08410074服务营销大学高校课程教学大纲.docx

服务营销学（双语）ServicesMarketing课程代码：08410074学分：2学时：32（其中：课堂教学学时：32实验学时：0上机学时：0课程实践学时：0）先修课程：市场营销学、消费者行为学适用专业：市场营销、电子商务专业三年级教材：ServicesMarketing：Concepts,Strategies&CasesK.DouglasHoffman,JohnE.G.BateSOn著，北京大学出版社，2008年12月第2版开课学院：管理学院课程网站：（选填）一、课程性质与课程目标（一）课程性质（需说明课程对人才培养方面的贡献）服务营销学（双语）是市场营销专业教学计划中的专业课，它建立在市场营销学、消费者行为学等课程知识的基础上，是针对服务的具体特性，着力研究服务产品及其特殊性，服务营销面临的问题与解决方法的一门课程。该课程有较强的理论性与实践性，涉及到服务、服务市场、服务消费行为、顾客期望与服务承诺、服务质量、服务人员、有形展示与服务环节、服务补救等内容。（二）课程目标（根据课程特点和对毕业要求的贡献，确定课程目标。应包括知识目标和能力目标。）课程目标L掌握服务营销的基本内涵、有关概念、研究对象和研究范畴；课程目标2：掌握服务与有形产品的差异，理解服务营销与市场营销的不同，掌握服务营销的特殊问题及解决方法；课程目标3：了解服务消费行为特点，树立正确的服务营销理念；课程目标4：理解服务交付系统；课程目标5：认识到服务人员的重要性，掌握服务人员管理的方法；课程目标6：理解服务质量的概念及构成要素、服务质量的测定、服务质量的管理；课程目标7：掌握服务失败与补救的概念，进行处理服务失败并进行服务补救的方法与步骤:课程目标8：在理论学习的基础上，能够联系实际，为从事服务业营销活动或参与企业营销服务活动奠定基础。二课程内容与教学要求(按章撰写)第一章ANINTRODUCTIONTOSERVICES(一)课程内容(1) WhatisaService?(2) ScaleofMarketEntities(3) MolecularModel(4) theServiceExperience:TheServiceModel(5) TheServicesRevolution:AChangeinPerspective(二)教学要求(1) Understandthebasicdifferencesbetweengoodsandservices.(2) Appreciatethefactorsthatcreatethecustomer*sserviceexperience.(3) Understandthetwoorganizationmodelsusedinservicefirms:theindustrialmanagementmodelandthemarket-focusedmanagementmodel.(三)重点与难点1 .重点理解服务的概念，市场实体等级。2 .难点理解服务与有形产品的基本区别。第二章FUNDAMENTALDIFFERENCESBETWEENGOODSANDSERVICES(一)课程内容(1) specificdifferencesareprimarilyattributedtofouruniquecharacteristics-intangibility,inseparability,heterogeneity,andperishability.(2) MarketingProblemscausedbyspecificdifferences.(3) PossibleSolutionstospecificdifferences.(二)教学要求(1) Understandthecharacteristicsofintangibility,inseparability,heterogeneity,andperishability.(2) Discussthemarketingproblemsassociatedwithintangibilityandtheirpossiblesolutions.(3) Describethemarketingproblemsassociatedwithinseparabilityandtheirpossiblesolutions.(4) Explainthemarketingproblemsassociatedwithheterogeneityandtheirpossiblesolutions.(5) Identifythemarketingproblemsassociatedwithperishabilityandtheirpossiblesolutions.(三)重点与难点1 .重点理解服务的特性，及产生的相应的问题、解决方法。2 .难点理解服务的特性。第三章THECONSUMERDECISIONPROCESSINSERVICESMARKETING(一)课程内容(1) TheConsumerDecisionProcess:AnOverview.(2) SpecialConsiderationsPertainingtoServices.(二)教学要求(1) Discussthesixstepsthatcomprisetheconsumerdecisionprocessmodel.(2) Understandthespecialconsiderationsofservicepurchasesastheypertaintotheprepurchase,consumption,andpostpurchasestagesoftheconsumerdecisionprocessmodel.(3) Describemodelsthatattempttoexplaintheconsumer,spostpurchaseevaluation.(三)重点与难点(若不单独列出，需在教学要求中适当注明)1 .重点明确并理解服务消费者的决策过程。2 .难点服务消费者决策过程中的特殊问题。（一）课程内容(1) StagesofOperationalCompetitiveness(2) MarketingandOperations:BalanceisCritical(3) InaPerfectWorld,ServiceFirmsWouldbeEfficient(4) ApplyingtheEfficiencyModelstoServiceFirms(5) TheArtofBlueprinting(二)教学要求(1) Discussthestagesofoperationalcompetitiveness.(2) Appreciatetherelationshipbetweenoperationsandmarketingasitpertainstodevelopingservicedeliverysystems.(3) Describethetypesofoperationalmodelsthatfacilitateoperationalefficiency.(4) Considerthechallengesassociatedwithapplyingpeakefficiencymodelstoserviceorganizationsandrecommendstrategiesthatovercomesomeofthesedifficulties.(5) Explaintheartofserviceblueprintingasitrelatestothedesignofservicedeliverysystems.(三)重点与难点(若不单独列出，需在教学要求中适当注明)1 .重点服务传递系统的竞争力的阶段、服务蓝图的作用。2.难点服务蓝图的作用及服务传递系统的效率提升。第五章PEOPLEISSUES:MANAGINGSERVICEEMPLOYEES(一)课程内容(1) TheImportanceofServicePersonnel(2) ServicePersonnelAsBoundarySpanners(3) TheImportanceofHumanResourcesforServiceFirms(4) PullingItAllTogether(二)教学要求(1) Discusstheimportanceofcontactpersonnelasboundaryspanners(2) Explainthesourcesofconflictinboundary-spanningrolesandtheconsequencesofrolestress.(3) Definetheconceptsofempowermentandenfranchisementandunderstandthecontingencyempowermentapproach.(4) Describetherelevanceofemployeesatisfactionasitrelatestotheservice-profitchain.(三)重点与难点(若不单独列出，需在教学要求中适当注明)1 .重点理解并明确服务员工的重要性。2 .难点员工满意度与服务收益之间的关系。第六章DEFlNINGANDMEASURINGSERVICEQUALITY(一)课程内容(1) WhatisServiceQuality?(2) TheDifferenceinQualityPerspectivesBetweenGoodsandServices(3) DiagnosingFailureGapsinServiceQuality(4) MeasuringServiceQuality:SERVQUAL(5) ServiceQualityInformationSystem(二)教学要求(1) Contrastservicequalityasitcomparestocustomersatisfaction.(2) Identifythegapsthatinfluenceconsumerperceptionsofservicequalityanddiscussfactorsthatinfluencethesizeofeachservicequalitygap.(3) UnderstandthebasicconceptsofSERVQUAL.(4) Describethecomponentsofaservicequalityinformationsystem.(三)重点与难点(若不单独列出，需在教学要求中适当注明)1 .重点服务质量评价方法与步骤。2 .难点服务与有形产品质量衡量的区别，运用服务质量评价方法对服务进行评价。第七章SERVICEFAILURESANDRECOVERYSTRATEGIES（一）课程内容1. TypesofServiceFailures.2. CustomerComplainingBehavior.3. TheArtofServiceRecovery.4. EvaluatingRecoveryEfforts:PerceivedJustice.5. ServiceFailureandRecoveryAnalysis.（二）教学要求1. Discussthef