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 trend in the current academic and practical circles. The US Competition Commission predicts that service science will become the future economic development engine. This course will achieve the following course goals from a theoretical and practical perspective:
1. Through the service marketing process perspective, understand how organizations respond to the impact of service marketing innovation.
2. Understand service marketing practices and operations, and stimulate more diverse views through case teaching and discussions.
3. Introduce the discussions and views of relevant academic managers in service marketing, make reasonable discussions and practices, integrate them into and apply them to the analysis and exploration of practical cases.
4. Introduce popular topics in contemporary service marketing, such as: social enterprise innovation, service innovation, business model innovation, sharing economy, platform economy, O2O, etc.
5. By participating in the actual case competition (Business Administration Alliance), through the actual case analysis discussion and competition process, we can achieve the learning goal of serving marketing.
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, 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. Yanhu Mountain World
h. Zipcar
i. Uber pricing
j. Hsinchu Shipping
k. Taiwan car team
l. Taiwan Integral Circuit Manufacturing Co., Ltd.—To the world-class enterprise
m. Zhiyuan Technology Co., Ltd.
n. Chunshuitang
| 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 business and reporting |
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 |
