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Course Syllabus: Services Marketing and

Management
Objectives: Because of the differences between services and manufacturing
sectors, traditional manufacturing-based marketing approaches may not
be useful to the services. Thus, this course intends to deliver an
understanding of important concepts, theories, and tools in service
marketing and management. This course also intends to provide many
service cases to introduce the applications of the above service theories.
Course outlines: This course is divided into four parts. These are service
characteristics/ contexts, service supply side issues, service demand side
issues, and service marketing mix issues. In the section of service
characteristics/contexts, this course introduces the importance and
characteristics of services (ch1). In the section of service supply side
issues, this course introduces Internet applications in services (ch2),
service marketing strategies and competitive advantage (ch3), and
service demand and capacity (ch4). In service demand side issues, this
course introduces understanding customer behavior (ch5), service
quality management (ch6), customer relationship management (ch7),
and service failure and recovery (ch8). In service marketing mix issues,
this course introduces service environment and experiential marketing
(ch9), service innovation (ch10), service pricing (ch11), and service
marketing communications (ch12).
Credits: 3
Textbook: Hung-Chang Chiu and Yi-Ching Hsieh (2007), Services Marketing
and Management, Yeh Yeh Book Gallery (Tel: 02-2368-4198), Taipei,
Taiwan.
Evaluation: In-class discussion: 40%; Mid-term exam: 30%; Final exam: 30%

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Chapter and content

Introduction
1. The importance and characteristics of services
2. Internet applications in services
2. Internet applications in services
3. Service marketing strategies and competitive advantage

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3. Service marketing strategies and competitive advantage

4. Service demand and capacity
5. Understanding customer behavior
6. Service quality management
Mid-term exam
7. Customer relationship management
7. Customer relationship management
8. Service failure and recovery
9. Service environment and experiential marketing
10. Service innovation
11. Service pricing
12. Service marketing communications
Final exam