《服务营销》课程教学大纲模版英文版(1).docxVIP

Syllabus of《Service Marketing》 Course Name： Service Marketing Course Code： Credits：2 Total Credit Hours：32 Lecture Hours：32 Experiment Hours：0 Programming Hours：0 Practice Hours：0 Total Number of Experimental (Programming) Projects 0 , Where, Compulsory ( 0 ), Optional ( 0 ). School： School of Business Target Major：Business Administration Ⅰ、Course Nature Aims Service Marketing is a professional elective course for marketing majors, which has strong applications. Service marketing is a course focusing on the specific characteristics of service industry and enterprise service activities, focusing on researching service products, service activities and their particularities. The course has strong practicality and skill, involving services, service markets, service consumption behavior, customer expectations and service commitments, service research, service strategy, tangible display and service links, service quality and other content. Through studying this course, students are able to master the basic connotation of service marketing, related concepts, research objects and research categories, distinguish the difference in content and marketing mix elements between service marketing and marketing, master the basic elements of service marketing mix, understand the characteristics of service consumption behavior, establish the correct concept of service marketing, understand the concept and components of service quality, measurement of service quality, and management of service quality. On the basis of theoretical study, students are able to connect with reality and engage in service industry marketing activities or participate in enterprise marketing service activities. Ⅱ、Course Objectives 1. Moral Education and Character Cultivation. Through studying the Service Marketing course, students are required to learn the relevant theories