《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ServiceMarketing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）Chapter!Introductiontoservices:Mythsaboutservices§ 1.1 Whatareservices,Whyservicemarketing,§ 1.2 Differenceingoodsandserviceinmarketing,§ 1.3 Servicemarketingmix§ 1.4 GAPmodelsofservicequalityChapter2 Consumerbehaviourinservices§2.1 Factorsinfluencingcustomerexpectationofservices§2.2 Strategiesforinfluencingcustomerperception§2.3 CaseStudy:DisneyinFranceChapter3 Customerdefinedservicestandards:"Hard"&Soff,standards§3.1 Measurementsystemformarketdrivenserviceperformance§3.2 Servicequalityasprofitstrategy§3.3 RoleofservicequalityinoffensiveanddefensivemarketingChapter4 Customersroleinservicedelivery§4.1 Strategiesforenhancing-Customerparticipation§4.2 Deliverythroughintermediaries§4.3 Intermediarycontrolstrategies§4.4 Casestudy:IKEAinChinaChapter5 Employeeroleinservicedesigning§5.1 Boundaryspanningroles§5.2 Emotionallabor§5.3 Sourceofconflict§5.4 Quality-productivitytradeoffChapter6 Managingdemandandcapacity§6.1 Understandingdemandpatterns§6.2 Strategiesformatchingcapacityanddemand§6.3 WaitinglinestrategiesChapter?Managingservicequality§1.1 Developingeffectivecustomerfeedbacksystem§1.2 Serviceprocessredesignandsixsigma§1.3 CRMstrategiesChapter8ServicedesignandInnovation§8.1 Newservicedevelopment§8.2 Serviceblueprinting§8.3 ServiceInnovation§8.4 CaseStudy:KFCinChina四、教材及参考书教材：1.DwayneGremler,MaryJoBitnerandValarieA.Zeithaml.ServicesMarketing(6thEdition)McGraw-HillZIrwin,20122.ChristopherHLovelockandJochenWirtz.ServiceMarketing,7thEdition,Prentice-Hall,2010参考书：1. ChristopherHLovelock,JochenWirtz,ServicesMarketing(7thEdition)PrenticeHall;7edition(January29,2010)2. K.DouglasHoffman,JohnE.GBateson,ServicesMarketing:Concepts,Strategies,&Cases,South-WesternCollegePub;4edition(August16,2010)3. ChristopherLovelock,JochenWirtz,HeanTatKeh,XiongwenLu,ServicesMarketinginAsia,SecondEdition,PrenticeHall;2ndedition(December15,2004)五、考核方式开卷考查+课堂参与