Teaching Format and Learning Activities:

Achieving the course purpose only relies on the consensus among allparticipants that everyone should contribute his enthusiasm, cooperation, hardwork, time and wisdom to the success.

 ·        Lecture (Onsite lecture and Online recorded session): The lectures to build up the fundamental framework of service marketing are offered by the instructor. Simultaneously the feedback from the audience is essential to theeffectiveness. The instructor can not be expected more than guiding and organizing communication besides lecturing, as well as summarizing the discussion at theend of each class. However, no “one right answer” will be suggested to somecertain situation.

 ·        Guest Speaker Lecture (Online or onsite): The guest speaker lecture to help extend the academic concepts, frameworks and methods to the real business practitions. So as to reinforce the students' understanding and application on the concepts, frameworks and methods.

·        Indivudial Assignment (Onsite+Online): Concept and Framework Study indivudally. Individual Assignment is studied, fulfilled and submitted for evaluation and both in-class and online discussion will be organized afterward.

·        Interactive Discussion(Onsite+Online): communication, such as question raising, answering,commenting, discussing, and debating is an utmost way of learning in the class.

·        Group Work (Onsite+Online):group communication and collaboration in the case preparation and team projectis not only the skill called on by all management functions but also thedeterminant to the accomplishment of students in this course.

Module 1:  Service Nature and its Implication

1.        Course Introduction

2.        Nature of service industry

3.        Definition of service andservice marketing

4.        Core concepts in servicemarketing

5.        Business implication of service marketing

6.        Term Project—Topic Selection

7.        Submission of Individual Assignment

Onsite: 1\6

Online: 2\3\4\5\7

Module 2:  Service System

1.        Customer experience

2.        Service quality

3.        Expectation management

4.        Service system

5.        Implicationof service journal

6.        Implicationof service blueprinting

7.        Group Case I Report and Presentation

8.        Discussion of Individua lAssignment

9.        Term Project—Research Proposal

Onsite: 6\7\8\9

Online: 1\2\3\4\5

Module 3:  Service Marketing Communication

1.      The role of communication in service marketing

2.      Communication Challenges and opportunities in service

3.      Branding of Communication

4.      Service Guarantee

5.      Group Case II Report Submission

6.      Term Project—Research Methodology Design

Onsite: 5\6

Offline: 1\2\3\4

Module 4:  Demand Management and Revenue Management

1.      Pricing policy in servicemarketing

2.      Time is a critical issue in service

3.      Demand management

4.      Capacity management

5.      Revenue and service productivity.

6.      Group Case III Report and Presentation

Onsite: 6

Online: 1\2\3\4\5

Module 5:  Advanced Issues of Service Marketing

1.     Relationship marketing and CRM

2.     Customer involvement and valueco-creation

3.     Guest Speaker Lecture

4.     Term Project—Field Study

Onsite:3\4

Online:1\2\3

Module 6:  Group Term Project Report and Presentation and Reflection

1. Term Project Presentation

2. Instructor and Peer Group Evaluation

3. Q&A

4. Term Project Reflection

5. Course Summary

Onsite: 1\2\3\4\5

Final Examination

Onsite

Textbook, reading materials and reference materials:

• Text Book and Reference Book:

1. Service Marketingin Asia II by Christopher H. Lovelock et al., Prentice Hall, 2005

2. 服务营销（原书第7版），瓦拉瑞尔A.泽丝曼尔（Valarie A. Zeithaml）等著，张金成等译，机械工业出版社，2018年11月

3. Essentials of Services Marketing (英文版) by Christopher H. Lovelock et al.，中国人民大学出版社， 2011年

4. 迪士尼体验：米奇王国的魔法服务之道 (Be Our Guest) by 美国迪士尼学院，北京大学出版社，2016

• 精品课程 Support System:

    More Materials related to Service Marketing subject can be found at “精品课程--Service Marketing” website and the link is http://fdjpkc.fudan.edu.cn/d200920/

• Other Reference Sources:

1. Service Business Review http://www.clicksoftware.com/
   

2. 中国保险服务网 http://www.cisc.com.cn/

3. 中国消费网 http://www.ccn.com.cn/

4.  中国消费者协会网 China Consumers’Association http://www.cca.org.cn/

5.  中国服务网China Service Nethttp://csn.mofcom.gov.cn/

6. 中国服务营销网 http://www.surprising.cn/

7. 美国亚利桑那州立大学服务制胜研究中心Center of Service Leadership, ArizonaState University http://wpcarey.asu.edu/csl/

8. Customer Care Alliancehttp://www.ccareall.org/

9. IBM Research-Service Science,Management and Engineering http://www.research.ibm.com/ssme/

Mapping of Assessment Methods and Course Learning Objectives:
                                                     

Process for Assessment: