《《服务市场营销》教学大纲（本科）.docx》由会员分享，可在线阅读，更多相关《《服务市场营销》教学大纲（本科）.docx（6页珍藏版）》请在taowenge.com淘文阁网|工程机械CAD图纸|机械工程制图|CAD装配图下载|SolidWorks_CaTia_CAD_UG_PROE_设计图分享下载上搜索。
1、服务市场营销教学大纲课程英文名Services Marketing课程代码I1102Z37学分2总学时32理论学时32实验/实践学时 0课程类别专业课课程性质限选先修课程市场营销适用专业市场营销开课学院经济与管理学院执笔人审定人制定时间2018年04月注：课程类别是指公共基础课/学科基础课/专业课；课程性质是指必修/限选/任选。一、课程地位与课程目标（一）课程地位服务营销学是市场营销专业的一门学科基础课。作为整个市场营销课程体系的一个分支，服 务营销学的开设完全是适应我国市场经济条件下服务业蓬勃发展和产品营销中服务活动成为竞 争焦点的需要。它既是从市场营销学中衍生出来的，又是对市场营销学的扩展
2、。（二）课程目标1 .本课程旨在专门研究服务业市场营销的普遍规律，以帮助市场营销专业大学本科高年级 学生拓宽市场营销知识面，2 .本课程旨在研究服务市场营销的策略技巧，提高学生的业务能力和业务水平，增强他们 对服务业发展与新的服务业产生而出现营销问题的分析和处理能力。二、课程目标达成的途径与方法以课堂教学为主，结合课堂讨论、课外作业等。1 .课堂教学：以教学大纲为指南，结合讲座，通过讲解、讨论、座谈、答疑等方式培养学生独立思考、分析问题的能力。2 .课堂讨论：培养和提高学员自学能力，在课堂教学中提供课堂讨论，增强学生发现问题解决问题的能力。3 .课外作业：课外作业是检查教学效果的重要方式，是教
3、学环节不可缺少的组成部分。通过课外作业及时检查教学计划执行中的问题与效果，并相应地安排。三、课程目标与相关毕业要求的对应关系课程目标课程目标对毕业要求的支撑程度（H、M、L）毕业要求4毕业要求6毕业要求10毕业要求11课程目标1HLML课程目标2HHML课程目标3HHML四、课程主要内容与基本要求Introduction of services marketingThis chapter discusses the role of the services marketing.After studying this chapter, the student should be able to:
4、 Discuss the roles and activities of services marketing. Identify the characteristics of services marketing and the mix of services marketing.Chapter 1 Service Quality Model (5 GAP model)This chapter discusses the Service Quality Model(5 GAP model).After studying this chapter, the student should be
5、able to: Discuss the roles and customersgaps and the providers gaps. Identify the methods to fill these gaps.Chapter 2 Customers expectation and satisfactionThis chapter discusses customers expectation and satisfaction.After studying this chapter, the student should be able to: Discuss the influence
6、 factors of customers* expectation. Describe the relationships between customers* expectation and satisfaction. Identify how to improve services quality and customers cognition.Chapter 3 Relationship marketing and internal marketing in service marketingThis chapter discusses relationship marketing a
7、nd internal marketing in service marketing.After studying this chapter, the student should be able to: Discuss the relationship marketing and internal marketing. Describe the strategies of relationship marketing and internal marketing.Chapter 4 Service recoveryThis chapter discusses the definition a
8、nd significance of service guarantee and service recovery.After studying this chapter, the student should be able to: Discuss the types of service guarantee, design of service guarantee. Describe the definition and significance of service recovery. List the process of service recovery.Chapter 5 Serv
9、ice productThis chapter discusses the definition and significance of service design and service development, and customer-defined service standards.After studying this chapter, the student should be able to: Discuss the basic knowledge of service product and types of service. Describe the principles
10、 and process of service development. List customer-defined service standards.Chapter 6 Tangible display of serviceThis chapter discusses the definition and significance of tangible display of service.After studying this chapter, the student should be able to: Discuss the roles and types of tangible
11、display of service. Describe the development of tangible display of service. List the management of tangible display of service.Chapter 7 Service cultureThis chapter discusses the definition and significance of service culture.After studying this chapter, the student should be able to: Discuss the d
12、efinitions and functions of service culture. Describe how to shape service culture.Chapter 8 Service pricingThis chapter discusses the definition, types and methods of service pricing.After studying this chapter, the student should be able to: Discuss the characteristics and objects of service prici
13、ng. Describe the methods of service pricing and factors influencing service pricing.Chapter 9 Service channelsThis chapter discusses the definition, types and innovations of service channels.After studying this chapter, the student should be able to: Discuss the definition, types and innovations of
14、service channels. Describe franchising and lease.五、课程学时安排章节号教学内容学 时 数学生任务对应课程目 标Chapter 1Introduction of services marketing1. the roles and activities of services marketing2. characteristics of services marketing3. the mix of services marketing2课后自学 Service Quality Model (5 GAP model)课程目标1Chapter 2S
15、ervice Quality Model (5 GAP model)1. the roles and customersaps and the providers gaps2. the methods to fill these gaps4作业：Describe 5 GAP model课程目标2Chapter 3Customers* expectation and satisfaction1. the influence factors of customers* expectation2. the relationships between customers* expectation an
16、d satisfaction3. how to improve services quality and customers* cognition4讨.论：Discus the relationships between customers* expectation and satisfaction课程目标1Ch 叩 ter 4Relationship marketing and internal marketing in service marketing1. the relationship marketing and internal marketing2. the strategies
17、 of relationship marketing and internal marketing4课程目标1Chapter 5Service recovery1. the types of service guarantee, design of service4作业：Discuss the strategies of service recovery课程目标2guarantee2. the definition and significance of service recovery3. the process of service recoveryChapter 6Service pro
18、duct1. thebasic knowledge of service product and types of service2. the principles and process of service development3. customer-defined servicestandards2课程目标2Chapter 7Tangible display of service1. the roles and types of tangible display of service2. the development of tangible display of service3.
19、the management of tangible display of service4作业：Describe tangible display of service课程目标2Ch 叩 ter 8Service culture1. the definitions and functions of service culture2. how to shape service culture2课程目标1Chapter 9Service pricing1. the characteristics and objects of service pricing2. methods of servic
20、e pricing and factors influencing service pricing2课程目标2Chapter 10Service channels1. the definition, types and innovations of service channels2. franchising and lease4课程目标1六、考核方式及成绩评定考核内容考核方式评定标准（依据）占总成绩比例过程考核含到课率、课堂讨论发言、平时 作业等到课率（30分），课堂讨 论发言（30分），平时作 业（40分）30%期末考核开卷试卷得分70%考核类别考查成绩登记方式百分制七、推荐教材与主要参考书（一）推荐教材：1 .服务营销（原书第6版），作者：（美）泽丝曼尔，（美）比特纳，（美）格兰姆勒 著，张 金成 等译，出版社:机械工业出版社，出版时间:2015年01月2 .服务营销（第6版），作者:洛夫洛克，沃茨著，谢晓燕，赵伟韬译出版社:中国人民大学 出版社出版时间:2010年06月（二）主要参考书：1 .营销学精选教材译丛一服务营销精要：概念、战略和案例，作者:霍夫曼等著，出版社:北京 大学出版社，出版时间:2010年09月2 .服务营销（第4版），作者:郭国庆，编著出版社:中国人民大学出版社，出版时间:2022年 10月