服務科學為當前學術界與實務界大勢所趨，美國競爭力委員會預測服務科學將成為未來經濟發展引擎，本課程將以理論與實務兼顧角度，達成以下課程目標：
1. 透過服務行銷流程觀點，了解組織如何因應服務行銷創新的影響。
2. 認識服務行銷實務與操作，並藉由個案教學及議題討論，激發更多元的觀點。
3. 介紹服務行銷相關學術理論與觀點，結合理論與實務，融入並應用於實務個案的分析與探討。
4. 介紹當代服務行銷熱門議題，如：社會企業創新、服務創新、商業模式創新、分享經濟、平台經濟、O2O等。
5. 藉由參與實際個案競賽（商管聯盟），透過實際個案分析討論與競賽過程，達成服務行銷的學習目標。Service science is a general trend in the current academic and practical circles. The American Council on Competitiveness predicts that service science will become the engine of economic development in the future. This course will achieve the following course objectives from the perspective of both theory and practice:
1. Understand how organizations respond to the impact of service marketing innovation through the service marketing process perspective.
2. Understand service marketing practices and operations, and stimulate more diverse perspectives through case teaching and topic discussions.
3. Introduce academic theories and perspectives related to service marketing, combine theory and practice, and integrate and apply it to the analysis and discussion of practical cases.
4. Introduce hot topics in contemporary service marketing, such as: social enterprise innovation, service innovation, business model innovation, sharing economy, platform economy, O2O, etc.
5. Achieve the learning goals of service marketing by participating in actual case competitions (Business Management Alliance) and through actual case analysis, discussions and competition processes.
HBR 相關服務行銷文章，與相關哈佛與TMCC個案
a. 薰衣草花園
b. WoWprime
c. eBay vs. Amazon
d. Alibaba Taobao
e. 緩慢民宿
f. 85度C
g. 劍湖山世界
h. Zipcar
i. Uber pricing
j. 新竹貨運
k. 台灣大車隊
l. 台灣積體電路製造股份有限公司—邁向世界級企業
m. 智原科技股份有限公司
n. 春水堂
HBR related service marketing articles, and related cases of Harvard and TMCC
a. Lavender Garden
b.WoWprime
c. eBay vs. Amazon
d. Alibaba Taobao
e. Slow B&B
f. 85 degrees C
g. Jianhu Mountain World
h. Zipcar
i. Uber pricing
j. Hsinchu Freight
k. Taiwan’s Grand Fleet
l. Taiwan Semiconductor Manufacturing Co., Ltd.—Towards a world-class enterprise
m. Faraday Technology Co., Ltd.
n. Chun Shui Tang
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂參與課堂參與 class participation |
20 | |
| 個人作業與報告個人作業與報告 Personal assignments and reports |
20 | |
| 小組報告(個案競賽）小組報告(個案競賽） Group report (case competition) |
35 | |
| 課堂參與與討論課堂參與與討論 Class participation and discussion |
25 |
