Ib362 服务业营销_南仲信.docxVIP

Syllabus of Service Industry Marketing 服务业营销教学大纲 Course Code（课程代码）: Ib362 Course Name（课程名称）: Insurance /保险学 Semester（开课学期）: 5 Credits（学分）/Academic Hours（学时）: 3/48 Course Type（课程类别）: Optional Course（专业选修课） Prerequisite(s)（先修课程）: Basic knowledge of Management and Marketing Offered by（开课单位）: School of Economics and Management （经济与管理学院） Prepared by（执笔人）: Nan Zhongxin（南仲信） Reviewed by（审核人）: Bi Zhantian（毕占天） Approved by（审批人）: LiuHonggmin（刘洪民） 1. Course Overview (including course description, objectives, outcomes, content)【课程简介（包含课程性质、目的、任务和内容）】 Contemporary market economies are dominated by services. This course helps students appreciate the distinct characteristics of services and the implications these have for developing and implementing marketing strategies in a wide range of service industries. Current issues in technology and ethics are also examined in relation to service organizations. 2. Methods of Instruction（教学方法） Lecturing, Q & A, class discussion, and demonstrating methods are mainly used for most of lectures. In addition, presentation, quizzes, research paper and homework assignment are also given in due time to check the students’ learning outcomes. 3. In-class and Extracurricular Teaching and Learning Arrangement and Basic Requirements（课内外教学环节教学安排及基本要求） Teaching and Learning components and academic hour allocation are shown in Table 3-1 Table 3-1 Teaching and Learning Components and Academic Hour Allocation No. Course Content In-class Academic Teaching Hours Extracurricular Hours 1 Introduction to Service Industrial market 3 3 2 Conceptual Framework for the Book: The Gaps Model of Service Quality 3 3 3 Consumer Behavior in Services 3 3 4 Customer Expectations and Perceptions in Services 3 3 5 Listening to Customers through Research 3 3 6 Building Customer Relationships 3 3 7 Service Recovery 3 3 8 Service Development and Design 3 3 9 Customer-Defined Service Standards 3 3 10 Physical Evidence and the Service scape 3 3 11 Employees’ Roles in Servic