南台課程大綱
學年度 98學年第二學期 系所 企管系
課程名稱 服務行銷專題 班級 碩企管國際二甲
授課教師 林育理 點 閱 次 數 123
選修
選修
課程概述
The primary purpose of this course is to provide marketers with a framework for effectively growing, managing and marketing service companies, including the policies, strategies and processes for marketing in a service organization. A secondary purpose is
課程目標
1. To stimulate students’ interest and curiosity about services marketing
2. To familiarize students with key concepts and principles of services marketing
3. To serve a foundation for future services marketing study
課程大綱
Practical Orientation
Students will learn about and apply tools for effective services marketing. The class will take a marketing research, decision-making approach and emphasize learning by doing through practical application of the theory. It will blend first-hand experiences from practicing services marketers along with traditional case studies, textbook and reference material.

Multiple Industries
This course will cover both business-to-business services and consumer-based services -- including recent case experiences from travel, automotive repair, telecommunications, banking, health care, management consulting, etc. – emphasizing the differences where appropriate.

Cross-Functional Perspective
Throughout this course, students will be exposed to the critical need for services marketers to influence the quality, delivery, sales, people development and customer satisfaction efforts in order to develop integrated marketing strategies for their organizations.

Class schedule will to be distributed at the first class.
英文大綱
Practical Orientation
Students will learn about and apply tools for effective services marketing. The class will take a marketing research, decision-making approach and emphasize learning by doing through practical application of the theory. It will blend first-hand experiences from practicing services marketers along with traditional case studies, textbook and reference material.

Multiple Industries
This course will cover both business-to-business services and consumer-based services -- including recent case experiences from travel, automotive repair, telecommunications, banking, health care, management consulting, etc. – emphasizing the differences where appropriate.

Cross-Functional Perspective
Throughout this course, students will be exposed to the critical need for services marketers to influence the quality, delivery, sales, people development and customer satisfaction efforts in order to develop integrated marketing strategies for their organizations.

Class schedule will to be distributed at the first class.
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