服務業發展迅速產值日益增長受到世界各國的重視，而服務對企業競爭力也扮演越來越重要的角色。本課程要旨是在幫助學生以系統性的架構學習服務業行銷基礎與法則，並了解服務業行銷與製造業產品行銷的差異。本課程會聚焦在服務業組織的行銷策略 (例如: 飯店、餐飲、銀行、醫院、旅遊、學校)。課程將結合理論與實務增進學生建立分析、規劃與執行在服務業的行銷能力。內容涵蓋服務業消費者行為、服務定位、服務產品開發、服務流程管理、服務溝通、顧客關係管理等議題。藉由本課程學生將建立服務業行銷整體規劃與面對問題的因應思考能力。

The rapid development of the service industry has attracted increasing attention from countries around the world, and services are playing an increasingly important role in corporate competitiveness. The purpose of this course is to help students learn the basics and principles of service industry marketing in a systematic structure, and to understand the differences between service industry marketing and manufacturing product marketing. This course will focus on marketing strategies for service industry organizations (e.g. hotels, catering, banks, hospitals, tourism, schools). The course will combine theory and practice to enhance students' ability to analyze, plan and execute marketing in the service industry. The content covers consumer behavior, service positioning, service product development, service process management, service communication, customer relationship management and other topics in the service industry. Through this course, students will develop the overall planning of service industry marketing and the ability to respond to problems.

Jochen Wirtz and Christopher Lovelock (2016), Service Marketing, 8th edition, World Scientific

Jochen Wirtz and Christopher Lovelock (2016), Service Marketing, 8th edition, World Scientific