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
Course Evaluation and Reflection

Mapping of Assessment Methods and Course Learning Objectives:
                                                     

 

Assessment Method

 
 

Weighting (in %)

 
 

CLOs

 
 

1. Attendance & Participation

 
 

10%

 
 

CLO1, CLO2, CLO3, CLO4

 
 

2. Individual Assignment

 
 

10%

 

 

3. Tutorial Participation

 


 

4. Group Case Report and Presentation

 
 

35%

 
 

CLO1, CLO2, CLO3, CLO4

 
 

5. Group Participation

 


 

6. Group Term Project

 
 

15%

 
 

CLO1, CLO2, CLO3, CLO4

 
 

7. Final Test

 
 

30%

 
 

CLO1, CLO2, CLO3, CLO4

 

 

Total: 100%

 


Process for Assessment

                   

 

Attendance & participation  (10%)

 
 

·          Participation  both online and offline in class discussion, group discussion, presentation  and playing a proactive role in other class activities.

 
   

Individual Assignment (10%)

   
 

·          Written  copy to teaching assistant and lecturer and written&online interactive  feedback on the evaluation

 
   

Individual written final exam (30%)

   
 

·          Written copy to teaching  assistant and lecturer.

 
   

Case analysis and presentation (35%)

   
 

·          Group  Case Study - Each group will be assigned three case during the course and  need to submit the case presentation (i.e. power point file) before the  lecture of presentation/discussion.

 

·          Offline  group case presentation and student Q&A

 

·          Online  feedback from invited industrial practitioner and student Q&A are  welcomed

 
   

Group project   (15%)

   
 

·          Project  topics will be either assigned by lecturer or proposed by project members  (with lecturer’s approval).

 

·          Submission  of Written report + presentation file

 

·          Peer  evaluation is introduced

 

·          20-minute  presentation  followed by 10-minute student Q&A

 

·          Online  discussion and feedback by invited academic and business practitioner.  Student Q&A is arranged