Service Marketing 服务营销

裘理瑾/范秀成

目录

  • 1 Week 1 (Onsite) - Course Introduction
    • 1.1 Course Introduction
    • 1.2 Instruction on Individual & Group Work
    • 1.3 Introduction of Service & Service Industry
  • 2 Week 2 (Onsite)-Module 1
    • 2.1 Definition of Service & Service Marketing
    • 2.2 Challenge of Marketing Service
    • 2.3 Discussion: Challenges for Marketing Service
  • 3 Week 3 (Online)- Module 1
    • 3.1 Core Concepts in Service Marketing
    • 3.2 Discussion: Managing Promises
    • 3.3 Submission of Individual Assignment
    • 3.4 Term Project—Research Proposal Draft
    • 3.5 Wrap-up of Week1-2 Class
  • 4 Week 4 (Online)-Module 2
    • 4.1 Service Process
    • 4.2 Term Project-Research Topic and Proposal
  • 5 Week 5 (National Day Break, No Class)
  • 6 Week 6 (Onsite)-Module 2
    • 6.1 Mini-Case Study: Holiday KTV in TW
    • 6.2 Wrap-up of Module 1
    • 6.3 Group Case Study I-Service Blueprinting Map
    • 6.4 Term Project--Research Topic and Proposal
  • 7 Week 7 (Online)-Module 2&4
    • 7.1 Service Quality
    • 7.2 People Management
    • 7.3 Group Case Study III-Zappos.com 2009
    • 7.4 Term Project—Research Proposal Draft
  • 8 Week 8 (Onsite)-Module 3
    • 8.1 Service Brand Communication
    • 8.2 Service Guarantee
    • 8.3 Group Case Study II
  • 9 Week 9 (Onsite)-Module 4
    • 9.1 Summary of Individual Assignment of Service Journal and the Application of GAPs Model
    • 9.2 Group Case 1-ART Blueprinting Map Case Wrap-up and Reflectiion
    • 9.3 Group Case 3-Zappos.com Presentation
    • 9.4 Demand Management
  • 10 Week 10 Field Study
    • 10.1 Term Project—Field Study
    • 10.2 Group Case 3-Zappos.com Wrap-up and Reflection
    • 10.3 Term Project-Group Presentation and Q&A
    • 10.4 Instructor and Peer Evaluation
  • 11 Week 11 (Onsite)-Module 5
    • 11.1 Interaction and Reflection
  • 12 Week 12 (Onsite)-Final Exam
    • 12.1 Instruction of Final Exam
    • 12.2 Course Summary
    • 12.3 Evaluation Criteria of Final Exam
    • 12.4 Course Evaluation and Reflection
    • 12.5 Term Project--Final Report and Presentation
Core Concepts in Service Marketing

Learning Objective:

  • Grasp the Service Triangle Model and understand the inter-connection between any of the three elements

    • Know how to manage the inter-connection: managing the Promises

  • Know the service categorization by contact-level

  • Understand Service Flower model and know how it apply to the service product decision

  • Understand the importance of people management

  • Know the 7Ps framework and the difference from the 4Ps


Reading:

  • Textbook chapter: Service Flower


Class Handout & Lecture:

  • Handout

  • Lecture

Extended Reading: