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

本課程主要的目的為:(一)透過教科書以學習服務業行銷策略的架構與作法;(二)經由課本案例與個案討論,以瞭解服務業行銷策略的實際運作與面臨的問題,並藉此培養問題分析與決策的能力;(三)透過學術期刊文章的研讀,以瞭解服務業行銷研究的方法,並培養學生進行服務業行銷研究的能力;(四)藉由學期中實際個案的撰寫,以瞭解理論與實務的差距與結合,並訓練資料蒐集與整合的能力,以及書面報告與口頭報告的能力。
All course activities are intended to help students become proficient in analyzing and judging the merits of services marketing strategies and assist them in making strategic decisions in both business and consumer services industries.

課程學習目標 Course Objectives

  • (一)透過教科書,以學習服務業行銷策略的架構與作法
  • (二)瞭解服務業行銷策略的實際運作與面臨的問題,並藉此培養問題分析與決策的能力;
  • (三)瞭解服務業行銷研究的方法,並培養進行服務業行銷研究的能力;
  • 課程進度 Progress Description

    進度說明 Progress Description
    1Introduction
    2Creating Value in the Service Economy
    3 Consumer Behavior in a Services Context
    4Positioning Services in Competitive Markets
    5 Developing Services Products: Core and Supplementary Elements
    6 Distributing Services through Physical and Electronic Channels
    7Setting Prices and Implementing Revenue Management
    8Promoting Services and Educating Customers
    9Designing and Managing Service Processes
    10Balancing Demand and Productive Capacity
    11Crafting the Service (Physical) Environment
    12Managing People for Service Advantage
    13Managing Relationships and Building Loyalty
    14Complaint Handling and Service Recovery
    15Improving Service Quality and Productivity
    16Case Study
    17Project Presentation
    18Final Exam
     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