6104 - 服務行銷 英授 Taught in English
Services Marketing
教育目標 Course Target
所有產業都具有「服務」的特性，以實務的角度切入，探討當今重要產業議題；兼顧流程觀點，了解組織因應方式，並認識常見的行銷實務與操作。介紹與議題相關的重要學者與觀點，結合理論與生活，融入並應用於日常見聞之中；介紹當代熱門議題，如：社會企業、服務創新等，並藉由個案教學及議題討論，激發更多元的觀點。
All industries have the characteristics of "service". We will explore today's important industry issues from a practical perspective. We will also take into account the process perspective, understand how organizations respond, and understand common marketing practices and operations. Introduce important scholars and opinions related to the topic, combine theory and life, integrate and apply it to daily news; introduce contemporary hot topics, such as social enterprises, service innovation, etc., and stimulate more diverse perspectives through case teaching and topic discussions.
參考書目 Reference Books
� 曾光華 著，《服務行銷與管理》（前程文化）
� James and mona fitzsimmons 著，周瑛琪 審閱，《服務管理》（高立圖書）
� Zeng Guanghua, "Service Marketing and Management" (Qiancheng Culture)
� James and Mona fitzsimmons, reviewed by Zhou Yingqi, "Service Management" (Gaoli Books)
評分方式 Grading
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授課大綱 Course Plan
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課程資訊 Course Information
基本資料 Basic Information
- 課程代碼 Course Code: 6104
- 學分 Credit: 0-3
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上課時間 Course Time:Saturday/8,9,10[M243]
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授課教師 Teacher:許書銘/金必煌/陳永瑞/羅旭華
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修課班級 Class:高階經管班1,2
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選課備註 Memo:週末班優先選課；限碩專班生
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