檔案產生時間：2026/10/19 上午 05:15:00
本表如有異動，於4小時內自動更新

一、課程基本資料 Course Information
科目名稱 Course Title： (中文)服務行銷  組別:全英語暑期 (英文)SERVICE MARKETING		開課學期 Semester：115學年度第1學期 開課班級 Class：企碩Ｅ二
授課教師 Instructor：王 婧
科目代碼 Course Code：MGB10101	單全學期 Semester/Year：單			分組組別 Section：全英語暑期
人數限制 Class Size：30	必選修別 Required/Elective：選			學分數 Credit(s)：3
星期節次 Day/Session：	前次異動時間 Time Last Edited：115年06月24日13時27分
※ 因授課需求教室如安排於語練教室需加收語言實習費
課程與聯合國永續發展目標關聯性 Course match with UN SDGs (Sustainable Development Goals)
課程與社會力關聯性 Course match with Employment Soft Skills
二、指定教科書及參考資料 Textbooks and Reference (請修課同學遵守智慧財產權，不得非法影印)
●指定教科書 Required Texts Wirtz／Services Marketing： People， Technology， Strategy／8th Edition ●參考書資料暨網路資源 Reference Books and Online Resources
三、教學目標 Objectives
本課程提供服務行銷原理與實務之全面性概觀。學生將深入瞭解服務的獨特性質、服務業的挑戰與機會，以及在不斷變化的經濟環境下提供卓越客戶體驗的關鍵策略。 修完本課程後，學生將能夠： -瞭解服務的獨特性質：區分商品與服務，並解釋無形性、不可分離性、異質性與易消逝性的影響。 -瞭解並分析服務行銷組合（7P）：瞭解產品、價格、通路、促銷、人員、流程和有形證據在服務提供中的角色。 -發展以顧客為中心的策略：識別顧客需求與期望，區隔服務市場，並發展吸引、留住和感動顧客的策略。 -瞭解並管理服務創新，認識科技在服務提供與管理中的角色：識別服務創新的機會，發展新的服務概念；體會科技對服務提供管道、顧客互動和服務營運的影響。 -將服務行銷概念應用於真實情境：分析案例、進行市場調查，並為特定企業發展服務行銷計畫。 -有效溝通：以書面和口頭形式呈現研究結果和建議。
This course provides a comprehensive overview of service marketing principles and practices. Students will gain an understanding of the unique characteristics of services, the challenges and opportunities in the service industry, and the key strategies for delivering exceptional customer experiences in a changing world of economy. Upon successful completion of this course, students will be able to: - Understand the unique characteristics of services: Differentiate between goods and services, and explain the implications of intangibility, inseparability, heterogeneity, and perishability. - Understand and analyze the service marketing mix (7Ps): Understand the role of product, price, place, promotion, people, process, and physical evidence in service delivery. - Develop customer-centric strategies: Identify customer needs and expectations, segment service markets, and develop strategies to attract, retain, and delight customers. - Understand and manage service innovation and understand the role of technology in service delivery and management: Identify opportunities for service innovation and develop new service concepts; appreciate the impact of technology on service delivery channels, customer interactions, and service operations. - Apply service marketing concepts to real-world situations: Analyze case studies, conduct market research, and develop service marketing plans for specific businesses. - Communicate effectively: Present findings and recommendations in written and oral formats.
四、課程內容 Course Description
●整體敘述 Overall Description This course progresses systematically from foundational concepts of service marketing, such as the unique characteristics of services and customer behavior, to advanced topics like service innovation, technology integration, and global considerations. This structured approach allows students to develop a comprehensive understanding of service marketing principles and apply them to real-world scenarios. Weekly course plan will be adjusted to accommodate students needs and progresses. The course will take an interactive approach, incorporating research insights as well as real world case sharing.
●分週敘述 Weekly Schedule 週次 Wk 日期 Date 課程內容 Content 備註 Note 1   Introduction to Services Marketing: -What are services? -The unique characteristics of services. -The importance of the service sector in the global economy.  　 2   Customer Behavior in Service Environments: -Understanding customer needs and expectations. -Service quality dimensions  　 3   Customer Insights for Service Management and Innovation: -Service encounter: Moments of truth, service scripts, and the role of technology. -Customer satisfaction and loyalty  　 4   Service Marketing Mix (7Ps) -Product: Service offerings, service packages, branding. -Price: Pricing strategies for services, value-based pricing, revenue management. -Place: Service delivery channels, distribution strategies, omnichannel experiences.  　 5   Service Marketing Mix (7Ps) Continued -Promotion: Integrated marketing communications, service advertising, social media marketing. -People: Service employees, customer service training, employee motivation. -Process: Service delivery processes, service blueprints, operations management.  　 6   Service Marketing Mix (7Ps) Continued -Physical Evidence: The service environment, tangible cues, atmosphere. -Case Study.  　 7   School Holiday  　 8   Service Innovation and Design Thinking -Identifying service innovation opportunities. -The design thinking process: Empathize, define, ideate, prototype, test. Developing new service concepts.  　 9   Technology and Service Delivery -E-commerce and online services. -Mobile technologies and service delivery. -Artificial intelligence and service automation.  　 10   Service Marketing in the Digital Age -Social media marketing for services. -Mobile marketing and location-based services. -Building online communities and customer relationships.  　 11   Customer Satisfaction: Misconceptions and new insights  　 12   Service Quality and Operations Management -Measuring service quality. -Service recovery strategies: Handling service failures, complaint resolution. -Capacity management. -Service resources, productivity and efficiency.  　 13   Service Marketing Research -Market research methods. -Data analysis and interpretation. -Developing service marketing research plans.  　 14   Ethical Considerations in Service Marketing -Ethical issues in service pricing, advertising, and customer data privacy. -Corporate social responsibility and sustainability in the service industry. -Building trust and ethical relationships with customers.  　 15   International Service Marketing -Global service markets and cultural differences. -International service delivery and operations. -Challenges and opportunities in international service marketing.  　 16   Group Project Presentation  　 17   Final Exam  　 18   Self-directed reflection and learning

五、考評及成績核算方式 Grading

本科目 ☑同意期末退修但需面談輔導

配分項目 Items 次數 Times 配分比率 Percentage 配分標準說明 Grading Description 出席   15% Active and thoughtful participation in class discussions. Timely completion of in-class assignments and quizzes. Attendance and punctuality. 期中考   20% Mid-term case analyses on Service Marketing 7P's 學期考   30% Final exam 報告   20% Group project oral presentation 分組作業   15% Group project written report 配分比率加總 100%

六、授課教師課業輔導時間和聯絡方式 Office Hours And Contact Info

●課業輔導時間 Office Hour By appointment

●聯絡方式 Contact Info 研究室地點 Office： EMAIL：janewang@scu.edu.tw 聯絡電話 Tel： 其他 Others：

七、教學助理聯絡方式 TA’s Contact Info

教學助理姓名 Name 連絡電話 Tel EMAIL 其他 Others

八、建議先修課程 Suggested Prerequisite Course

N/A

九、課程其他要求 Other Requirements

N/A

十、學校數位學習平台及教師個人網址 University’s Web Portal And Teacher's Website

學校數位學習平台 University’s Digital Learning Platform：https://tronclass.scu.edu.tw

教師個人網址 Teacher's Website：

其他 Others：

十一、計畫表公布後異動說明 Changes Made After Posting Syllabus