《Service Marketing》Syllabus

Course Number:           0303407040

Course Name:               Service Marketing

Instructors:                    Hongyang Xing

Required Text:              HuiXu.Service Marketing (2nd Ed.)[M].Beijing: China Renmin University Press,2021.

Course Description:   This Course is an optional course for marketing majors. As a branch of the whole marketing curriculum system, service marketing is both a derivative of marketing and an extension of marketing. The purpose of the course is to clarify the research object of service marketing, firmly grasp the basic theories, basic principles and disciplinary methods of service marketing, deepen the development frontier of service marketing discipline, and learn to master the thinking method of exploring general laws and theoretical generalization from the practice of service marketing business. With the future engaged in the field of service marketing marketing program design, planning, organization and management of professional technical work ability, with the ability to analyze and solve the practical problems in marketing work; Have strong marketing planning and execution ability, and have good communication, teamwork and management decision-making ability.

Credit/Teaching Hours

Outline of UG CPC Topics Covered in this Course:    (2Credits/32 Teaching Hours)

I.  Chapter 1 Overview of Service Marketing                 4 Teaching hours

Section 1 The meaning and characteristics of service

Section 2 Classification of services

Section 3 The concept and characteristics of service marketing

Section 4: The rise and development of service marketing

Section 5: The difference and connection between service marketing and marketing

Section 6 Service marketing concept

II. Chapter 2 Service Consumption Behavior                 2 Teaching hours

Section 1 Trends of service consumption

Section 2 Service consumption psychology

Section 3 Analysis of purchasing behavior of service consumers

Section 4 Service purchasing decision-making process

Section 5 service purchasing decision theory and model

Experiment 1 Service consumption behavior and service marketing concept Training                                   2 Teaching hours

III.   Chapter 3 Service Marketing Strategy                  2 Teaching hours

Section 1 Content of Service marketing planning

Section 2 Service marketing planning procedures

Section 3 Service marketing strategy analysis

Section 4 The choice of service marketing strategy type

Section 5 Service marketing mix

IV.Chapter 4 Service Products and Pricing Strategies         4 Teaching hours

Section 1 Products and Service Offerings

Section 2 Basic Service portfolio and Service delivery System

Section 3 Market life cycle strategy of service products

Section 4 Service brand

Section 5 Pricing methods of service industry

Section 6 Pricing techniques for service products

V.Chapter 5 Service Channels and Promotion Strategies       4 Teaching hours

Section 1 Basic problems of service product distribution channels

Section 2 Development and innovation of service channels

Section 3 Choice of service location

Section 4 The similarities and differences between service promotion and product promotion

Section 5 Service promotion combination

Section 6 Integrated service marketing communication

VI. Chapter 6 Service Personnel                           2 Teaching hours

Section 1 The role of service personnel in service marketing

Section 2 Service internal marketing

Section 3 "Customer/employee relationship reflection" analysis

Section 4 The content of the management of service personnel

Section 5 Methods of service personnel management

VII. Service Process                                      2 Teaching hours

Section 1 The meaning of service job management

Section 2 The procedures of service operations

Section 3 Services the operating system

Section 4 Management and control of service process

Section 5 Productivity of service industry

Ⅷ Chapter 8 Service Style Display                        4 Teaching hours

Section 1 The concept of Tangible display

Section 2 serves the types of tangible display

Section 3 Effects of tangible display

Section 4: The key factors affecting the formation of service image

Section 5 the characteristics of the service environment

Section 6 Creation of ideal service environment

Section 7 Management of physical display

Experiment 2 Service Marketing Mix Analysis               2 Teaching hours

IX. Chapter IX Service Quality Management                4 Teaching hours

Section 1 The concept and constituent elements of service quality

Section 2 Management of service quality gap

Section 3 Analysis of factors affecting service quality

Section 4 The content of the determination of service quality

Section 5 Methods for improving service quality

               Total (Teaching Hours)                                                                  32  

Summary of UG CPC Topics Covered in this Course:                   (32Teaching Hours)