104年第2學期-3096 Service Marketing Management 課程資訊

評分方式

評分項目	配分比例	說明
In-Class Participation and attendance	20	A student’s participation and interaction with other students, as well as the professionalism displayed in all aspects of this class, will be a major component of the class instruction.
Service Compliant Letter	20	Students will be expected to write a complaint letter to any company from whom the student has, in his/her opinion, received bad or at least less-than-satisfactory service
Service Encounter Journal	20	The student is asked to complete five journal entry forms describing recent service encounters you have experienced (i.e., those occurring during this semester).
Service Blue Print	30	The assignment will also involve writing a short paper discussing how the blueprint might be used to improve marketing and operations in the organization.
Quiz	10	From time to time, unannounced, short quizzes may be given during class on the assigned reading material (including chapters from the textbook, articles, and/or cases).

教育目標

The service sector is the fastest-growing sector of the economy, this course emphasizes the philosophy, marketing and style of management that service organizations can use to gain competitive advantage. Outstanding service organizations are managed differently than their "merely good" competitors. The focus is on service management, marketing, customer satisfaction and developing service/quality solutions for service-providers. As such, students are required to perform extensive case analyses of service providers. It prepares students for enlightened management and suggests creative entrepreneurial opportunities. Beginning with the service encounter, service managers must blend marketing, technology, people, and information to achieve a distinctive competitive advantage. This course will not enable students to step directly into the role of Vice-President of Marketing/Management at a Fortune 500 service company. It will, however, help students to gain an understanding of services marketing/management issues and provide a good foundation for other marketing classes and future business endeavors.

基本資料

選修課，學分數：0-2
上課時間：
修課班級：國經學程 2
修課年級：年級以上
選課備註：於第十三週起密集上課，上課時間地點另訂。

參考書目

Valarie A. Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler (2013), Services Marketing: Integrating Customer Focus Across the Firm, Sixth Edition, New York, NY: McGraw-Hill Companies.
Fitzsimmons, James A., and Mona J. Fitzsimmons, Service Management: Operations, Strategy, and Information Technology, 5nd Ed., Irwin/McGraw-Hill, 2008.