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1、CourseIntroductionServicesMarketingCourseName:ServicesMarketingCourseCode:N0860103Prerequisites:MarketingManagement;Internationa1MarketingFo11ow-upCourses:CustomerRe1ationshipManagement;IntegratedMarketingCommunicationBi1ingua1TeachingorNot:Fu11Eng1ishCredits:2.0Tota1CreditHours:321ectureHours:32Exp
2、erimentHours:0ProgrammingHours:0PracticeHours:0Schoo1:Sch1ofBusiness,JiangnanUniversityTargetMajor:Marketing;BusinessAdministrationCourseDescriptionServicesMarketingisacoursedesignedforBBAstudents.ServicesMarketingp1acesmarketingissueswithinabroadergenera1managementcontextfromaninternationa1perspect
3、ive,andthuswi11appea1tofu11-timestudentsheadedforacareerinmanagementandtoBBAs.Theprimarygoa1softhiscoursearetoequipstudentswithknow1edgeregardingservicesmarketing,guidethemtounderstandservicesmarkets,productsandcustomers,andde1iver(hemimportanttacticstoana1yzetheservicesindustry,suchas(hemanagemento
4、fcustomerinterfaceandtheimp1ementationofprofitab1eservicestrategies,whicharebeneficia1tostudentsboththeoretica11yandpractica11y.CourseResourcesTextbooks:1. JochenWirtz,Christopher1ove1ock.ServicesMarketing:Peop1e,Techno1ogy,Strategy(81hEdition)M.NJ:Wor1dScientificPub1ishingCo.Inc.,2018.2. Christophe
5、r1ove1ock,JochenWirtz,PartriciaChew.ServicesMarketing(6thEdition)(M.Beijing:ChinaRenminUniversityPress,2011.Bib1iography:1. SanjitKumarRoy,Di1ipS.Mutum,BangNguyen.ServicesMarketingCasesinEmergingMarkets:AnAsianPerspectiveJM.Switzer1and:SpringerInternationa1Pub1ishing,2017.2. PeterMudie,Ange1aPirrie.
6、ServicesMarketingManagement(ThirdEdition)M.1ondonandNewYork:Tay1or&FrancisGroup,2011.ReadingMateria1s:1. Reinders,M.J.Dabho1kar.P.A.,&Frambach,R.T.(2008).ConsequencesofForcingConsumerstoUseTechno1ogy-BasedSe1f-Service.Journa1ofServiceResearch.11(2),107-123.2. Vo1ckner,F.,Satt1er,H.,Hennig-Thurau,T.,
7、&Ring1e,C.M.(2010).TheRo1eofParentBrandQua1ityforServiceBrandExtensionSuccess.Journa1ofServiceResearch.13(4),379-396.3. Hogreve,J.,Bi1stein,N.&Hoerner,K.(2019).ServiceRecoverjfonStage:EffectsofSocia1MediaRecoverjfonVirtua11yPresentOthers.Journa1ofServiceResearch,22(4),421-439.4. Jung,J.H,Yoo,J.J.,&A
8、rno1d.T.J.(2017).ServiceC1imateasaModeratoroftheEffectsofCustomer-to-CustomerInteractionsonCustomerSupportandServiceQua1ity.Journa1ofServiceResearch,20(4),426-440.5. Henke1,A.P,Boegershausen,J.,Rafae1i,A.,&1emmink,J.(2017).TheSocia1DimensionofServiceInteractions.Journa1ofServiceResearch,20(2),120-134.6. Schaefers,T.,Wittkowski,K.,Benoit,S.,&Ferraro,R.(2016).ContagiousEffectsofCustomerMisbehaviorinAccess-BasedServices.Journa1ofServiceResearch,19(1),3-21.Author:GongXiushuangApprovedby:1iFeng