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課程名稱 |
服務業行銷
Services Marketing |
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開課學期 |
105-1 |
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授課對象 |
管理學院 國際企業學系 |
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授課教師 |
林俊昇 |
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課號 |
IB5010 |
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課程識別碼 |
724 U0450 |
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班次 |
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學分 |
3 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期四7,8,9(14:20~17:20) |
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上課地點 |
管一103 |
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備註 |
限學士班三年級以上
總人數上限：70人
外系人數限制：10人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1051IB5010_ |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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課程概述 |
Department of International Business
National Taiwan University
Fall 2016 |
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課程目標 |
The purpose of this course is to (1) provide an overview of services marketing as a managerial challenge; (2) familiarize students with services marketing mix related knowledge; and (3) enable students to improve the ability of working problems and projects out as a team.
Service experiences will be particularly emphasized in this course. Lectures, class participation, case discussions and group activities are designed to help students LEARN as more as possible in FUN and INTERESTING ways. |
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課程要求 |
Tentative Course Topics
Subject to Change According to Student Performance and Needs
(Class handouts will be uploaded to CEIBA prior to the discussion of a topic.)
1. Course Introduction
2. Fundamental and Overview of Services (Chapter 1-3)
3. Consumer Behavior in Services (Chapter 4)
Group Discussion: Consumer’s Service Decision Making
HBS Case Discussion (1):
(1) Singapore Airlines: Customer Service Innovation (A)
(2)長榮航空: 從海上到天空，從 Local 到 Global (2016)
4. Customer Expectation Management (Chapter 11)
Group Discussion: Examining Consumer’s Expectations
5. GAPS Model: Diagnosing Failure Gaps in Services (Chapter 12)
Group Discussion: Diagnosing Service Gaps for Firms
6. Measuring Customer Perceptions of Service Quality (Chapter 12)
Group Exercise: Measuring the Service Quality of a Firm
7. Measuring Customer Satisfaction (Chapter 11)
HBS Case Discussion (2): Starbucks: Delivering Customer Service
Service Investigation Exercise Starts
8. Managing the Servicescape: Physical Evidence in Services (Chapter 8)
Case Overview: Taipei Hotel Group, The Airline Industry
9. Midterm Exam (Date to be announced)
10. Considerations for Services Pricing (Chapter 6)
Case Overview: Hermes’ Service Oriented Pricing Strategy, American Airlines’ Yield Management, Air Asia’s Value Pricing
11. Managing Marketing Communication and Branding for Services (Chapter 7)
Discussion: Service Communication and Advertising
12. Internal Marketing: Managing Service Employees (Chapter 9)
HBS Case Discussion (3) (Optional): The Ritz-Carlton Hotel
13. Interactive Marketing: Managing Service Consumers (Chapter 10)
Discussion: Difficult Customers Psychology and Management
14. Managing Service Failure and Recovery (Chapter 13)
Discussion: Opportunities Rising from Service Failures
15. Customer Waiting Management (Chapter 10)
Discussion: Waiting Psychology
16. Customer Relationship Management and Retention (Chapter 14-15)
17. Term Case Presentation: 「西南航空的員工威力」 vs.「春秋航空之土砲精神」: The Marketing Implications for Service Industries |
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
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指定閱讀 |
1) “春秋航空: 廉價有理，省錢至上＂ (2014)
2) “Southwest Airlines 2012” HBS Case
3) “Try to Match Our Prices” Short Case
4) “西南航空: 讓員工熱愛公司的瘋狂處方＂(智庫文化) |
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參考書目 |
Textbook: Bateson and Hoffman, Services Marketing (4th Edition)
HBS Cases: To be distributed |
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
Class Attendance and Participation (Required) |
10% |
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2. |
Group Exercises and Case Discussions |
25% |
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3. |
Service Investigation (Mystery Shopper) Exercises |
20% |
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4. |
Group Term Project |
20% |
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5. |
Exam |
25% |
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