1. 建立服務業行銷的基本觀念與理論。
2. 瞭解服務業行銷的程序及相關技能。
3. 探討服務業行銷的趨勢與實務。
4. 發展服務業行銷策略規劃與執行的基礎能力。

1. Establish basic concepts and theoretical discussions in service industry marketing.
2. Understand the procedures and relevant skills of service marketing.
3. Explore the trends and practices of service industry marketing.
4. Develop basic capabilities in service industry marketing strategy planning and execution.

� 指定教科書（暫定）：
Lovelock, C., Wirtz, J., and Chew, P. 著，郭思妤、吳亞穎譯，陳怡之審定，服務業行銷，台北市：培生教育出版。（東華書局經銷）
� 參考資料：
1. 曾光華著，服務業行銷與管理：品質提昇與價值創造，三版，2011年，前程文化出版。
2. Lovelock, C. and Wirtz, J. (2007), Services Marketing: People, Technology, Strategy, 6th Edition, Prentice Hall.（華泰文化代理）（中譯本：周逸衡、淩儀玲 譯，服務業行銷，2007，華泰文化出版）。
3. Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2006), Services Marketing: Integrating Customer Focus across the Firm, 4th. ed., Boston, MA: McGraw-Hill/Irwin.（中譯本：黃鵬飛 譯，服務行銷，2008，華泰文化出版。）

� Designated textbooks (definitely):
Lovelock, C., Wirtz, J., and Chew, P., written by Guo Siyu and Wu Ya, reviewed by Chen Yi, service marketing, Taipei City: Pearson Education Publishing. (Sales by Donghua Book Bureau)
� Reference data:
1. Zeng Guanghua, Service Industry Marketing and Management: Quality Improvement and Value Creation, Third Edition, 2011, Published by Qiancheng Culture.
2. Lovelock, C. and Wirtz, J. (2007), Services Marketing: People, Technology, Strategy, 6th Edition, Prentice Hall. (Chinese translation: Zhou Yiheng, Qing Ling Translation, Service Marketing, 2007, Huatai Culture Publishing).
3. Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2006), Services Marketing: Integrating Customer Focus across the Firm, 4th. ed., Boston, MA: McGraw-Hill/Irwin. (Chinese translation: Huangmao Fei Translation, Service Marketing, 2008, Huatai Culture Publishing.)