54《服务营销》课程教学大纲模版英文版-孟繁博.docx

Sy11abusofServiceMarketingCourseName：ServiceMarketingCourseCode：Credits：2Tota1CreditHours：321ectureHours：32ExperimentHours：OProgrammingHours：0PracticeHours：0Tota1NumberofExperimenta1(Programming)Projects0.Where,Compu1sory(0),Optiona1(O).Schoo1：Schoo1ofBusinessTargetMajor：BusinessAdministrationI、CourseNature&Aims"ServiceMarketing"isaprofessiona1e1ectivecourseformarketingmajors,whichhasstrongapp1ications.Servicemarketingisacoursefocusingonthespecificcharacteristicsofserviceindustryandenterpriseserviceactivities,focusingonresearchingserviceproducts,serviceactivitiesandtheirparticu1arities.Thecoursehasstrongpractica1ityandski11,invo1vingservices,servicemarkets,serviceconsumptionbehavior,customerexpectationsandservicecommitments,serviceresearch,servicestrategy,tangib1edisp1ayandservice1inks,servicequa1ityandothercontent.Throughstudyingthiscourse,studentsareab1etomasterthebasicconnotationofservicemarketing,re1atedconcepts,researchobjectsandresearchcategories,distinguishthedifferenceincontentandmarketingmixe1ementsbetweenservicemarketingandmarketing,masterthebasice1ementsofservicemarketingmix,understandthecharacteristicsofserviceconsumptionbehavior,estab1ishthecorrectconceptofservicemarketing,understandtheconceptandcomponentsofservicequa1ity,measurementofservicequa1ity,andmanagementofservicequa1ity.Onthebasisoftheoretica1study,studentsareab1etoconnectwithrea1ityandengageinserviceindustrymarketingactivitiesorparticipateinenterprisemarketingserviceactivities.、CourseObjectives1. Mora1EducationandCharacterCu1tivation.Throughstudyingthe"ServiceMarketing"course,studentsarerequiredtoIearnthere1evanttheoriesofservicemarketingandmasterservicemarketingre1atedski11s,soastofu11yunderstandandmasterthere1evantknow1edgeofthe"ServiceMarketing"course.ThrOUghtheexp1anationofthedeve1opmenthistoryofservicemarketingandtheestab1ishmentofre1atedtheoriesandconcepts,studentsareexpectedtounderstandhowpreviousscho1arsathomeandabroadthoughtabouttheprocessofservicemarketingdeve1opment,howtoovercometheobstac1esencountered,andhe1pstudentsestab1ishscientificthinkingmethodsandthecouragetofacecha11engesinwork.Fromtheperspectiveofthero1eofservicemarketingdiscip1inesinthedeve1opmentofinnovation-drivendeve1opmentinChina,withtheresearchworkofoutstandingcontributorsasthecarrier,theeducationofsocia1istcoreva1uesisintegratedintotheteachingcontentofthecourseanda111inksoftheentireteachingprocess,high1ightingva1ueguidance,know1edgetransferandabi1itytrainingtohe1pstudentscorrect1yunderstandthe1awsofhistory,accurate1ygraspthebasicnationa1conditions,graspthescientificwor1dout1ook,methodo1ogy,andpromotetheestab1ishmentofacorrectwor1dout1ookandva1ues.2. CourseObjectivesThroughthestudyofthiscourse,students'qua1ities,ski11s,know1edgeandabi1itiesobtainedareasfo11ows：Objective1.Understandingtheconcept,characteristicsandservicemarketingmix,andtheservicequa1itygapmode1.(CorrespondingtoChapters1-2,supportingforgraduationrequirementsindex1.1Theconceptofservicemarketing;1.2TheCharaCteriStiCSofservices;1.3Theservicemarketingmix;1.4Theservicequa1itygapmode1;1.5Thecustomergap;1.6Thesupp1iergap)Objective2.Graspingthecustomer'sexpectationandperceptionofservices.(Correspondingtochapters3-4,supportingthegraduationrequirementindexpoint,supportingforgraduationrequirementsindex2.1ServiceExpectations;2.2FactorsAffectingServiceExpectations;2.3CustomerPerception;2.4ConsumerSatisfaction;2.5ServiceQua1ity)Objective3.Understandingfeedbackfromcustomersthroughresearch,bui1dingcustomerre1ationships,andservicerecovery.(CorrespondingtoChapters5-7,supportingforgraduationrequirementsindex3.1E1ementsofTheMarketSurveyP1an;3.2Ana1ysisandResearchofMarketSurveyResu1ts:3.3Re1ationshipMarketing;3.4CustomerRe1ationshipVa1ue;3.5Re1ationshipDeve1opmentStrategies;3.6ServiceRecovery;3.7ServiceCommitment)Objective4.Understandingserviceinnovationanddesign,customer-definedservicestandards,andtangib1edisp1ayandservicescenarios.(Correspondingtochapters8-10,supportingforgraduationrequirementsindex4.1ServiceInnovationandDesign;4.2TypesofServiceInnovation;4.3ServiceB1ueprints;4.4TypesofCustomer-DefinedServiceStandards:4.5Customer-DefinedDeve1opment;4.6Tangib1eDisp1ay:4.7ServicestheStrategicRo1eoftheScene)Objective5.Understandingthero1eandmanagementneedsofemp1oyeesandcustomersinservicede1ivery.(Correspondingtochapters1i-13,supportingforgraduationrequirementsindex5.1ServiceCu1ture;5.2TheKeyRo1eofFront-1ineServicePersonne1;5.3Customer-OrientedServiceDe1ivery;5.4CustomerRo1e;5.5CustomerParticipation;5.6DemandF1uctuation1aw;5.7Abi1ityandDemandMatchingStrategy)Objective6.Understandingthepricingofintegratedmarketingcommunicationandservices.(Correspondingtochapters14-15,supportinggraduationrequirementindex6.1FiveStrategiesforMatchingServiceCommitmentandServiceDe1ivery;6.2ServicePricingMethods;6.3PricingStrategiesRe1atedtoFourVa1ueDefinitions)Objective7.Understandingthefinancia1andeconomicsignificanceofservices.(CorrespondingtoChapter16,supportingthegraduationrequiremen