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Coursework Brief

You are an Information technology service management consultant, and you have been contracted by advertising agency Saatchi & Saatchi, a large advertising agency that wishes to adopt new Artificial Intelligence tools within their organization to help them with a variety of tasks, such as (but not limited to): develop new Ads, manage the company’s evolving customer and stakeholders network, provide predictive insights on the
performance of the company, expand and nurture the network of their brands, etc.

Saatchi & Saatchi has developed a platform, called Briefly, which uses AI to generate tips, prompts and feedback (all these are also human validated). Such outputs are specifically designed for marketing briefs. Briefly is accessible to external organisations and brands as a service.

Saatchi & Saatchi wants to continue to explore AI integration, both within their company and with the services they offer to their client brands, further.

Saatchi & Saatchi has given you the mandate to analyse, devise and develop an ITSM strategy and plan for their business, to enable them to integrate further AI tools and technologies within their business, from a strategic viewpoint as well as operationally.

1. Describe the vision for the new IT Service Management Strategy for Saatchi &
Saatchi (200 words)
2. Analyse (through inference from the online available sources and through the use of
the models seen in class) the current state of the IT Service Management of Saatchi & Saatchi: external/internal analysis, interaction between organization and its environment (350 words)
3. Analyse and describe how Briefly supports Saatchi & Saatchi’s mission and
objectives, using the 4 dimensions of service management and the guiding principles (350 words)
4. Again using the same 4 dimensions of service management and the guiding
principle models, in combination with the core principles of the Service Value Chain, identify and analyse the opportunities and demands in Saatchi & Saatchi’s business environment for the introduction of new AI-based services and associated tools to support/complement/expand the remit of Briefly, as well as the governance
imperatives that need to be taken into account when considering such opportunities and demands. (350 words)
5. Highlight the potential points within Saatchi & Saatchi’s services and structure,
where the insertion of new AI-based services and associated tools would provide most benefits to the organisation’s IT and business strategy, and discuss the actions that the organization can take to “get there”. (350 words)
6. Select two of the new potential AI-based services and its associated tools:

a. Devise value streams for their design and integration within Saatchi &
Saatchi’s current systems and services (350 words)
b. Using the 4 dimensions of service management and the continual
improvement model,
i. analyse the impact of the introduction of such new services to the
organisation’s IT strategy (300 words)
ii. Using the continual improvement model and the support of the guiding
principles, devise and explain an approach to measure the impact and benefits of such tools for the IT Service Management of the company as well as the business as a whole. (300 words)
7. Discuss the implication of such new AI-based services and associated tools for the
long term sustainability and viability of the business (including but not limited to, the environmental sustainability). (300 words)
8. Outline the overall new strategy for the integration of such new AI-base services
and tools through the use of the continual improvement model. (300 words)

Ensure that you are effectively and clearly showing how ITSM principles and theories are put to use within your discussion of the service, identified issues, and your devised solutions; include the use of research articles from reputable journals to help you and evidence your arguments.
(N.B.: word count is indicative and a variation of ±10% is acceptable)

Report structure:

This report needs to be produced in the form of a slide deck, with each slide
accompanied by extended notes. The top part of the page of the report will show the slide, whereas the bottom part (and additional pages if required) will have the extended explanation of the slide, comprising of analysis. Any additional analysis and explanations that the reader may require can be put in a separate appendix(es). An indicative word count for the description of the slides (the words in the slides do not count towards the word count) is provided. The slide deck should have no more than 20 slides, including slides and accompanying narrative on:

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– Executive Summary (does not count towards the total wordcount, although please consider that an executive summary should be kept within one full A4 sheet max)
Introduction (aim of the project, background info to orient the readers regarding the needs for the report, outline the structure of the subsequent sections) (150 words)
A main section (this will cover all the bullet points mentioned above – please refer to the assignment brief) (~3150 words)

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Conclusions (a meaningful conclusion that takes the discussion in the main body with the key findings and distils them, with highlights of the importance of the findings) (~200 words)
References (please observe the guidelines on referencing) (do not count towards the total wordcount)
Appendixes (do not count towards the total wordcount)

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The 3500 words exclude Slides, Executive Summary, table of content, list of figures, list of tables, figures, cover page, Reference list, Appendixes
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Marking Criteria
The report will be marked using the following criteria:
Initiative in terms of accessing suitable materials
Assignment Structure: clarity of aims, objective, structure and presentation
Quality of Writing: Readability and ability to convey key message(s) concisely Insightfulness of Analysis: Detail of information presented. Interest and usefulness of findings, conclusions drawn.
Understanding: Assignment demonstrates students have understood key topics Overall Quality of Assignment.

See the detailed Marking Rubric on pages 19-20.

Learning Objectives
Comprehend the concept of service management as a practice
Explain the key concepts of service management
Understand the value of IT service management, how the practices and other key concepts integrate with each other, throughout the value system (and/or lifecycle if an appropriate model to use)
Comprehend and account for the key principles and models of service management and to balance some of the opposing forces within service management
Understand how the service management practices and key concepts contribute to the IT service management models and framework
Account for and to be aware of the responsibilities of some of the key roles in service management
Understand how service automation assists with expediting service management processes
Be aware of the competence, skills and training for service management

The focus will be on the critical thinking to be shown in how the case study is presented, discussed and reported, and how a coherent narrative can be developed, as well as to see how the key concepts are applied to help reasoning.