《服务业营销》课程教学大纲

SyllabusofServiceIndustryMarketing服务业营销教学大纲CourseCode（课程代码）:Ib362CourseName（课程名称）:Insurance/保险学Semester（开课学期）:5Credits（学分）/AcademicHours（学时）:3/48CourseType（课程类别）:OptionalCourse（专业选修课）Prerequisite(s)（先修课程）:BasicknowledgeofManagementandMarketingOfferedby（开课单位）:SchoolofEconomicsandManagement（经济与管理学院）1.CourseOverview(includingcoursedescription,objectives,outcomes,content)【课程简介（包含课程性质、目的、任务和内容）】Contemporarymarketeconomiesaredominatedbyservices.Thiscoursehelpsstudentsappreciatethedistinctcharacteristicsofservicesandtheimplicationsthesehavefordevelopingandimplementingmarketingstrategiesinawiderangeofserviceindustries.Currentissuesintechnologyandethicsarealsoexaminedinrelationtoserviceorganizations.2.MethodsofInstruction（教学方法）Lecturing,Q&A,classdiscussion,anddemonstratingmethodsaremainlyusedformostoflectures.Inaddition,presentation,quizzes,researchpaperandhomeworkassignmentarealsogiveninduetimetocheckthestudents’learningoutcomes.3.In-classandExtracurricularTeachingandLearningArrangementandBasicRequirements（课内外教学环节教学安排及基本要求）TeachingandLearningcomponentsandacademichourallocationareshowninTable3-1Table3-1TeachingandLearningComponentsandAcademicHourAllocationNo.CourseContentIn-classAcademicTeachingHoursExtracurricularHours1IntroductiontoServiceIndustrialmarket332ConceptualFrameworkfortheBook:TheGapsModelofServiceQuality333ConsumerBehaviorinServices334CustomerExpectationsandPerceptionsinServices335ListeningtoCustomersthroughResearch336BuildingCustomerRelationships337ServiceRecovery338ServiceDevelopmentandDesign339Customer-DefinedServiceStandards3310PhysicalEvidenceandtheServicescape3311Employees’RolesinServiceDelivery3312Customers’RolesinServiceDelivery3313DeliveringServicethroughIntermediariesandElectronicChannels3314ManagingDemandandCapacity3315IntegratedServicesMarketingCommunications3316PricingofServices33Total48484.ExtracurricularLearningRequirements（课外学习要求）Studentsarerequiredtospendextracurricularhoursbeforeclass,toacquaintancethemselveswiththebasicconceptsandterminologies,aswellasafterclass,forhomeworkassignments.Forextracurricularlearningmaterials,seethereferenceslistedinPart7.LearningthroughsearchenginesandE-Learningarealsoencouraged.Therewillbehomeworkassignmentsevery1-2weeks.Youmaydiscusshomeworkquestionswithyourclassmates;however,ithastobeyourindividualwork.Youhavetosubmityoursolutionfileforeachassignmentimmediatelyafteryouarenotified.Theduedateforeachassignmentwillbeannouncedwhenthehomeworkareassigned.Latesubmissionwillcausepenaltyonthegrade.Plagiarisminassignmentsisconsideredasacademicdishonestyandfailinggradesinaparticularassignmentwillbegivenforthestudentsinvolvedinplagiarismaccordingtotheseriousnessofoffense.ThestudentsmayalsoberequiredtosubmitaresearchpaperwhichisregardingServiceMarketingand/oritsapplications,onecurrentandreal-worldservicemarketingissueandsoon.Thepurposeofthispaperistoimprovetheabilityofacademicresearch.Thetopicofthepapercaneitherbechosenbythestudentsthemselvesbasedondiscussionwiththeteacherorbegivenbytheteacherdirectly.Thefinalversionofthepapershouldbesubmittednolaterthan16thweekofthesemester.Latesubmissionwillcausepenaltyonthegrade.5.GradingPolicy（考核内容及方式）GradingSystem:Hundred-marksystem(√);Five-gradesystem();Two-gradesystem()(1)Five-gradesystem:A:from100to90;B:from89to80;C:from79to70;D:from69to60;F:below60(2)Two-gradesystem:P:from100to60;F:below59EvaluationType:Exambased(√);Non-Exambased()Thecourseevaluationgradeisproportionatelycomposedofin-semesterevaluationandfinalexamasfollows:60%assessmentinin-semesterevaluationwhichincludesclassattendance(10%),homeworkassignments(10%),ResearchPaper(20%),Quizzes(20%).Schoolpolicydictatesthatattendanceismandatory.Studentsshouldcometoeveryclassontime,stayfortheentireclass,andbeattentiveduringtheclassexceptforfamilyorhealthrelatedemergencies.Ifyoudomissaclassitisyourresponsibilitytogetlecturenotesandassignmentsfromanotherstudent.IfyoumissmorethanthreeclassestheInstructorreservestherighttodropyoufromthecourse.60%assessmentinfinalexam.Theexamdurationis2hours.Thefinalexamswillfocusonthetext,lecturesandhomeworkassignments.Itisthestudent’sresponsibilitytofamiliarizehimselforherselfwithandadheretotheUniversitystandardssetforthinthepoliciesoncheatingandplagiarism.6.ContinuousImprovement（持续改进）Accordingtothefeedbacksfromstudentsandsupervisorsofteachingandlearningduringin-semesterevaluation,classdiscussions,finalexam,etc.,teachingandlearningapproachesofthiscourseshouldbeimprovedtimelyandcont