基本素養 Basic Literacy

□ 倫理道德觀
學生應具備良好倫理道德觀
Ethic
Students should possess ethic.
□ 國際觀
學生應具備良好的國際觀
Global Awareness
Students should possess a global perspective.
□ 社會責任
學生應具備正確之社會責任觀
Social Responsibility
Students should possess socialresponsibility.

核心能力 Competence

■ 口語表達/簡報能力
學生應具備良好之口語表達及簡報能力
Oral Communication/ Presentation
Students should be able to communicate effectively verbally and in presentation.
□ 寫作能力
學生應具備良好之寫作能力
Written Communication
Students should be able to communicate effectively in writing.
□ 創新能力
學生應具備創造及創新之能力
Creativity and Innovation
Students should demonstrate creativity and innovation skills.
■ 解決問題能力
學生應具備解決問題之能力
Problem Solving Skills
Students should be able to solve strategic problems.
■ 分析能力
學生應具備良好的分析能力
Analytical Skills
Students should demonstrate analytical skills.
□ 領導能力
學生應具備良好領導能力
Leadership
Students should demonstrate leadership skills demanded of a person in authority.
□ 批判能力
學生應具備良好的批判能力
Critical Thinking
Students should possess critical thinking skills.
■ 專業技能
學生應具備良好的專業態度與技能
Values, Skills & Professionalism
Students should possess the necessary skills and values demanded of a true professional.
□ 資訊科技能力
學生應具備資訊科技能力
Information Technology
Students should possess information technology skills.
□ 管理能力
學生應具備良好的管理能力
Management Skills
Students should possess management skills.

課程概述 Course Description

本課程主要的目的有二：（一）瞭解服務業行銷的基本觀念與作法；（二）學習運用課程所學習的知識。課程主要內容包括：服務業行銷之獨特處；服務業行銷之研究架構；服務業之市場定位；服務業之需要管理；服務的創造與運送；服務業之訂價策略；服務業之促銷；以及服務業之行銷組織。
The objectives of this course are two: (1) to understand the fundamental concepts and skills of services marketing, (2) to learn how to apply those concepts and skills into real practice.

課程學習目標 Course Objectives

  • 瞭解服務業行銷的基本觀念與作法
  • 透過個案討論與學期專題報告，探討服務業的實際行銷作為
  • 學習運用課程所學習的行銷知識與方法在個人生活與工作上

    • 課程進度 Progress Description

    進度說明 Progress Description
    1課程介紹
    2服務業的崛起與重要性 / 服務的內涵
    3服務的內涵
    4服務業消費者購買過程與行為
    5顧客知覺價值、服務品質與顧客滿意度
    6顧客關係與顧客忠誠度
    7顧客體驗與體驗行銷
    8服務的STP與創新
    9期中考
    10服務實體環境
    11服務人員
    12服務流程與供需管理
    13個案討論
    14服務業的定價
    15服務業的溝通
    16服務業的通路
    17期末報告
    18期末考
    　以上每週進度教師可依上課情況做適度調整。The schedule may be subject to change.

    有關課程其他調查 Other Surveys of Courses

    1.本課程是否規劃業界教師參與教學或演講? 否
    Is there any industry specialist invited in this course? How many times? No
    2.本課程是否規劃含校外實習(並非參訪)? 否
    Are there any internships involved in the course? How many hours? No
    3.本課程是否可歸認為學術倫理課程? 否
    Is this course recognized as an academic ethics course? In the course how many hours are regarding academic ethics topics? No
    4.本課程是否屬進入社區實踐課程? 否
    Is this course recognized as a Community engagement and Service learning course? Which community will be engaged? No