《服务与体验营销》课程教学大纲.docxVIP

《服务与体验营销》教学大纲 一、课程基本信息 课程名称 服务与体验营销 Service Experience Marketing 课程编码 SEM420511020 开课院部 经济管理学院 课程团队 服务与体验营销教学团队 学分 2.0 课内学时 32 讲授 32 实验 0 上机 0 实践 0 课外学时 0 适用专业 市场营销 授课语言 双语 先修课程 市场营销学、市场调查与预测、消费者行为学 课程简介 （必修） 《服务与体验营销》（双语）为市场营销专业的核心课程。该课程以市场营销学、消费者行为学和市场调查与预测等课程为基础，通过讲解服务与一般有形产品的差异、服务业对我国经济发展的重要意义、服务营销的一般模型、顾客期望和忠诚态度、消费者需求与服务产品设计、服务运营过程、服务定价、服务营销渠道、服务有形展示、服务营销沟通与体验营销、以及服务补救等主要内容，通过结合最新研究进展和管理实践中的实际案例进行讲解，以帮助学生理解服务营销和体验营销的基本知识点和实践应用。 《服务与体验营销》（双语）课程目的主要在于，帮助学生理解服务营销、体验营销、体验营销和一般营销的差异、以及服务营销、服务业对企业构建顾客忠诚、企业与顾客长期关系的重要价值，了解服务营销和体验营销的基本理论、相关知识框架和基本技能，并能综合运用服务营销和体验营销的相关知识，以最终提升学生发现问题、系统分析问题并最终解决问题的能力。 Service Experience Marketing (bilingual) is the core course for Marketing students. This course is based on the learning of Marketing, Consumer Behavior, and Market Research and Forecasting. The main contents of this course include the difference between service and tangible products, the Importance of service industry to Chinas economic development, the basic model of service marketing, customers’ expectation and loyalty, customers’ needs and service designs, service operation process, service pricing, serve place and physical evidence, service promotion/communication and experiential marketing, and service remediation. Via the latest research progress and practical cases in management practice, to explain and to help students understand the basic knowledge points and practical applications of service marketing and experience marketing. The main outcomes of Service Experience Marketing (bilingual) are to help students to understand the differences between service marking, experiential marking and general product marketing, to acknowledge the importance of service marketing on customers’ loyalty and the long-term relationship between customers and corporates, to master the basic theories, relevant knowledge frameworks and basic skills of service marketing and experience marketing, and to cultivate the ability of identifying, analyzing and solving problems systematically t