《服务营销》课程教学大纲研究生2013秋.docx
服务营销课程教学大纲（研究生2013秋）一、课程名称：服务营销 Service Marketing二、课程编码：三、学时与学分：32/2四、先修课程：营销管理一、课程教学目标1 .正确理解服务的概念、服务营销管理的任务，掌握服务营销的基本原理和方法，初步 具备解决服务管理问题的能力；2 . 了解服务营销领域的理论新成果和实践新方法；3 .运用理论分析和解决服务管理中的实际问题。二、适用学科专业：企业管理类硕士研究生三、基本教学内容与学时安排（4*8=32）Chapter1 Introduction to services: Myths about services§1.1 What are services, Why service marketing,§1.2 Difference in goods and service in marketing,§1.3 Service marketing mix§1.4 GAP models of service qualityChapter2 Consumer behaviour in services§2.1 Factors influencing customer expectation of services§2.2 Strategies for influencing customer perception§2.3 Case Study: Disney in FranceChapter3 Customer defined service standards: Hard & "Soft" standards§3.1 Measurement system for market driven service performance§3.2 Service quality as profit strategy§3.3 Role of service quality in offensive and defensive marketingChapter4 Customers role in service delivery§4.1 Strategies for enhancing- Customer participation§4.2 Delivery through intermediaries§4.3 Intermediary control strategies§4.4 Case study: IKEA in ChinaChapter5 Employee role in service designing§5.1 Boundary spanning roles§5.2 Emotional labor§5.3 Source of conflict§5.4 Quality-productivity trade offChapter6 Managing demand and capacity§6.1 Understanding demand patterns§6.2 Strategies for matching capacity and demand§6.3 Waiting line strategiesChapter? Managing service quality§1.1 Developing effective customer feedback system§1.2 Service process redesign and six sigma§1.3 CRM strategiesChapter8 Service design and Innovation§8.1 New service development§8.2 Service blue printing§8.3 Service Innovation§8.4 Case Study: KFC in China四、教材及参考书教材：LDwayne Gremler9 Mary Jo Bitner and Valarie A. Zeithaml. Services Marketing (6th Edition) McGraw-HillIrwin,2012!.Christopher H Lovelock and Jochen Wirtz. Service Marketing, 7th Edition,Prentice-Hall,2010 参考书：1. Christopher H Lovelock, Jochen Wirtz, Services Marketing (7th Edition)Prentice Hall; 7 edition (January 29, 2010)2. K. Douglas Hofftnan, John E.G. Bateson, Services Marketing: Concepts, Strategies, & Cases, South-Western College Pub; 4 edition (August 16, 2010)3. Christopher Lovelock, Jochen Wirtz, Hean Tat Keh, Xiongwen Lu5Services Marketing in Asia, Second Edition9Prentice Hall; 2nd edition (December 15, 2004)五、考核方式开卷考查+课堂参与
