on customer and knowledge
aspects. This module, Systems Operations Management explores the notion of simulating
service-based operations, service-oriented value chains and service quality. Furthermore,
measurement tools such as
SERVQUAL (SQ) will be discussed in the context of identifying
customer perception gaps.
SERVQUAL is founded on the view that the customer’s assessment of SQ is paramount. This
assessment is conceptualized as a gap between what the customer expects by way of SQ from a
class of service providers, and their evaluations of the performance of a particular service provider.
SQ is presented as a multidimensional construct. In their original formulation Parasuraman
et al.
(1985) identified ten components of SQ:
1 reliability;
2 responsiveness;
3 competence;
4 access;
5 courtesy;
6 communication;
7 credibility;
8 security;
9 understanding/knowing the customer;
10 tangibles.
Tasks to be undertaken:
1. Develop an understanding of the concept of quality in service sector.
2. Analyse the important factors that play key role in achieving customer satisfaction with the
services received from a provider.
3. Simulate a service system to improve performance and build competitive advantages that
are sustainable.
4. Identify and evaluate systems weaknesses and potentials for future improvement.
5. Develop a brief report (max 1500 words) with the specific requirements as explained
Deliverables to be submitted for assessment:
Submit the brief report summarising your key messages of no more than 1500 words to the
Turnitin web portal for this assignment.
You should use a font of size no less than 10 points.
How the work will be marked:
This assignment will be assessed based on the extent to which the learning outcomes have
been met, and the extent to which the above instructions, notes and guidance are complied
with (for exle regarding word limit, style, structure and citation). The criteria below relate to
the current pass mark of 50%.
Introduction to the report – 10 marks
The introduction is one of the most important parts of your essay and should be written carefully. Use this opportunity
at the beginning of your essay to address the question. This is the place where you can set out what you are going to
look at in the essay, you can identify and define any terms and significant issues, and say how you propose to examine
them. This has two effects: it compels you to disciple yourself and address the question in a relevant fashion; it also
shows the reader that you are in control of the subject, and that your essay is not just going to meander aimlessly until it
has filled a respectable number of pages. The essay should not be a magical mystery tour.
Application of all the tasked project management techniques – 60 marks
In the main body of the essay, you should unfold the main arguments in a coherent sequence, bringing relevant evidence
to bear on the points you are making. You should also consider what you might be able to add to the set of issues under
discussion. Often this is not essay but it may be possible to point to problems in the theory, the discussion or debate, for


exle, ambiguity in the use of tools and models or the limitations of the existing evidence.
Presentation of results and analysis – 20 marks
Finally, there is the conclusion. Here you draw together the main elements of the essay in a summary fashion, starting
the conclusion (if any) you have reached. These points may help:
Do not include any new information or ideas at this stage
Summarise briefly the main content of the essay
Give your own opinion.
Clarity of writing style, referencing and structure of report – 10 marks
While there is no single blueprint for the ideal essay, the following guidelines should be helpful.
The essay should answer the question set, in your own words (that is, without plagiarising anybody else), and employ
accurate grammar.
Spelling and syntax.
The answer should be well structured, informed and reveal a clear understanding of the topic.
The literature on which the essay is based should be acknowledged, references cited, and a bibliography provided
which is adequate in range and accurate in detail. A bibliography is not required in the exam.
The essay should make good use of a range of issues covered in the module and apply them broadly in a logical
and balanced manner.
Do not make-unsubstantiated statements; back them up with theoretical or practical evidence.
Credit will be given for answers which adopt a critical or original approach to the questions and which are written
with clarity and fluency.
Work that is deficient in most of the respects outlined above, showing no evidence of critical
analysis will be awarded an outright fail of 44% or less. A marginal fail of 45% to 49% may be
awarded to work that demonstrates some understanding of the problem but where the
understanding, accuracy, organisation and critical analysis fail to justify a marginal pass.
Reports exceeding the prescribed word limit will be penalised by deducting 10% of the total
mark allocated.
Styles Description
Style Name Description
Arial 12 pt, bold, all capital letters, centered, space before paragraph 30pt, space
after paragraph 12 pt
[YOUR NAME] Arial 12 pt, italic, centered, space before and after paragraph 0 point
[TEXT] Times New Roman 12 pt, normal, justified, 1.5-spaced, space before paragraph 12 pt
[HEADING 1] Arial 12 pt, bold, all capital letters, left aligned, space before paragraph 12 pt, space
after paragraph, 12pt, keep with next paragraph
[HEADING 2] Arial 11 pt, bold, left aligned, space before paragraph 12 pt, space after paragraph
12pt, keep with next paragraph
[REFERENCES] Times New Roman 12 pt, normal, justified, listed numbering between brackets, Double
spaced, no space before or after paragraph
[ILUSTRATION] (Style to use on figures and illustrations) centered, space before paragraph 12 pt,
space after paragraph 12 pt, no indentation
Assignment tutor name: Prof. Abdel Ahmed
Contact details: [email protected]


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